At the same time, it will concentrate on giving unique skincare diagnosis, facials, manicures, pedicures and other services, which are customized as compared to it competitors.
Market segmentation is considered to the process in which customers are classified in accordance to their needs and objectives. It offers several advantages to an organization(Worthington, Britton & Rees, 2004). Firstly, it allows the company to concentrate on the main market. At the same time, it allows them to offer unique products and services. It assists the organization to emphasize and concentrate on its skills. Dove Spa will concentrate on targeting females of Streetly, between the ages of twenty and sixty. This segment has been selected because women between these ages are conscious about their looks and mostly take care of themselves. They used wide ranging beauty products. Dove Spa will give them skincare diagnosis, facials, manicures, pedicures and other services, which are customized. The competition is fierce in this industry and therefore, it is important that Dove Spa stands out unique as compared to its competitors.
Marketing mix is considered to an important concept and it is the fundamental part of the marketing strategy. It concentrates on quality of services and products, which would be offered by the company. It concentrates on four essential components, which include price, product, position and promotion (Worthington, Britton & Rees, 2004). It concentrates on devising a marketing strategy, which would target every segment. The same strategy would be used for Dove Spa in order to advertise and promote it in effective way. It would assist the company to accomplish its aims and objectives. The main challenge for Dove Spa would be to develop an appropriate and strong business strategy in order to saturate itself in the market.
Research suggests that the internal environment of the