1.

Company

A.) Introduction

In the 21st century, beauty and make up are like the wheels of a cart or the two sides of a coin.
Women are beautiful in themselves; but a little make-up does help a lot and it keeps one to make the
day better and happier. Every woman wants to be pretty whether she’s young or old, so the beauty
salon is the place to go. Beauty salons are also like a temple; however, the difference is that we go to
worship in the temple and in the beauty salon we go to be worshiped by the beauticians and by the
other people around.

Surallah, South Cotabato is one of urban town which consists of 84,539 populations. Not only that but
also it is 18th biggest municipality of the region and has placed 6 th of the biggest towns in South
Cotabato. There are also so many Public and Private Firms (water Board, Telecom, Media Industry),
public and private business sectors. By considering above things, it will generate more opportunities
to Carrissa Mendez Salon. But there are many salons and spa that brings more threats to survival of
salon.

After considering these factors, our group decided to make marketing plan for Carrissa Mendez Salon
to clearly show the steps or actions that will be taken to enhance their sales, achieve plan goals, and
for the satisfaction of their customers. They can also provide better quality of products and services
than their competitors.

As an initial step in marketing plan, we tried to identify the background of the salon. By analyzing
product life cycle, we identified that they are still in growth stage. They have big competition from
surroundings and must implement various marketing strategies for survival. 35% of the market share
and 7% growth in sale when comparing to the previous years.

They have segmented their market in to five aspects like children, teens, young ladies, adult women,
and men to provide various services like hair cutting, hair decoration, dressing, skin treatments, and
so on with the purpose of treating their customers in better manner. They have higher demand from
adult and young ladies comparing to other segments.

Within next year they hope to enhance their sales by 8% and retain existing customers and attract
more customers. According to this situation, we make following recommendation to achieve their
objectives in effective manner.
B.) Description of Stakeholder
OWNER
Carrissa Mendez Salon is one of the major salons in South Cotabato specifically in the town of
Surallah, South Cotabato. It was established in the year 2000 and still operates their business
successfully. The Carrissa Mendez Salon founded in 2000 by Rizalino Penecilla. A year before,
Rizalino Penecilla was working as freelancer in Manila. Rizalino Penecilla initiated a plan to create his
own salon near at public market in Manila but sadly, he eventually realized that he has a lot of strong
competitors and marketing fraud is rampant. Way back 1999, he departed from Manila back to his
hometown in Surallah, South Cotabato and decided to build his own small salon in a subdivision
where he lived with the hope that he can make his business prosper. As time goes by, his small salon
become successful and eventually he decided to establish another branch of his beauty salon near at
public market of Surallah and he became well known person in beauty industry.

C. The Industry/Environment

Organizational Structure

Owner

Operation Cashier
Manager Financial Manager

Bookeeper Promoter
Hairstylist

Payroll Executive
Makeup Artist
 Carrissa Mendez Salon is engaged with the business organization that offers good quality of
hair styling and other beauty services at lowest and affordable price. Carrissa Mendez Salon have 5
employees that helps serves the client by giving good services and favorable discounts. The
business also promulgates rules and regulation for its internal control that has two way benefits both
to the managements and to its staff. In this manner, it promotes harmonious relationship among
staffs thus encouraging them to perform their respective job efficiently.

Carrissa Mendez Policies

1. Come to work on time and fully prepared for work

2. Keep your work common space neat and clean

3. Leave the drama at home

4. Notify manager or owner when calling in to work

5. No alcohol or drug use at work

6. Keep your appearance clean, cut and professional

7. Never get defensive with customers – the customer is always right

8. Treat employees in a professional manner

Carrissa Mendez Salon also have a company tagline which is “Your hair is our masterpiece” it
means dressing and managing your hair becomes an everyday moment of creativity, every cut is
considered a masterpiece. Serving and making your desired hair style is also our supreme intellectual
or artistic achievement.

D. Current Strategic Issue and Organizational Products

Carrissa Mendez Salon has only one branch that is located at the public market of Surallah
South Cotabato. The salon earned a lot of acknowledgement, patronage, and exposure around the
area because the salon mainly known for their fine and quick service. The salon intended to open
another branch along the town's main thoroughfare, but they wanted to see first how the
business doing for the next one year. After a year, they recently realized that their firm profit had
increased over the previous year and it is a good indicator that the business continue to improve and
support itself alone. The company is a sole proprietorship that has been run by its owner for nearly a
decade. Because the owner assumes that he has the authority to make decisions for his company, he
decided to concentrate on managing and handling the business well. However, the only issue that the
company will encounter is a lack of competitiveness as a result of the limited number of business
branch. Carrissa Mendez Salon has recognized its personnel and staffs defining their respected job
and responsibilities so as to uphold the business mission to the public, affordable price with good
quality of service.

E. Current Financial Status of the company

SUPPLIERS PURCHASE

Hair Products 10,000

Water and Electricity Expense 5,000

Rental Fee 16,000

Internet Expense 2,600

Hair Equipment 2,000

Suppliers purchase
Jan-Feb 2022

6% Hair products
7% water and Electricity
28%
Rental Fee
Internet Expense
Hair Equipment

45% 14%
 Sales January - Febuary

Month Sales

January 54, 700

February 50, 110

56,000

55,000

54,000

53,000

52,000

51,000

50,000

49,000

48,000

47,000
January Febuary
Monthly Sales January - February
Series1 Series2

F. Strategic Options
Carrissa Mendez Salon has a lot of plan and changes in their business to be able to compete
and to take advantage in their competitors. Our option are as follow:
1. Renovation of the business organization.
2. To create another services like massage therapy.
3. To be a supplier of salon products

Chapter II : Mission and Vission

MISSION
Carrissa Mendez Beauty Salon aims to create a unique position in the salon industry and
become a brand known for exceptional beauty and skill while taking care of each client’s hair.
 VISSION
We believe that hair care is an indispensable part of the modern lifestyle and Carrissa Mendez
Beauty Salon is committed to bringing all the classic styles and all the latest trend to the local
industry.

Recommended Mission
We recommend that we must also prioritize the safety and condition of our client inside the
salon. We shouldn't just focus on the operation of the salon but also to monitor the environmental
state of the salon.

Recommended Vision
We also recommend that couple of years from now we would be a teaching salon that foster
and trains the next generation of excellent hairstyles. We also want to inspire other people and new
salons through giving back and serving our community.

Chapter III : Long Term Objectives

A. Objectives Setting
Carrissa Mendez Salon main goal is to allow their service to utilize every potential we as
employees have to satisfy our customers and gain more customers every day. One of our main goals
also is to be one of the best salons that anyone could walk into.

1. Continue giving Good quality of service to the client

As well known Hair Salon in Surallah, we want to give high quality of service that will satisfy
and mark the customer’s expectation. Customer don’t like rushing into getting a spa treatment or a
haircut without putting thought into it. It’s not just about the cost, but also the impact a treatment or
service will have on them. Give the clients the time and attention they are looking for and patiently try
to understand what their requirements are. This will help the client gain trust on the business and help
the salon provide better customer service since the salon will know what the client is looking for and
how to deliver it right.

2. Improvements of facilities and technology use in services

The employee of Carrisa Mendez Salon will assure that every costumers will be comfortable
of the services provided by the Salon. As the Beauty salon continues to provide services for
generation the Salon will continue to enhance its equipment and facilities to meet the expectation of
every customers

3. Achieve promotion and advertisement

 Present advertising are mainly through radio because some of the people in baranggays and
other local places are always listening to radios. Also to put tarpaulins in highways to know where the
locations of Carrisa Mendez Salon and through the use of social media

4. Increase the sales of more than half a year

As part of the community of Surallah, we all know that Surallah is one of the fastest developing
municipality in South Cotabato because of its fast growing population, And in years of development
and innovation Surallah will someday become a City of South Cotabato. Which is good for Carissa
Mendez Salon to gain more popularity, reputatYJJion and customers to increase sales. Carissa
Mendez Salon will know what are the needs and wants of the customers. Carissa Mendez Salon will
give freebies and discounts

5. Increase Stakeholders
Crrissa Mendez Salon has 3 stakeholder in the organization. Increasing their stakeholders
improves their business decision-making processes. Effective relationship management enhances
their business social license to operate.

B. Provide Clear Strategic and Financial Objectives

Years Development Plan

Carrissa Mendez Salon
Key Financial Ar 2022 2023 2024
(Financial)
30 percent 30 percent
Growth in total assets 200,000 260,000 338,000
Branches 1 2 3
Added employee 4 6 7
Growth in distribution 5 5 5
Stall no.5 at Surallah Public Market
Chapter IV : The Analysis - External and Internal
A. External (Opportunities and Strength)

KEY EXTERNAL FACTORS Weight Ratings Weighted score

Opportunities
1. Hiring more employees 0.09 3 0.27
2. New Service 0.08 3 0.24
3. New branch 0.10 4 0.40
4. Enhancement of 0.07 3 0.21
environment
5. To be a salon product 0.10 2 0.20
supplier

1. Competitors
Threats 0.10 4 0.40
2. Competitor’s Price 0.10 3 0.30
3. Tax policies 0.10 4 0.40
4. Government policies 0.08 4 0.32
5. Environmental hazard 0.08 1 0.08
6. Pandemic 0.10 4 0.40
Total 1.00 3.22

With the external factor evaluation with the total average 3.22% only presents that Carrissa
Mendez Salon response to possible External Factors that affect their operations. On the other hand,
their External opportunities and threats will operate in the future and may able to provide the
consumer’s needs and wants. Every evaluation Carrissa Mendez Salon must focus for what are the
strategy that will do for incoming competitors and also for the new service that will implement to their
business organization.

B. Competitive Profile Matrix

COMPETITIVE PROFILE MATRIX

Carrissa Mendez Nicah’s Urbanity Salon Emil Tumibay Salon
Salon
Critical Sucess weight ratings score ratings score ratings score
Factors
 Advertising 0.10 2 0.20 2 0.20 1 0.10
Service Quality 0.20 4 0.80 4 0.80 3 0.60
Price 0.10 3 0.30 3 0.30 3 0.30
Competitive
Suppliers 0.10 3 0.30 3 0.30 2 0.20
Financial 0.10 3 0.30 3 0.30 3 0.30
Position
Customers 0.10 3 0.30 4 0.40 2 0.20
loyalty
Technology 0.10 3 0.30 3 0.30 3 0.30
Location 0.20 4 0.80 4 0.80 4 0.80
Total 1.00 ** ** **
Expressio Expressio Expressio
n is faulty n is faulty n is faulty
** ** **

Comparing the three salon operation at Surallah Public Market. One of the salon has a highest
rate because of the competitive strategies. Carrissa Mendez Salon’s customers loyalty is behind
from Nica’s Urbanity Salon because Nica’s Urbanity salon is air-conditioned an they are the center of
public market. But it’s not over yet for the Carrissa Mendez Salon because one of their plans is to
improve the salon’s inner ambiance and If that will happen, they could attract new customer and
improve customers loyalty.

C. Internal (Strength and Weakness)

IFE MATRIX FOR Carrissa Weight Rating Weighted

Mendez Salon
Score
Strength
1. Good Service 0.10 4 0.40
2. Free Internet 0.10 3 0.30
3. Location 0.10 4 0.40
4. High Integrity 0.10 3 0.30
5. Solid Financial Base 0.10 3 0.30
Weaknesses
1. Curfew of hours in stall 0.10 2 0.20
 2. Expensive Building Rental 0.10 2 0.20
3. Poor Promotion Campaign 0.10 2 0.20
4. Space 0.10 3 0.30
5. Set up 0.10 3 0.30
Total ** Expression is ** Expression is faulty
faulty **.00 **

With the internal factor of evaluation with the total weight of 2.9% of Carrissa Mendez Salon it
presents that it would continue their good service in their business organization. They will improve
their service by treating their customers well to retain the high integrity of their service.

D. SWOT MATRIX

STRENGHT WEAKNESS
1. Good Service 1. Curfew of hours in stall
2. Free Internet 2. Expensive Building Rental
3. Location 3. Poor Promotion Campaign
4. High Integrity 4. Space
5. Solid Financial Base 5. Set up
Opportunities SO Stratergies WO Srategies
1. Hiring more Hiring more employees could increase
employees the productivity of your business. If
there will be more employees in the
workplace everything will take into
account and it will provide good quality
of service.
(O1, S1)
2. New Service New service like massage therapy is
also a good service where some
customers will render their time to relax
so that they will meet their satisfaction.
(O2, S1)
3. New branch Putting up new business branch, it is
necessary to have a perfect location
because good location decisions can
significantly boost a company's long-
term performance. Poor ones can cost
millions in lost talent, productivity and
 capital.
(O3, S3)
4. Enhancement Maintaining a positive work
of environment environment helps boost employee
morale, retention and productivity.
Your work environment impacts your
mood, drive, mental health and
performance. But in order to enhance
the business environment it needs
solid financial base.
(O4, S5)
5. To be a salon To be a salon product supplier is a
product supplier great role and responsibility to support
especially the local small salon
business. To be a good product
supplier you must be trustworthy and
reliable. You practise and encourage
open and honest communication with
your buyer. You are responsible for
your actions.
(O5, S4)
Threats ST Strategies WT Strategies
1. Competitors In the world of business you must Carrissa Mendez Salon need to have
always expect great competitors. The strong promotion campaign to further
best alternative way to step-up from expose their business profile to the
your competitors, you must allocate the market. They could create brochure,
competitors weakness and strength for magazines, social media, radio
you to be able to counter and enhance advertising, and other form of
your business strengths like good promotion so the business could be
services, integrity, and financial base. able to compete and even step-up
from their present and up-coming
(T1, S1, S4, S5)
competitors.
(T1, W3)

2. Competitor’s
Price
3. Tax policies
4. Government
policies
5. Environmental
hazard
 6. Pandemic

a. Strategic Alternative
STRATEGIC ALTERNATIVE
The Renovation Massage Salon product
of the business Therapy service supplier
organization inside the parlor
KEY EXTERNAL WEIGHT AS TAS AS TAS AS TAS
FACTORS
OPPORTUNITIES
1. Hiring more 0.09 3 0.27 3 0.27 2 0.18
employees
2. New Service 0.08 4 0.32 2 0.16 3 0.24
3. New branch 0.10 4 0.40 2 0.20 3 0.30
4. Enhancement of 0.07 2 0.14 3 0.21 3 0.21
environment
5. To be a salon product 0.10 2 0.20 2 0.20 4 0.40
supplier
THREATS
1. Competitors 0.10 4 0.40 4 0.40 4 0.40
2. Competitor’s Price 0.10 4 0.40 3 0.30 4 0.40
3. Tax policies 0.10 3 0.30 2 0.20 1 0.10
4. Government policies 0.08 3 0.24 2 0.16 2 0.16
5. Environmental hazard 0.08 2 0.16 2 0.16 3 0.24
6. Pandemic 0.10 3 0.30 3 0.30 3 0.30
Total 1.00 ** ** **
Expres Expres Expres
sion is sion is sion is
faulty faulty faulty
** ** **
STRATEGIC ALTERNATIVE
The Renovation Massage Salon product
of the business Therapy service supplier
organization inside the parlor
KEY EXTERNAL WEIGHT AS TAS AS TAS AS TAS
FACTORS
OPPORTUNITIES
1. Hiring more 0.09 3 0.27 3 0.27 2 0.18
employees
2. New Service 0.08 4 0.32 2 0.16 3 0.24
3. New branch 0.10 4 0.40 2 0.20 3 0.30
4. Enhancement of 0.07 2 0.14 3 0.21 3 0.21
environment
5. To be a salon 0.10 2 0.20 2 0.20 4 0.40
product supplier
THREATS
1. Competitors 0.10 4 0.40 4 0.40 4 0.40
2. Competitor’s Price 0.10 4 0.40 3 0.30 4 0.40
3. Tax policies 0.10 3 0.30 2 0.20 1 0.10
4. Government policies 0.08 3 0.24 2 0.16 2 0.16
5. Environmental hazard 0.08 2 0.16 2 0.16 3 0.24
6.Pandemic 0.10 3 0.30 3 0.30 3 0.30
Total 1.00 ** ** **
Expres Expres Expres
sion is sion is sion is
faulty faulty faulty
** ** **

STRATEGIC ALTERNATIVE
The Renovation Massage Salon product
of the business Therapy service supplier
organization inside the parlor
KEY INTERNAL FACTORS WEIGHT AS TAS AS TAS AS TAS
STRENGTH
1. Good Service 0.10 4 0.40 4 0.40 1 0.10
2. Free Internet 0.10 3 0.30 3 0.30 2 0.20
3. Location 0.10 3 0.30 2 0.20 3 0.30
4. High Integrity 0.10 4 0.40 2 0.20 3 0.30
5. Solid Financial Base 0.10 4 0.40 4 0.40 4 0.40
 WEAKNESSES
1. Curfew of hours in stall 0.10 3 0.30 3 0.30 3 0.30
2. Expensive Building 0.10 3 0.30 3 0.30 3 0.30
Rental
3. Poor Promotion 0.10 2 0.20 4 0.40 3 0.30
Campaign

4. Space 0.10 2 0.20 4 0.40 4 0.40

5. Set up 0.10 2 0.20 4 0.40 3 0.30
Total ** ** ** **
Expression Expres Expres Expres
is faulty **.0 sion is sion is sion is
0 faulty faulty faulty
**.00 ** **

V. Strategy Implementation
A. Annual Objectives
Year 1 Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Total
# of 50 55 60 65 70 75 80 80 85 90 95 95 **
customer Expr
s for essio
salon n is
fault
y **
# of 10 10 10 10 10 10 10 10 10 10 10 10 **
supllies Expr
essio
n is
fault
y **
# of 15 18 19 20 24 28 30 33 35 37 39 40 **
cusomer Expr
buy essio
n is
fault
y **

Year 2 Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Total
# of 60 65 70 75 80 85 90 95 100 105 110 115
customer
s for
salon
# of 10 10 10 10 10 10 10 10 10 10 10 10 **
supllies Expr
essio
n is
fault
y **
# of 20 25 30 35 40 45 50 55 60 65 70 75 **
cusomer Expr
buy essio
n is
fault
y **

B. Organizational Structure
Organizational Structure

Owner

Operation Cashier
Manager Financial Manager

Bookeeper Promoter
Hairstylist
 Payroll Executive
Makeup Artist

C. Change Management Plan

SPECIFIC INTERVENTION: Creation of proper facilities in assigning of area and responsibilities to

the employees.
Case of Change:
1. Put new service
2. Circulation of employees in different areas of responsibility
3. To become salon product supplier

Stakeholders Analysis
WHO LIKELY REACTION PROPOSED REACTION
OWNER Business owners will be more Meeting with service vendors or
responsible for the growth, product suppliers to facilitate
stability, direction and daily delivery. Make buying trips to
operation of the business. purchase inventory.
SUPPLIER Willing to provide a product or Give sample of the products and
service to another entity. The if there will be any fails and
role of a supplier in a business damages, the supplier should
will be enhanced, they will have the responsibility to give
provide high-quality products implementation. Give the
from a manufacturer at a good product before payment of
price to a distributor or retailer selling product.
for resale.
EMPLOYEES They will work hard and willing Entertain the customer and treat
to spend most of their time in them as a special persons. Ask
 managing the business. They them what they really want and
will be more responsible and give them and
productive. They are willing to recommendations so that they
give services to the customer at have more ideas and options.
its finest.

COMMUNICATION PLAN
Who will be told What When How
OWNER They plan for the new Next year operation Making plans
service of the business
and implementation to
the organization.
SUPPLIER They give proposal and As long as they give Give precise and brief
promotion to the owner better quality of knowledge that will
and offer alternatives. products. further explain what is
that product is all
about.
EMPLOYEES Provide the customers Continuous operation
needs and wants.

Services
What kind of services will be needed to Retain Give them promo
the loyalty of the customers?
Make them satisfy about the outcome
Know their needs and wants and try your best to
give it to them.
New competencies
what are the new skills that employees have to To have a training of related job
learn?

Reward
What rewards be given to employees has a good Give them bonuses and acknowledgement.
performance that they do their task.
 Structures
What organization structure will do to encourage Renovation of the salon and enhance the
the customer to go to your salon? appearance and environment
Monitoring
How can we monitor our the supply and the Have an actual observation
employee?

Celebrating success
What can be done to celebrate successful to Increasing the salary and give them bonuses
reach the Quota?

D. Training and Development

Strategic option is essential in development of the business organization and management
because It helps to figure out the benefits, a business can expect with each of the alternatives, and
then the best course of action to implement that choice.Training and development helps business
gain and retain top talent, increase job satisfaction and morale, improve productivity and earn more
profit. Dedicated training and development fosters employee engagement, and a more efficient,
competitive, and engaged workforce is critical to your business or company’s financial performance.

E. Impact Assessment
1. Marketing Issues
The business has three strategic options and it must be implemented in the near future. The
business itself will also renovate the area and further enhance the environment of the salon. This will
help the business attract new customers because of its appearance , comfortable area ,and good
ambiance.
Carrissa Mendez Salon also plan to put another service-type of business in extension of the
salon business. To stand out in a crowded market, successful business leaders require innovation to
keep up with evolving demand and stay relevant. To make business innovation will also improve their
brand and business profile.
VI: Projected Financial after implementation of strategies
Sales
Month Last Sales New Sales
January 54,700 65,500

February 50,110 60,850

Total Sales ** Expression is faulty ** ** Expression is faulty **

 Chart Title
70,000

60,000

50,000

40,000

30,000

20,000

10,000

0
January February

Last Sales New Sales Series3

For the evaluation of the new sales per month the computation must increase not less than 10% the
sales must increase because of the implementation of the three strategic option to be suggested.

VII: Business Ethics, Social Responsibility, and Environmental Sustainability.

Business Ethics
Carrissa Mendez Salon etiquette for staff should cover keeping customers happy by
responding to their needs and desires, and treating them with respect to retaining current clients and
attract new ones. Emphasize the customer's primacy in the salon, stress the commitment to protect
their privacy and maintaining their confidence, and encourage their cooperation in adhering to
scheduled appointments. Carrissa Mendez Salon is also prudent with safety and hygiene.

Social Responsibility
Carrissa Mendez Salon is practicing to produce or supply goods and services in a way that is
not harmful to society or the environment. Socially responsible business that operate in a way which
is in the best interests of their staff, clients, community, the society at large and the environment.
 They aim to operate the business responsibly and align their strategies so as to have a positive
social impact on the community in which they operate and the communities of our clients and
suppliers. They have developed a number of policies that affect and enhance all areas of their
business such as, Health and Safety Policy and Equal Opportunities Policy.

Environmental Sustainability

The Carrissa Mendez Salon practicing “Reuse, reduce and recycle”. They organise their waste
by equipping the salon with good recycling systems to better organize waste paper, glass, plastics,
hair, and foils. Ideally, they will find out whether there are companies like Sustainable Salons near in
the area so Carrissa Mendez Salon can be sure that their waste is being disposed of sensibly, and in
a way that can be beneficial later in its life-cycle.

VIII: Evaluation of Strategic Option

After evaluating strategic options that we have, we just found out that among the three
strategic options there’s one option that is not really important for the business to improve and it
cannot help the salon step up from its competitors. Although it will further increase the salon’s sales
over the year but it should not be a great priority in Carrissa Mendez Salon. After getting the results
of the evaluation, we rated “to be a salon product supplier:” as the lowest and we rated “Renovation of
the business” as the highest. Since Carrissa Mendez business office is looking run down, office
renovation can surely do the trick to breathe a new of the salon’s life into everything. We come up
with possible ways and alternatives to enhance it. Modern additions and improving the layout of the
workplace environment is the best way to showcase the real beauty and state of Carrissa Mendez
Salon. It will encourage and attract new customers along and even outside of the town. It can also
promote cooperation and camaraderie among their employees.

IX: Conclusion and Recommendation

It has been almost a decade that Carrissa Mendez Salon still running well. They have survived
every challenges they face over the years even amidst pandemic.
There is no doubt that change is bound to happen in businesses. Establishing a business
comes with its growing employees, changes in strategies and solutions, and experiencing higher
demands for your products and services. In aligning with the changes that are happening to Carrissa
Mendez Salon, it may also be the right time to remodel their office and consider an office renovation.
Making more room for a different kind of space will ultimately provide higher productivity and
efficiency with the workplace and their employees. They wouldn’t want their interiors and exteriors not
to resonate and reflect on their company’s mission.