Seminario De Marketing

Case 1

1. The main differential issues of the haircut provided by BQ Net are the fact that it is much cheaper and fast in comparison with the other tradicional service provided by other firms. On the other hand, there is a negative attribute to this innovative haircut service, which is that it doesn’t give to the customer the chance to have conversation with the hairdresser. It is more simple and specific, due to the fact that the only thing you receive there is the service of having your hair cut. Another negative point is that you don’t have reservation system.

2. It is targeting the part of the population that is short of time and don’t want to lose a lot of time in having their hair cut (a monotonous activity). We are probably talking about men in the thirties or forties, maybe even younger, who are usually busy with their job or studies and who have enough people in their agenda to talk with.

3. Yes, BQ Net is creating value in the market. This is due to the fact that what this firm is doing is offer less for the same, in the sense that they can be seen as giving the same service to the customers without some complements that can be deleted. Therefore, this leads to an increase in the consumer utility for the people they are targeting (these people do not value the complements, so they will be better if they don’t have to pay for them).

4. The amount of customers that the competitors have. This of course give them a lot of advantage, in the sense that they can adjust their prices in all the moments and modify their service characteristics in order to get the greatest amount of customers. Furthermore, they will be always capable of offering a lower price than the other firms, because they have less costs, so they will never lose the price battle.

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