Research On Development Strategy Of Lanzhou Beautiful Hairdressing Agency

Beautiful Hairdressing Agency is a professional hairdressing chain enterprise.,it was founded in 1990,headquartered in Lanzhou.As the leading brand of hairdressing industry locally,which has a high praise and popularity in the same industry.However,with the expansion of the corporation,it rises a series of problems,such as cost increasing,a mismatch between organizational structure and strategy,along with the falling profits.Therefore,this paper need to redesign the development strategy to solve the problems of Beautiful Hairdressing Agency.Based on the theory of strategic management,this paper selected Beautiful Hairdressing Agency as the research object.Through PEST analysis method and porter's five forces model to analyze Beautiful Hairdressing Agency's external environment.Moreover,using the External Factor Evaluation Matrix(EFE)to judge and evaluate Beautiful Hairdressing Agency's macro environment and industrial factors,and seek for available external opportunities and threats we have faced.Then,we use financial index method and Internal Factor Evaluation Matrix focusing(IEF)to research the Beautiful Hairdressing Agency's internal environment,and we confirm that the A's internal environment has strengths and weaknesses.The corporation's internal advantages mainly including the high brand recognition,strong technology,talent advantage and rich management experience.The weakness is reflected in four aspects: management costs,high fixed costs;unreasonable stores layout leading to increase competition;technology human resources lags behind the rapid development;internal structure is unreasonable and resources in urgent need of optimizing allocation.Then,through the SWOT matrix analysis of Beautiful Hairdressing Agency's opportunities,threats,advantages and disadvantages,we can obtain four strategic combinations which are SO,WO,WT,ST.Combining with the Beautiful Hairdressing Agency's strategic goals as well its own operation management ability,this paper determines retrenched strategy,focus strategy and vertical integration strategy as Beautiful Hairdressing Agency's development strategies.Finally,via financial control and internal control,enterprise culture construction,human resources,organizational structure,research and development investment,core competitiveness and other measures aim to guarantee the development strategic thinking successfully implement.