Mackenzie Firby's Two-Fifty-Two Boutique Case Study

726 Words 3 Pages
Mackenzie Firby’s Two-Fifty-Two Boutique is a women retail store with the value proposition: carrying high quality designer names from all over the world that consumers cannot find anywhere else in Saskatoon and selling them from mid to high prices. Like all businesses, this boutique too has its own strengths, weaknesses, opportunities, and threats. The strengths of the business include convenient location for primary target market, high quality products, striving to provide exceptional customer service, and providing customers with different experiences not offered by competitors such as Aritzia. The primary target market for the boutique is professional women from 30-60. These women most likely have extremely busy lives and would prefer a …show more content…
Offering great quality is important for a business because it gives the customers satisfaction which increases the chances of them becoming permeant customers. The great quality also lets the customers understand that they are spending their money on a product that will last them a long period as compared to cheaper places such as Urban Planet. Having a product last long is also important for the sustainability of the environment. Tow-Fifty-Two also strives to provide customers with exceptional service and creating great experiences which is key in building customer relationships. With Mackenzie being at the store herself most of the times and hiring experienced staff creates an inviting and trustworthy environment. The boutique service also includes things such as alterations and pick ups and drop offs. These services are not offered in stores such as Aritzia. This is a strength because the boutique has made itself adjustable to the needs of its consumers guaranteeing customer satisfaction. The weaknesses of the boutique include factors such as the price range of the store, the location, weak online interacting with …show more content…
Customers may find it more convenient going to an area where there is multiple stores they can visit at once (e.g. in a mall) than drive to independent stores. Another weakness is the online interacting with customers. The boutique has a website, but it does not differentiae it from other stores such as aretizia or a cheaper store such as Forever21. The Era style loft has a strong presence on social networks such as Instagram where it offers “insta shop”. This makes the shopping experience easy for consumers with busy lives. Opportunities for the boutique are things such as including men’s clothing, expanding the target market, and increasing the use of technology in the business. Competitor’s business such as Manhattans casuals has clothing for men and women. Adding men’s clothing would also expand the target market. Increasing the use of technology in the business can become a huge advantage in todays time. Technology allows for the fast sharing and interacting with consumers. Tools such as apps can allow for price comparisons and reviews of products, both of which help consumers in the buying process. As a small local boutique there are multiple

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