The case provided is "Robin's Risky Re-Do: A Services Marketing Challenge". Do not refer to events after the time of the case (Nov 2018). ANSWER WITH EXPLAINATION:-

1. a) What Robin's strategic intent in this case? Refer to case material.

b) What is the immediate issue to be solved? Refer to case material.

c) What strategy (low cost, differentiation, focus, niche) is Robin using?Refer to case material.

d) What is Robin's business model?Refer to case material.

2. Consider Appendix D and identify

a) the four most profitable procedures in terms of contribution margin per hour worked per customer. Note: contribution margin = price-cost

b) The four least profitable procedures?

c) Consider the procedures in a) and b. : Which is the most profitable segment (consider children, teens, working age males, working age females, senior women, senior men and special events)?

The least profitable?

d) Which prices should be increased, and which decreased? (Consider the competition Appendix E and answer to c).

3 a) How was the salon "promoted"? Refer to case material.

b) What other means might Robin consider in order to promote her salon?

c) How was service quality delivered in her business? Refer to case material.

d) How might service quality be improved?

e) How might employee retention be improved? Refer to course material.

4.There are nine courses of action in the case. Discuss (you are not restricted to the nine listed) three options andargue for the option that will best provide a remedy for the problem you identified in Question 31.Do not consider closing (Alternative 9) or moving to California (in Alternative 7).