Pranav Case Analysis by Rhea Jardin

   

The problem of the Pranav case is mainly strategical. The entrepreneurs, I believe, failed to have an intense and close study on the demographics and location of the store before pursuing with the project. They accepted the store location that Robinson's provided them without taking into consideration first the behavior of the customers in the area, the West wing, particularly the male customers who are their primary target market. They already found out later that the concentration of the male customers is on the East wing of the mall, opposite Pranav, which they should have known prior to continuing the project. The case problem is also functional in the aspect of its operations. As noted by one of their AIM professors, their customers should be attended preferably by male staff. I've also seen a barber and salon shop in Robinson's Place Manila and I noticed that their attendants are male, and the female staffs are assigned in the cashier and reception area. I think the male customers are more at ease if attended to by male staff with regards to their salon services. This could possibly because of the mentality of the men that females are more associated with the spa and massage services as seen in most massage establishments.  

In my opinion, the entrepreneurs should concentrate more on the salon services since hair cutting, nail services, shaving and any other salon services are frequently availed by the customers whereas the spa is availed more on occasional basis.