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.
