A case study on Maxonique Brow and Nail Bar

Proposed innovation to the business

Maxonique Brow and Nail Bar is a new business based on the 99 Beckenham High Street, which is a busy street in London. The organisation Maxonique Brow and Nail Bar provides personal care and beauty products and services to the customers across the London and it is a successful brand to provide quality care to the customers as per their requirements and personal preferences of beauty and personal care. However, due to the recent pandemic situation for COVID 19, the sales volume and profitability of the organisation have fallen sharply due to lack of client retention for lockdown and social distancing. The customers are not going to night club, parties and others home which reduce the sales volume of the organisation. Hence, it is necessary to develop innovative process to sustain in the beauty and personal care industry and re-establish the business strategically (Ramli and Soelton, 2018). The organisation is efficient to arrange funding for business innovation and strategic growth. In this regard, the proposed innovation for the organisation is creating mobile application for booking purpose (Ramli and Soelton, 2018). The organisation will be able to offer an integrated mobile application through which the clients can access their information and book for personal care and beauty services. The organisation is able to provide high quality personal and beauty care products as well as deliver efficient services for personal and salon related care services to the clients. Hence, the mobile application would be one of the greatest innovations of the company to retain the clients and secure their future sustainable development.

The organisation mainly offers the mobile application to the customers so that the clients can download it from Apple store as well as access the information and organisational news through the integrated mobile application. The company provides the services at home where the clients can fix the appointments with the organisational representatives and get their services at home safely. The organisational representatives handle the mobile application and manage scheduling as per the customers booking and it further helps the efficient staff of the company to provide personal and beauty care services to the clients at their home by maintaining all the safety measures in such an era of COVID 19. The technological innovation of launching the mobile application and offering home services would be the great strategy for the organisation to attract the audiences across the country and get the best personal and beauty care services at home within affordable prices. The customers can handle the mobile application efficiently, access all the necessary information about booking, available personal and beauty care services and products, time schedule for bookings, price discounts and offers as well as organisational other activities, which further influence the client to book appointment and get the best care services at home. The organisation in this regard must develop the mobile application and handle the organisational website directly through the application so that it would be possible to manage client data and deliver quality care services to all the customers (Solaimani, Talab, and van der Rhee, 2019). Hence, the technician and organisational project management team are efficient to develop the mobile application with consultation, designing the app, reviewing the customer’s involvement, implementing the app and evaluating post implementation phase.

Benefits of the innovative process in the business

There are several benefits of business innovative process where the multinational corporations try to develop creative set up to run the business operations efficiently (Kumar et al., 2018). It is the responsibility corporate leader to manage innovation and technological advancement at the organisation for running the business efficiently and achieving the future sustainable development. Through innovative process, the organisations are hereby capable to fulfilling the business aim and objectives as well as secure future sustainable development through running their operations creatively (Lim, Zheng and Chen, 2019). In this regard, the organisation Maxonique Brow and Nail Bar can offer innovative products and services as well as develop creative system generation for serving the customers efficiently. Through the proposed innovation at the business of Maxonique Brow and Nail Bar, the corporate leaders can expand their personal and beauty care services across the markets, where it would be possible to run the business process in a systematic way through process innovation. The proposed innovation is mainly to develop mobile application to handle the clients and offer home services for promoting their personal and beauty care products and services (Vala, Pereira and Caetano, 2017). Through the application, the organisation Maxonique Brow and Nail Bar can gain high competitive advantage in the beauty care industry of London as well as attract more audiences for their quality services at affordable price. The innovative process is hereby beneficial for the business to regenerate their operational activities in a systematic and unique way to retain more customers in long run and maintain business excellence. In the recent era of digitalisation, all the business firms transform their activities towards technologically advanced way and this further influence the organisation Maxonique Brow and Nail Bar to develop the mobile application for client handling and providing innovative personal and beauty care services at home.

In addition to this, the proposed innovation at the organisation Maxonique Brow and Nail Bar is advantageous for maximising the sales volume, where the business would be capable to retaining old as well as new customers for their innovative services. the customers base would be strong in future which further enhances the sales volume of the organisation and it further provides a scope to the business to maximise their profitability in long run. Hence, the major advantages f the business innovation are profit maximisation, sales enhancement and customers retention through which the organisations can run their business successfully and fulfil the company aim and objectives (Caetano, 2017). Customer’s satisfaction is also another benefit of business innovation, where the company is able to fulfil the needs and preferences of the clients in a unique way. The business innovation process is also advantageous for reducing the cost of operations, improving productivity of the organisation and increasing competitiveness, where it would be possible for the firms to gain high competitive advantage over other competitive firms in the market. in addition to these, there are other advantages of business innovation and process generation which are increased turnover, improved cash flows of the business, increasing brand recognition in the market, ensuring brand value, as well as partnership working and relationship development, where it would be possible for the brands to create good image in the market and develop strong bonding and trust among the customers.

Necessity of innovation for Maxonique Brow and Nail Bar

In the recent era of globalisation, there is intense competition in the global personal and beauty care industry as well as the retail market is also very competitive with high threat of having increasing numbers of competitors in the business. This further raise the threats of substitute products in the market as well as the threat of new entrants as the global personal and beauty care industry is influencing new business entrepreneurs for brand establishment. In this regard, the organisations under the personal and beauty care industry focus on business innovation or generating creative process and developing unique way to run the operations and manage the clients globally. In this regard, the organisation Maxonique Brow and Nail Bar also requires innovative business process for sustaining in such an intense competitive industry and running their operations efficiently. For gaining high competitive advantage in the personal and beauty care industry, Maxonique Brow and Nail Bar must renovate the business process for client handling. In addition to this, for generating revenue and maximising the profitability of the business, it is essential for the organisation of Maxonique Brow and Nail Bar to develop creative business strategic planning so that it would be possible for Maxonique Brow and Nail Bar to secure future sustainable development and improve their market share. In this context, it is also essential for the firm to renovate the whole business process for reducing the threat of substitute products and services, where Maxonique Brow and Nail Bar would be able to stabilise their financial position and provide creative personal and beauty care services to the clients such as home services, maintaining safety and sustainability in providing products and personal care services as well as offering different prices and discounts to the clients. This innovative process and developing mobile application are necessary for the organisation create new customers base and retain them for long run (Apanasovich, Alcalde-Heras and Parrilli, 2017).

In addition to the above scenario, in the recent pandemic era due to COVID 19, the organisations face huge loss and lack of client retention, where lockdown and social distancing are mandatory to be managed. In such situation, the customers are not going anywhere and the restaurants, parties and discos, all are closed. This further deteriorates the sales volume and profitability of the organisation, which hamper the business stability (Soto-Acosta, Del Giudice and Scuotto, 2018). Due to this situation, the market share and financial stability are also affected negatively which further influence the organisation Maxonique Brow and Nail Bar to develop creative solutions for sustaining in the business and retaining the clients across the market for running the business operations sustainably. The business innovative process, technological advancement and developing creative service design are major necessity of Maxonique Brow and Nail Bar so that it would be possible for the firm to engage the clients and provide them the best personal and beauty care services and products. Hereby, the firm Maxonique Brow and Nail Bar must focus on innovation and technological advancement to ensure future business growth by customer retention and profitability maximisation.

Reasons of making the innovation successful

Business innovation and creative strategic planning are the key success factor of the multinational corporations where the organisations try to be efficient to client handling and running the operational activities. All the industries such as electronic and communication, retail, health care and others are transforming their activities towards digitalisation, through technological advancement, developing Information Technology framework as well as managing Artificial Intelligence. Overall, the business environment become technological advanced and there are crucial impacts of latest invention of the operational excellence. This further influences me to be innovative and propose alternative solutions to the firm Maxonique Brow and Nail Bar for better operational management. In the recent years, all the firms try to be innovative and utilise latest technology for better operational activities. I also focus on reviewing different innovative business strategies of the successful brands in the global market and gain knowledge about business innovation and creativity. I have seen that the retail organisations are growing rapidly through business innovation process, which further influences me to propose innovative business model to the organisation Maxonique Brow and Nail Bar for fulfil the business aim and objectives. The aim of Maxonique Brow and Nail Bar is to strengthen their customer’s base and maximise profitability by delivering high quality personal and beauty care products and services. Hence, the brand Maxonique Brow and Nail Bar has the capability to sustain their position in the global retail market through innovation management.

I also come to know that, the retail firms try to develop e-commerce activities for client handling and ensuring good customers service management. It also encourages me to develop creative online platform for the business Maxonique Brow and Nail Bar to engage the customers with the business activities and update them with latest news and organisational strategies, so that it would be possible for the firm to attract the audiences and influence the consumer behaviour for their quality products and services in the personal and beauty care industry. The recent activities of easy mobile application handling and payment method attract the customers to make their purchase easily. It further boosts my confidence to develop one mobile application for the organisation Maxonique Brow and Nail Bar to manage the clients across the country, where the mobile application can be downloaded on personal device of the customers and the clients can manage own accounts, starting from accessing the organisational information and data, latest news and offerings, available products and services, chatting option to communicate directly with the organisational representatives, booking and payments. These are major creative activities of the mobile application, where the firm Maxonique Brow and Nail Bar can handle the customers and provide them personal and beauty care products and services in a unique way within time schedule at customers place. Hence, the latest business innovation and utilising technological advancement further improve my confidence to propose technical innovation for the business of Maxonique Brow and Nail Bar in order to re-establish the business firm and gain market share by delivering quality services and beauty care products to all the clients.

Cost and value for the money in innovative process

It is important to analyse the cost structure and value for money, so that the cost benefit analysis can be conducted in the new project of mobile application development for the business of Maxonique Brow and Nail Bar to sustain in the market innovatively and provide good customers services in the personal and beauty care industry. As per estimation, the budget would be approximately £5,000 for developing the new mobile application and promoting the application in the market through digital media marketing planning. It is also planned that three companies will be approached for tender, so that the mobile application can be developed efficiently. Retaining the shareholders for investment of the technology as well as IT infrastructure will be helpful to arrange capital and fulfil the new innovative strategy of the business of Maxonique Brow and Nail Bar. The major aim of the organisation of Maxonique Brow and Nail Barto is to gain high market share and improve profitability through customer service innovation, where home based services related to beauty and personal care and delivering high quality products are the effective strategy for serving innovation and improving client satisfaction. The target revenue is £400k in 2024, where it would be possible to enhance sales volume each year and target new audiences in the market of personal and beauty care. The value for money is hereby expected to be maximised in long run, where the organisation would be able to strengthen their consumer base through online activities and engaging the clients with the business. It would be possible for the organisation to provide high return on the investment of the tender companies and shareholders through expanding the online business activities. Hence, as per the cost benefit analysis; there would be benefits for the business which are high sales volume and profitability, good customer retention and enhancing service excellence of the brand in the personal and beauty care industry in the Bromley area. There would be a technical team who will handle the mobile application and customer’s activities through online, as well as two business representatives will be there to support the customers and resolve their queries through online. There would be allocated budget for the social media promotional activities, where the brand will arrange advertisement in Facebook, creating new videos for YouTube update and utilising Twitter account and Instagram for handling their promotion in the personal and beauty care industry, so that it would be possible to attract the audiences and influence their purchase decision for the quality personal and beauty care products and services.

Reference List

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Caetano, I., 2017. Standardization and innovation management. Journal of innovation management, 5(2), pp.8-14.

Kumar, S., Luthra, S., Haleem, A., Garg, D., Singh, S. and Mangla, S.K., 2018. An integrated approach to analyse requisites of product innovation management. International Journal of Business Innovation and Research, 16(1), pp.36-62.

Lim, K.Y.H., Zheng, P. and Chen, C.H., 2019. A state-of-the-art survey of Digital Twin: techniques, engineering product lifecycle management and business innovation perspectives. Journal of Intelligent Manufacturing, pp.1-25.

Ramli, Y. and Soelton, M., 2018. Implementing innovation management on market attractiveness and unique resources to enhance business performance on organic fertilizer industries in Indonesia. Academy of Strategic Management Journal, 17(2), pp.1-12.

Solaimani, S., Talab, A.H. and van der Rhee, B., 2019. An integrative view on Lean innovation management. Journal of Business Research, 105, pp.109-120.

Soto-Acosta, P., Del Giudice, M. and Scuotto, V., 2018. Emerging issues on business innovation ecosystems: the role of information and communication technologies (ICTs) for knowledge management (KM) and innovation within and among enterprises. Baltic Journal of Management

Vala, L., Pereira, R. and Caetano, I., 2017. Innovation management processes and routines for business success and value creation. Journal of Management, 5(5), pp.471-481.

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