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What is the company's market position?

Jilly believes that the business is situated in the middle of the market. It appeals to a wide range of different market segments without focusing specifically on any one. Its prices are considered reasonable and the décor and atmosphere are modern without being too 'trendy'.

One of the company's rivals opened up in the town with a very modern décor, relatively high prices with the intention of targeting the 'top end' of the market. Jilly was concerned that her customers might be attracted by the 'glamorous' image but this does not seem to have happened. Jilly feels that it is important to know your customers and customers in this small market town are not necessarily going to welcome this sort of high market approach.

The salon is in the 'Good Salon Guide' but interestingly, Jilly was not keen on gaining a '5 star rating' because it might give the impression that the salon was expensive and exclusive and might 'scare people off'.

Image: The décor of the salon is modern without being too 'trendy' - Jilly is aware that customers in a small town are not necessarily going to welcome a high market approach.

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