Development and implementation of the marketing strategy of the beauty salon "WAVE": attracting and retaining the target customers

The work is focused on the development of marketing strategy for the beauty salon “WAVE Beauty and SPA”. The purpose of the study is to create an effective strategy to attract and retain customers in a highly competitive environment. The theoretical part considers the main aspects of marketing strategies, their classification and stages of development. The practical part includes the analysis of the current marketing activities of the salon, the study of preferences of the target audience and the competitive environment. This work carried out a market analysis, which revealed a significant increase in the number of beauty salons in Moscow, which emphasizes the high competition. Three main target customer segments of WAVE Beauty and SPA have been identified, for each of which individual marketing approaches have been developed. The practical significance of the study lies in the development of specific recommendations to improve the marketing strategy of the salon, including the use of digital technologies and innovative methods of promotion. The implementation of the proposed solutions will allow WAVE Beauty and SPA to increase its client base, increase customer loyalty, improve financial performance and strengthen its position in the market. The work emphasizes the importance of integrating marketing strategies with the overall business goals of the company and the need for their constant adaptation to changes in the market environment.