Tattoo

Tattoo

Chosen Topic: Tattoo

Introduction

The following analysis focuses on examining various marketing opportunities that are present for a tattoo studio in Canberra Australia. For this purpose, an analysis of the company about its historic location and size will be discussed. Also, an overview of the industry, the competitors and the uncontrollable environment will be conducted.  Along with this an extensive analysis of the company strengths and weaknesses will be explored through the use of SWOT model.

It has been determined that Jane Pinch who was previously working as a tattoo artist in Bondi for approximately 7 years has recently moved to Canberra and she intends to open her tattoo studio. The benefit that Jane’s tattoo parlour will have is the years of experience that she brings with her. Also, the fact that she has given careful consideration towards the analysis of the external and internal factors is detrimental in ensuring that she will be well aware of the opportunities that need to be taken and the risks that need to be acquired.

Based on the analysis that has been conducted by Gold Coast tattoos

The following section focuses on analysing the external environment that may be affecting the tattoo industry in Australia. The analysis highlights different factors such as the political, economic, social-cultural, technological and legal forces. These factors are uncontrollable mainly because the changes in these external factors happen through an increase or decrease of demand. The analysis of these factors will assist in identifying the current situation of the tattoo industry in Australia. Moreover, it will discuss how the tattoo industry is coping with all these factors.

Political forces

Currently, one of the major political major issues being faced by the tattoo industry is the call for a total regulation by the tattoo companies rather than focusing mainly on the dangerous biker gangs. The government has ensured to take forceful steps guarantying that the tattoo parlours are not used as any front for different criminal activities. It has been strictly decided by the government to put a stop on the criminal activities in tattoo parlours, otherwise, this may lead to complete closure of most of the tattoo parlours in Australia. (Gold Coast tattoos 2016).

Analysis has revealed that the tattoo industry of Australia to be worth $93 million with approximately 987 tattoo studios and parlours in different regions of the country.  It has been determined that the industry is expected to grow further 4.7 per cent as it has been for the past many years. Also, the expected technology advancements and the increasing demand for tattoos among men and women are sure to boost the economic condition of the industry (Consumers and business 2016). From this, it can be determined that the economic conditions of the tattoo industry are positive as high growth is expected. Therefore it is also noted that with this growth, the tattoo industry in Australia makes a good contribution to the country’s economic prosperity.

The increase in the trend of tattoos among men and women alike has been increasing the demand for tattoo studios and parlours. It has become a means of displaying popularity and individuality. The modern society has also accepted tattoos as a form of self-expression across a wide range of groups of people. Tattoos are no longer kept hidden and people are proud to display the elements that separate them with unique designs. Since the late 90’s the trend of tattoos has increased and so has the number of tattoos with solid growth of the industry every year (Gold Coast tattoos 2016).

Based on the analysis that has been conducted it has been determined that a radical change in the technology is expected in the tattoo industry that will lead to tremendous changes within how the industry has been operating. As an example, it has been found that within the next year 3D printing tattoo machines will enable individuals to get 3D tattoos. Also, a special cream that will ease the removal of tattoos is being worked upon.  Disappearing tattoo ink and also Photoshop designed tattoos are under progress.  These advancements in the technology are expected to increase the demand for tattoos in Australia leading to improved economic conditions of the industry (

It has been determined that as of July 2016, individuals providing services of tattoos will be regulated and required to be complied by. It has also been found that the reforms are a specific part of the government’s commitment to ensuring a reduction in Australia’s organised crime rates. It has also been determined that all of the tattooing services need to strictly lodge notifications to the commissioner for the consumer affairs (

The competitor analysis eases the understanding of the competitors in the different regions and also helps in comparing the marketing mix of various competitors. It has been determined that the direct competitors of Jane Pinch’s tattoo parlour include all of the other tattoo studios in the country. The sizes of these parlours are approximately the same as the number of employees ranging from 4 to 10 (IBIS World, 2016).

The analysis reveals that approximately 12 per cent of individuals already have one or more tattoos. It has also been found that tattoos are not specifically for the youth or the rebellious. Almost 40 per cent have stated that they got their tattoos when they were 26 years of age or older and 1 out of every 10 individual got their first tattoo at the age of 40 (TUVIE 2016; Mccrindle 2016).

·         The main strengths of the company include the skills and the resources that the owner of the studio possesses as a result of her 7 years’ experience in the industry.

·         Another strength is the potential for marketing in various ways using different mediums to attract a larger market

·         Adoption of different technologies can also help in increasing the demand for the services

·         The major weakness of the studio is the lack of awareness of the market and the demand for the service.

·         Also, it has been found that new firms usually face challenges about employee hiring and also paying market rates to the employees.

·         The growth in the demand for tattoos is a major opportunity for the organization.

·         The increase in the advancements of technology is also an opportunity that will maximize the benefits for the company

·         The major threats have been identified to be the direct competitors of the tattoo parlour.

·         The discrepancies in the regulations and the legislatures to prevent criminal activities are also a threat to the company.