2 ASSIGNMENT STANDARD AND STRUCTURE
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, 1 SMALL BUSINESS BACKGROUND FOR FRONTROW HAIR:
I visited with the owner of FrontRow, Kim Irwin. FrontRow is an online retailer of wigs, crown toppers,
halo extensions, clip-in ponytails and clip-in extensions. FrontRow import all their stock from a supplier in
China and hold enough inventory to supply quality products to their customers across South Africa
quickly and efficiently.
Kim is the founding member and started her business in 2014 and operates within the beauty industry.
FrontRow’s target customers are women between the ages of 18 and 35 within middle to high income
groups.
FrontRow mainly make use of online marketing via social media platforms such as Facebook, Twitter,
Instagram, Pinterest and Youtube. As such, there is a variety of controlled and uncontrolled media as
the business will post and control their own content but are also at the mercy of their target audience
providing commentary and reviews on their service and products. FrontRow receives uncontrolled
m
er as
media coverage through celebrity endorsements from the likes of Brett Robson, Anja Wintour and
co
eH w
Saadique.
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rs e
FrontRow have made use of public relations by taking part in women empowerment seminars and talks
ou urc
and receiving media coverage from donations towards various charities. Furthermore, FrontRow was
nominated as a finalist for the 702 small business awards which received a lot of radio coverage and
o
ultimately drove sales. Afterwhich, FrontRow was invited for a television interview on “The big / small
aC s
business show”. The PR coverage was short-lived, but it added significantly to the strength of the
vi y re
FrontRow brand which ultimately and indirectly resulted in increased profitability for the business.
ed d
2 SMALL BUSINESS INTERNAL AND EXTERNAL STAKEHOLDERS
ar stu
A stakeholder is any party that has a legitmate interest in a business. A business is dependant on its
stakeholders for its very existence.
is
Internal stakeholders:
Th
Internal stakeholders generally refer to employees, managers and owners or directors. They would be
directly affected by the success of the business.
sh
FrontRow’s internal stakeholders include one administrative assistant, one manager and Kim as the sole
founding member and managing director of the company.
The success of the business and related business activities has a direct impact on these internal
stakeholders as they rely on the success of the business for their employment and livelihood.
2 06-23-2021 07:13:27 GMT -05:00
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