Burton Ritchie owns a shop that caters to popular culture trends. He noticed the rise in tattooing and body piercing in the late 1990s/early 2000s. By the early 2000s, 10% of Americans had tattoos, especially those aged 18-24. Tattooing was equally popular among all demographics. Tattoos were inversely related to education level. While Ritchie's shop enjoyed revenue from tattooing and piercing, he realized tattoos were permanent and most people regret them. He wondered about developing a new, effective tattoo removal system to serve customer needs and expand his business.

1. ENVIRONMENTAL ANALYSIS
The rise in the phenomenon of tattooing and
body piercing did not escape the attention of Burton
Ritchie, owner of The Psychedelic Shack, a shop that
caters to the popular culture market. When, teen
actresses Liv Tyler and Alicia Silverstone appeared in
the popular video for the Aerosmith song “Crazy”,
the belly rings they wore created a demand for body
piercing in places other than the ear. Also, tattoos
traditionally associated with sailor and tough guys
have become popular. Today, body piercing shops
and tattoo parlors are often house in same
establishment.

2. Burton is marketing major, had developed a
successful business by carefully observing trends in the
market and sensing which trends would become
profitable business lines. His tattooing business was
based on solid facts about the market. By the early
2000’s, 10 percent of Americans have or have had
tattoo. Research also showed tattooing was a youth
phenomenon. Based on his experience, that virtually
all of his tattooing customers were in the 18- to-24
year old category. He also knew that the research
showed tattooing was equally attractive among males
and females, and it was equally appealing to white,
blacks and Hispanics. It was also inversely related to
education. High school graduates or those with less
than high school educations were much more likely to
be tattooed and have body piercing than the college
graduates.

3. Although Burton Ritchie’s shop enjoyed revenue
generated by tattooing and body piercing in the late
1990’s and early 2000’s, Burton wondered what the
trend would be in the future. A quick look at his high
school annual yearbook and the “silly” clothes
everyone wore “back then” was all the assurance
Burton needed to know that his phenomenon still
occurs. But, what interested he is the fact that
tattooing had the major disadvantages of being
permanent. He recalled reading research that showed
that 91% of Americans agree with the statement that
people should be careful about getting tattoos because
they are permanent. Sure, there are laser removal
devices, but they are very expensive and do not always
remove all of the tattoo.

4. II. SWOT ANALYSIS
• TIME CONTEXT
• VIEWPOINT
Mr. Burton Ritchie
• STATEMENT OF THE PROBLEM
How Burton Ritchie pursue his idea of a new
and effective tattoo removal system?
• POSSIBLE CAUSES OF THE PROBLEM:
A. Market Acceptance
B. Demand
C. Price
D. Profit

5. • OBJECTIVE:
To be able to offer and serve the market
satisfaction with the new, effective, and safe
tattoo removal that will turn to company’s
expansion and increase of profit.

6. • AREAS OF CONSIDERATION:
• STRENGHT
MARKETING
High demand of tattoo removal.
MANAGEMENT
Easy to manage.
PRODUCTION
High end and satisfactory result.
TECHNICAL
Latest technology.
FINANCIAL
Increase Revenue.

7. • WEAKNESS
MARKETING
Competition and strategic location of the business.
MANAGEMENT
Resignation and turn-over of the tattoo artist and staff.
PRODUCTION
Requires several procedures to achieve satisfactory
results.
TECHNICAL
Insufficiently received the expected specifications and
performance of the systems and equipment’s.
FINANCIAL
First cost of tattoo removal and acceptance of cost in
the market.

8. • OPPORTUNITIES
MARKETING
Increase of demand.
MANAGEMENT
Additional manpower.
PRODUCTION
Increase in the number of satisfied customers.
TECHNICAL
Upgrade the existing equipment to the newest and
latest version of technology.
FINANCIAL
Expansion of business and Increase of Revenue.

9. • THREATS
MARKETING
More competitors and competitor’s strategy in the
market.
MANAGEMENT
Possibility of the staff to become competitors.
PRODUCTION
Poor performance of the tattoo artist.
TECHNICAL
Failure of the machine to delivered the promised
expectation upon agreement. Release new version of equipment.
FINANCIAL
Low margin of profit due to competition.

10. • ALTERNATIVE COURSES OF ACTION:
ACA1:
Innovation of the tattoo removal system.
ADVANTAGE:
Effective, affordable, hygienic, safe and painless tattoo removal.
DISADVANTAGE:
First allocation of the budget for innovation.
ACA2:
Offer a package deal that will remove the existing tattoo and cover it
with the newest and latest fashionable design.
ADVANTAGE:
Attract and encourage more customers.
DISADVANTAGE:
It will take several procedures/ longer time.

11. • ACA3:
Affiliate with the expert Dermatologists.
ADVANTAGE:
Company’s opportunity and Customer Satisfaction.
DISADVANTAGE:
Additional cost for the customers due to it is skin
related concerns.
RECOMMENDATION:
ACA1:
Innovation of the tattoo removal system.

12. • PLAN OF ACTION:
MARKETING ASPECT
Encourage customer’s mouth advertisement.
MANAGEMENT ASPECT
Create and build friendlier environment inside the
organization to feel customers good for them. Organized
companies team building and numerous activities for staff and
personnel belongingness.
PRODUCTION ASPECT
Additional and Maintenance seminars and training for
efficient performances.
TECHNICAL ASPECT
Provide updated newest technology and maintenance of
the equipment.
FINANCIAL ASPECT
Setting reasonable expense, allocating of funds and
securing company’s revenue.