Case #4-Petra\'s Studio for Modern Dance Petra has a problem that she can\'t see

Question

Case #4-Petra's Studio for Modern Dance Petra has a problem that she can't seem to dance her way out of. Petra's Studio for Modern Dance has been in business now for nine years. It has two large studio rooms, an office and change rooms on the main floor of a three story office building surrounded by retail businesses. Petra had studied modern jazz dancing and worked professionally (several Broadway-style shows and lots of TV/video gigs) both as a dancer and choreographer. She opened the dance studio with the hope that it would provide the steady income that she could not get in the entertainment business. At first, she offered only classes in Modern Jazz (her own specialty area) for girls and young women in three age groups and a single all- ages advanced class Right from the start the studio started getting phone calls about other types or dance classes (ballet, tap, dancercise, all-male classes, ballroom Latin, Scottish, Hawaian etc). Because of her contacts in the industry. Petra found that she could get specialists to teach each of these courses on a part-time basis. Before long the studio was running at nearly full capacity. Petra had long waiting lists for each of her classes, especially Modern Jazz which her own reputation is built on) as well as the old standby "Ballet for Young Beginners Petra is offering a huge variety of dance instruction, to many different age and ethnic groups over a wide area of the city. With the different target groups. Petra can get more use out of her studio. School age children fill all the slots from 4:00 p.m, to 7:30 p m and all Saturday and Sunday Adults tend to fil the later evening times and mid-day periods and retired seniors also take their classes during the weekday mid-day periods schoot kids provide most of Petra's profit (with costume. photograph and recital fees) and seniors provide most of her complaints Petra is starting to hate every minute of it. The problems are enormous. She spends hours returning phone calls trom customers who are dissatistied that the lessons were not what they expected, that they were put into the wrong class, that there are too many old people in the class so it moves too slowly: or that there are too many young people in the class who are boisterous, that the instructor is teaching the wrong kind of tango; that this isn't how we dia it in the old country. that the wrong time was given out for the dates of the class, that the wrong kind of music was left for the class, that the instructor was not informed of a students recent operation, that the instructor pushed the class too hard and has caused her an injury, that receipts this will not last uniess she takes action were mailed to the wrong address and the list goes on. Petra is running a very profitable business, but she recognizes the warnings that 3:09 PM 2018-04-042

Explanation / Answer

Petra is facing following main issues : Lot of complaints from the customer Brand image is decreasing among customers Decreasing customer market Less customer retention Bad word of mouth marketing Following strategy measures should be taken to solve the issues: Develop a customer care department , whose core job would be to patiently handle the customer and listen to their problems Provide solution to problems being faced by the customer Make the customer believe that their opinion and feedback is important for the company Hire experts and trained professionals to solve the problem. Petra should research on following aspects : Benchmark study of all the business in similar industry Competitive analysis to understand its competitors Consumer behavior study to understand requirements and expectations of the customers. Current trends in the industry to keep her products updated Other changes could be : Set a decent trainer to trainee ratio, so that everyone could get personal attention. Take fast and immediate action to solve a customers’ query.

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