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Manicures and pedicures are gaining market popularity in Malaysia. The evolution in beauty and personal care industry offers more opportunity for small businesses in marketing personal care and cosmetics products. There is an increasing number of nail salons providing manicures and pedicures services as well as nail art in the city; mostly in middle to high-end shopping malls, business centres or standalone nail salon in commercial shop lots. The consumers are mostly influenced by heavy advertising, for instance advent of K-pop and K-drama, marketing activities and growing trends of chasing beauty. The beauty industry or more specifically the nail care segment is highly fragmented due to various customers with different needs and wants pertaining to service levels, product categories and pricing. Hence, innovative marketing will become an important tool to success. The conventional marketing strategies are no longer effective as the businesses are propelled by the advancement of technology and change in social factors. The departure of conventional marketing strategies is necessary for the vendor to open new market segment and to increase sales. This study will explore the innovative marketing strategies in nail salon through case study method. The study also aims to discover on how the vendor overcome the challenges faced in this industry. The discussion will review the new approaches used as a new marketing idea brought in by the business.

Learning outcomes At the end of the exercise, students will be able to identify the type of entrepreneur, apply Big Five Personality Traits characteristics of the successful entrepreneur, use the Porter five forces to define the company’s attractiveness, describe David’s three-stage framework, use David’s (2015) strategy formulation framework to propose appropriate strategies for a company, explain the interdependencies of the nine key elements of a business model and create the business model canvas. Case overview/synopsis The case focuses on Posh Nail Beauty (POSH), one of the leading manicure and pedicure companies in Malaysia. The case concentrates on the discussion of business development, business strategies and challenges of POSH. Complexity academic level The case study is suitable to be used by undergraduate students who are taking the courses such as entrepreneurship, business strategy and marketing related courses. Supplementary materials Teaching Notes are available for educators only. Please contact your library to gain login details or email support@emeraldinsight.com to request teaching notes. Pearce and Robinson (2013). Strategic management: Planning for domestic & global competition, (13th ed.). McGraw-Hill/Irwin, New York. • Posh Nail Spa. (2017), available at www.poshnailspa.my/ • Posh! Nail Spa Presents The First Nail Art Fashion Show in Malaysia. (2016), available at http://femalemag.com.my/beauty/posh-nail-spa-presents-first-nail-art-fashion-show-malaysia/ • Scarborough and Cornwall (2015). Entrepreneurship and effective small business management, (11th ed.). Pearson, England. • Siaw (2015). “How to nail it: Plus the do’s and don’ts,” The Star, Malaysia. • This Local Nail Salon Is Going Beyond Mere Manicures. (2017), available at http://marieclaire.com.my/beauty/local-nail-salon-posh-nail-spa/ • Torlak and Şanal (2007). David’s strategy formulation framework in action: the example of Turkish Airlines on domestic air transportation. İstanbul Ticaret Üniversitesi Fen Bilimleri Dergisi, 6(12), 81-114. • David (2011). Strategic management (Concepts and cases)(Global Edition 13e). Pearson, Upper Saddle River, New Jersey. Subject code CSS 3: Entrepreneurship.