The Company
‘Relax- A- While Beauty Therapy Spa’ is a full-service day spa dedicated to consistently providing high customer fulfilment by rendering excellent services, enjoyable ambience, quality merchandise, and furnishing an at an adequate price and value. Moreover, it will also keep a fair, friendly and creative work environment, which respects diversity, ideas and hard work. According to the market research it indicates a specific growth needed in the area for the service ‘Relax- A- While Beauty Therapy Spa’ will offer in the market its services. The market strategy will be based on a cost-effective approach to reach this clearly defined target market. This method will employ resources to create awareness of the resort Spa and encourage customers to benefit from the convenience and services it offers. Relax- Awhile Beauty Therapy Spa will focus on its client requests, Specialty services, premier products, and competitive pricing. Our commission is to provide services that enhance clients’ physical health, appearance, and mental relaxation.
1. The Goals and Objectives
The marketing objective is to achieve £12,000 in sales the third month of the opening by performing 15 services per day.
2. To become an establish community spa destination by the end of the first 12 Months
3. Our goal is to tailor the clients experience based on initial consultation.
The Product
‘Relax -A-While Beauty Therapy Spa’ will be offering therapeutic body treatment, massage services, anti-aging facial treatments, waxing services, hair services; makeup and nail treatments. Those services will the conducted by licensed therapists, nail technicians and aestheticians.
- The primary products will be facial cleanser, hair product, colouring, perming, nail varnish and massage oil.
- FACIAL BODY SCRUBS AND WRAPS Micro Treatments MASSAGE Nail Treatments
- Hair services Eye treatment Eyebrow treatment
- Stress
- Relieving Spa Facial Aroma Therapy Herbology Hand Retexturize Swedish Nail Repair Chemical Straightening Eyelash perm Eyebrow tint
- Quick Result Facial Trissage Body Smoothing Lip-conditioning Classic/Swedish Massage Manicure
- Pedicure Long Hair and Up Styles Eyelash extinction Eyebrow shape
- Customizing Facial Herbology Body Polish Kerafole Elbow Rescue Reflexology Spa pedicure Weddings Hair Styles Full set eyelash 3D eyebrow
- Oxygenation Facial Mud Therapy Body Mask Multi-task Eye Mask Hot stone Massage Signature Manicure Colouring Individual
eyelash Eyebrow extensions - Acne-clearing
- Stress Relieve Massage Pink & white Fills Full Head Highlight Eyelash tint
- Treatment Facial Deep Tissue Polish Change Weaves and Highlights
- Pumice Peel Manual Back, Shoulder, Neck Oil Manicure Perms and Straightening
- Micro- dermabrasion Facial Pregnancy Massage fills Shampoo and Blow Dry
- Powerful Surface Peeling
- Facial Acrylic Haircut
- Gel Polish
- Nail Extension
- Shellac
The Target Market
Our target market is primarily the residents, tourist, students (college, University). This is a new market with a great heap of potency.
It consists of the following three groups.
Business Women: This group makes up the majority of our target mark. There are significant number of young women and men (18-45-year-old) that live and /or work in the area. However, we will be adverting by placing flies at our local restaurant, bar, local grocers, college, and University etc.
Furthermore, those locations will be are primary advantage point. This group most likely has been to one of our competitors. We will key in on the fact that we are right around the corner.
Relax- A-While Beauty Therapy Spa will also have spa packages available for the busy women and men. Housewife’, college student, service industry professionals (bartenders, servers, beauticians etc.), and other industries: this group makes up our target market. Price will be our advantage to this market. We will be advertising to this group by placing ads at local new paper, shop windows, college information boards, online and posting direct mailer. We will also have discounts vouchers to encourage this client to take advantage of the benefits.
Business Men: This group we hope to reach them because they represent a significant percentage of the population on the area. We hope to accomplish this by overcoming the beliefs that day spa are just for women. Moreover we will be placing brochures and ads at the health clubs that emphasize the importance of stress relief and massage therapy in developing muscle tissue.
Pricing Strategy
The pricing structure will be one that is extremely competitive with other spas. We will offer many discounts for multiple services. For example, the price for a Relaxing Facial is £30 and an Aromatherapy Full Body Massage is £50 per hour. If a client wishes to receive both services, a 5% discount will be applied. If three or more services are performed, a 10% discount will be applied. Our base prices alone are over 20% lower than our competitors. This is one of our key advantages. Distribution: All beauty products and services will be distributed at the spa. We will be developing a website in which customers can purchase products and gift certificates.
The Competitors
Due to the popularity of the spa trend, there are many spa businesses opened up in this recent year in national park areas. The competition that we fear are those spas that located in the same area. There are eight spas already excluding our ‘Relax -Awhile Beauty Therapy Spa’ in the Yorkshire Dales. Still, compared to the size, investment, style, image, target and market, there is one main spa, which seems to be our effective competitor. Relax -Awhile Beauty Therapy Spa’ potential competitors in national park come from the following two-day spas: Domain urban Spa and Sage Spa Urbana. The Domain Urban Spa has good evaluations and a very good name in the industry. Their pricing is very high compared to other health clubs in the country, but they can get away with it because of the location and the market they provide. The next is Sage Spa which is highly rated (voted Brooklyn’s#1 spa on citysearch.com). Sage Spa has been in existence since 2004. They will be our largest competitors. They major share of our target market.. ‘Relax -Awhile Beauty Therapy Spa’ competitive advantage over Domain urban spa and sage Spa consists of moderately lower prices, confidentiality, personal appointments, products that are formulated for all ethnic groups. ‘Relax -Awhile Beauty Therapy Spa’ is offering expert massage and holistic facials in a beautiful tranquil environment. We show concern for what matters to our clients. Individual attention, personal tailored sessions are our guide. We are dedicated and passionate about what we do. Maria listens to her customers; Train her staff to be always helpful, courteous, and knowledgeable.
What will set ‘Relax -A-While Beauty Therapy Spa’ apart from the competition is the commitment to provide these specialized services in one convenient location. The basic market need is to offer a variety of services at reasonable prices, for the owe-it-to-yourself clients, through a personalized spa that offers excellent service and treatment that encourages people to pamper them.
Company Ownership Structure
The company is structured as a limited.
Ownership BackgroundY(Limited )
Maria John, the spa manage got 15 year of experience in beauty industry, owned her own salon within the area, and she built a great client reputation.
Company Management Structure
Organizational Timeline
according to the low we need to seek a planning permission to the local council.
“The Department should determine your application within eight weeks. Large or complex applications may take longer. The Local area planning office should be able to give you an idea about the likely time”. (Planningportal, 2016). Has soon the planning permission will be approved the we will start with the
building work business will be reopen 20/03/2017.
SWOT Analysis (Strengths/Weaknesses/Opportunities/Threats)
Strengths
Diversity of products and treatment procedures
Low prices comparing with other spas in the area
High level of professionalism and excellence
‘Relax -Awhile Beauty Therapy Spa’ will also advertise Promotions and booking online via the web site.
Weaknesses
We will be providing the same services as the other spa, and it is an old spa within the area, it will be hard to keep up with the competition.
We will try hard in term of the promotions to keep up with the contenders.
Opportunities
Finding surrounded environment such as trend can acknowledge us to the customers.
Nowadays, people are very concerned about their health which is one of our biggest opportunities.
Threats
Similar effect of treatment
Increase of the competition
Same style of promotion.
Description of the spa
Capital Requirements Plan
Start-up Finance
Legal £2,500
Stationery, Printing, Bags, Grand Opening Vouchers £3,500
Brochures £500
Construction/Design 45,000
Insurance 2,000
Research and Development £0
Advertising £5,000
Accountant £950
Linens 4,000
Total for
Start-up Expenses £80,450
The 7s of marketing
Traditionally the marketing mix set to consist 4 levels of marketing control. Those levels are product, place, promotion and price.
However, to make modern marketing business system we will need include 3 more categories, such as people, process, physical evidence.
- Product: there is no point of developing a product or service that no one want to buy. Yeats many businesses decides what you are for first, and then hope to find the marketing for that afterword. In contrast, successfully company find out what customers’ needs our want and then develop the right product to meet those needs. (variety, quality, design, package).
- Price: a product is only worth, what customers are prepared to pay for it. The price also need to be competitive but this does not necessary mean the cheapest. Furthermore, the small business may be able to compete with larger rivals by adding extra services or details that will offer customers better value for their money. Pricing must also provide a profit, it the only element of the marketing mix that generates revenue, price position your business on marking place. The more you charge the more value our quality, your customers will expect for their money. However, the existing customers are genuinely less sensitive about price than new customers.
- Place: is were clients will buy products and have the service done, moreover the products must be available in the right place at the right time and the right quality. Whale keeping storage inventory and distribution cost to in expectable value. Place also means ways of displaying your product to customer’s groups. It Can be included such as: wholesales, own store, direct sales, online sales, party plans, mail ordering.
- Promotion: is the way a company communicates, on what it does and what can offer clients. However, it includes the activity such as branding, advertising, corporate identity, PR, sales management, special offers and exhibition. Nevertheless, the promotion advertised must gain attentions, be appealing, tale a constant message and above all else give the costumers a reason to choose your product, rather than someone else. Promotion should communicate the benefit that customers obtains from the products, and not just features of that products. Rather your promotion material has single sheet our complex brochure, folder or catalogue it must grab the attentions of the clients. Moreover, it should be easy to identify, why they should buy your products. Promotion material should be customized by varying them to suite the target customers and change them has they required.
- People: anyone who comes in contact with your customers will make an inspiration and that can have a profound effect, positive or negative on customer satisfaction. The reputation of the brand rests on the client’s hands. Furthermore, the employees must be well motivated, highly tread and have the right attitude.
- Process: The process of giving cervices and the behaviour of those who deliver, are crucial to customer satisfactions issues, such as waiting time, the information given to client and the helpfulness of the staff they are all vital to keep customers happy. Customers are not interested on the details, of how your business runs. What matter to them is that the system works. Do customers have to wait? Are they kept informed? Are your staff helpful? Are your services carried out efficiently?
Process is often overlooked for instant a customer try to book a service by phone it is a vital source of income and returning value. But too often customer sit on hold for several minutes, listing to the recorded message. This will lead the client to give up, go elsewhere and inform their friends on the bad experience that they had on your spa or services. Furthermore, process often failed the customers because they build for the company needs and not design for the customer in mind. - Physical Evidence: A service can be experienced before it is delivered, this means showing to use a service can be perceived has a risky business because you are buying something intangible. This uncertainty can be reduced by helping potential clients, to see what they are buying. Having a facility such as a clean and tidy well decorated reception area, can also help to reassure. However, if the spa aren’t up to scratch, why would the customers think the services. (Business Mostery success series, 2011)
Service value
Gap analyses
Gap analyses is where you find that there is a gap, between where the customer is now, and where the customer could be in the future, if he or she used your products or services. It can be referred as ideal or the future situation. Our job is to ask a question which will lead to uncover a gap, between customer’s current situations and where they could be. Furthermore by obtaining those information’s we will be to insure the customer our product and services is the ideal way to fulfil that gap. Example: No gap no sales, no perceive gap no interest. (Brian, 2007)
Five dimensions of Service Quality
1. “Reliability: the ability to perform the promised service dependably and accurately
2. Assurance: the knowledge and courtesy of employees and their ability to convey trust and confidence
3. Tangibles: the appearance of physical facilities, equipment, personnel and communication materials
4. Empathy: the provision of caring, individualized attention to customers
5. Responsiveness: the willingness to help customers and to provide prompt service” (Zeithaml, Parasuraman, & Berry, 1990)
Service recovery
Building customer relationship
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