Industry Overview:
There are an estimated 12,100 spas throughout the United States. In the U.S. the largest spa category, accounting for seven of every ten spas, is day spa. Resort and hotel spas are the second largest, with club spas, medical spas, mineral spring spas and destination spas respectively trailing. Geographically speaking, the distribution of spas in the U.S. generally parallels that of the population distributions with the largest region being the North East.
According to the ISPA (The International SPA Association) in 2003 there were approximately 136 million spa visits made in the U.S. Sixty percent (60%) of these visits were to day spas while 27% were to resort and hotel spas and the remaining 13% were spread across the four other types of spas. The U.S. spa industry generated an estimated $11.2 billion in revenues in that same year. Fifty two percent (52%) of a spa¡¦s revenue is gained from its treatment rooms. Despite being the largest segment, day spas, accounts only for just under half of that revenue at 49%
The Kline Group research suggested a strong growth (2003-04) in the spa market close to 11% from driving forces such as:
„Ï High levels of media attention
„Ï Increased number of product brands
„Ï Greater consumer awareness of market products/benefits
„Ï Lower price points relative to surgical and non-surgical procedures
„Ï Anti-aging trend continues
Between 2002 and 2004 studies from the ISPA concurred with an annual growth rate of 12%. Since its growth rate peak in 2000 at 51%, the number has gradually moderated.
As in any industry, demand is the driving force that determines how well the industry performs.
Competitive Profile:
With the largest population of day spas being located in the North East region the competition is tough but not unbeatable.
Top Competitors in DaiSpa¡¦s market include:
„X Elizabeth Grady, Framingham, MA
Hair, nails, body treatments, facials, make-up (direct competitor)
„X Paul Conzo Day Spa and Hair Salon, Worcester, MA
Manicures, Pedicures, Body Wraps, Hair, Nails, Spa Treatment Packages, Facials, Glycol Peels
„X Ardan Salon & D...
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...ving to compete with beauty specialty stores that sell spa and salon products.
Advertising and promotion will be subtly forcefull to if nothing else to get you excited and intrigued. Plant the ¡§we should check that place out¡¨ seed. We will be running an extensive and quite costly advertising and promotion strategy. Radio, some local television during the prime news hours, drop leafs in major magazines, news print, bus sides, living and entertainment media. We will also be making brochures with our product and service menu available at local venues with coinsiding business i.e. health clubs, surgical offices, & medical offices. We will also place ads on bulletin boards of local universities and apartment/condo complexes.
Service/Product Offering
The following is a brief list of the services and products that will be offered at the spa:
o Facials and Skin Care Treatment: European, corrective, therapeutic, and relaxing.
o Nail services: Sculptured manicures, pedicures, and paraffin treatments. o Total Body Treatments: Full body massage, body wraps, reflexology treatments.. o Beauty Products: Full skin care line of facial and body products, herbs, and essential oils.
Each ship also has a spa with fabulous offerings including facials, pedicures, and even foot and leg massages, which are ideal after a long day of sightseeing in Cycladic villages with cobblestone streets.
UK Marketshare Data shows us that UK has five players which sell more then 100.000 units per year (data for year 2000) on the showers market. These are: Triton (545.500 units), Mira (390.000 units), Ganiesborough (203.500 units), Aqualisa (122.000 units) and Masco (120.000 units). If we focus on Electric Showers, Gainesborough (Aqualisa brand) is with 180.000 number of units sold on the 2nd place, behind Triton (479.000 units). In Mixer Showers category, Aqualisa is also second with 94.000 units (behind brand Mira with 200.000 units sold in year 2000).
There are four types of spa rooms with different themes which are spring, summer, autumn and winter.The customers can customize their own fragrance and lighting. The spa also has five types of massage oils which are Wintergreen essential, Sandalwood, Peppermint oil, jojoba oil and chinese massage oil to help customers with different needs. Different oils have different functions and using the right oil can help people relieve muscle pain, anxiety and digestive problems.
Company: Aqualisa, 3rd in the shower market with 18% coverage has had a successful marketing strategy, which allowed it to enjoy 25% net return on sales and a growth of 5% to 10% in a mature market. They have effectively segmented their markets and have products that cater to each segment's needs (product range of 9 models covering the three types of showers used in the UK, ranging between 230 and 670). Their channel relationships are strong and positioning has helped them achieve a good brand name in the market. The company used the shower max (specialized product similar to Aqualvalve at lower priced than the before mentioned) to penetrate the developer's market.
The hospitality industry in the United States is large, complex and intensely competitive. Within this industry is a segment comprised of hotels and motels, which will be the relevant sector for this marketing plan. To note, the hotel and motel industry in the United States had an estimated value of $137.5 billion as of the end of 2012 (MarketLine, 2012). The industry is forecasted to experience a compound annual growth rate (CAGR) of 5.5% from 2011 to 2016, to attain a value of $179.5 billion (MarketLine, 2012). In this industry, the most lucrative segment is leisure which has a market share of 71.1% (MarketLine, 2012). Sunshine Inn (fictional) is a small independent hotel that operates within the leisure segment of the hotel and motel industry in the United States. It is an adventure-themed hotel situated along the California-Nevada border in order to capture the tourist market for Lake Tahoe. Sunshine Inn has 30 bedrooms and 15 suites and offers specialty home-cooked type meals to guests for breakfast, lunch and dinner. It must be emphasized that the hotel and motel industry is one of the most fiercely competitive in the United States, and in fact, in the world (Johanson & Cho, 2009; Kosarkoska, 2010). Therefore, in order to compete with large hotel chains with five-star hotel rankings, Sunshine Inn will have to depend on strategic approaches, such as effectively targeting and positioning itself in the appropriate market, as well as developing a marketing plan that will promote the unique value propositions that only small, personalized hotels can provide: excellent customer service, customized adventure packages as well as a total customer experience that revolves around enjoyment, fun and discovery. As this marketing plan wi...
Promotion is a final step and can be easily marketed through local advertising in newspapers, flyers, school events, county fairs, churches, in home parties or celebrations; all occasions for the marketing of our candles. Once our company is established, along with returning customers, and increasing referrals we should not have any problems with increasing revenue; as candles are always in demand.
Sea Goddess Cruises, Limited (SGC) is obviously not accomplishing what it needs to financially to obtain a fair share of the market. There are a number of current strategies that will be reconsidered and rejected.
After studying the cosmetic market we can identify a series of needs in this market:
The company’s target market appears to cater to every type of person in the luxury sector. This is reflected with its high class amenities, such as the Michelin restaurants and spas. The Mandarin Oriental International Limited Annual Report 2014 outlined that the leisure travellers have had higher demand recently over business travellers, as well as, “…higher spending leisure customers now making up close to 50% of the Group’s room nights” (Photos.mandarinoriental.com, 2014).
The external environment of the hotel industry in is very competitive and already well established. Trends in the market include promotional campaigns to customers using the "more bang for your buck," method. There are several different segments of the hotel industry including: luxury, upscale, mid-market with food and beverage, mid-market without food and beverage, economy, and budget. Each different segment offers certain amenities to appeal to consumers depending on what they are looking for in an over night stay away from home. As McDonald's looks at entering the hotel industry they have looked at several important issues dealing with an entry into this market. McDonald's would like to enter the market in the state of Illinois where the company's headquarters is. Illinois leads all other states in money spent on tourism totaling $61.1 million in the year 2000. Illinois also ranked fourth in the nation for leisure person trips in 2000. Hotel industry has several important barriers to entry including cost of entry, ability to differentiate from other hotels, and competition in every hotel segment.
New entrants to an industry, with a desire to gain market share, will put pressure on prices, costs and capital needed to compete. It can affect the profit potential.
If I were to start my own business, my dream would be to build a surf and skate shop on the Southern California coast. My business would be located on beachfront property in the surrounding area. This business plan will cover two main subjects, 1: an Analysis of the Business Situation, and 2: the Planned Operation of the proposed business. The first topic will cover the subtopics Trading Area Analysis and Competition in the area for my business. The second main topic will cover the proposed organization of the business, the proposed business, and proposed strategies for that business. The analysis of the business situation will cover geographic and demographic information for Huntington and the surrounding area. It will also contain an analysis of businesses in the area which are of similar type, customer buying behavior relating to my proposed business, and the potential location of my business. The Proposed Operation section will address the topics of ownership, start-up procedure, personnel needs, special functions, and an organizational chart. Details of products which will be sold will also be included, as will my business' pricing policy. I would hope that through my thorough planning and explanation that my business idea will be a grand success on the beautiful beaches of California.
Beauty product can be defined as cosmetics; materials and devices made and sold for the purpose of enhancing the physical attractiveness of users or in other words, as any product, especially a cream or lotion, intended to improve a person's appearance . We live in society where people nowadays are very obsessed with beauty and spending so much money on beauty products. Since we were children, the society taught us that beauty is happiness, wellness and everything. This creates a mindset that only attractive physical appearance is beauty, even though ‘beauty’ is a very subjective word where it can apply to many things. It is a rare sight these days to
One must look at the economic environment and how it will affect the launch of the product. One must look at:
Starting a business is a challenging undertaking that requires detailed planning and intensive research. The modern dynamic market and economic changes demand for the adoption of a well through of business plan that incorporates the entire business requirements (Pinson, 2004). The Paradise Beauty Centre will be a small enterprise that will focuses on the production and distribution of beauty products in United States of America. The business plan will help the business managers and other employees in understanding the long-term and immediate goals and objective of the business.