Marketing Strategies assignment : Ceylon Spa
Added on 2021-05-25
26 Pages4972 Words375 Views
Nutrition and Wellness
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Contents1.Executive Summary............................................................................................................23.Financials............................................................................................................................44.Vision & Mission................................................................................................................6Vision.....................................................................................................................................6Mission...................................................................................................................................64.1 Keys to Success................................................................................................................65.Products and services..........................................................................................................75.1 Massages...........................................................................................................................75.2 Facials...............................................................................................................................75.3Manicures and Pedicures..................................................................................................85.4Waxing.............................................................................................................................86.Situation Analysis...............................................................................................................96.1 External Analysis – PEST Analysis.................................................................................96.2 Internal Analysis.............................................................................................................10SWOT Analysis....................................................................................................................158.Market Analysis................................................................................................................178.1 Marketing strategies.......................................................................................................178.1.1 Segmentation, Targeting and Positioning (STP).....................................................188.1.2 Competitive Edge....................................................................................................198.1.3 Market targeting.......................................................................................................208.1.4 Positioning...............................................................................................................208.2 Marketing Mix................................................................................................................209.Implementation.................................................................................................................239.1 Marketing Organization..................................................................................................2310.Evaluation & Control....................................................................................................2410.1 Performance Standards and Financial Controls...........................................................2410.2 Monitoring Procedures.................................................................................................24M.M.F.Nuzha
1.Executive SummaryThis business plan provides detailed financial statistics, it includes the basic strategicinformation essential for initial formation and operation of Ceylon Spa. This documentoutlines the schemes for business growth, methods, procedures for operation, andinfrastructure management. Ceylon Spa aims to be the best spa in the City, Nugegoda. Overan exclusive amalgamation of offered services and products, they will speedily gain marketshare. Ceylon Spa will offer customers with a relaxing, refreshing atmosphere where all oftheir mind and body needs can be encountered.Ceylon Spa offers an extensive assortment of mind and body soothing services and products.The Spa aspect of the business will offer both males and females with many type of bodymassage, facials and waxing. We offer a full range of facials, skin and hair care and spatreatments for the needy. This is all done in a calming, peaceful setting. Our specialized andfriendly staff attempts to offer you nothing but the best customer service, products andtreatments available. We focus on assembly each customers visit with us pleasant, enjoyable,and relaxing mind set.Nugegoda is one of urban city which consists of a huge populations. Not only that but alsothere are so many Public & Private Firms, & Educational & Tuition Centers. By consideringabove reasons it will create more opportunities to Ceylon Spa. Also there are no any otherSpas available & one saloon is situated near to Ceylon Spa. After taking into account all these reasons our group decided to make marketing Plan forCeylon Spa to develop our sales with gratified customers & to provide better quality servicethan competitors. We have segmented our market in to five aspects as Females & Males depending on theirages; ages of 20-25, ages of 25-35, ages of 35-55, ages of 55-65 and ages of above 65. Tooffer numerous services like skin treatments, facials, waxing & so on with the purpose oftreating our customers in better manner. Within next year our expectation to improve our sales by 10% & attract more customers tothe Ceylon Spa.2 | Page
2.IntroductionThis Marketing Plan for Ceylon Spa was carried out to improve our current status byominously growing profit through providing valuable facilities to our newly joined customers& upcoming customers.So here first we examined current situation of Ceylon Spa while conducting market analysis.On the other hand we tried to identify the political, economical, social & technologicalfactors by using PEST analysis. An evaluation of the company’s internal strengths andweaknesses and external opportunities and threats helped as the foundation for this strategicanalysis and marketing plan. The plan emphases on the company’s growth strategy,signifying ways in which it can build on prevailing customer relationships, and on thedevelopment of new products and/or services directed to specific customer places. Furthermore we set some marketing objectives for Ceylon Spa which will be accomplishedwithin next year. After that we established strategies by using STP & 7Ps’ to achieve thoseobjectives that are formerly set. To conclude for the control part we forecasted budget for the following year & it’ll give trackto how to succeed finance for modifications which needed for the proper implementation ofthis marketing plan.3 | Page
3.FinancialsCeylon Spa has estimated significant sales revenues by year two. As well in year two thebusiness will reach profitability before taxes. Ceylon Spa is a sensational business thatdelivers an amalgamation of sought after services that are not formerly open by a directopponent. Ceylon Spa will deliver a comforting, peaceful setting for an assortment of mindand body simulation services for the prosperous City Nugegoda.The goals of our company are to be profitable and build a merchandise route through namerecognition. It is the immediate goal to launch an additional product line into the beautymarket, while the long-term goal is to go public with several health club facilities and anactive product line.Start-up Costs.One-Time Start-Up CostsLKRDownpayment 300,000.00Office furniture100,000.00Computer hardware and software50,000.00Setup, installation and consulting fees60,000.00Business cards and stationery20,000.00Decorating and remodeling50,000.00Fixtures, counters, equipment & Installation200,000.00Starting inventory, raw materials, tools, etc.100,000.00Deposits with public utilities50,000.00Legal and other professional fees50,000.00Business licenses and permits20,000.00Advertising and promotion for opening10,000.00Rent & security deposit (3 months’ rent)60,000.00Subtotal1,070,000.00Salary of owner-manager 160,000.00All other salaries, wages, & commissions75,000.00Payroll taxes or self-employment tax20,000.00Rent20,000.00Advertising (print, broadcast and Internet)5,000.00Postage & shipping costs5,000.004 | Page
Supplies (inks, toners, labels, paper goods, etc.)3,000.00Telephone5,000.00Utilities5,000.00Website hosting and maintenance2,000.00General business insurance10,000.00Inventory, raw materials, parts25,000.00Miscellaneous75,000.00Subtotal410,000.00Calculate total start-up fundsMonthly expense for 4 months1,640,000.00One time start-up expense1,070,000.00Total start-up costs2,710,000.004.Our Vision & Mission VisionTo become the Wellness Spa of offering a preventive lifestyle that will add value to ourcustomers and staff.MissionBeauty is about being comfortable in your own skin. The Ceylon Spa is a premiere providerof supreme service, customer relations and quality. Ours is a place where you can set aside5 | Page
your furious day and have us take care of the niceties. You can relax in splendid environswhereas adoring facilities of the highest standard.4.1 Keys to Success1.Create faith within the community that each client's requirements will be taken care ofthroughout each visit.2.Quality and expert staffs familiar with outstanding work and oriented to a calmingspiritual nature.3.Simply reachable location.4.Effective promotions.5.Products and services5.1 MassagesStone Therapy MassageWarm stones gently de-stress and dissolve away signs of tension and tightness from sore,aching muscles. The expert hands of our stone specialists knead and massage the body withthese relaxing, yet stimulating, rocks.Hot Stone Massage 6 | Page
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