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The Asian Pacific Global SPA Market Essay
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Added on 2020-07-23
The Asian Pacific Global SPA Market Essay
Added on 2020-07-23
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THE ASIAN PACIFICGLOBAL SPA MARKET
TABLE OF CONTENTSINTRODUCTION...........................................................................................................................1TASK 1............................................................................................................................................11. Competition of Spa at global scale by including spa design/concept................................12. Construction and building consideration for creation of contemporary and sustainable spa..33. Type of resource required to purchase to be successful destination spa............................5CONCLUSION................................................................................................................................7REFERENCES................................................................................................................................8
INTRODUCTIONSpa management is a process that involves developing and designing of natural spa toprovide leisure to the people. Recently, spa market has achieved major growth at global scalethrough development of new and authentic designer spa (5Kucukusta and Guillet, 2014).Thailand is known as the most popular country in the Asian pacific region which contains lots ofresorts and hotels which provide the facilities of spa for people and tourists from differentcountries. Present report is based on analysis of Tamarind Springs Forest Spa which is situated atKoh Samui, Thailand. In this, various ways through which the spa will be able to compete atglobal scale are discussed. For providing a complete understanding about the Spa management,construction and building consideration in order to create a contemporary and sustainable spa arealso determined along with the resources required to purchase in order to be a successfuldestination spa. TASK 11. Competition of Spa at global scale by including spa design/concept.According to Nagy, (2014), every business enterprise needs to perform various complexactivities and also have to make efforts for expansion and sustaining the business at global level.Establishment and regulation of business operations at global level requires a lot of experience inthe specific or relevant sector in which organization needs to operate (Heung and Kucukusta,2013). With the continuous growth and economic development of countries, a challengingenvironment has been created in between the organization in specific sector in every region suchas Asia pacific, South America and Caribbean, Europe and Canada, etc. Among all these, Asiapacific is only the most popular region that involves various countries which have their ownspeciality and experience in specific industry. The spa industry is one of the growing sector by7.7% in Thailand that earned revenues of around 60 million in 2007 to 94 billion in 2013. In thiscontext, there are various destination spas available in Thailand which are continuously makingefforts to expand their business at global scale with an aim to attract people towards wellness andearning profits. Tamarind spring is also a Forest destination Spa in Thailand which has appliedvarious ways to expand their business at global scale and competing with the other welldeveloped Spa. Below given are the ways through which they can compete with rivals at globalscale: 1
Branding: It is the most effective marketing practice of creating a particular brand name,symbol or design which identifies and differentiates a product in market. It is the majorstrategy through which a company will be able compete with rivals at global scale. As perFrost, Laing and Beeton, (2014), an effective brand strategy will provide a major edge inincreasingly competitive markets. For expansion and sustaining spa business, companyneeds to develop or select a specific brand name, symbol and design in order to create anattractive public image in global market. For example: Tamarind Springs Forest Spa hasalso developed their specific brand of destination spa with a brand logo to provideinformation to people or tourists arriving from different countries. Competitive advantage: It is also an effective strategy or direction that enables theorganisation to sustain in competitive global market. It implies to creation of surplusadvantage over rivals which enables the business to attract more customers as comparedto competitors (Sakolnakorn, Naipinit and Kroeksakul, 2013). In Spa industry, there isthe major competition in between destination spa and resorts which provides similarservices to the people at different prices. In this, Spa will be able to create competitiveadvantage on the basis of competitive pricing strategy, design of spa, attractivedestination, experienced employees, authentic environment and large number ofresources. For instance, Tamarind Springs can develop attractive designs of their spa andprovide services at low prices as compared to competitors. Promotion techniques: In order to compete with competitors at the global scale,organization needs to apply effective promotional techniques which help them to provideinformation to other organisations at global level (Lo, Wu and Tsai, 2015). For increasingthe recognition of Spa among people, company can use different channels to promotetheir services such as social media, digital advertisement, magazines, special offers,coupons and campaigns, etc. For example: In Tamarind Springs, it is the responsibility ofbusiness done by Spa manager to run promotional campaigns. They are responsible foradvertising and production of flyers. They also tend to conduct training workshops foremployees to keep them up to date with new skills in the spa industry.Franchising: It is also based on the concept of marketing which can be adopted by anorganisation as strategy of global expansion and sustainability under high competition.Adopting a franchising system is business growth strategy for sale and distribution of2
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