Can someone help with a marketing paper (Marketing Plan 2)
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markingplan.docMARKETING PLAN 1 1
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MARKETING PLAN 1
Marketing Plan 1
Sonya L. Hames
MKT 100
Prof. Tami Ball
February 7, 2014
We struggle to shave off the inevitable impact of aging, therefore there has been an explosive trend in the health care industry day spas. It was once dismissed as the sole domain of the idle rich, people are now embracing the centuries old idea that regular visits to trained aestheticians, massage therapists, and spas are essential to good health. At a huge premium, a 90-minute getaway for a facial and massage can be a welcome antidote. Located in the beautiful country of Thailand, my day spa will attract numous tourist and local consumer. The country has been known as the spa captial of Asia, focusing on its rich tradition of homegrown rememdies and herbal knowledge. The day spa can be found in one of Thailand’s largest cities called Bangkok, which is a major tourist attractions. My spa rooms are basic with outside showers on private decks and complex has massage rooms, yoga classes, steam rooms, a swimming pool, and cool places for relaxation. According to my research,Thailand underwent a rapid growth during the 1980s through the 1990s, which led to many multination corportations to locate their regional headquarters to Bangkok. The city is a major regional force in finance and business. Bangkok is an international hub for transport, health care, arts, fashion and entertainment. The city has an exotic appeal with a vibrant street life, cultural landmarks, and red-light districts. The Grand Palace and Buddhist temples are well known historic landmarks, and along with the nightlife scenes of Khaosan Road and Patpong. Thailand host a population of over eight million people with four million surroundng the Bangkok Metropolitan Region. So my decision was to move my emerging business to the beautiful country of Thailand the city of Bangkok and name it Spa Palace of Bangkok. Thailand is an opened market economy of intensive competition from both global and domestic suppliers. The business operators and owners are second-and third-generation, with education and practical knowledge of their businesses. Thailand’s mass market is price conscious and is generally served by local suppliers and or low-price imports. U.S. exporters with products that are competitive for reasons other than price should plan to work with their local partner to undertake an extensive marketing strategy. In 2011,Thailand’s average applied MFN tariff rate was 9.8. The country’s agricultural tariffs are at an average of 39.9 percent ad valorem, compared with its average applied MFN tariff on agricultural products of 22 percent. MFN duties on imported processed food products typically range from 30 percent to 50 percent. These high rates bring price pressures for U.S. exporters hoping to succeed in the market. Thailand also has preferential trade agreements with Japan, Australia, New Zealand, China and India. The U.S. firms that have direct competitors from those countries could face additional price pressures. The major concerns for the U.S companies are the corruption and lack of transparency in government procurement, as well as widespread piracy of intellectual property rights. Although my company faces treats these, Thailand’s economic growth has created many opportunities for U.S. companies in a number of infrastructure sectors including electrical power, telecommunications, and renewable energy. Thai consumers are creating opportunities for new sales of U.S. medical products, cosmetics, automotive accessories, food supplements and educational services. Thailand also continues to look for U.S. suppliers of defense equipment, broadcast equipment, food processing and packaging equipment, and environmental technology. By obtaining a local partner, such as an agent or distributor, is the best way to entering the Thai market. This would be one of the most efficient and effective ways to reach Thai buyers. The agent or distributor can facilitate and expedite market entry with their extensive market knowledge and established networks. Within the business culture of Thailand, interpersonal relationships are a vital factor underpinning successful business transactions. In operation, Thailand has eight international deep-sea ports, with four private ports. The largest port in Thailand that handles approximately 1.34 million TEU/yr is the Bangkok Port. Thailand also has 28 airports, six international airports that handle passenger capacity of 45 million and cargo capacity of 3 million metric tons per year. My day spa services include will include natural facial cleansing with a variety of products. A facial is a cosmetic treatment of the face, commonly involving a variety of skin treatments, grooming steps and deep cleansing of the face by various means including: steam, exfoliation, Exfoliation in cosmetology is a cosmetic technique aimed at removing dead skin cells from the face and body. Removing excess dead skin cells is reasoned to reveal younger and healthier looking skin. I would focus heavily on Thai massages that specifically appeal to health and beauty, not leaving out the traditional massages. The spa will be a destination spa that its sole purpose is to help people live a healthier lifestyle through spa treatments, exercise, and educational programming. The minium stays should be three to seven nights depending on the service package. Majority of target marget would focus directly on stressed out business people by accomodating a 30 minites or one hour spa treatment and the spa packages will cateria to tourists.
Research Objectives and Framework First I would examine the service marketing mix strategies, such as the product/service, perceived value, promotion, distribution, people, process, physical evidence and store image, which are implemented by spa operators. Second I would need to explore the differences between hotel spa versus day spa in terms of implementation level of those strategies and their operational performance. Third I would explore the association between the service marketing mix strategies, store image, general information of spa business, as well as general information of spa manager, and operational performance. My business website will display advertisements of product services that will appeal to wide variety of consumers throughout the country.
Prices At Day Spa of Bangkok will consist of: * A one-hour Swedish and Thia massage is $75 to $90. * A specialty massage like hot stone is more expensive, around $115-$125. It may also run a little longer. * A basic European and Natural facial is usually $70 to $90. Adding special masks and serums will make it more expensive. * A half-hour salt scrub is $55. A longer body wrap will cost $80-$110. * A spa manicure is $25 - $35. A spa pedicure is $45 - $55. Spa nail services should have extras like scrubs, masks and paraffin dips. * Spa packages combine more than one service, such as massage and facial. Longer packages such overnight stays often includes breakfast/lunch. Prices typically start at $150-$300 and go up from there. Like many other business, I would rely on referrals, word-of-mouth and customer loyalty to stay in business. Although my business website can help get new customers in the door, personal contact is key to generating repeat business and viral marketing (ex. Facebook, Youtube, and Twitter).
References:
http://export.gov/thailand/build/groups/public/@eg_th/documents/webcontent/eg_th_063241.pdf
