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Endeering Day Spa Essay

2819 words - 11 pages

Endeering Day Spa

The Endeering Day Spa is a full-service day spa dedicated to consistently providing high customer satisfaction by rendering excellent service, quality products, and furnishing an enjoyable atmosphere at an acceptable price/value relationship. We will also maintain a friendly, fair, and creative work environment, which respects diversity, ideas, and hard work.
Market research indicates a specific and growing need in the area for the products and services Endeering Day Spa will offer in the market it serves. This market strategy will be based on a cost-effective approach to reach this clearly defined target market. This approach will utilize resources to create awareness of the spa and encourage customers to benefit from the convenience and services it offers. Endeering Day Spa will focus on its client requests, specialty services, premier products, and competitive pricing. Their mission is to supply services and products that enhance clients' physical health, appearance, and mental relaxation. The marketing objective is to promote rapid growth and profitability through effective implementation of the strategy.

Executive Summary

Owners, Matt and Heather Deering, have successfully ran a reputable school that teaches esthetics, massage therapy, manicuring, and many other services. They have an extensive background in this industry and have a very good reputation. Endeering Day Spa will, upon commencement of operations, sell a wide range of beauty services and products. It will provide quality nail and skin services, along with body treatments. Courses and information on homeopathic treatments will also be available. What will set Endeering Day Spa apart from the competition is the commitment to provide all of 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 themselves

Market Summary
We possess good information about our market and know a great deal about the common attributes of our potentially loyal clients. We will leverage this information to better understand whom we serve, their specific needs, and how we can better communicate with them. The profile of the Endeering Day Spa customer consists of the following geographic, demographic, psychographic, and behavior factors:
Geographics
· Our immediate geographic market is the Maryland Heights area, with a population of 24,470.
· The City of Maryland Heights encompasses 23.14 square miles of geographic area in need of our products and services.
· Maryland Heights is home to many of St. Louis's major employers. The Riverport Casino Complex is Maryland Heights' largest employer, with about 3,240 employees. Other local businesses with more than 500 employees are Edward Jones, Quest Diagnostics Clinical Laboratories, Mastercard...

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