Marketing Strategy Plan Essay

3673 words - 15 pages

. Situation Analysis
Company Background:
Shangri-La Lily spa was founded in 2011 by Lily Wu. Wu is a certified massage therapist and has 20 years of experience working in the spa industry. She believes in natural healing power, and feels spa’s should be used throughout all neighborhoods.She named her spa Shangri-La with her name Lily. Shangri-la is a paradise place and people live there have a permanent happy land which is isolated from the outside world. She set a no cell phone policy, so her clients can be isolated from the outside world and relax.
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.
In the past, she has never done any advertising, her business were merely based on recommendations from her loyal customer. She specializes on deep tissue massage, structural integration, swedish massage, back massage and sport massage. Fitness and recreational sport center industry which is Located at 4108 163rd St flushing, New York, 11358-2669.
Industry Analysis:
The International SPA Association (ISPA) released 2013 statistics stating the spa industry generated $14 billion in revenue in 2012 and employed more than 343,000 individuals.The total number of spa visits per year has reached over 160 million. The spa industry has shown an increase in locations, clients, services, and total revenue, with an average of 87 dollars spent per guest per visit.The average hour massage price is $45.According to the statistic,we found customers tend to purchase more than one service per visit.
Service Analysis:
Shangri-La Lily offers many different body treatments for $35, facial treatment for $35 and foot massage for $25. The services provided are all done by licensed therapists who are independent contractors paid on commission.
Competitive Environment:
Shangri-La Lily spa biggest competitor is the Seashell Spa. They offer knot work massages at a higher price, and target a similar demographic as us; consumers with disposable income, baby boomers who live around the location (zip code:11358-2669), E-lifestyle working mothers, physical problem (back pain,etc.), occasional Spa goer and first timers, Health & Fitness Buffs and people with obesity problems.
Customer Profile:
Our customer profile is composed of disposable income that consists of baby boomers, those who live around the location (zip code:11358-2669), E-lifestyle working mothers, consumers with physical problems like back pain, occasional Spa goers (first-timers, etc.) and Health & Fitness Buffs (obesity, etc.).
Current Direct Market Strategy:...

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