BSN450 Assignment 2_Dawe_McGregor_Christensen_Kerr

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Queensland University of Technology *

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BSN450

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Jun 3, 2024

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KAILO MEDISPA Sem 2, 2024 business CASE REPORT BSN450 Business Intelligence 3264 Words
meet Our team KellIE MCGregor Claire Dawe Byron Christensen Alexander kerr Your consultants: Byron Christensen Student number: n5866596 Claire Dawe Student number: n6897738 Alexander Kerr Student number: n11172193 Kellie McGregor Student number: n12084476 B u s i n e s s c a s e r e p o r t 2
table of contents 3 Executive Summary Summary: KAILO in a snapshot 1 Introduction to KAILO Vision Value Proposition Business Model Canvas 2 KAILO’s Industry Performance The State of the Wellness Industry Insights on Data Provided Recommendations 3 KAILO’s Team Member Performance Overall Performance The Current Environment Insights on Data Provided & Acquired Recommendations 4 KAILO’s Social Impact The Current Environment Insights on Data Provided & Acquired Recommendations SWOT & PESTEL 5 Conclusion & Business Model Recommendations 6 Table of Figures 7 References 4 5 6 6 7 8 9 10 12 15 16 16 17 20 25 31 32 33 35 36 37 40 41
Executive summary KAILO is a wellness brand based at the Calile Hotel in Brisbane, offering range of services and care products. While some services focus on health, most are cosmetic. The Medispa experience is designed to make consumers feel healthier, relaxed, and sustainable. KAILO’s Industry Performance KAILO Medispa operates in the $5.6 trillion wellness industry. Despite COVID-19, Australia saw strong growth, benefiting KAILO's operations. KAILO's performed with a 3.9% growth, lagging behind the industry. Key Insights Skin treatments and massages were most profitable. Product sales declined post-Christmas, with a spike in July 2023. Comparative Analysis: KAILO's growth is slower than the industry average, likely due to an overly broad service menu. Recommendations KAILO should take advantage of their location to attract proponents of wellness tourism. Focus on skincare treatments and massage. Transform into an Eco spa with refillable products and a recycling initiative. KAILO’s Team Member Performance This section evaluates KAILO's team performance from July 2022 to February 2024. Total revenue remained steady, with services contributing 82%. Some employees outperformed others in sales and client retention. Key Insights Employee 612413124 averaged 77 monthly sales, above the company average. Newer employees, especially those starting post-July 2023, had lower performance metrics. Recommendations Use new data gathering to inform team performance (e.g. customer feedback surveys). Team may benefit from training in add on sales Install KAILO’s brand and staff within the Calile’s existing business structure. Track months of service to better identify the progress and effect of trainees or casual staff. KAILO’s Social Impact KAILO's charitable activities focus on women's empowerment but face challenges of perceived socio-economic imbalances and potential 'femwashing.' Key Insights High service costs contrast with fundraising for disadvantaged women, can make KAILO appear tokenistic. Luxury spending is not typically linked to social issues, the resulting dissonance may cause discomfort in clients. Recommendations Integrate environmentally responsible measures into core business operations. Evolve to achieve Small Enterprise-level B Corp certification. 4
Australian Industry worth $110 Billion 120 % Growth since 2019 Summary: kailo in a snapshot Recommendations B-Corporation Certification Recycling Initiative Refillable products for sale Streamline Product & Service Offerings Partner with The Calile Hotel Kailo’s Growth = 3.9% since opening Revenue contributors Massage Skin Treatments 5
1 Introduction to kailo vision KAILO is a wellness brand operating primarily from the Calile Hotel in Brisbane. The brand is based on wellness aesthetic trends and offers a wide range of services, from massages and skin therapies to cosmetic medical treatments. KAILO also offers various self-care products designed for at-home use to complement the services provided including their own skincare and supplements range. b u s i n e s s c a s e r e p o r t 6
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