day spa marketing plan Essay

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Industry Overview:

There are an estimated 12,100 spas throughout the United States. In the U.S. the largest spa category, accounting for seven of every ten spas, is day spa. Resort and hotel spas are the second largest, with club spas, medical spas, mineral spring spas and destination spas respectively trailing. Geographically speaking, the distribution of spas in the U.S. generally parallels that of the population distributions with the largest region being the North East.

According to the ISPA (The International SPA Association) in 2003 there were approximately 136 million spa visits made in the U.S. Sixty percent (60%) of these visits were to day spas while 27% were to resort and hotel spas and the remaining 13% were spread across
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„X     Serene-Scape Day Spa and Salon, Marlborough, MA
Advanced Skincare, Body Wraps, Body Scrubs, Facials, Gentlemen Services, Make up Services, Manicures, Massage, Maternity Services (pregnancy massage), Reflexology, Waxing, Yoga.

S.W.O.T. Analysis:

Strengths:

„«     Strong relationships with suppliers of beauty products that offer credit arrangements, flexibility, and response to special product requirements.
„«     Excellent well trained staff, offering personalized customer service.
„«     Location: providing an easily accessible location for customers.
„«     Environment: providing an environment conducive to giving professional service in an attractive, relaxing atmosphere.
„«     Convenience: offering clients a wide range of services in one setting, and extended business hours.
„«     Reputation: reputation of the owner and other technicians as providing superior personal service.
„«     Great referral benefits for clients.
„«     In-store complimentary juice bar and refreshments.
„«     High client loyalty.

Weaknesses:

„«     Access to capital.
„«     Cash flow will be unpredictable.

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