Objective
To apply foundational knowledge in spa types, products, retail sales, menu development, design, and marketing to create a marketing plan for a viable spa concept.
Introduction
A hotel wellness center in the Marina Bay area currently offers spa and facial services. As the hotel is moving towards a holistic wellness approach, the hotel management is considering expanding its business portfolio to include more wellness offerings. There is an underutilized function room next to the current space which can be used to expand their business.
The hotel management is seeking your advice, as the spa manager, on ways to increase the center’s revenue if they expand their business.
You noted the following about the design of the existing space:
1. The Centre takes up 3000 sq.ft. of space next to the hotel’s swimming pool and fitness facilities, linked to Marina Square shopping mall
2. The Centre serves mainly in-house hotel guests.
3. The Centre is decorated in a luxury minimalist style
4. Facilities include 4 single treatment rooms, 1 couple treatment room, separate male/female shower and locker room with jacuzzi and sauna
5. The Centre has a small lounge area for guests to relax on sofas and armchairs
6. Taking up the additional unit would increase the floor space to 8000sq.ft. However, the hotel management is not keen to demolish the walls separating the two units, as it would incur high costs
7. There is an increasing demand by current clients and also potential walk-in customers for nails and fitness facilitie
You are required to conduct a business proposal and provide recommendations to the hotel management based on the questions.
1. Elaborate on your Wellness center type and concept using the scenario provided as a basis for your wellness concept and the market segment it will attract to its center after your proposed renovation.
2 a. List and explain ONE of each strength, Weaknesses, Opportunities, and Threats (SWOT) of your business in terms of the current business concept and information on the location of your business.
2 b. Explain how the 4 factors highlighted in the SWOT listed in Question ‘2a’ can impact the success of your wellness concept after your renovation.
3. List and explain how the choice of the TWO (2) Direct Competitors and TWO (2) Indirect Competitors can impact the success of your business concept.
4. List and explain what THREE (3) additional revenue stream (excluding facial services) can be added to the center after the renovation is completed.
5. Apply the 7Ps of the marketing mix to your proposed renovated wellness center to ensure the success of the concept.
6. Relevance – including the sense of realism, feasibility, and relevance of solutions presented. Please use charts and information to support your recommendations.
7. Format – please see the “Format of Individual Graded Assignment” requirements below. In addition, your assignment should be free of typographical, grammatical and other such errors. It should also include appropriate use of visual elements where appropriate, has aesthetic appeal and appropriate use of tables, graphs, charts as a visual aid to explain data where appropriate.
8. Referencing – use of proper referencing using the ‘American Psychological Association’ (APA) style. Please see Annex B. All recommendations must be substantiated with data and facts gathered from your research.
