Marketing Plan "Spa On The Go"

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Humber Institute of Technology and Advanced Learning
Baby Boomers Project
Professor Simi Grosman
11/11/13
SPA ON THE GO
1. Executive Summary
SPA salons become more and more popular every year. People, especially women, are
concerned about their health and beauty and spend giant amounts of money to maintain
their youth. Nowadays women who were born in the last decade of the “baby boomer"
generation are in their 50s. They are not retired yet; most of them achieved the peak of
their career; they have high wages, and do not have a lot of free time.
To satisfy these needs the Mad Mango team introduces the SPA ON THE GO project. It
will be a mobile SPA salon with a set of SPA procedures, including massage. Moreover,
customers will not spend their time going to the salon; the salon will meet customers at
their homes. The idea is to customize two trucks to modern massage cabinets with all its
features and appliances, and to serve all procedures in these trucks.
Positioned as a unique service, SPA ON THE GO will offer its procedures in low-rise
areas, where women do not have next door massage cabinets, and do not want to drive
their cars to have any procedures. As a result, the main competitive advantage of SPA ON
THE GO is the saving time option, because these women come from baby boomers
generation concerned not only about their health and beauty, but about time.
The first area where service will be introduced is the Central Etobicoke area. People live in
this area can be described as a target audience for the company. The company is planning
to increase its market share from 0% to 15% in the region within 2 years from the opening.
2. Market and Situation Analysis
Economic Environment
The baby boomers generation is a large potential market for our company business. Based
on data research, these generations are on the top position of their careers and well
established in the life stage in terms of income level. In this case, they have strong
purchasing power and steady spending patterns.
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Social Environment
The spa treatments have no longer a luxury reserved only for the wealthy but have become
a basic lifestyle for many urbanites. The face of spa treatments is also changing, and with a
boom in the day-spa business trend, the mobile spa is moving into the picture.
Technical Environment
The Spa on the go concept allows it to operate out of any location with no special
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