Spa target market and consumer base

Of all the components of a marketing plan, perhaps the most forgotten but most critical element is this is of the prospective market. Relating to Claravall (2000), this can be a homogenous group of people or organizations a company wishes to appeal to. You will find two basic goals for a product or service: an individual and the non-user sections. Thus, there are also two business and marketing decisions that the business must decide after in light of the basic targets. The first is to cultivate today's market alone while the second is to follow non-users. The ex - can inspire consumer devotion which is an important factor in the success of any business.

There is a renewed vigour in the business of beauty salon and spas. The merged features of providing wild hair, beauty and rest services have become extremely popular nowadays. Women, of all time durations have been going to salons to obtain their hair slice or their fingernails done. The increasing knowing of physical appearances along with the constant stress induced to the modern woman has carved a need for a location where all needs that may meet both physical and religious needs matching to locks/beauty and leisure appropriately. Thus, that age old tradition has been designed in a growing new business of spas.

According to the Demographics of Hong Kong (2005), there are 2, 563, 355 women between 15-64 years of age. These women will be the target market of the business. Essences BEAUTY SALON and Spa will specifically focus on the women living in the residential complicated as well as the customers and tourists who frequent the shopping center and other surrounding commercial organizations in the complex.

It would be the in-house hair salon and spa in the domestic block which will make it a convenient stop for the women living nearby. Buyers and travellers who get weary using their company shopping and sightseeing activities will also be attracted to relax with a massage or any other service provided by the business before they can get on with their next activity. The benefit of being found in the midst of a domestic and commercial combined complex would permit the company to develop a consumer base which as mentioned above, needed for survival and development of any business.

Cultivating customer devotion is about establishing a relationship between the company and its own consumers (Chow & Holden, 1997). That is emphasized by Michael Lowenstein (1997) who considers that getting consumer commitment is a business's most useful strategic purpose since it has a constructive influence on company, culture, development and the bottom-line.

First time customers of Essences Hair Salon and Spa notice the company prices the consumer because the company is geared towards retaining customers through all aspects of the business, from management to service delivery to personnel relations. Thus, these customers will then not hesitate to try the services of the company again wherein if they are again satisfied, they might readily recommend other people to avail of the Essences' services themselves. This chain reaction is the one of the goals that the company wants to build up by streamlining all aspects of business through the give attention to treating the consumer right and special. The concentration on this theme would not just help in making a consumer bottom but also respond to the thrust of the business enterprise which is to provide beauty and leisure services to the client and this wouldn't normally be possible if the concentrate is not on treating the consumer in a special manner.

Aside from being truly a strategic purpose, gaining consumer commitment is also an integral corporate problem today especially in the significantly competitive and congested marketplace due to eventual and inevitable profitability it'll supply the company (Chow & Holden, 1997). Thus, Essences Hair Salon and Spa will establish today's consumer bottom part of residents and infrequent shoppers and vacationers by devising strategies that can make them patronize the company. The existence of other similar service providers in the area and the inescapable emergence of more rivals make it important for the business to have the ability to cultivate this consumer bottom part immediately.

Source of Competitive Advantage

Competition can be an essential aspect to consider before joining a small business. Companies must have successful competitive strategies to be able attract, sustain and expand customers. However, before the company can plan and implement these strategies, it should be able to pinpoint its resources of competitive advantage which can be differentiated through products, services, channels, people and image (Kotler & Armstrong, 2001).

Essences Hair Salon and Spa has something advantage because it offers unique massages that are guaranteed for a complete spa experience. Additionally it is the sole carrier of Roots products and this will increase the sales and customer traffic in the area because the merchandise are reputable.

The company will also promote its services differentiation since it will concentrate on providing superior service delivery through the several treatments that the company offers. All of the personnel will learn and supervised strongly to ensure that service is obviously good and quick.

Configuration of Resources

Essences' BEAUTY SALON and Spa would hire a resource based point of view which handles the firm's foundational resources important in diversification, a typical trend in business surroundings today (Cavusgil & Knight, 2004). The company is a varied business environment since it combines two independent businesses, the salon and the spa, into an all-in-one service. Thus, there's a need to adapt this perspective since it would give a secure basis for the strategies that would be developed to be always a competitive business.

Most starting organizations endure a scarcity in its resources and this lessens the set of competitive options that the business can take. It is therefore critical to be able to identify the resources open to the business before getting into the business enterprise itself.

According to David (2003), there are in least four types of resources that your company can use to accomplish its aims: financial, tangible, individuals and technological resources. The reference allocation process that Essences' BEAUTY SALON and Spa would use is the one that will concentrate on its physical and recruiting. The physical resources would be the business's equipment and its products while the human resources could be the staff. This might be one of the business's strategies because the company would like to personify personal service in every aspect of the business.

Currently, the business has 250, 000 as its financial reference. This is regarded as the most important element since it would dictate the opportunity of the business for the business. With this sum of money, Essences' BEAUTY SALON and Spa would start small with only 3 hairdressing stations, 2 massage stations, 2 foot care and 2 treatment stations. This is small in comparison to other outfits which boast at least 5 hairdressing channels. The explanation for this would be that the funds would be allocated to secure the required location in the blended domestic and commercial organic which is by the bucket load in Hong Kong.

In addition to the tangible resources explained above, the company will also have strategic relationship with global company Roots which offers a variety of personal maintenance systems. Roots is a company which encourages the thrust of Essences' BEAUTY SALON and Spa which is to market health and fitness in body, soul and spirit through feel good activities and multi-sensory products (Origins, 2005). A tactical partnership means that the company would be the only real carrier of Origins products in the region.

The human resources comprise of the personnel that the business will have. The company will make use of 11 employees. You will see three hairstylists and 1 apprentice hairstylist which will be in reserve in case of emergencies but will generally assist all three hairstylists. These hairdressers all have certificates in hairstyling and with experience in other salons prior to coming to work in the business. There may also be 4 spa treatment personnel also with proper therapeutic massage, reflexology and aromatherapy training as well as manicurist skills. The company will also make use of 1 manicurist and 1 maintenance workers who will ensure that the premises are always clean and that the stock in each room is complete. The owner will act as a receptionist until such a period that the business can handle hiring more people.

Market Research

Marketing combine is 1 of 2 interrelated components of a strategy wherein the other element is the mark market (Dinglasan, 2001). It really is more popularly known as the 4Ps of marketing which is a group of controllable and interrelated parameters. The 4Ps are composed of product, place, price and campaigns which a corporation must put together to gratify a goal group much better than its competition. It is a strategy alone because it selects and implements the best possible course of action to have the ability to achieve the organization's permanent objectives and eventually gain competitive advantages (Dinglasan, 2001).


Successful personal service companies achieved their positions as a result of services they showcase. Essences' BEAUTY SALON and Spa will feature different services under a common theme: "rejuvenating body, head and spirit through pleasurable experience". The assistance offered are grouped into Hair Health care; Foot and Hand Care; Massage therapy Treatments and Spa Treatments respectively. The company will use Roots products on its customers because they are named having superior quality and environmental friendly.

Hair Care

Essences will have standard salon services such as haircuts and colouring. The business will also offer the Aromascalp Therapy which can only help moisturize and activate the scalp and offer deep oil fitness for the locks. This gives the hair a wholesome shine and lustre.

Foot and Hand Care

There will be four treatments available in this category. Essences will provide a Rejuvenating Hand Health care and Manicure which really is a unique side treatment which takes out dry skin and request of aromatic Roots hand cream. There may also be an Asian Foot Therapy which really is a one-hour exotic treatment with petal foot bath and massage combined to relax and rejuvenate both feet and mind. Another feet care treatment is the Peppermint Foot Reflex and Foot Scrub which really is a blend of foot bath and scrub with massage using peppermint lotion. This provides a cool alleviation to the feet. The last is Refresh Me! which really is a total nail treatment experience with manicure, pedicure and feet soak combined.

Massage Therapies

The company will offer 6 kinds of massages to its consumers. The Swedish Rub is a popular kind of massage therapy which uses medium pressure in minimizing stress. The Shiatsu Massage therapy is a Japanese curing massage which basically means that the thumb pressure is utilized to relieve tension and improve blood circulation. This therapeutic massage is for people who want for the best rejuvenating and stress-relieving massage. The Deep Tissues Massage therapy is a refreshing massage which is good for the person who desires more detailed focus on stress points. There is also a historical form of therapy, the Volcanic Rock Massage which involves massaging your body with smooth, heated up basalt river rocks and Swedish massage therapy techniques. The fifth type of massage is the Traditional Thai Rub which is an old Oriental technique that can be applied a combination of stretching out and pressure to different parts of your body while pursuing an intrinsic move and energy balance theory of health and healing. It does increase versatility and relieves tension. This is also a good maintenance rub. The last massage is the aromatherapy therapeutic massage that may use natural essential oils of Origins combined with a unique therapeutic massage which seeks to increase flow and relieve your body with pressure through the senses of smell and touch. The natural oils are chosen to match the client's needs.

Spa Treatments

There will be four spa treatments which will be available to the clients of Essences. THE OCEAN Salt Body Scrub is a complete body cleaning treatment which is designed to refresh your skin and make it satin easy. It includes mild exfoliation and the use of the initial Vichy Shower. Another treatment is the European Seaweed Body Treatment which involves within the body with fresh seaweed and then wrapping warm thermal blanket to relieve stress. Gleam Moor Mud Body Wrap Spa Treatment which seeks to heal, soothe and renew fatigued muscles and regenerate skins using warm and nutrient rich Moor dirt from Austria. The very last treatment is the Honey Body Polish which involves exfoliating with Roots body cleanser and soaking in a hot tub. A lavish Ginger Souffl Whipped Body Cream will be then applied to your body.


Essences BEAUTY SALON and Spa gets the benefit of being in a excellent location which is within a new domestic and commercial organic in the heart and soul of the Central Business District. Parking is no problem because the complex has a big car parking space.


The company will focus on a non-price competition because one of the aims is to increase the value of the business to customers through providing excellent service in contrast to other competition as well as quality maintenance products in the form of Origins which will be available to Essences customers at a lesser price. This would make a distinct mark on the consumers because they will be able to identify the company not because of price but because of service.


The company will concentrate on the residents in the complex by delivering postcard flyers and posters in the email room. There may also be posters in the industry complex featuring the many services that the company offers through tasteful pictures. There may also be scattered magazine articles featuring the business.

Business Format and Structure

The main business format of the company is exclusive proprietorship. However, the owner is open to buyers who are interested in the company. The format is such because although hair salon and spas are considered an growing business sector, Essences' Hair Salon and Spa is still simply a start-up company testing the waters of its viability in a blended residential and commercial organic in Hong Kong.

The company will start with a work force of 11 with the dog owner behaving as receptionist until the business are able to employ more employees. The composition of the business enterprise will be as follows:






Apprentice Hairstylist

The company intends to keep carefully the company's structure flat to have the ability to keep a detailed romance between management and personnel. This means that the management can keep close supervision on the operation of the business which is crucial since the business is only starting. The apprentice hairstylist is under the hairstylists in the capability of assistant. This doesn't mean that the chiseled company composition is not looked after because the apprentice also reports directly to the CEO/administrator.

Management/Personnel Attributes and Experience

According to Pat Corbett (n. d. ), there are particular characteristics that salon/spa professionals should look for in prospective employees and they'll be discussed in length in this area of the business plan. The first is that the average person likes working with other people. Because the company is a service provider, specifically an individual company, the employees should like interacting with people frequently. This means that the employees should be friendly and patient at all times because customers come in Essences Hair Salon and Spa with the desire to be treated in a special manner. This pampering requires working with customers in such a way that they can leave the premises with smiles on their faces.

The second quality is balance in home life. The business desires to avoid the original mane/beauty salon set-up of gossiping. Instead, the company wishes to cultivate a location for relaxation and quiet even though employees can speak to customers if there is a need to. In this light, stableness in home life is necessary because delivering personal problems to work wouldn't normally be achieved especially in a small business where other's comforts are the primary priority. A worker who does not quality in this field is not fit to provide personal services to other folks.

The third quality is identification of passions. The employees of Essences Hair Salon and Spa would all be passionate about celebrating life whether it's through music, literature or even athletics. The main thing is usually that the employees have pursuits that they cultivate positively. That is critical because being passionate about life means that the individual is able to provide personal treatment to other folks. It could also make it easier for the employee to be friendly to the customers of the business enterprise.

Another quality that the company searches for is the short-term and long-term goals of the individual. It might be good to the business enterprise to have the ability to identify these since it would pinpoint who will likely stay static in the company. That is important for an individual services business because customers prefer to come back to the salon/spa due to a particular employee who provided a service for the kids before. If there is the opportunity that the prospective employee is improbable to stay in the business for a reasonably long timeframe, then it might be a disadvantageous move for the business to hire that one person because of conflicting goals. A worker also will not fit to work in the company if he/she is a recurrent mover since it means that the opportunity of staying long in the company is slim.

Associated to the previous quality is the necessity for the business to perform a background check on the staff as well as check the character sources provided by the average person before deciding to employ the person. This is important because reputation of staff members is critical in getting consumers in this kind of business. Consumers prefer to have the staff member that attends to them to have good reputations since it eases their brain and helps them to totally enjoy the services the company is supplying to them. If indeed they learn a certain employee comes with an unpleasant incident before like a previous criminal offence, then they will likely wait to come back to do business. A whole lot worse would be that they would not hesitate only but that they would not get back to the salon/spa ever again.

The next quality that employees of Essences' BEAUTY SALON and Spa must have is cleanliness. Since the company offers services to make the clients feel clean, refreshed and invigorated, employees are expected to be well-groomed themselves all the time. It would not be favourable to the business enterprise if the staff members do not display the aura of rest and sanitation that the premises promote. Cleanliness doesn't limit itself to physical appearances. It should also manifest itself in the personality of the staff, a good example of which is use of dialect. Essences' employees shouldn't use coarse dialect and other like behavior.

The previous quality which employees of Essences' BEAUTY SALON and Spa have is devotion in serving others. The average person should have the inherent quality of wanting to help others. Persistence is another quality that goes with it because in portion others, the person should show patience enough to hold back on the customer. The employee also needs to be tolerant enough in case the client changes his/her head or in the event it takes quite a while to decide.

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