Running head: MARKETING PLAN

Spa Restaurant
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MARKETING PLAN

Spa and Location

Characteristic

Core Competencies Awareness

Destination Spas.

Lavish and situated

Stylish, unique

Billboard

Sydney

in the city outskirts.

pools and excellent

advertisement

customer service.

Ayurveda spas

Unique spas

-Excellent customer

Radio advertisement

South wales

designed to suit

service.

and billboards

different customers

-Affordable rates.

of different tastes
and preferences

Resort Spas

Comfortable and

-International

Radio, website and

Brisbane

spacious spas

cuisine.

billboard

situated at an eye-

-Strategically

advertisements.

catching serene.

located

One of the objectives of the Spa business is to achieve growth in a sustainable and ethical
manner. To achieve this objective, the business has to develop various action plans to provide
direction and the path to take .These action plans helps to move from where things are now to
where we forecast them to be.

MARKETING PLAN

Action Plans
Product Plan
Being in the market for 25 years the companys products must be considered as strong
brands. To further strengthen the product, the brand manager needs to ensure modification of the
structure and outlook of the product to provide different variety of attractions to customers. It is
observed that companies that alter or modify the outlook of its products over the years tend to
retain and attract new customers (Bertoli & Resciniti, 2012). As a business of luxury and
comfort, the designer must ensure unique and comfortable pools with stylish decorations. This
may include, instead of glass cover the company should use mica. This proves to be stylish,
unique and comfy.
Price Plan
The primary price objective is to ensure customers are comfortable with the current
levied prices and will most likely adhere to future changes. This is effectively implemented by
aiming at small profit margins per person in order to attract potential customers and retain the
existing ones. This might be the greatest challenge to the spa business due to high running costs
of the business. However this can be solved by cost cutting strategies such as, recycling of pool
water to reduce wastage, offering discounts to frequent customers, setting different prices to
different market segments in regard to social class and location. This pricing strategy is efficient
in that, high returns from one market segments may help in funding activities of other market
segments with minimum sales and profitability.

Promotion Plan

MARKETING PLAN

In todays economy, no matter how strong the brand is, with no or minimum promotion,
most likely it will not to survive in the current competitive business world (Pride& Ferrell,
2007).This has forced business to dig deep into their bank accounts to fund product promotion
and marketing. However, although covering a wider scope of the market, mainstream media has
been considered as too expensive therefore the business should recommend other instruments.
Nonetheless print media and radio will effectively reach wider scope of potential customers. The
marketing manager may use other cheaper avenues such as website and social media to directly
link with new and old customers.
This strategy is considered effective since its similar to direct selling where the company
gets direct feedback from the end user of the product. This may facilitate the company in
developing future products and offer services according to the customer desires and preferences.
Company marketers must ensure proper financial plan for promotion so as the cost of promotion
should not exceed the budgeted figure. Other avenues which should as promotional strategies
may include organizing events and sporting activities. This helps creating awareness of the
business and its products.

Expansion plan

A study conducted by Ross (2004) and Verma (2008) suggested that all successful brands
are always available when the customer is in need. This illustrates clearly that availability is a
great aspect regarding to companies growth. Furthermore, the general manager should ensure
sustainable expansion plans by ensuring new restaurants are set-up in areas that most likely
would easily attract customers. This may include areas of high temperatures so as to be attracted

MARKETING PLAN

by the pools. They may also be placed in areas of extreme low temperatures but ensure the place
is warm and the customer wont freeze inside the pool.

As a growth strategy, the company should prospect future growth and strive to venture into new
markets that offer great opportunities such as, alongside parks.

Endless Spas and boathouse restaurant main objective is to grow in a sustainable and
ethical manner. Therefore all its activities should be ecofriendly and not hazardous to the
environment. Customer satisfaction is of great importance as we all know Customer is the most
important pillar in any business (Cochran, 2003). To achieve substantial growth, the customer
should be highly respected and needs met on time.

Moreover, the human resource should ensure an effective method hiring personnel at
different levels. Only and qualified competent applicants should be shortlisted. The right
working personnel tends work towards achieving long-term objectives of the business.
Incompetent staff members tend to offer poor services thus scaring the customers away. Hygiene
is of great importance in all areas of the restaurant. Customers tend to be attracted to clean places
thus maintaining high standards of hygiene is a must not an option. (Lelieveld, 2003).
Budget Profitability Analysis
To facilitate the above action plans, we need to project the budget profitability analysis. This is
attainable by forecasting the revenues and expenses. Profitability analysis allows the business to
create budgets for promotional purposes. (Gibson,2010). Below is a table to show the budget
profitability ratio.

MARKETING PLAN

BUDGET PROFITABILITY ANALYSIS

PVehicle

July

Aug

Sep

Oct

Nov

Dec

TOTA

PROJECTE

PROFI

COST

REVENUE
S

Advertising

15000

15,000

15,000

15,000

15,000

15,000

90000

120000

110000

Re-branding

6000

6000

12000

25000

13000

Personal

1,000

1,000

1,000

1,000

1,200

1,500

7200

20000

12800

Events

20000

30000

-50000

-150000

100000

Sales

5000

5000

5000

4000

4000

3000

24000

40000

6,667

1500

1500

1500

1500

1500

1500

9000

15000

6,000

-2000

2000

20000-

16000

182200

40000

217800

Selling

Promotion
Direct
Marketing
Website
design
Misce.
Total

After implementation of the action plan and budget profitability analysis, percentage profit is
estimated to be 110%.

MARKETING PLAN

References
Bertoli, G., & Resciniti, R. (2012). International marketing and the country of origin effect: The
global impact of 'made in Italy'. Cheltenham: Edward Elgar.
Godin, N. (2006). Selling in the comfort zone: How to grow your business without the rejection
and stress of traditional selling. Victoria, B.C: Trafford.
Krause, M. D. (2011). Sell or sink: Strategies, tactics and tools every business leader must know
to stay afloat!. Bloomington, IN: Authorhouse.
Pride, W. M., Pride, W. M., & Ferrell, O. C. (2007). Foundations of marketing. Boston:
Houghton Mifflin
Ross, D. F. (2004). Distribution: Planning and control: managing in the era of supply chain
management. Dordrecht: Kluwer Academic Publishers Group.
Co.
Verma, H. V. (2008). Services marketing: Text and cases. India: Dorling Kindersley.

Cochran, C. (2003). Customer satisfaction: Tools, techniques, and formulas for success. Chico
(California: Paton Press.
Lelieveld, H. (2003). Hygiene in food processing: Principles and practice. Cambridge:
Woodhead.
Gibson, C. H. (2010). Financial Reporting and Analysis: Using Financial Accounting
Information (Book Only). S.l.: South Western Educational Pub.