Executive summary
The following marketing plan (which can be viewed as a part of overall business plan) was develops in order to inform the employees and potential franchisees of the company’s current situation and direction. Having been launched in 2002 as a pioneer of affordable massage and spa (Massage Envy Spa, 2013), Massage Envy Franchise, is currently offering a wide range of services. Despite confident position at the market and environment’s receptiveness of company’s high-quality services, the business is looking forward to improving its business and marketing strategies. Over the next five years of its functioning, the company can win new customers, improve its promotion strategies, as well as broaden its distribution net.
Company overview
As it was mentioned above, Massage Envy Spa is a pioneer and national leader of affordable massage and spa services (Massage Envy Spa, 2013). In 2002 the company started with offering only massage services, while in 2009 it expanded its scope of activities by adding Health Skin facials and additional spa services. Over the period from 2010 to 2013 the business launched more than 1.500 franchise units in the U.S.
Company mission and goals
Massage Envy Spa mission lies in providing a path to wellness through introducing professional, affordable and convenient massage and spa services. The company’s goals are to make its massage and spa services affordable and accessible for clients all over the U.S. through the system of franchisees.
Situational analysis
The marketing environment for the company contains a wide variety of magnificent opportunities. At the same time it is characterized by a range of challenges that the firm believes it can meet successfully. The main trend that is currently being traced in terms of industry development is growing linkage of massage to healthcare services (PRWEB, 2013). It can be successfully used by the company in positioning strategy development, as well as product and promotion strategies. At the same time the competition at the market is becoming more intense (PRWEB, 2013); therefore, the changes are required in order to be able to maintain competitive advantage Massage Envy Spa currently enjoys.
Segmentation, positioning and target analysis
Basic segmentation of consumers is conducted by the age, gender, habits , healthcare- and wellness-related needs. The company positions its services as the ones, which can help its clients reach wellness. In this regard wellness refers to the balance of body, spirit and mind, so the company pays significant attention to communication with a client that takes place during spa services. Target market of the company is represented by women, aged from 25 to 55 – people, who have active way of life and take care about feeling well in terms of both body and spirit. They use Massage Envy Spa services both to feel good and create a good mood for themselves.
Taking into account growing association between the market under study and healthcare needs it is recommended to explore the linkage between the services, offered by Massage Envy Spa and meeting particular healthcare needs. This approach will allow to target people, who will require the services of the business more due to their healthcare needs, rather than the ones, related to ensuring overall wellness.
Marketing strategy
Product strategy should concentrate on broadening the range of services on offer by the ones that may be required for tackling particular health conditions.
Pricing strategy is to still emphasize affordability of the services, offered by Massage Envy Spa.
Promotion strategy is to be subjected to changes due to more intense competition at the market. Some of proposed changes are improving social media marketing of company’s services (through Facebook and Twitter); creating and optimizing websites for each of the company’s locations, as well as applying efforts to building communities around each of the company’s locations. Further broadening of business’ distribution net is necessary for maintaining competitive advantage and emphasizing accessibility of the company’s services.
Financial projections
Through its history Massage Envy Spa has enjoyed steady broadening of its franchisees’ net and relevant income growth. Implementation of the marketing strategy under study will require significant investments, but its effect on company’s projections in log-term perspective is estimated to be highly possible due to the chance to significantly broaden company’s target market.
Implementation plan
Adding healthcare dimension to product strategy will require involvement of professional doctors, who can create the linkages between future services on offer and particular healthcare conditions. Implementation of promotion strategy may require hiring extra PR people. More detailed implementation plan can be elaborated on after consultations with professional doctors and PR management department of the company. Massage Envy Spa anticipates its continuing operations in long-term perspective, aiming at increasing its presence at the market.
Evaluation and control metrix
Over five-year implementation period new products and promotion tools are to be introduced on step-by-step basis, being conducted by thorough monitoring of their influence on company’s meeting the needs of consumers, as well as its internal environment and financial projections.
References
Massage Envy Spa (2013). Official website. Retrieved 11 January 2013 from http://www.massageenvy.com/about-massage-envy.aspx
PRWEB (2013). Massage Services in the U.S. industry market research report. Retrieved 11 January 2013 from http://www.prweb.com/releases/2014/01/prweb11475781.htm
