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1203302
Project Feasibility Study
and Evaluation
Precious & Royal Spa
By
Miss Chanakarn Juerla-ong 5331203018
Mr. Nutthaphong Khamkhoen 5331203029
Miss Tayanin Boontakume 5331203038
Miss Sunisa Deeloek 5331203133
Miss Nueng Srisawart 5331203137
Miss Acharaporn Sukantamala 5331203146
Miss Sirinya kittikoon 5331203501
Miss Natthacha Kunsriruksa 5431203022
Present
Aj. Chaiyawat Thongintr
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GGRROOUUPP99
CCHHAAPPTTEERR 11
Precious & Royal Spa
Background and significance
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Background and significance of the project
Spa comes from the Latin as "Sanus per Aquam" or Sanitas per aquas means health
from the river, hydrotherapy, health care by use the water. The beliefs and concepts that
involved may have conclude that spa is hydrotherapy under the supervision of a doctor or
specialist including a place to relax for good health.
At the beginning, spa in Thailand was located in luxurious hotels. The spa business
has been entering into Thailand for 10 years ago. But the spa business was hidden in the 5
stars hotel for only the foreigner customer and there was no specific of spa business.
Nowadays not only the foreigner but even Thai people also love spa so that cause will affect
the spa business keep expanding. The pattern of spa has been distributed in Thai people
because the environment had been change and that affect their health. The spa treatment
found that the spa can also cure their health not more but less.
Nowadays, spa business and Thai massage has growth it can make revenue and build
career to business services. In 2554, the number of establishments that registered and
certified by the Ministry of Public Health as of 1,436. The most of establishments located in
the main tourist destinations and Bangkok or the province that a tourist destination such as
Phuket, Chiang Mai and Chonburi.
(Reference:http://www.dtn.go.th/filesupload/aec/images/spa29-05-55.pdf)
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Environment in Chiang Rai:appropriate to do the spa business
Natural Resources and Environment of Chiang Rai is interesting to invest generate
the spa business because Chiang Rai have the natural resources that plentiful and good
environment. From the natural resources and environment, it make the population in Chiang
Rai is a better quality of life and well-being. Thus, the natural resources and environment
that appropriate in find the raw materials to run the business about spa is help reduce the cost
and increase the opportunity in generate the profits in the long term.
This is a chart that present to natural resources that plentiful in Chiang Rai
Area(%)
Years
Woodland
Agriculture
Not
classified.
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Referent the data from
http://www.thaienergydata.in.th/energynew/energyReview/energy/index_prv_resource.php?p
rv_id=57&year=2549
The business about spa in Chiang Rai, Spa in Chiang Rai have a little and in using
the spa service is expensive. So it a good opportunity in generate the spa business in Chiang
Rai to present reasonable price to customers and to meet the demand of them in health care.
The name of our company is Precious & Royal Spa, from study the market of spa
business, Spa is becoming famous in nowadays because most people interest in spa. The
reason why we choose spa business in Chiang Rai because in Chiang Rai have many
Touristic place and that will be very attraction to the foreigner and Thai people and
Chiang Rai is the place that you can rest and relax so, spa business is the business that very
interesting and it can make profit in business.
Project objectives
To gain the profit for the company because nowadays people more caring about their
health.
Bring the new innovation into the spa industry in Chiang Rai.
To bring out the benefits of natural resource use that exists in local place.
To support Thai herb to be more popular.
To study about planning business in Thailand also exports the products of spa to be
abroad.
Benefits of project
http://www.thaienergydata.in.th/energynew/energyReview/energy/index_prv_resource.php?prv_id=57&year=2549http://www.thaienergydata.in.th/energynew/energyReview/energy/index_prv_resource.php?prv_id=57&year=2549http://www.thaienergydata.in.th/energynew/energyReview/energy/index_prv_resource.php?prv_id=57&year=2549http://www.thaienergydata.in.th/energynew/energyReview/energy/index_prv_resource.php?prv_id=57&year=2549http://www.thaienergydata.in.th/energynew/energyReview/energy/index_prv_resource.php?prv_id=57&year=2549 -
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To inspire people to care more about their health and relaxing their mind.
To be the good and experience pattern that going to be in the future.
Can create the opportunities for the local people and stable salary for them.
Can receive the good knowledge that can be adjusted in the future life.
To active the economic around that area.
To support the skill labor to have stabilities in our company.
Operating Method
To study the general of spa business in Chiang Rai.
To study management in spa business as follows:
- Background of spa business.
- Product and service in spa business.
- Vision and mission statement of spa business.
- Strategy of the company.
To study marketing and competition analysis as follow:
- Objective of spa business in Chiang Rai.
- Demand of customers that use spa business.
- Marketing mix of spa business.
- Sale forecast and profits estimation of spa business.
To study the technical process in spa business as follow as:
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- Location.
- Operation and management analysis.
- Investment and operation cost of spa business.
To study the financial feasibility of spa business as follows:
- Companys investment cost, operation expense, and other expenses.
- Profit and loss statement, cash flow, and balance sheet in 5 year of spa business.
To study and analysis risk of spa business in Chiang Rai.
To Summary the feasibility of spa business in Chiang Rai.
Time frame of study
Time frames, since November 2012 - February 2013
Operation Method
November December January February
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1. To study the general of
spa business in Chiang Rai
2. To study management in
spa business3. To study marketing and
competition analysis
4. To study the technical
process in spa business
5. To study the financial
feasibility of spa business
6. To study and analysis risk
of spa business in Chiang
Rai
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7. To Summary the
feasibility of spa business in
Chiang Rai
CCHHAAPPTTEERR 22
Precious & Royal Spa Industry of Profile
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Nature industry
Definition of spa
1. A health resort near a mineral spring or hot spring.
2. A trendy or fashionable resort.
3. A health club.
(Reference:http://www.allwords.com/word-spa.html)
(Reference:http://www.wikalenda.com/Health-Beauty-and-spa-022196.htm)l
A spa is a centre for treatments through various alternate medications, and has grown to
include relaxation, unwinding and getting pampered. But what make for an interesting read
are the origin of this culture, and the genesis of the word spa. So, when did the concept of spa
re- relaxing and getting treated for ailments through water - come into being? Where from did
it get its present name? There are myriad answers to these questions, but all intertwined in the
same theory.
http://www.allwords.com/word-spa.htmlhttp://www.allwords.com/word-spa.htmlhttp://www.allwords.com/word-spa.html -
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(Reference : http://ezinearticles.com/?The-Origin-Of-Spa---A-Brief-History&id=413576)
Thailand spa
1. Hotel and Resort Spa refers to any spas situated in resorts serving hotel guests.2. Destination Spa is a spa established in its own building which includes recreational areas.
Most of its clients will stay overnight, participating in selectable activities like meditation
programmes or yoga
(Reference:http://www.thaiwaysmagazine.com/thai_article/2119_spa_thailand/spa_thailand.
html)
3. Medical Spa means a spa providing medical treatments and utilising medical instruments
under specialised personnel's instructions. Generally, this kind of spa is located in hospitals or
clinics.
4. Day Spa and City Spa refers to spa services that can be finished at any time during the
day.
http://www.thaiwaysmagazine.com/thai_article/2119_spa_thailand/spa_thailand.htmlhttp://www.thaiwaysmagazine.com/thai_article/2119_spa_thailand/spa_thailand.htmlhttp://www.thaiwaysmagazine.com/thai_article/2119_spa_thailand/spa_thailand.htmlhttp://www.thaiwaysmagazine.com/thai_article/2119_spa_thailand/spa_thailand.htmlhttp://www.thaiwaysmagazine.com/thai_article/2119_spa_thailand/spa_thailand.html -
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(Reference:http://www.thaiwaysmagazine.com/thai_article/2119_spa_thailand/spa_thailand.
html)
5. Mineral Spring Spa is a spa service at a natural spring which has been developed to be a
tourist.
6. Club Spa means a spa combined with a fitness centre.
7. Cruise Ship Spa is a spa service on a cruise ship. This is operated together with useful diet
for passengers during the voyage.
(Reference:http://www.thaiwaysmagazine.com/thai_article/2119_spa_thailand/spa_thailand.html)
Spa business in Thailand
Spa come to Thailand about 10 years ago, the spa is a business that resides within
the rules of luxury hotel for essentially support a foreign and it is a little commercial
business.
Nowadays, the foreign tourists seek for spa services. At the same time Thailand also
have to pay attention too so; it resulted to spa business increasing growth rate.
From those, spa business in Thailand has foreign and Thai entrepreneur invest together. They
choose invest on spa business in hotel, resort or tours around the country.
http://www.thaiwaysmagazine.com/thai_article/2119_spa_thailand/spa_thailand.htmlhttp://www.thaiwaysmagazine.com/thai_article/2119_spa_thailand/spa_thailand.htmlhttp://www.thaiwaysmagazine.com/thai_article/2119_spa_thailand/spa_thailand.htmlhttp://www.thaiwaysmagazine.com/thai_article/2119_spa_thailand/spa_thailand.htmlhttp://www.thaiwaysmagazine.com/thai_article/2119_spa_thailand/spa_thailand.html -
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Thai people give precedence health trend make spa business began to move out of
the hotel and rapid growth in the business district and tourist attractions. It is under the
concept of providing a variety of formats. It is remarkable that the spa is one of the health
services and has potential to grow in further of the growth rate has averaged 20 to 30 percent
per year so, spa business can retrieve revenue from foreign visitors has more than 24,000
million Baht.
Spa on small market has Thai consuming power about 2,000 million per year. Spas
revenue of foreign travel market will be growth because a growing demands by the public
sector to the tourism industry that promote and support throughout. Public sector targeting
Thai is health center of Asia year 2546-2554 and bring revenue to the country, not less than
100,000 baht. Attention and take care of health trend on the middle market has 70 percent of
total Thai people.
Thailand can ensuring the reputation of the spa on one rank in Asia for time and
including the development of the industry in terms of equipment and products for the spa
business that growth and expanded to export continuous to other countries.
Development trends in the spa industry for competition year 2549 believe that
entrepreneur bring with the strength to presented as a selling point or create a clearer identity.
This may cause new format spa. Other than expanding spa customer base to the men or metro
sexual group be regarded as growth of customer is one factor encourage high growing spa
market. On year 2549 suppose has especially man or metro sexual spa in other hotel that
often a career in management.
(Bangkok Post newspaper dated December 26, 2548 page 23)
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Now spa business in Thailand has been growing over 30% from all standard spas but
in the meantime, there are about 200 of spa business are still problems in the management of
the spa. Revenue from the spa Thailand there are currently a total of 5,000 million Baht
foreigners 80% and Thai 20% as the market has grown about 20% annually. With support
from the Government and TAT this is part of the spa business Thailand grew up.
*Reference:http://www.cheapestav.com/2010/04/%E0%B8%98%E0%B8%B8%E0%B8%A
3%E0%B8%81%E0%B8%B4%E0%B8%88%E0%B8%AA%E0%B8%9B%E0%B8%B2%E0%B9%
83%E0%B8%99%E0%B8%9B%E0%B8%A3%E0%B8%B0%E0%B9%80%E0%B8%97%E0%B8%
A8%E0%B9%84%E0%B8%97%E0%B8%A2/
The spa business in Thailand in addition there are entrepreneurs who are interested to
invest in Thailand, there are spa foreign penetration into the market has increased. Mostly
The foreign spa will focus on service foreigner in hotels and the main hospital. As the foreign
spa is known in the world market for a long time and
it is more universal. While the Spa business in Thailand
recently entered the market a few years and in the
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process of developing provide equal to international standards. Moreover spa business in
Thailand still lack of personnel (Therapist) and personnel with expertise in the management
including equipment and related services. It is opportunity of foreign spa entered competition
the market in Thailand business groups and hospitals have targeted a foreigner therefore often
joint venture with the foreign spa to create a competitive advantage in terms of technology
transfer and management system as standard. To creating international networking market as
well as image and reputation of the foreign spa to enhance competitiveness in spa business
each business are different operating such as in terms of a location. Services may be a purely
western; a combination of eastern wisdom and western knowledge or spa services in Thailand
has Thailand traditional medicine services to create a unique depending on the marketing
strategies of entrepreneurs
Spa business in Chiangrai
Now spa business in the north of Thailand are many occurred therefore, occurs
establishment of a consortium together to exchange information and define the service
standards for Thailand Lanna spa high quality and a good standard forever. Thailand Lanna
Spa Association has 52 entrepreneurs covers an area of Mae Hong Son, Lamphun, Lampang,
Chiang Rai, Chiang Mai, and Nan. The current president of the association is diligently. Aim
to develop Lanna spa to advance and to maintain quality forever for Thailand Lanna spa is
widely popular. Spa is another form of tourism called health tourism is the way to relax. So
Lanna spa association with the Tourism Authority of north Thailand have the project Travel
north for health The objective is for tourists to relax on ho liday.
*Reference: http://www.tourdoi.com/travel/happiness/thaispa.htm
From vision chiang rai province that Lanna Chiang Rai, the Golden Gate to the global
trade and under administration of CEO that response policy to development spa business
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causes the agency to support the spa business include Health services Chiang Rai Provincial
Health Office. In addition, the agency will establish cooperation and transfer of knowledge
between the private sector, spa business entrepreneur and massage herbs and also establish
spa club, which has started meeting D Navigation to the clustering for the development
business of healthcare which consists from spa, massage and herbal product. Spa business in
chiang rai providers were mostly available at the resort and hotel spa, hot-spring spa, day spa
destination spa that most of them operation at the hospital for physical therapy, massage and
herbal sauna. Most of spa business is located away from the city but is distributed by major
tourist.
*Reference: http://research.trf.or.th/node/3041
Spa business in Thailand is likely to grow interesting even the past spa business will
has a lot but the opportunity of open spa business are still ongoing especially nowadays
coming to the adaptation that focus on differentiated services. There are a lot of spa business
competitors in Chiang rai makes our spa will find a competitive advantage. We will focus on
the customer needs whether it's a good service access to customers and take care the needs of
the customers who come to our spa as well as innovative products in our spa such as product
that only has in our spa to make customer feel relaxed when use and care skin set include
with turmeric and tamarind etc. or even to decorate inside and outside shop for eye-catching
to attract the attention of foreigners but it also has Thai tradition. This is one of the reasons
we may have an advantage over other spa business. Learning competitors strategy is good
way as because we all know that what the competitors focus on.
All this makes the business grow rapidly spas are increasingly popular as a result to
number of users increases which the use of the spa available everywhere around the world
regardless of sex, age, level position because we love and care for their own health everyone
wants to have a healthy and mental good as well.
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Product and service
Body Massage
Body Massage is popular alternative of the spa so, it helps the body good relax. Each
the spa will have different type of massage. It depends on bring to prominent of the massage
come to combined to unique of each the spa. There are two type ; Traditional Massage and
Aromatherapy Massage. Including with the massage of other race people such as Swedish
Massage etc. Body Massage is massage for relax and stimulate the circulation of blood that
the skin by using techniques to fondle follow the muscle.
Aroma Steam / Herbal Steam
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Aroma Steam / Herbal Steam are stimulation body by using heat to the pores of body
open and ready expulsion the toxins to out with the sweat. This approach has been most
popular because it easy steps and not complicated. Can do it by yourself and not have to rely
on staff, just have the equipment that available.
Scrub
Scrub is stimulate the circulation of blood by the polished surface with vegetation
from natural such as various herbs include using the sea salt and alga to eliminate the dead
skin cells fall off, the new skin cells will replace old skin cells and still add the nutrients to
the skin. This method will help skin to have health better and smooth skin. The polished
surface, it can be use herbs to scrub or use cream to scrub. However, in some cases using the
herbs to scrub may be cause allergic or have the problem about dry skin. Which is the
different from using a cream scrub because inside cream scrub will have cream that help to
provide slip to rub or scrub.
Nutrition Therapy
Nutrition Therapy focus on eating natural foods. Avoid dry foods, additives foods or
chemical contamination and adaptation foods.
Exercise Breathing Therapy
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Exercise Breathing Therapy is the most common treatment in the spa development
which has a variety of forms including aerobic and stretch such as tai chi, yoga, dance club,
exercise in water and chikung but must have teacher to advise you properly.
Meditation andAutogenic Training
Meditation and Autogenic Training have the objective to increase the acquaint
yourself, understanding of the behavior and other problems of their own to change behaviors
or habits that do not want to go out and improve relationships with others to be happiness of
society and the environment.Autogenic training down to the level of the subconscious mind
and to modify the behavior to relax and to enjoy the success in life. Meditation to stop
thinking and feeling to calm and peaceful , do not be distracted and it also reduces heart rate,
lower blood pressure, reduce stress and help stop the growth of cancer cells, etc.
Crystal-Rock Therapy
Crystal-Rock Therapy to relax, rehabilitation and therapy by elemental analysis of the
behavior of each individual. Then lined the acupuncture points of the body or made jewelry
to wear and then placed in the room or placed near the body. Rock is crystal-rock can retain
heat for a long time and infrared radiation does not heat the room glow but not irritating,
which this approach must have enough information to confirm.
Herbal Therapy
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Herbal Therapy is using herbs to the fragrance like food, beverages or dietary
supplements to refreshing. Herbal therapy can reduce blood cholesterol, reduce weight,
reduce blood sugar levels, helps sleep easier, relax and can use nourish skin such as milk
bath, sauna, mask skin and etc, which has been very popular.
*Reference :http://www.yesspathailand.com/%E0%B8%AA%E0%B8%9B%E0%B8%B2-
spa/%E0%B8%A3%E0%B8%B9%E0%B8%9B%E0%B9%81%E0%B8%9A%E0%B8%9A-
%E0%B8%9A%E0%B8%A3%E0%B8%B4%E0%B8%81%E0%B8%B2%E0%B8%A3%E0%B8%AA%E0%B8
%9B%E0%B8%B2.html
SWOT Analysis
Strength:
- The obvious target is university students and tourists.
- Have expertise in the management as well.
- There are planning and improvement strategic marketing continuous for meet the
social and economic conditions.
- All employees are well trained and courteous employees, Beaming, Willing to serve.
- There are many services to choose make a difference in the spa business.
- Material and special features of the product.
http://www.yesspathailand.com/%E0%B8%AA%E0%B8%9B%E0%B8%B2-spa/%E0%B8%A3%E0%B8%B9%E0%B8%9B%E0%B9%81%E0%B8%9A%E0%B8%9A-%E0%B8%9A%E0%B8%A3%E0%B8%B4%E0%B8%81%E0%B8%B2%E0%B8%A3%E0%B8%AA%E0%B8%9B%E0%B8%B2.htmlhttp://www.yesspathailand.com/%E0%B8%AA%E0%B8%9B%E0%B8%B2-spa/%E0%B8%A3%E0%B8%B9%E0%B8%9B%E0%B9%81%E0%B8%9A%E0%B8%9A-%E0%B8%9A%E0%B8%A3%E0%B8%B4%E0%B8%81%E0%B8%B2%E0%B8%A3%E0%B8%AA%E0%B8%9B%E0%B8%B2.htmlhttp://www.yesspathailand.com/%E0%B8%AA%E0%B8%9B%E0%B8%B2-spa/%E0%B8%A3%E0%B8%B9%E0%B8%9B%E0%B9%81%E0%B8%9A%E0%B8%9A-%E0%B8%9A%E0%B8%A3%E0%B8%B4%E0%B8%81%E0%B8%B2%E0%B8%A3%E0%B8%AA%E0%B8%9B%E0%B8%B2.htmlhttp://www.yesspathailand.com/%E0%B8%AA%E0%B8%9B%E0%B8%B2-spa/%E0%B8%A3%E0%B8%B9%E0%B8%9B%E0%B9%81%E0%B8%9A%E0%B8%9A-%E0%B8%9A%E0%B8%A3%E0%B8%B4%E0%B8%81%E0%B8%B2%E0%B8%A3%E0%B8%AA%E0%B8%9B%E0%B8%B2.htmlhttp://www.yesspathailand.com/%E0%B8%AA%E0%B8%9B%E0%B8%B2-spa/%E0%B8%A3%E0%B8%B9%E0%B8%9B%E0%B9%81%E0%B8%9A%E0%B8%9A-%E0%B8%9A%E0%B8%A3%E0%B8%B4%E0%B8%81%E0%B8%B2%E0%B8%A3%E0%B8%AA%E0%B8%9B%E0%B8%B2.htmlhttp://www.yesspathailand.com/%E0%B8%AA%E0%B8%9B%E0%B8%B2-spa/%E0%B8%A3%E0%B8%B9%E0%B8%9B%E0%B9%81%E0%B8%9A%E0%B8%9A-%E0%B8%9A%E0%B8%A3%E0%B8%B4%E0%B8%81%E0%B8%B2%E0%B8%A3%E0%B8%AA%E0%B8%9B%E0%B8%B2.htmlhttp://www.yesspathailand.com/%E0%B8%AA%E0%B8%9B%E0%B8%B2-spa/%E0%B8%A3%E0%B8%B9%E0%B8%9B%E0%B9%81%E0%B8%9A%E0%B8%9A-%E0%B8%9A%E0%B8%A3%E0%B8%B4%E0%B8%81%E0%B8%B2%E0%B8%A3%E0%B8%AA%E0%B8%9B%E0%B8%B2.htmlhttp://www.yesspathailand.com/%E0%B8%AA%E0%B8%9B%E0%B8%B2-spa/%E0%B8%A3%E0%B8%B9%E0%B8%9B%E0%B9%81%E0%B8%9A%E0%B8%9A-%E0%B8%9A%E0%B8%A3%E0%B8%B4%E0%B8%81%E0%B8%B2%E0%B8%A3%E0%B8%AA%E0%B8%9B%E0%B8%B2.htmlhttp://www.yesspathailand.com/%E0%B8%AA%E0%B8%9B%E0%B8%B2-spa/%E0%B8%A3%E0%B8%B9%E0%B8%9B%E0%B9%81%E0%B8%9A%E0%B8%9A-%E0%B8%9A%E0%B8%A3%E0%B8%B4%E0%B8%81%E0%B8%B2%E0%B8%A3%E0%B8%AA%E0%B8%9B%E0%B8%B2.htmlhttp://www.yesspathailand.com/%E0%B8%AA%E0%B8%9B%E0%B8%B2-spa/%E0%B8%A3%E0%B8%B9%E0%B8%9B%E0%B9%81%E0%B8%9A%E0%B8%9A-%E0%B8%9A%E0%B8%A3%E0%B8%B4%E0%B8%81%E0%B8%B2%E0%B8%A3%E0%B8%AA%E0%B8%9B%E0%B8%B2.html -
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- Both Thai and foreigner come to service.
- Modern technology.
- Promotions and packets of store in special prices.
Weakness:
- Marketing promotion channels too few. Because the location is not in the middle of
downtown.
- Chance of a high loss because ofhigh investment.
- The price is no different, price of service is similarly priced competitors.
- Personnel in spa business are limited. Because the personnel must have specific
expertise.
Opportunities:
- Most of our customers are foreigners.
- Demand of the spa massage for healthy to be increased more and more.
- Today, consumers increasingly turn to health care make spa business is an alternative
healthcare.
Threats:
- Spa business is more competitive.
- Changing the tastes and needs of customers.
- Unrest situation in society make the foreign tourists decreased.
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CCHHAAPPTTEERR 33
Precious & Royal Spa
Market Feasibility Study
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Market Feasibility Study
Market Analysis
General environment analysis
It is the efficacy method. It helps to analyze external factors that affect to the business.
The results of this analysis make us able to planning marketing plan on the business for
achieve the goal and get highest profit.
In the analysis, there are four main factors that are political, economic, social
environmental and technology, so the business must has general environment analysisand the
competitors in the market to perform with efficiency of the company in the future.
Political
Mrs. Pattiraporn Kheawsanan said Thai spa business has rate of growth in each year at
an average annual 5-6%, average revenue about 15,000 to 16,000 baht per year. Most of thecustomers are foreign tourists 80%, and the remaining 20% is the tourists of Thailand and
now Spa industry planning to increase expand the market.
Nowadays, Spa business gets supported from government agencies and the private
sector to help drive Thailand's spa has the availability of quality the international standard.
For example, to encourage entrepreneur join in various the competition that concerned spa
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business. The award will help to guarantee a spa in Thailand is clearly also a way for
consumers to know more Spa especially quality standards of products and services behavior.
(Reference: http://www.thai-aec.com/463#more-463)
Economy
Thailand's economy grew only 2.2 percent in the first half of 2012, Thailand's economy
to grow 7-9% in the second half of 2012.
(Reference:http://thailand-business-news.com/th/economics/40632-thailand-gdp-growth-
could-reach-7-in-second-half-of-2012#.UMigZ-Se-Ys)
How Thailands economy in next year?
Bank of Thailand said it will be slightly better than the estimate the originally
expected next year will grow by around 5.6% and the last information believe that will be
growth about 5.8%.
The big company has not been affected because the company's profits improved and
income tax expense was down more than 7% to compensate for increase labor cost. The small
and medium-sized enterprises, turnover is not good and the tax does not help when expense
higher labor cost 30-40% from the past.
Thailand's economy will grow better because the production, consumption of private
investment and the export of the country will be better than this year. While the global
economy has improved as well and more stable. In the inflationary expected to rise and the
rate increased slightly.
(The base economic news paper of the 32 No. 2799 on December 9-12, 2555.)
(Reference:http://www.thanonline.com/index.php?option=com_content&view=article&id=15
8183:2012-12-07-04-11-20&catid=85:2009-02-08-11-22-45&Itemid=417)
Social and environment
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Nowadays, most people in social interesting in their health inside and outside of their
body, so, spa is a popular choice for people who want to have their own business. Spa in
Thailand has been growing since the year 2002 and spa has expanded overall both in the
number of people who use services and the place that provide services. The number of spa
services in Thailand, it has approximately 320 locations and most of them are small
entrepreneurs nearly half of all the spa in the resort or hotel resort. The employment more
than 5,000 people, which is about 20 percent are carried out in Phuket area.
(http://www.dbd.go.th/mainsite/fileadmin/contents/information/brochure/11Manual_Spa.pdf)
However, trend of healthy in Thai people causes of business to expand out of hotel or resort
and rapid expansion in business area that under the concept providing a variety of services.
That is the reason can make spa business have high potential to growth in the future.
In addition, Thai people are so interesting in skincare product made from natural
because it have not many chemical in ingredients and safety for all types of skin; normal skin
, oil skin and sensitive skin. It is another line in spa business that can be export goods because
in others countries interesting in Thai herbs, so it is easy to expand spa business and spa
products into international market.
Technology
In the current, technology has expand rapidly and have a new trend every day, so it
useful for people and business that can increase communication ways easily.For the spa
business, have to use technology to help manage within firm. It can use to collect the
information of customer and help to service to satisfy customer directly. Moreover, when
production of spa product use high quality of machine to produce , it can make profit to firm
because the product have high standard and safety also can contact with customer both in
country and other countries readily.
Summary of the General Environmental Analysis
The study and analysis of the environment are important to the business as much as we
need to be aware of the changes that will occur over time as political, economic or various
technologies that are developed to grow continuously. Totally that will help reduce the risk of
the operation business.
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Competitor Analysis
Direct competitors.
Phu Chaisai Mountain Resort & Spa
Located at 388 Moo 4, Ban Mae Salong Nai, Mae Chan,Chiang Rai 57110. Spa treatments
based on natural and organic products and ancient therapies from all over Asia based on
knowledge passed down from generation to generation. They have service are Spa Packages,
Bamboo Signature Treatments, Massages, Body Treatments, Facial Treatments,
Hydrotherapy, Saloon, Yoga & Meditation and Spa Basic. (Reference: http://www.phu-
chaisai.com/index.html)
Sumalee health center and spa
Located at 681 /7 Si Wiang district of Chiang Rai, Chiang Rai 57000. Service in Sumalee
health center and spa destination have Body Massages, Body Scrubs, Body package, Facial
treatment, Barber & Beauty Salon, Fitness Center have promotion with members.
(Reference: http://web.chiangrai.net/tourcr/customer/sumaleespa/index.html)
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Anantara Resort & Spa Golden Triangle
Located at 229 Moo 1, Chiang Saen Chiang Rai 57150. Anantara Spas are designed to restore
balance and harmony between body and mind in an oasis of beauty, grace and tranquillity.
Intoxicating aromas of the world's most exotic elixirs and oils are used in treatments designed
to deliver radiance, healing and a quiet sense of inner and outer well-being. Service in
Anantara Resort & Spa Golden Triangle have Ultimate Spa Detox, Anantara Ritual package,
Taste and Touch of Thailand and YOGA. (Reference: http://goldentriangle.anantara.com/)
The River House Resort & Spa
Located at482 M.4 , Mae Kok Rd., T. Rim Kok A. Muang Chiang Rai 57100. Indulge
yourself with our popular Thai traditional spa treatments of your choice where guests can
enjoy all of the pleasures and achieve true deep relaxation from our professional staffs. The
River House Resort & Spa have a service Imperial Massage which are Thai Traditional
massage, Oil massage, Swedish massage, Deep Tissue massage and Herbal Compress
massage and the Imperial Body Scrub programs also available for you to try such as Coffee
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Body Scrub, Milky Rice Herbal Body Scrub and Tamarind Scrub. (Reference:
http://www.imperialriverhouse.com/spa-en.html)
The Legend Chiang Rai Boutique River Resort & Spa
Located at 124/15 Moo 21 Kohloy Road, Amphur Muang, Chiang Rai 57000. Based on fresh
Thai herbs and Thai aroma essential oils that have been used for centuries, our treatments are
a holistic approach. The outdoor environment brings you close to nature, yet in total comfort
to give you an unforgettable experience. Enjoy our massage treatments either outside on a
massage sala with river view or in one of our private air-conditioned treatment rooms.
(Reference: http://www.thelegend-chiangrai.com/)
Golden Pine Resort and Spa
Located at 291 Moo 4 Baan Muang Kham Tambol Nang Lae, Chiang Rai 57100. Discover
the ultimate in relaxation and tranquility. The Hom Nuan Spas philosophy is to offer a
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sanctuary for you to relax, unwind, recharge and rejuvenate. We offer a wide range of
rejuvenating, relaxing spa treatments using a blend of selected quality products. Our fully
qualified masseuse will restore the health and well being of the mind and the body. You will
feel totally revitalized. Come to Hom Nuan Spa for a special treatment today and give your
mind and body the luxury it deserves. (Reference: http://www.goldenpinebeach.com/)
General competitors
PK Hot spa resort: Located at 21 Moo 6, Tambol Doi Hang, Amphur Muang,
Chiang Rai 57000.
Teak Garden Spa Resort: Located at 155 Moo 19, International Airport Rd.,
Bandu District, Muang, Chiang Rai 57100.
Due to 1-2 years ago, most of the spas usually open in the hotel and resort at
tourist attractions. That makes some consumers cannot access to the service. In
addition, the service fees of the spas which located in the resort or hotel are very high.
That are obstacles of these services to target their marketing to the high level consumer
only. So, if a spa services is a stand-alone and a moderate service fees. It would be a
great choice for health-conscious consumers, and demand for services.
Customer analysis
Our company mostly focuses on the foreigner tourism in any type of region. We want
more customer from many country get to know more a about Thai spa and massage. So, that
the target is all foreigner. Some customer from some country might already know about Thai
massage and some dont know yet. Anyway the most customers in western country may
interest in spa more than other the customer will more concern about their health. And also
the price from our company low price than the price in their country for spa industry and also
good service provider, friendly between the jobs. Most of customer will satisfy and come
back again so, this target group will easier to catch up.
The rang and percentage of popular spa in chaingrai
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The most popular spa in chaingrai is Thamma Da Day Spa by Chivit Thamma Da it possess
the first rang of spa . which the percentage of customer is 30% of the target customer And
then Tevari Spa possess the second range which percentage of customer 25% is and finally is
Wang Jao Clinic and Spa these the most popular spa in changrai which percentage of
customer 15 %. The left over is the other small spa like in walking stress or other spa. So We
want 20 % of customer or more than that if possible.
Analysis the behavior of customer.
The surveys have show up that from the 140 people about the factor that why choosing spa
are.
- 34 % of the customer choose spa because the place, good position and the design of
the spa.
- 28 % the several of service for each spa.
- 20 % the reputation and the person who provide the service of spa.
- 18 % focus on selling price and the promotion of spa.
Summarize
For the information most of people like to go spa because of the position, place and the
design of the spa is the main factor the customer focus and make decision to go to spa.
However the vary of service also importance for the customer decision. So we have to focus
strategy on the absolute advantage on the good place easy to travel and safe. Moreover, We
will plan strategy for the service and product.
Each of the major factors that influence the decision of customer to choose the spa.
Factors in the location and design of the store.
- Consumers value the convenience of traveling the first 108 people.
- Consumers pay more attention to the environment of all the second location 104 people.
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- Consumers pay more attention to all facilities is 80 people.
- Customer focus on the idea of design is 72 people.
From the data above can summarize that the customer very focus about the place which
convenience in travelling moreover the environment and safety of the place is the importance
factor that we have to focus on.
Factors of standardization and the staff.
- Customers focus on the expert skill of staff or specialize of spa industry about 124
people.
- Customer focuses on the service and the advice of the staff about 108 people.
- Customer focuses on the dressing form and the good character of employee about 72
people.
- Customer focuses on the reputation, famous of spa about 44 people.
From the above information can summarize that skill . advice of employee is the most
importance factor because who come to spa want to relax both of mental and physical
health. Because most of customer dont know about the benefit of spa service or type
of massage. In fact of good uniform and about the reputation of staff is less
importance but still can create the reputation of the spa.
Factor providing the service.
- Customer focus on the safety and reliable of the service about 116 people.
- Customers prefer the new technology of the equipment about 92 people.
- Customer focus on the vary and style of providing the service about 80 people.
From above information show that most of the customer focus on their safety about the
service cause the main service of spa is massage so that for each massage is about the line
muscle in body so on the employee must provide the information to the customer and
ensure the equipment clean and safe.
Factors of price and promotion.
- Customer focus on the promotion of the service about 96people.
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- Consumers pay more attention to health education about 80 people.
- Consumers pay more attention to the activities with can join with credit card or tours
and hotels about 36 people.
From information above the customer have the opportunity encourage using the spa from
the promotion. The knowledge about health and hygiene. Consumer services, it is
important to provide consumers with knowledge and understanding. Encourage active
and start more health conscious. Although less important than price discounts. The tour
company or hotel, the credit card issuer is not interesting or relevant to the consumer
consider.
*Reference: Licensed by the Department of Industrial Promotion School of Management
Mahidol University.
The general information of tourist in chaing Rai
From the survey of 400 touristic. Most of respondents are women take about 74.2% the most
age is about 31-35 , 24.3% . In Bachelor degree about 57.6 % . Private employees and owner
of business which have similar proportion 33.0 % and 32.2 % Income less than 10000 bath
per month is 41.3 % second is 10001-20000 bath per month 31.9 % And live in north of
Thailand about 85.4 % second is Bangkok 10.6 % People who live other canton of changrai
or nearby chaingrai province use to take the vacation time in chaingrai and like to spend on
the spa about 500 -1500 bath per 1 time 40.5 %
Information number %
Gender
Male 103 25.8
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Female
- Total
297
400
74.2
100
Information
Age
Less than 15 year
15-20year
21-25year
26-30year
31-35year
36-40year
41-45year
46-50year
50 above
- Total
Level of education
Less than Bachelor degree
Bachelor degree
Masters degree above
- Total
number
1
24
74
54
97
55
50
25
19
399
124
223
40
387
%
0.3
6.0
18.5
13.5
24.3
13.8
12.5
6.3
4.8
100.0
32
57.6
10.3
100.0
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Occupation
Government employees
Private employee
Business owner
House hood
University employee
State employees
Student
Pension person
Actor, actress
- Total
45
121
118
62
3
3
13
1
1
367
12.3
33.0
32.2
16.9
0.8
0.8
3.5
0.3
0.3
100.0
Continuous
Information
Income
Less than 10000
10,001-20,000
20,001-30,000
30,001-40,000
40,001-50,000
50,001-60,000
More than 60,000
- Total
number
162
125
46
26
18
8
7
392
%
41.3
31.9
11.7
6.6
4.6
2.0
1.8
100.0
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Household
Upper North
South north
South
Middle except bangkook
Bangkok
East
Northeast
-Total
339
4
3
7
42
1
1
397
85.4
1.0
0.8
1.8
10.6
0.3
0.3
100.0
The behavior of spending for spa.
Bath
Less than 500 bath
500-1500 bath
1501-2500 bath
2501-3500 bath
3501-4500 bath
4501 more than
- Total
Number
50
90
40
22
11
9
222
%
22.5
40.5
18.0
9.9
5.0
4.1
100.0
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Reference : Researcher from Aj. Supannika kwanmeang ,lecture of Business admistration
Mae fah lung university. And Aj.benjawan mokamon Liberal arts Mae fah lung university.
Summarizes
From the information above most of the behaviors of customer spending for the spa in 500-
1500 bath but we focus on less than 500 because our business target on suitable price not too
expensive and not too cheap but even the this behavior its according to their demand of
service if they want more service from our spa the price will increase too. We focus on
student from the bachelor degree which have 57.6% . We will set the price that suit for this
target.
The expectation of the customer for the services.
1) The first massages the customer very high expect about the essential oils about 3.69.
Second is Thai massage 3.61 and the third massage for cure injury from sport and stone
therapy 3.60 By the way the satisfaction is in the same level of expectation. But Chinese,
Japan, Bali and western massage style not get the satisfaction of customer in normal level
that show up that Thai massage is very popular so we want to adjust our spa to be and
want to let the customer get very high expectation from our spa by Thai tradition
massage. Because most of customers are expect of very high of satisfactions for spa. We
sure that our spa can perform to good quality and service for the customer.
The Statistic of tourism in 2009-2012
The summarize of statistic traveler that travel in Chiang Rai
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http://www.chiangrai.net/dashboard19/
http://www.chiangrai.net/dashboard19/
http://www.chiangrai.net/dashboard19/
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http://www.chiangrai.net/dashboard19/
http://www.chiangrai.net/dashboard19/?PID=VG91cmlzdC9Ub3VyaXN0MS5hc2N4
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http://www.klangcri.com/team/team3/data/ManagementChart/Report_MC/2555/Management_
Search 2555...
57100
Competitive Analysis
Our company is Precious & Royal Spa has Thai- modern style that has a service such
as body scrub and massage. In Chiang Rai have many spa in many place such as hotel or
travel place so, spa industry is highly competitive because Chiang Rai have famous about
natural travel place and we have many people of tourist. When thinking about a spa, we will
think about nature. So, Chiang Rai is suitable for this business.
The Different of the competitor.
Direct competitors Strength Weakness
Phu Chaisai Mountain
Resort & Spa
-They have more service in
their spa.
-They have a unique massage
such as Bamboo Signature
- The service is very
expensive.
- Spa not has promotion for
customers.
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Treatments.
- Beautiful place.
Sumalee health center and
spa
- They have promotion for
members.
- Their spa has variety of
services such as fitness
center.
- They have the products
imported from France so,
their spa has more expensive
in service.
- Expensive.
Anantara Resort & Spa
Golden Triangle
-Decorate a beautiful place
and their spa has a relaxed
atmosphere.
- Their spa has a luxury of
product and interesting in
service such as d Wine
Therapy.
-Sell the products in their
spa.
- Expensive and not have
special promotions for
customers.
The River House Resort &
Spa
- Use of natural products to
reduce imports from abroad.
- Beautiful place.
- They provide the details of
each product in service that
are not clear for customers.
The Legend Chiang Rai
Boutique River Resort & Spa
- Use of natural products.
- The perfect atmosphere for
relaxation.
- Not have variety of services
because their spa has
massaged only one.
- They provide the details of
each product in service that
are not clear for customers.
Golden Pine Resort and Spa -Their spa has a luxury of
product and services.
-Beautiful place.
- They provide the details of
each product in service that
are not clear for customers.
- Not have variety of
services.
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In a highly competitive society have built stress in work or business, and Increased to
health problems so, the behavior of consumer in health care has changed. Especially the
demand of relaxation in various forms so, entrepreneurs must have strategy better than
competitors. Precious & Royal Spa has seen the importance of business and services by focus
on group of customer is the heart of services. From the competitor, we are different from
them because all service we use the natural resource to reduce imports from foreign
countries, low price, and we have the detail of each product inform to the customer that can
useful for them when they want to take service. Our spa has a combination of modern design
and natural to consumers have confidence in the place and relax when they come to our spa.
STP Analysis
Segmentation
Demographic Segmentation
- Gender : Male / Female
-
Age : 18-40 year
- Revenue : more than 5,000
- Education : Bachelor
- Race :Thai , foreigner
Psychographics Segmentation
- Social Class
- Life Style
- Behavior
Target Market
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We concern about the Group of people working,studentand foreigners because the
location of spa business Location near Chiangrai Rajabhat University and not far from
downtown it is also close to the community and the workplace. Makes main target are local
people, working people and foreigners who come to Chiang Rai. Our spa is indicative of the
culture of the Chiang Raiable to attract tourists a visitor Chiang Rai and many people who
come to Chiang Rai want to see the culture of the Chiang Rai existsand our spa need to show
something different from the general spa to impress the customers who use our service spa.
Position
Precious & Royal Spafocuses on customer satisfaction for target customers who areusing the service because of spa is the business that need to focus on providing services
directly to clients. Thus, our spa must bring the needs of customer used as a guide for respond
the needs of customer, make highest customer satisfactionandcompetitively in the market.
Precious & Royal Spafocuses onservice because our personnel has mind to service,they through training well that they can provide service and treatment information to spa
customers and advice spa product and sale promotion to the customers and significant the
customer will need to get special attention and special care when using the service. These
things were in our personnel mind for make the consumer feel relaxed and creates a good feel
for our spa as well.
http://dict.longdo.com/search/studenthttp://dict.longdo.com/search/studenthttp://dict.longdo.com/search/studenthttp://dict.longdo.com/search/student -
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Marketing Mix Strategy
The market mix strategy also knows as 4Ps, it has four important elements to analysis asfollow;Product strategies
The first, product or service strategies, we have two mainly service in spa as follows;
Body Massage
(http://th.mygroupon.co.th/vouchers/bangkok/travel/holiday/spa-weekend)
-Hot Stone Massage: is spa by use hot stone in massage. It helps
stimulate of blood into the body, increase efficiency of detoxification, decrease
muscle aches, skin healthy to smooth, decrease the wrinkle, sports and scar.
-Deep Tissue Massage: is herbal that have composition of oil
combination pack such as Turmeric, Bergamot, Camphor and etc.
-Aromatherapy Massage herbal foot: is the massage by use essential oils
and use stick to the foot point.
-Thai massage: use finger, fist, elbow, knee and foot for Thai massage.
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Body and face Scrub
(http://saimaispa.wordpress.com/%E0%B8%A3%E0%B8%B9%E0%B9%89%E0%B8%88%E0%B8%B
1%E0%B8%81-%E0%B8%AA%E0%B8%9B%E0%B8%B2/)
-Ginger body scrub: is body scrub by use ginger. It helps to deep
cleaning of pores because ginger has a hot property. Then it helps to eliminate
the dead cells and grease the outer surface of the implant for radiant skin.
-Brown & Coffee herbal body and face scrub: the extra attribute of
coffee is to help stimulate of blood and sugar make soft skin, detox , remove
dead skin cell and radiant skin.
-Herbal Salt body and face scrub: Are body scrubs that have mixture
of herbal and sea salt help to remove dead skin cell and radiant skin.
-Fruit body and face scrub: vitamin C in fruit that help radiant skin
and remove grime on skin.
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Price strategies
Type of services Price (Baht)
1.Aromatherapy Massage Herbal foot 450 baht per 1 hour 30 minute
2.Thai Massage 399 baht per 1 hour 30 minute
3.Ginger body scrub 350 baht per 1 hour
4.Brown & coffee herbal body scrub 350 baht per 1 hour
5.Fruit body scrub 350 baht per 1 hour
6.Herbal milk face mask 150 baht per 30 minute
7.Fruit face scrub and mask 180 baht per 45 minute
8.Gold face mask 200 baht per 50 minute
Product
Type of products Price (Baht)
1.Herbal body scrub 200 baht per 100 ml
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2.Ginger Body scrub 200 baht per 100 ml
3.Brown & Coffee body scrub 250 baht per 100 ml
4.Fruits body scrub 200 baht per 100 ml
5.Fruits face mask 199 baht per 50 ml
Package
Type of Package Price (Baht)
1.Thai massage + Herbal milk face mask 650 baht per 2 hour
2.Ginger body scrub + fruit scrub & mask 499 baht per 1 hour 45 minute
3.Brown & Coffee herbal body scrub +Gold
face mask
500 baht per 1 hour 30 minute
4.Aromatherapy massage herbal foot + fruit
face scrub & mask
599 baht per 1 hour 30 minute
Place Strategies, we will location at Ban Do in Chiang Rai because our company to
emphasize the services for traveler, student, teacher and person that want to relax. The our
company set to nearNamthong Hotel Resort, and pathway to between Mae Fah Luang
University and Chiang Rai Rajabhat University. Then makes we have different of customer
and easy to travel use to our service.
http://www.google.co.th/url?sa=t&rct=j&q=%E0%B8%A1%E0%B8%AB%E0%B8%B2%E0%B8%A7%E0%B8%B4%E0%B8%97%E0%B8%A2%E0%B8%B2%E0%B8%A5%E0%B8%B1%E0%B8%A2%E0%B8%A3%E0%B8%B2%E0%B8%8A%E0%B8%A0%E0%B8%B1%E0%B8%8F%E0%B9%80%E0%B8%8A%E0%B8%B5%E0%B8%A2%E0%B8%87%E0%B9%83%E0%B8%AB%E0%B8%A1%E0%B9%88&source=web&cd=1&cad=rja&sqi=2&ved=0CCkQFjAA&url=http%3A%2F%2Fwww.cmru.ac.th%2F&ei=bmbHULm8FMSUrgfl5ICYBQ&usg=AFQjCNF_XcocHK4owE-9fKxxbF7HGsSrDAhttp://www.google.co.th/url?sa=t&rct=j&q=%E0%B8%A1%E0%B8%AB%E0%B8%B2%E0%B8%A7%E0%B8%B4%E0%B8%97%E0%B8%A2%E0%B8%B2%E0%B8%A5%E0%B8%B1%E0%B8%A2%E0%B8%A3%E0%B8%B2%E0%B8%8A%E0%B8%A0%E0%B8%B1%E0%B8%8F%E0%B9%80%E0%B8%8A%E0%B8%B5%E0%B8%A2%E0%B8%87%E0%B9%83%E0%B8%AB%E0%B8%A1%E0%B9%88&source=web&cd=1&cad=rja&sqi=2&ved=0CCkQFjAA&url=http%3A%2F%2Fwww.cmru.ac.th%2F&ei=bmbHULm8FMSUrgfl5ICYBQ&usg=AFQjCNF_XcocHK4owE-9fKxxbF7HGsSrDA -
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Promotion strategies, we will send brochures to university, school and tourism Company.
We will give brochures to customer that shopping at Central Plaza Chiang Rai, Big C super
center, Mae Fah Luang University and Chiangrai Rajabhat University. In our brochures
contain about detail of service in spa, promotion, telephone number or E-mail and map of our
company.
Precious & Royal Spa
HandbillLogo
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Marketing Expenses (Sales Incentive)
Sale (Baht)
Year 1
Description 1 2 3 4 5 6 7 8 9 10 11 12 Total
Products
Herbal body
scrub
42000 12000 7200 18000 15600 12000 7200 9000 8400 6000 30000 21000 133,800
Ginger Body
scrub
8400 2400 12000 15600 6000 9600 12000 9600 7200 6000 4800 18000 111,600
Brown &
Coffee body
scrub
15000 10500 15000 19500 18000 16500 15000 12000 15000 18000 15000 21000 190,500
Fruits body
scrub
12000 18000 18000 22800 9600 12000 13200 10800 6000 2400 3600 10800 139,200
Fruits face
mask
11940 9552 5970 11400 4776 9552 10746 8358 4776 10746 3582 11400 102,798
Total 55,740 52,452 58,170 87,300 53,976 59,544 58,146 49,434 41,376 43,146 35,982 82,200 677,898
Services
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Aromatherap
y Massage
Herbal foot
13500 16200 27000 40500 21600 21600 16200 10800 18900 16200 16200 43200 234,900
Thai
Massage
11970 14364 11970 23940 19152 14364 19152 21546 9576 14364 14364 27534 201,096
Ginger body
scrub
8400 10500 6300 18900 14700 12600 10500 12600 14700 10500 14700 27300 161,700
Brown &
coffee herbalbody scrub
10500 12600 12600 8400 16800 8400 12600 10500 18900 21000 21000 29400 182,700
Fruit body
scrub
2100 2100 2450 3500 3150 2450 3150 2800 2800 1400 1750 5250 32,900
Herbal milk
face mask
3600 6300 6300 4500 8100 6300 9000 9900 10800 8100 7200 12600 92,700
Fruit face
scrub and
mask
5400 6480 6480 10800 7560 9720 8640 11880 9720 7560 7560 14040 105,840
Gold face
mask
4800 6000 7200 10800 9600 9600 8400 9600 10800 10800 12000 19200 118,800
Total 70,770 85,044 92,550 138,84
0
116,52
0
97,284 103,39
2
103,62
6
110,19
6
96,924 103,52
4
203,57
4
1,295,13
6
Packets
Herbalbody scrub
12000 13200 10800 16800 12000 10800 14400 14400 9600 8400 10800 14400 147,600
Ginger
Body scrub
3600 4800 7200 9600 3600 4800 10800 6000 8400 3600 10800 8400 81,600
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Brown &
Coffee
herbal body
scrub
+Gold face
mask
12000 18000 15000 27000 24000 18000 15000 15000 18000 27000 33000 42000 264,000
Aromathera
py massage
herbal foot
+ fruit facescrub &
mask
14376 10782 15564 25158 10782 10782 28752 17970 21564 21564 28752 35940 247,986
Total 41,976 46,782 54,564 78,558 50,382 44,382 68,952 53,370 57,564 60,564 83,352 100,74
0
741,186
All total 168,486 184,38
6
205,28
4
304,69
8
220,77
0
201,31
8
230,49
0
206,52
0
209,13
6
200,95
8
222,85
8
386,51
4
2,714,22
0
Year 2
Description 1 2 3 4 5 6 7 8 9 10 11 12 Total
Products
Herbal body
scrub
6,000 13,200 8,400 9,600 14,400 15,600 8,400 9,600 8,400 6,000 9,000 2,4000 132,600
GingerBody scrub
8,400 2,400 9,600 9,600 6,000 12,000 7,200 10,800 7,200 6,000 4,800 21,600 105,600
Brown &
Coffee body
scrub
12,000 16,500 9,000 19,500 18,000 16,500 13,500 10,500 15,000 18,000 15,000 21,600 184,500
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Fruits body
scrub
10,800 9,600 8,400 25,200 9,600 13,200 14,400 10,800 4,800 6,000 3,600 22,800 139,200
Fruits face
mask
4,776 10,746 5,970 11,400 4,776 9,552 10,746 8,358 5,970 10,746 3,582 11,400 98,022
Total 41,976 52,446 41,370 75,300 52,776 66,852 54,246 50,058 41,370 46,746 35,982 100,800 65,9328
Services
Aromathera
py MassageHerbal foot
13,500 16,200 18,900 27,000 24,300 16,200 10,800 8,100 10,800 16,200 18,900 21,600 202,500
Thai
Massage
16,758 19,152 19,152 23,940 21,546 19,152 16,758 19,152 28,728 11,970 14,364 23,940 234,612
Ginger
body scrub
6,300 10,500 16,800 21,000 16,800 14,700 12,600 14,700 14,700 10,500 6,300 25,200 170,100
Brown &
coffee
herbal body
scrub
16,800 14,700 12,600 23,100 6,300 16,800 12,600 4,200 2,100 6,300 8,400 10,500 134,400
Fruit body
scrub
6,300 10,500 10,500 21,000 6,300 6,300 14,700 14,700 16,800 10,500 21,000 2,100 159,600
Herbal milk
face mask
13,500 7,200 2,700 9,000 18,000 3,600 7,200 7,200 3,600 2,700 2,700 7,200 84,600
Fruit face
scrub andmask
9,720 7,560 4,320 4,320 7,560 4,320 4,320 7,560 5,400 7,560 5,400 10,800 78,840
Gold face
mask
6,000 9,600 7,200 8,400 15,600 4,800 2,400 14,400 15,600 10,800 8,400 21,600 124,800
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Total 88,878 95,412 92,172 137,760 116,406 85,872 81,378 90,012 67,728 76,530 85,464 141,840 1,189,4
52
Packets
Herbal body
scrub
12,000 10,800 9,600 14,400 4,800 2,400 9,600 7,200 2,400 1,200 3,600 12,000 90,000
Ginger
Body scrub
4,800 2,400 3,600 9,600 2,400 3,600 7,200 9,600 8,400 2,400 7,200 9,600 70,800
Brown &Coffeeherbal body
scrub +Gold
face mask
16,500 19,800 16,500 19,800 6,600 23,100 19,800 26,400 13,200 19,800 16,500 49,500 218,100
Aromathera
py massage
herbal foot
+ fruit face
scrub &
mask
18,900 30,240 15,120 45,360 30,240 18,900 3,780 11,340 11,340 18,900 34,020 56,700 294,840
Total 52,200 63,240 44,820 89,160 50,640 48,000 40,380 54,540 35,340 42,300 61,320 127,800 673,740
All total 183,05
4
211,09
8
178,362 302,220 219,822 200,724 176,004 194,610 174,438 165,576 182,766 370,440 2,522,5
20
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Year 3
Description 1 2 3 4 5 6 7 8 9 10 11 12 Total
Products
Herbal body
scrub
7,800 12,600 6,600 19,200 15,000 6,000 7,200 8,400 9,000 6,000 8,400 19,200 125,400
Ginger Body
scrub
8,400 3,600 11,400 15,000 6,000 9,000 12,600 8,400 6,000 5,400 7,800 21,000 114,600
Brown & Coffee
body scrub
8,400 9,300 14,400 18,900 18,000 12,900 12,000 15,000 18,000 9,000 7,500 18,000 161,400
Fruits body scrub 11,940 3,600 2,400 22,800 9,600 7,200 13,200 10,800 9,600 4,800 10,800 12,000 118,740
Fruits face mask 12,000 5,970 4,776 11,940 9,000 10,746 10,758 3,582 11,400 8,358 4,776 11,940 105,246
Total 48,540 35,070 39,576 87,840 57,600 45,846 55,758 46,182 54,000 33,558 39,276 82,140 625,386
Services
Aromatherapy
Massage Herbal
foot
7,500 18,600 16,200 21,000 18,300 10,200 6,900 16,200 18,600 2,400 8,100 22,200 166,200
Thai Massage 19,152 16,758 28,728 23,940 11,970 19,764 11,970 19,152 16,758 21,546 14,364 23,940 222,642
Ginger body
scrub
16,800 16,800 6,300 21,000 10,500 12,600 6,300 10,500 16,800 12,600 10,500 24,000 164,700
Brown & coffee
herbal body scrub
12,600 14,700 12,600 23,100 2,100 4,200 10,500 8,400 8,400 12,600 4,200 11,100 124,500
Fruit body scrub 10,500 10,500 14,700 21,000 21,000 10,500 6,300 16,800 14,700 16,800 10,500 21,000 174,300
Herbal milk face
mask
3,600 4,800 2,700 9,000 7,200 7,200 13,500 3,600 9,000 7,200 4,800 13,500 86,100
Fruit face scrub 4,320 7,560 5,400 5,400 4,320 7,560 10,800 7,560 10,800 10,800 4,200 10,800 89,520
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and mask
Gold face mask 8,400 6,000 9,600 15,600 4,800 2,400 14,400 10,800 8,400 6,000 6,000 22,800 115,200
Total 82,872 95,718 96,228 140,040 80,190 69,024 80,670 93,012 103,458 89,946 62,664 149,340 1,143,162
Packets
Herbal body
scrub
2,400 9,600 4,800 14,400 3,600 1,200 2,400 12,000 10,800 9,600 7,200 12,000 90,000
Ginger Body
scrub
7,200 7,200 3,600 9,600 6,000 4,800 2,400 2,400 7,200 9,600 6,000 12,000 78,000
Brown & Coffee
herbal body scrub
+Gold face mask
16,500 13,200 16,500 19,800 19,800 23,100 13,200 2,750 13,200 19,800 23,100 43,500 238,200
Aromatherapy
massage herbal
foot + fruit face
scrub & mask
15,120 18,900 3,780 34,020 11,340 18,900 11,340 18,900 30,240 3,780 11,340 45,360 223,020
Total 41,220 48,900 28,680 55,140 40,740 48,000 29,340 49,800 61,440 42,780 47,640 112,860 606,540
All total 172,632 179,688 164,484 283,020 178,530 162,870 165,768 188,994 218,898 166,284 149,580 344,340 2,375,088
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Year 4
Description 1 2 3 4 5 6 7 8 9 10 11 12 Total
Products
Herbal body
scrub
7200 13200 8400 18000 14400 12000 6000 9600 9000 8400 9600 21000 136800
Ginger Body
scrub
9600 3600 13200 16800 8400 9600 13200 10800 8400 6000 4800 19200 123600
Brown &
Coffee body
scrub
15000 10200 15300 22200 19500 16200 15300 12000 15300 18000 15300 22500 196800
Fruits body
scrub
12000 19200 18000 21600 10800 13200 12000 9600 8400 4800 3600 12000 145200
Fruits face
mask
13188 9552 10746 14328 5970 7164 7164 8358 3582 9552 10746 13134 113430
Total 56934 55752 65646 92928 59070 58164 53664 50358 44682 46752 44046 87834 715830
Service
Aromatherap
y Massage
Herbal foot
10800 13500 21600 40500 21600 16200 18900 13500 16200 10800 18900 40500 243000
ThaiMassage
9576 11970 14364 26334 19152 11970 14700 19152 10500 23940 14364 26388 202356
Ginger body
scrub
6300 12600 27300 14700 8400 10500 6300 10500 10500 8400 18900 18900 153300
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Brown &
coffee herbal
body scrub
12600 10500 12600 21000 8400 8400 12600 8400 10500 12600 10500 16800 144900
Fruit body
scrub
14700 12600 8400 18900 12600 16800 14700 14700 18900 12600 10500 21000 176400
Herbal milk
face mask
4500 9000 8100 9900 10800 7200 8100 9000 7200 8100 10800 12600 105300
Fruit face
scrub andmask
10800 9720 8640 11880 6480 6480 10800 5400 9720 6480 8640 14040 109080
Gold facemask
8400 7200 6000 18000 8400 10800 6000 9600 8400 7200 9600 12000 111600
Total 77676 87090 107004 161214 95832 88350 92100 90252 91920 90120 64404 162174 1245936
Packets
Herbal body
scrub
10800 13200 12000 15600 9600 13200 10800 12000 10800 12000 8400 16800 145200
Ginger Body
scrub
6000 4800 9600 10800 8400 6000 9600 3600 7200 9600 8400 12000 96000
Brown &
Coffee herbal
body scrub
+Gold face
mask
12000 15000 18000 24000 12000 18000 15000 15000 18000 15000 27000 42000 231000
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Aromatherap
y massage
herbal foot +
fruit face
scrub &
mask
10782 17970 14376 35940 28752 14376 17970 14376 10782 10782 21564 28752 226422
Total 39582 50970 53976 86340 58752 51576 53370 44976 46782 47382 65364 99552 698622
All total 174,19
2
193,81
2
226,62
6
340,48
2
213,65
4
198,09
0
199,13
4
185,58
6
183,38
4
184,25
4
173,81
4
349,56
0
2,660,38
8
Year 5
Description 1 2 3 4 5 6 7 8 9 10 11 12
otal
Product
Herbal body
scrub
7200 13200 8400 18000 14400 12000 6000 9600 9000 8400 9600 21000 136800
Ginger Body
scrub
9600 3600 13200 16800 8400 9600 13200 10800 8400 6000 4800 19200 123600
Brown &Coffee body
scrub
15000 10200 15300 22200 19500 16200 15300 12000 15300 18000 15300 22500 196800
Fruits bodyscrub
12000 19200 18000 21600 10800 13200 12000 9600 8400 4800 3600 12000 145200
Fruits face
mask
13134 9552 10746 14328 5970 7164 7164 8358 3582 9552 10746 13134 113430
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Total 56934 55752 65646 92928 59070 58164 53664 50358 44682 46752 44046 87834 715830
Services
Aromatherap
y MassageHerbal foot
10800 13500 21600 40500 21600 16200 18900 13500 16200 10800 18900 40500 243000
Thai
Massage
9576 11970 14364 26334 19152 11970 14700 19152 10500 23940 14364 26334 202356
Ginger body
scrub
6300 12600 27300 14700 8400 10500 6300 10500 10500 8400 18900 18900 153300
Brown &
coffee herbal
body scrub
12600 10500 12600 21000 8400 8400 12600 8400 10500 12600 10500 16800 144900
Fruit body
scrub
14700 12600 8400 18900 12600 16800 14700 14700 18900 12600 10500 21000 176400
Herbal milk
face mask
4500 9000 8100 9900 10800 7200 8100 9000 7200 8100 10800 12600 105300
Fruit face
scrub and
mask
10800 9720 8640 11880 6480 6480 10800 5400 9720 6480 8640 14040 109080
Gold face
mask
8400 7200 6000 18000 8400 10800 6000 9600 8400 7200 9600 12000 111600
Total 77676 87090 107004 161214 95832 88350 92100 90252 91920 90120 102204 162174 1245936
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Packets
Herbal body
scrub
2400 9600 4800 14400 3600 1200 2400 12000 10800 9600 7200 12000 90,000
Ginger Body
scrub
7200 7200 3600 9600 6000 4800 2400 2400 7200 9600 6000 12000 78,000
Brown &
Coffee herbalbody scrub
+Gold face
mask
16500 13200 16500 19800 19800 23100 13200 16500 13200 19800 23100 43500 238,200
Aromatherap
y massage
herbal foot +
fruit face
scrub &
mask
15120 18900 3780 34020 11340 18900 11340 18900 30240 3780 11340 45360 223,020
Total 41,220 48,900 28,680 55,140 40,740 48,000 29,340 49,800 61,440 42,780 47,640 112,86
0
606,540
All total 175,83
0
191,74
2
201,33
0
309,28
2
195,64
2
194,51
4
175,10
4
190,41
0
198,04
2
179,65
2
193,89
0
362,86
8
2,568,30
6
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Marketing Expenses (thousand Baht)
Year 1
Description 1 2 3 4 5 6 7 8 9 10 11 12 Total
Commission 1404.05 1535.65 1710.7 3046.98 1839.75 1677.65 1920.75 1721 1742.8 1671.95 1857.15 3865.14 23993.57
Radio Adv 1500 1500 1500 1500 1500 1500 1500 1500 1500 1500 1500 1500 18000
Brochure 500 0 0 0 0 0 500 0 0 0 0 0 1000
Total 3404.05 3035.65 3210.7 4546.98 3339.75 3177.65 3920.75 3221 3242.8 3171.95 3357.15 5365.14 42993.57
Year 2
Description 1 2 3 4 5 6 7 8 9 10 11 12 Total
Commission 1525.45 1759.15 1486.35 3022.2 1831.85 1672.7 1466.7 1621.75 1453.65 1379.8 1523.05 3704.4 22447.05
Radio Adv 1500 1500 1500 1500 1500 1500 1500 1500 1500 1500 1500 1500 18000
Brochure 500 0 0 0 0 0 500 0 0 0 0 0 1000
Total 3525.45 3259.15 2986.35 4522.2 3331.85 3172.7 3466.7 3121.75 2953.65 2879.8 3023.05 5204.4 41447.05
Year 3
Description 1 2 3 4 5 6 7 8 9 10 11 12 Total
Commission 1438.6 1497.4 1370.7 2358.5 1487.75 1357.25 1381.4 1574.95 1824.15 1385.7 1246.5 3443.4 20366.3
Radio. Adv 1600 1600 1600 1600 1600 1600 1600 1600 1600 1600 1600 1600 19200
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Brochure 300 0 0 0 0 0 300 0 0 0 0 0 600
Total 3338.6 3097.4 2970.7 3958.5 3087.75 2957.25 3281.4 3174.95 3424.15 2985.7 2846.5 5043.4 40166.3
Year 4
Description 1 2 3 4 5 6 7 8 9 10 11 12 Total
Commission 1451.6 1615.1 1888.55 3404.82 1780.45 1650.75 1659.45 1546.55 1528.2 1535.45 1448.45 3495.6 23004.97
Radio. Adv 1600 1600 1600 1600 1600 1600 1600 1600 1600 1600 1600 1600 19200
Brochure 300 0 0 0 0 0 300 0 0 0 0 0 600
Total 3351.6 3215.1 3488.55 5004.82 3380.45 3250.75 3559.45 3146.55 3128.2 3135.45 3048.45 5095.6 42804.97
Year 5
Description 1 2 3 4 5 6 7 8 9 10 11 12 Total
Commissio
n
1465.2
5
1597.8
5
1677.7
5
3092.8
2
1630.3
5
1620.9
5
1459.
2
1586.7
5
1650.3
5
1497.
1
1615.7
5
3628.6
8
22522.
8
Radio. Adv 1500 1500 1500 1500 1500 1500 1500 1500 1500 1500 1500 1500 18000
Brochure 300 0 0 0 0 0 300 0 0 0 0 0 600
Total 3265.25 3097.85 3177.75 4592.82 3130.35 3120.95 3259.2 3086.75 3150.35 2997.1 3115.75 5128.68 41122.8
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Marketing feasibility Summary
In the general environment analysis that it analyze in four part; political, economic,
social and environment and technology, of external factor also we analyze about the
competitor that we use to compare with our spa to improve the service of our firm including
we analyze the competitive of spa business in Chiang Rai that we concern about their
strength and weakness in the current useful for improving the service. Moreover, we analyze
the customer that we choose the Foreigner tourist, Thailand tourist that is our target market
and we have the reference to show about rate of tourist come to travel in Thailand, Chiang
Rai.
In marketing mix strategy (4P),we contain the detail are our service in spa that have
three types mainly ; body massage, body scrub and sell product. Our price we have set the
price that have lower than competitor. We choose the place at Ban Do because it is near
Namthong Hotel Resort both and both university including Mae Fah Luang University and
Rajahbhat University. Our target is emphasize study and travel because it near both university
and our company have promotion that want to customer come back to use service again and
again. The customer can come easily also we use brochure for promotion.
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CC
HH
AA
PP
TT
EE
RR
44
Precious & Royal Spa
Technical Feasibility Study
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Technical Feasibility Study
Production and Operations Analysis
Product Characteristics (in detail)
At Precious & Royal spa has 2 floors for make spa. First floor has 2 zones for provide
service to customer, first zone; for advice and provide information of spa service program
that appropriate to customer. This zone we have information counter, sofa, and cabinet show
our product. Next, zone; for body massage that we bisect it for do spa 2-3 person in the same
time. We have toilet for men and women, in the middle room we have sofa that we provide to
customer when they wait for our service, they can talk with other customer to share
information of service that they will get from our spa. This zone we make for customer to get
comfortable.
Second floor, we have 2 big rooms and 2 small rooms for our customer. First room,
body and face scrub room which we have 2 beds but we bisect them for make it to be private
for our customer who come to take our service alone and we have sub program according to
the customer requirement such as Ginger body scrub, Fruit body and face scrub, Herbal Salt
body and face scrub and Brown & Coffee herbal body and face scrub. Then, our service is
complimentary mineral water and milk to service our customer that they will receive
comfortable and relaxes from our service.
Next room, body massages also have 3 beds for massages include with Hot Stone
Massage is spa by use hot stone in massage, Deep Tissue Massage is herbal that have
composition of oil combination pack such as Turmeric, Bergamot, Camphor and etc.,
Aromatherapy Massage herbal foot is the massage by use essential oils and use stick to the
foot point and Thai massage use finger, fist, elbow, knee and foot for Thai massage. We want
to serve the best service to our customer that they will receive comfortable and relax from our
service so, we have build-in toilet for this room.
Last room, baht room has 2 rooms that we have locker for customer to take their cloth
after they take our service. In the baht room we have body lotion, body jell, body soap,
shampoo, and condition of our spa.
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For service
- we mix between west and Thai style in Precious & royal spa that we design
to appropriate for type of spa and it will have different feel when you take our
service.
- We have provided the special gift set and gift voucher in the season such as
New Year Festival, Valentine, and etc.
- We will have meeting for our customer that they are our member and we will
product special gift that we never produce for use in spa service but we
product only one time.
- We have trained our employee to be expert in spa service to provide the best
service to customer.
- We have employee to provide our information and spa service program that
our customer can choose the program that appropriate with them.
- We will open music and serve beverage when our customers waiting for take
our service.
Service process
What is massage?
Massage is a general term for pressing, rubbing and manipulating your skin,
muscles, tendons and ligaments. Massage therapists typically use their hands and fingers for
massage but may also use their forearms, elbows and even feet. Massage may range from
light stroking to deep pressure techniques
http://www.mayoclinic.com/health/massage/SA00082
Thus, massage is the important thing in spa because it can help customer to relax.
The customers come in spa because they want to relax from work, traffic and other problem,
the benefit of massage is increase your body self awareness and sensitive and make you feel
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good, it is a pleasurable experience. Massage reduces your stress, tension and anxiety levels.
Massage is the most important for mood and mind condition. We will find the ways to relax
the customer have most happy.
-Hot Stone Massage: is spa by use hot stone in massage. It helps stimulate of blood into the
body, increase efficiency of detoxification, decrease muscle aches, skin healthy to smooth,
decrease the wrinkle, sports and scar.
Hot Stone Massage that we bring hot from volcanoes stone or lava rock that is rich
in natural minerals. The stone cutting through a convex curve then combined with a massage
and mild flavor essential oils. We put the stone through the center of life then the heat from
the hot stones will gradually penetrate through the body. These helps pain relieve - pain and
muscle tension for performance of the cardiovascular system, help balance the body, reduce
the accumulation of cellulite, makes the skin smooth and clear skin for good health.
According to
http://www.dailynews.co.th/article/15176/18356
-Deep Tissue Massage: is herbal that have composition of oil combination pack such as
Turmeric, Bergamot, Camphor and etc.
This massage technique uses slower, more forceful strokes to target the deeper layers of
muscle and connective tissue, commonly to help with muscle damage from injuries.
http://www.mayoclinic.com/health/massage/SA00082
deep issue massage that we are practice of pressing, kneading and massaging specific areas of
the body to relieve pain and relax and stimulate the body's tissues by work on tendons
,ligaments and the muscle.
According to http://www.photalaithaimassage.com/thai/thaiservicetext.html
http://www.photalaithaimassage.com/thai/thaiservicetext.htmlhttp://www.photalaithaimassage.com/thai/thaiservicetext.html -
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-Aromatherapy Massage herbal foot: Aromatherapy massage
An aromatherapy massage is a form of
massage therapy that combines the benefits of
aromatherapy with those of massage to promote
wellbeing and healing. This form of massage therapy
utilizes the aromatherapy essential oils as massaging
agents. The added medicinal powers of these oils
greatly enhance the efficacy of the massage. It must
be borne in mind that essential oils should never be applied directly to the skin for massage
purposes. This is because pure essential oils are extremely concentrated and may lead to
burns and rashes. Instead, the essential oil should be mixed with base oils, also known as
carrier oils.
Aromatherapy Massage Techniques, A full body massage is not necessary in order to
benefit from the essential oils. Blended essential oils may also be rubbed locally onto a
specific area to alleviate muscular aches and pains, stiffness in the neck or congestion. You
can also perform the massage on your own. Just ensure that you utilize gentle strokes leading
towards the heart. This improves blood circulation.
Benefits of aromatherapy massage.
Physiological BenefitsAromatherapy massage can:
enhance lymphatic drainagethis helps to reduce fluid retention and prevent oedema
induce a feeling of deep relaxation in the body
help to restore balance in the body
stimulate the bodys natural immune system
increase the oxygen and nutrient supply to the tissues by increasing the blood
circulation
help to increase energy levels as blockages and congestion in the nerves are eased
Psychological BenefitsAromatherapy massage can:
promote a general state of well-being
calm and soothe the mind
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help to reduce nervous tension
help to lift the mood and reduce feelings of depression
(Reference : http://www.healing4wellness.com/new/shop/aromatherapy/,
http://www.healing4wellness.com/new/shop/aromatherapy/)
-Thai massage
Traditional Ancient Thai massage is a unique form of Bodywork that incorporates Hatha
Yoga, acupressure and reflexology. The Thai Method, thai Massage blends styles
from Asian neighbors passed down through the generations. Unlike the scooping
and continuous strokes of Western massage, the Thai method uses point pressure,
muscle stretching and compression, done in a rhythmic movement of gentle
rocking. In Thai massage it is not just the hands that are used to free tension from
the recipient's body, but the therapists feet, forearms, knees, and elbows as well.
Be assured northern style Thai massage is never painful. Thai massage is applied
on a mat on the floor, the work is done fully clothed and no oils are required.
Thai medical massage can move deeper into the mechanical functions of the body,
working with deep muscle tension and joint mobility as well as nerve, muscle and
ligament balancing.
There are six key points ofThai massage
1.Yoga
2.Exercise
3.Meditation
4.Reflexology
5.Acupressure
http://www.healing4wellness.com/new/shop/aromatherapy/http://www.healing4wellness.com/new/shop/aromatherapy/ -
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6.Healing Art
Benefits of Traditional Thai Massage
- Facilitates relaxation
- Heightens awareness
- Frees blockages in energy flow
- Invigorates the nervous system
- Relieves pain and muscle tension
- Increases ability to absorb nutrition
( Reference : http://www.spiritwinds.net/what_is_thai_massage.html)
Body Scrub
Body scrub will scrub by use salt t