This website uses cookies to ensure you have the best experience. Learn more

The Natural Mystic Spa Essay

8096 words - 33 pages

THE NATURAL MYSTIC

The Natural Mystic’s Marketing Plan

Phelicia Alert

Keller Graduate School of Business

Marketing Management – MM522

Professor Glen Forbes

1.0 Executive Summary
Several major trends are driving the growth of wellness as an industry. These trends not only directly impact the spa industry and its customers, but also are opening new opportunities for spas to play a leading role in a paradigm shift toward more proactive ways of taking care of ourselves (Pilzer). According to economist Paul Zane Pilzer, the wellness industry is new and is currently a $500 billion worth industry. Pilzer also predicted that 10 million millionaires will emerge from the wellness ...view middle of the document...

Most Baby Boomers are becoming more interested in wellness centers so that they can avoid high medical bills as they age and their health declines. The demand is there but very little supply exists to answer the call.
Table 1
The Wellness Cluster
[pic]

2.0 Situation Analysis
The Company
The Natural Mystic is a new business and does not have any history presently. It will seek to establish roots in the health and wellness industry with Baby Boomers (customers born 1946-1964) as the niche market. There is an estimated 77 million Baby Boomers and statically they have higher average household income ($76.5K) of all adults (Poulos, and Dametra 1997). The current market is up-and-coming and is said to become a gold mine by experts. The Natural Mystic will uphold high business ethics and values and professionalism. This will boost the image of the company and the products (Aqius 2008).
The Target Market
Fortunately for The Natural Mystic, the demand is great and supply is low. Baby Boomers are living longer and want to live a more holistic health conscious life. The U.S. Census Bureau estimated Baby Boomers to be one of the largest generations in U.S. history (Anderson 2011).
The market is ripe, the attitudes and behaviors of Baby Boomers demand a product like The Natural Mystic, and the company intends on giving it to them. Baby Boomers want to retain youthfulness, be responsible for their own health and wellness, and ultimately find a program that works for them for the long term. Baby Boomers typically head south for retirement and with this fact in mind (Poulos and Dametra 1997), The Natural Mystic is expected to grow exponentially over time due to its location in South Georgia. The U.S. census shows that Baby Boomers accounts for more than 26 percent of the U.S. population9. Not all Baby Boomers are in the position to retire (Poulos 1997). The Natural Mystic will aim to closely target these customers needing more energy and time to relax which will be a profitable long term source.
Table 2
Baby Boomer Population Forecast
[pic]
Source: http://jd-anderson.com/blog/?tag=spending, Baby Boomers: Customers ready to buy (J.D. Anderson Strategic Relations Blog)

2.1 Market Summary
The Industry
Spa and Wellness Centers make up a big part of the health and wellness industry. This particular industry is a certain facet of healthcare that put emphasis on the improvement of health and well-being. The wellness industry aims to promote a dynamic and healthy lifestyle rather than focusing on the treatment of various diseases (Aqius 2008).
The Customer
The consumer group that The Natural Mystic will target is referred to as Baby Boomers and are said to be customers who are well educated, passionate about life, purpose driven, and have a higher purchasing power. These customers are said to have an aggregate household income of $1 trillion and are said to be prime targets for marketers. Baby Boomers are...

Other Papers Like The Natural Mystic Spa

Short Story Essay

1651 words - 7 pages negative energy(forces) which were seen as never ending eternal life, because to them energy( the spirit) never dies, just the physical body. African spirituality was very mystic, and natural this way of living help various artists depict various issues within African art. One form of art that has influenced the world today was that of the Ancient Egyptians. The Ancient Egyptians used the earth as the natural resource it was intended to be used

Capm And Apt Essay

2585 words - 11 pages back 200 years, to the institution of the “Borsa di Commercio” with Napoleonic decree on the 6th of February 1808. Its first regulatory body was approved in 1913, and subsequently modified in 1986 and 1997. In 1997 the Italian Stock Market was privatized to become Borsa Italiana Spa (Italian Exchange), a public limited company. In the last few years, two main events have taken place (Brunetti (1999)): • The ISM has grown remarkably in terms of

Yes Man Hugggg

3559 words - 15 pages body of a child, in line with the Scriptural notion of the water of life; in another scene it is a monstrous leviathan that sucks up the body of another. Fire is a rescue signal, sign of hope, and a destructive force by which the children wreck their environment. The "beast", a demonic animal symbol, is both imaginary and real, immanent and transcendent. Golding draws on Biblical symbolism, particularly that of the mystic narratives of origin and

Unit 9 Final Project: How Science Affects Our Lives

1629 words - 7 pages people of earlier centuries did certain things without the inventions, improved inventions, or advancements in science that offer and allow the conveniences we have today. Just brushing my teeth and taking a nice hot shower I realize at one time would have been a fine luxury, like a spa treatment at one time, even though now it just hygiene 101. From the alarm clock that wakes me up to the television with digital cable I watch every evening

Bai Bao Cao Thuc Tap

1542 words - 7 pages swimming pool and gym and many meeting room such as Y Vien, Ngu Vien, Nha Vien rooms. Picture 4: Y Vien, Ngu Vien, Nha Vien rooms and swimming and gym in the 2nd floor. Nam Phuong spa in the 1nd floor, with many rooms as sauna and massage therapy, tub and natural therapies help you with the relaxation, comfort, put out the pressure on the outside. An Hien café running along the Le Loi and Doi Cung street, gives for you a cup of coffee both

Tok External Assessment Essay - Knowledge Gives Us A Sense Of Who We Are.” To What Extent Is This True In The Human Sciences And Ethics

1914 words - 8 pages way of knowing is more trustworthy and which area of knowledge should these ways of knowing be applied to, to get a better sense of who one is? Human sciences provides a sense of how we behave in the social context but not a sense of who we are at a personal level while Natural sciences while Thesis (….) I will be limiting my areas of knowledge to Human Sciences and Natural Sciences. Human Sciences, Psychology in particular, does attempt

Exxon (First Draft Overview)

5395 words - 22 pages , transportation and sale of crude oil and natural gas[->27] as well as the manufacture, transportation and sale of petroleum products[->28]. [1] The group also manufactures and markets petrochemicals and participates in coal and minerals mining, and electric power generation[->29]. Exxon currently employs approximately 103,700 employees. Ethics and Social Responsibility Code of Ethics- Exxon code of ethics is that they believe that an unwavering

Ford

2307 words - 10 pages Executive Summary My decision for this case is to implement the Just-In-Time Distribution (JITD) system that was proposed by his predecessor Brando Vitali. This system is entirely different from the existing set up and is being opposed by both the distributors and Barilla’s Sales and Marketing Department. Barilla Spa, an Italian pasta manufacturer, is experiencing amplified levels of inefficiencies and rising costs due to variability in

Book Critique

8164 words - 33 pages Introduction Meister Eckhart (1260 - 1328) has been known as the father of German mysticism and the greatest of all mystics. Several authors reference him with the honour "the man from whom God hid nothing." He is known as a philosopher and a theologian but it was as a mystic that Meister Eckhart excelled. In his day Meister Eckhart enjoyed success as a popular preacher and churchman of high rank in his order, the Dominicans. However

Premarital Sex

3625 words - 15 pages Industry), which represents 150,000 businesses, and it can also be a single-issue locally based organisation like CLARA (Central Area Leamington Resident’s Association), which represents less than 300 households campaigning to preserve and improve the town of Leamington Spa. The definition also does not distinguish between the more extreme pressure groups such as the Animal Liberation Front, whose campaigns include the illegal activities such as

Justiication Report

5815 words - 24 pages throughout the community. Homeowners should use these Guidelines in planning changes to their property that will require ACC review. Design: The design or style of improvements should attempt to enhance the natural setting of the community and compliment any community design elements. Improvements must be sensitive to adjacent properties as well as the community as a whole. Planning for improvements should include identifying any limitations or

Related Essays

Investment Case Essay

2961 words - 12 pages customers can enjoy the aurora borealis during winter season. It offers customers a range of unique recreation activities throughout the year such as forest trekking and spa massage during spring and autumn, enjoying seeing midnight sun natural phenomenon during summer or riding reindeer sledge during winter season. Aurora Resort suggested to be built in Iceland as the market was new and unsatisfied. Target markets for this investment are

The Beauty Within You Essay

2394 words - 10 pages the human body. Manuel 5 Facials are also done by cosmetologists. What is a facial? A facial cleans and nourishes the skin to give you clear, well-hydrated skin. They are sometimes called a "deep-cleansing facial" or "deep-pore cleansing" facial (About.com spa). All cosmetologists are legally allowed to give facials (About.com spa). Why do we need facials? They remove the dead skin from the face giving a natural glow. Not only do you feel

Management Strategic Essay

644 words - 3 pages market to go for luxury products and services (Malini Goyal, 2012). Threats Competition within the industry is one of the greatest threats that BTH is facing. Most significantly, Aman Resorts – was awarded Best Hotel Worldwide – and has a similar clientele base as Banyan Tree. Economic instability such as inflation may further burden operational cost as mentioned in the weakness. Invested countries may be subjected to risks such as natural

Marketing Plan For Tourism Macedon Ranges

2522 words - 11 pages Ranges 2015). The Macedon Ranges should use this geographic advantage over other natural tourist attraction sites and promote the easiness of access and travel to the Macedon Ranges to the inbound tourists. Demographic segmentation divides the market based on personal variables such as age, gender, income and family size and is the most commonly used type of market segmentation used by businesses. Concentrating on international tourism, in 2013