Development of Marketing Mix Strategy for Spa Business
Nalin Simasathiansophon
Nalin Simasathiansophon, Lecturer, International College, Suan Sunandha Rajabhat University, Bangkok, Thailand.
Manuscript received on 22 October 2019 | Revised Manuscript received on 25 October 2019 | Manuscript Published on 02 November 2019 | PP: 4162-4166 | Volume-8 Issue-2S11 September 2019 | Retrieval Number: B16010982S1119/2019©BEIESP | DOI: 10.35940/ijrte.B1601.0982S1119
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© The Authors. Blue Eyes Intelligence Engineering and Sciences Publication (BEIESP). This is an open access article under the CC-BY-NC-ND license (http://creativecommons.org/licenses/by-nc-nd/4.0/)
Abstract: This research aims to study the marketing mix of sea salt spa enterprise in order to develop guideline to improve marketing mix for sea salt spa small enterprise. The samples had been selected using homogeneous sampling method. The questions related with 5Ps marketing mix in spa industry; product, price, place, promotion, and personnel. The result of this research showed that all 5Ps marketing mix affected the operation of sea salt spa. Product was the most important factor that affects customers’ preferences since it directly contacts with customers. The second important factor was personnel. An owner should provide a social welfare as well as develop a good relationship among owner and worker. As a result, workers will, in turn, offer a high-class service to customers. Price setting must be carefully calculated with consideration of fixed and variable costs plus a required profit. However, it should not be higher than common price of similar product sells by competitors. Finally, promotion campaigns could be set regarding to point of sale. For instance, customer can get a free hand treatment before buying a product.
Keywords: Health tourism, Spa, Sea salt, Marketing mix.
Scope of the Article: Marketing and Social Sciences