COMPETITIVE ADVANTAGES OF

SELECTED SPAS IN CAVITE: BASIS FOR

AN ENHANCED MARKETING STRATEGY

RESEARCHER:
E L B E RT M E N D O Z A R I PA R I P
 I. INTRODUCTION
The spa industry is becoming a popular trend today and was proven to be both a
profitable and a sustainable business. Spa services have been generating mass market
appeals while, at the same time, developing a sophisticated consumer base who frequent
spas and seek unique experiences.

Throughout the world, the Philippines is gaining a reputation in the spa and wellness
industry. In the recent Spa Asia Crystal Awards held in Singapore back in 2012, two
Philippine spas were awarded in multiple categories. These spas awarded were “The
Farm at San Benito” and “Mandala Spa”. The growing health and lifestyle industry in
the country certainly sets the standards for our spas.
This research assessed the satisfaction received by guests in correspondence with the
7 P’s of marketing to create a proposal to enhance the marketing plan for 4 different spas.
 II. STATEMENT OF THE PROBLEM
This study assessed the product and service of selected spas in the province of Cavite to create enhance marketing plan.

Specifically, this study sought to answer the following questions.

1. What is the demographic profile of the respondents in terms of:

a) Age

b) Civil status

c) Educational Attainment

d) Frequency of visiting spa

e) Gender

f) Monthly Income
2. What is the demographic profile of the spa in terms of:

a) Floor Area

b) Numbers of Employee

c) Services Offered

d) Types of Business

e) Years of Operation

3. What is the competitive advantage of the selected spa in terms of:

f) Product

g) Place

h) Price

i) Promotion

j) People

k) Process

l) Physical Environment
4. Is there any significant difference between the respondent’s profile and

the competitive advantages of the selected spas in terms of 7P’s?

5. What enhanced marketing strategy can be developed for selected spas in

the province of Cavite?

 III. OBJECTIVE OF THE STUDY
The purpose of this research was to develop an
enhanced strategic marketing plan for four (4)
different spas. Spa businesses prioritize the health,
wellness, and beauty of its customers. To entice the
customers with what the business offers, a good and
enhanced strategic marketing plan should be
implemented.
IV. WBS AND GANTT CHART
The Activity Day1 Day2 Day3 Day4 Day5 Day6 Day7 Day8 Day9 Day10 Day11 Day Day Day
12 13 14
Brainstorming and Reading
literature
Finalize objectives
Draft literature review
Devise research approach
Draft research strategy and
method
Develop interviews questions

Conducting interviews
Analyse data
Enter data into computer
Draft findings chapter
Update literature read
Complete remaining chapters

Revise draft, format for

submission
Print, bind and submit
V. QUESTIONNAIRE
 VI. DATA GATHERING PROCEDURE
• The researcher conducted the survey to customers last ??/??/????. The customers
were given strict confidentiality in answering the survey questionnaires. All
questionnaires were validated by the statistician and the Graduate School
Department before distribution. The customers were also asked about the current
marketing strategies and what could be improved with regards to the products and
services of the businesses.
• The researcher also conducted survey to the respective businesses. He submitted
letters of intent to the said spas with the approval of Graduate School Department.
• The study used descriptive research to assess and analyze all data gathered.
Descriptive research, also known as a statistical research, describes data and
characteristics about the population or phenomenon being studied. Descriptive type
of research answers the questions who, what, where, when and how.
 VII. REVIEW OF RELATED LITERATURE AND STUDIES

The spa industry has recently become known globally because of their traditional and therapeutically practices. These practices involve beauty, massage, and wellness,
conventional and traditional medicine (Coden, 2015).
7Ps Elements by Martin (2014)
1. Product
In the service industry, the production and consumption of the product are simultaneous and the product is intangible, diverse and perishable. The nature of this ‘product’ allows
for on the spot customization.
2. Place
The service is produced and consumed in the same place. This is why the place at which this transaction occurs is of vital importance. The location of the service provision is
analyzed to allow ease of access and the desire to make the effort to reach it.
3. Pricing
Since a service cannot be measured by what material goes into its creation nor is the actual tangible cost of production measurable, it can be challenging to put a price tag on it.
4. Promotion
Promotion fulfills the same role as it does in any other marketing context. To prevent a service becoming interchangeable with its competitors, it becomes vital to create a
desirable brand image and name in the market.
5. People
When a service is being delivered, the person delivering it is not unique from the service itself. This is why businesses invest in defining the right kind of person to fill the role
and then making efforts to find or train people to fit this definition.
6. Process
A process needs to be clearly defined for the service provider. This basic process should ensure the same level of service delivery to every customer, at any time of day, on any
day.
7. Physical Evidence
The location of the service delivery also takes on significance. The level of comfort and attractiveness of a service location may make a lot of difference to the user experience. (
Martin, 2014) .