Sunnyside Wellness and Spa Center Research Paper

Sunnyside Wellness and Spa Center - Research Paper Example Sunnyside Wellness and SPA Center sees this as an opportunity to establish, thrive and grow its SPA and Health Center in Naperville, Illinois. Management believes that people will continue to look for the perfect SPA services that would match their varied needs and requirements. This is what management would like to penetrate and win. To achieve a winning edge over competitors, Sunnyside Wellness would also like to diversify its services, concentrating not only on beauty and relaxation services, but on encouraging healthy eating as well. It is with this intent that management decided to incorporate into its products and services the Sunnyside Nutrition Program, which includes cooking classes and consultations with dieticians. Only health recipes would be introduced in its cooking programs, and a licensed dietician will provide consultation services and also evaluate the recipes being taught. Diversification allows Sunnyside to expand its market reach and attract even those who are no t really into the beauty and wellness programs into availing its products and services. The nutrition program will attract another niche market, which will contribute to the profitability of the whole company. In summary, the Wellness industry has a healthy environment that encourages creativity among its players. Creativity comes in the form of mixing and matching product packages that best suit the market’s needs. II. DEFINITION OF MARKET SEGMENT/NICHE 1. Differentiation strategy Focused Marketing Strategies – Facing stiff competition from other older and well-established SPA and Wellness Centers, Sunnyside recognizes the need for it to be more critical in its marketing strategies, focusing on the right people and ensuring that the communication materials and activities are indeed precise, direct to the point, and enticing to the target market. The management boasts of its strategic marketing efforts, maximizing available networks and machineries to penetrate the mar ket and convey to them the desired message. Diversification – the company’s holistic approach towards healthy living puts an edge over competitors. While competitors focus on wellness services alone, Sunnyside puts premium on overall health and wellness by investing in facilities, programs and resource persons that would bring the target market added knowledge on healthy eating. The company’s ability to venture out of the typical definitely makes them stand out over the rest. Intensive Market Knowledge - as a service type of business, it is crucial for Sunnyside to be able to identify in particular the trends in Beauty and Wellness industry to come up with a good mix in terms of its products and services. As such, it capitalizes on a good market research, resulting to the identification of particular products and services for a targeted market segment. Creation of multiple opportunities from a single line of expertise – Beauty and Health Care may be innov ated and transformed into a pool of other services that are also geared towards the total well being of the customer. As a result of researches, the products and services that are Morocco inspired shall be mixed with influences from Asia and Europe to come up with inventive, yet effective products and services. More importantly, the organic cooking class concept will allow the company to expand its