Cavite State University - CCAT Campus - Library

An Undergraduate Case Study (BSBM) -- Cavite State University-CCAT Campus, 2018.

Includes bibliographical references and appendices.

ALBALOS, FRIAN JOSHUA S., CONCEPCION, JAMES BAILLON L., and FEROLINO, ALMA FE H. Case Study: The Marketing Mix of Beyond Beauty Spa in Cavite City. Undergraduate Case Study, Bachelor of Science in Business Management Major in Marketing Management. Cavite State University- CCAT Campus. Rosario Cavite. April 2018 Mr. Jerico B. Tadeo.

The researchers conducted their study at Beyond Beauty Spa located at Padre Burgos Street Cornet Barlan Street, Cavite City to determine the Marketing Mix of the business. The objectives of the study were to determine the market segmentation through the demographic profile of the respondents( including the name, age, sex, work and monthly income, determine the marketing mix(in terms of service/product, price, promotion, place) and satisfaction level of the customer, determine the service life cycle of the business( whether it is in infancy, growth, maturity and decline stage) and lastly, suggest possible marketing strategies or strengthen the weaknesses and overcome the threats of the business

The researchers were assigned to Beyond Beauty Spa for 240 hours to observe and to interview the owner, staff, and the customers. The instrument they used were personal observation, interview, and conducting survey questionnaires. The survey questionnaire contains the market segmentation of the customers, the marketing mix of the business and the satisfaction level of the customers through Likert Scale.

Additional information that they gathered were from the review materials such as books regarding marketing mix, documents and reading materials provided by the firm, master's thesis and information from the internet. The data that were collected had been analyzed and organized for suggesting possible marketing strategies.
Through interview, observation and survey questionnaires the researchers found out that Beyond Beauty Spa is a well-known spa in Cavite City. They also found out that Beyond Beauty Spa encountered many problems the other business such as lack of puking area and lack of space for lounge area And also the satisfaction level of the customers in terms of service based on the quality of services provided, professionalism and courtesy of the staff and key personnel, and customers satisfaction of the services, In terms of price, it was based on pricing of services offered and payment methods, In terms of promotion, it was based on online advertisement, special offers, tarpaulins and signage. And lastly in terms of place, it was based on the geographical location of the spa, accessibility of the spa to new guests, cleanliness of area, and allotted parking area for the guests. They also find out the strengths, weaknesses, opportunities, and the threats (SWOT) of the business.

The researchers conclude that Beyond Beauty Spa is a well-known business in Cavite City because of the wide variety of service they offer to satisfy all the clients and willing to pay the quality of the service offered. All services that the business offers are in the stage of Infancy. Beyond Beauty Spa has encountered many difficulties such as lack of parking area and limited promotional strategies

The researchers evaluate customers satisfaction through survey questionnaire to know the perception of the customers about marketing mix of the business in terms of the service, price, place and promotion. And also they analyzed the strength, weaknesses, opportunities and threats that involves in the business

The researchers would like to recommend to the staff that they should maintain the quality of the services that they offer in order to come up with the expectation of the (13)

client and also maintain the cleanliness of the area. A good pricing strategy helps to determine the price at which the business can maximize the profit. The management should at least continuously give out the price with specific quality of service that can be included. The business should have credit card payment machine for some clients that have a credit card. Through this, there is no hassle in paying. To know more about the business, the business should have more promotional materials like tarpaulins, flyers and signage. And also they need to extend the waiting area to accommodate the bigger number of clients and provide parking area to some customers who have a vehicle

Lastly, to patronize more their business, they should have many promos and membership card for their customers especially to their loyal clients who are always availing their service. By this, it will be also their promotion for the customer to continue visiting their business. This membership card will be used by the customer to have a discount in any services that they will avail. And through this membership card it will also increase the profit of the business.

In English text.