BMGT 522 – Strategic Management
Final Exam Paper
Strategic Business Plan
of
Energy Health Center
Student Names and Student ID:
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This is a business plan. It does not imply an offering of securities.
Table of Contents
1. Executive Summary 1
1.1 Introduction 2
1.2 Objectives 2
1.3 Mission (Motto) 3
1.4 Keys to Success 3
2 Company Summary
2.1 Ownership 4
2.2 The economics of the business 4-5
2.3 Company Locations and Facilities 6
2.4 Product and Service description 6
2.4.1 Unique product feature 6
2.4.2 Distributing a service 7
3 Services
3.1 Introduction
3.2 Service Description
3.3 Competitive Comparison
3.4 Fulfillment
4 Market Analysis Summary
4.1 Introduction
4.2 Market Segmentation
4.3 Service Business Analysis
4.3.2 Business Participants
4.3.3 Distributing a Service
4.3.4 Main Competitors
5 Strategy and Implementations Summary
5.1 Introduction
5.2 Market Strategy
5.2.2 Positioning
5.2.3 Branding
5.2.4 Pricing Strategy
5.2.5 Promotion Strategy
5.3 Sales Strategy
5.3.2 Sales Forecast
5.3.3 Time-lime
6 Management Summary
6.1 Introduction
6.2 Organization Structure
6.3 Management Team
6.4 Operation and process
6.5 Management Team Gaps
6.6 Personnel Plan
6.7 New resources
6.7.1 Manpower requirement
6.7.2 Funding requirement
6.8 Important assumptions
6.9 Key financial indicators
7 Financial Plan
7.1 Important Assumptions
7.2 Key Financial Indicators
7.3 Break-even Analysis
7.4 Projected Profit and Loss
7.5 Projected Cash Flow
7.6 Projected Balance Sheet
7.7 Business Ratios
8 Appendices
1. Executive Summary
Extensive global research and market trend analysis strongly points to a boom in spa health and wellness vacations. In recent years, many Hong Kong people travel to Resort and Health Spa of Thailand, Bali and Japan to enjoy and relax. They are seeking to look and feel better; to lose weight; to slow the effects of aging; to relieve pain or discomfort; to manage stress; or to partake in the use of natural supplements like vitamins and minerals to improve their health. Today’s health and wellness programs respond to growing consumer demands for fitness level improvement; for health lifestyle education; for nutrition counseling; for healing; for holistic, naturopathic, alternative or eastern medicinal practices/therapies.
Plastic surgery gives people an appearance that they decide for. It is an important issue in today’s demanding world. Many consider that success comes with the appearance. This is something that enhances confidence and personality. It is very important to match between inner beauty and external beauty to gain profound sense of self-comfort and confidence.
Energy Health Resort offers both vacation services for clients to relax and undergo plastic surgery in a safe environment. We will tailor them to the individual as much as possible.
To achieve our objectives, we are seeking 0,000 to invest in the project. The money will be paid from the cash flow from the business, and will be collateralized by the assets of the resort, and backed by the character, experience, and personal guarantees of the owners.
In Hong Kong entrepreneurial spirit, the pressures associated with living in a stressful environment, such as a frenetic city pace, our daily life and pollution have lead to a boom in the spa and wellness industry over recent years.
Highlights
1.1 Introduction
Energy Health Resort is a full-service resort dedicated to consistently providing high customer satisfaction by rendering excellent service, quality products, and furnishing an enjoyable atmosphere at an acceptable price/value relationship. We will also maintain a friendly, fair and creative work environment, which respects diversity, ideas, and hard work.
1.2 Objectives
l To establish Energy Health Resort as the dominant resort in Hong Kong
l Establish a rapport with other virtual enterprises by exceeding expectations and earning a reputation
l Network and create partnerships to increase sales
l Provide sales incentives to staff to meet goals of 10% per month
l Net income more than 10% sales by the third year
1.3 Mission
To supply services and products that enhance out clients’ physical appearance and spiritual relaxation – at affordable prices. Our clients will choose us because of their belief in our ability to meet or exceed their expectations of price, service, and expertise.
Our motto: The Art of a Healthy Time!
1.4 Keys to success
The keys to success in our business are:
Location: providing an easily accessible location for customers.
Environment: providing a private environment conducive to giving relaxing and professional service – plastic surgery procedures.
Convenience: offering clients a wide range of services in one setting, and extended business hours.
Reputation: good reputation of the owner, doctor and other “beauticians” as providing superior personal service.
2.0 Company Summary
Energy Health Resort will, upon commencement of operations, sell a wide range of beauty services and products. The resort is for health minded individuals who want to learn about cleansing fasts, vegetarian food, Yoga and Meditation, exercise and just feeling better, looking better and living longer. In addition, we strive to provide our customers the latest in cosmetic surgery procedures and services in a safe, caring and comfortable environment. Combine a professional approach to patient education with the personalized attention each customers. We are committed to protecting the clients’ privacy. What will set us apart form the competition is our commitment to providing all of these services in one convenient location.
We understand managing a business demands dedication, persistence, the ability to make decisions and the ability to manage both employees and finances. We believe we have the management team to meet these demands. The company founded by three owners, all of whom hold director positions.
2.1 Company Ownership
Energy Health Resort is a privately held company. The three founders comprise all of the ownership.
Yeung Chor Hun – 0,000
Lai Yuen Fun – 0,000
Wong Mei Yee – 0,000
2.2 The economics of the business
The timing is right for starting this new venture. Patiently searching for 4 months for the perfect location, one was finally found. The demand from the owner’s clients, as well as the ambitions of the owners to one day start their own resort, and the procurement of highly professional and qualified staff to support the resort, has made this business one of great potential.
Established and emerging resort business need to constantly improve their business and management skills, keep up with new changing trends within the sector, and develop good business contacts and partnerships. Access to resources are needed that can assist operators with market/industry research, product development and improving standards, professional training and education. By innovation and enhancement, it will increase revenues and profit for resort operators; foster sustainable, high quality and wellness experience across the resort, increase the capability of these resort operators to be globally competitive.
Energy Health Resort will be profitable because every needs a vacation, in which they can escape the stress and problems of their everyday lives. It has tremendous capacity for future growth. Future expansions may include develop another branch in China.
Start-up Summary
Start-up will require approximately 0,000 if capital, ,300,000 of which will be provided by the founders and the families. The remaining 0,000 will come as a loan.
Approximately0,000 will be allocated to leasehold improvements and 0,000 to equipment.
Start-up
Requirements
Start-up Expenses
Legal
,000
Stationery etc.
,000
Brochures
,000
Insurance
,000
Rent
0,000
Expensed equipment
0,000
Utilities
,000
Leasehold improvements
0,000
Other
,000
Other
Total Start-up Expenses
,700,000
Start-up Expenses Needed
Cash Balance on Starting Date
0,000
Other Current Assets
Total Current Assets
0,000
Long-term Assets
Total Assets
0,000
Total Requirements
,800,000
Funding
Investment
Investor 1
0,000
Investor 2
0,000
Investor3
0,000
Other
Other
Total Investment
,300,000
Current Liabilities
Accounts Payable
Current Borrowing
Other Current Liabilities
Current Liabilities
Long-team Liabilities
0,000
Total Liabilities
0,000
Loss at Start-up
$(1,700,000)
Total Capital
$(400,000)
Total Capital and Liabilities
0,000
2.3 Company Locations and Facilities
The Resort will be located at Sheung Sze Wan, around 30,560 square feet. The location is strategically situated on the Sheung Sze Wan Road in Sai Kung near Clear Water Bay. It is a high profile area, with easy access from all parts of city.1.
2.4 Product and Service description
Energy Health Resort caters the needs of our customers at many levels. We offer relaxation though the use of luxurious spa, vacation activities and comfortable lodging. The transformation after plastic surgery is can results in both a revamped body and refurbished sense of self-esteem and confidence.
Everyone feels the difference.
2.4.1 Unique product feature
In Hong Kong, there is rarely resort like ours. We want to set itself apart from other resort that may offer only one or two types of services. We offer our clients the convenience of these services in one location without the need to travel abroad.
Besides, our customer can do plastic surgery in a “Resort” instead of a hospital. We provide the latest in cosmetic surgery procedures and services in a private, caring, and comfortable environment. Plastic surgery is never an easy decision. We’ll have a client consultant and coordinator who will help answer the questions. Dr. Chan W K has earned great respect publicly and he is the Resort’s resident. Our critical difference lies within our nursing staff. All are caring, sensitive individuals who also happen to be skilled in the most advanced applications of plastic surgery, and have extensive training and experiences.
There are a number of health resorts overseas, but they are mainly in the very high income parts. We wish to offer a middle ground for those clients who can’t quite afford those high-end luxury resorts. They can do enjoy those services in Hong Kong!
Our business atmosphere will be a relaxing one where clients can kick back and be pampered.
2.4.2 Distributing a service
At the Energy Health Resort, we now offer a wide range of holistic health practices.
l Plastic surgery: Nose refinement, facial enhancements, liposuction, ear refinement, abdominoplasty, lower boy lift, inner thigh lift, breast refinement.
l Chiropractice care/acupuncture
l Fasting and colon cleansing – 3 2/1 day and 7 day learning programs
l Classical Thai and herbal massage therapy
l Thai Herbal steam room
l Reflexology
l Meditation
l Classes in Yoga, Chi Gung, Reiki, Cooking and in classical Thai massage
l Information topics on health, fitness, nutrition, cooking, stress management and wellness classes.
l Full use of Resort facilities, including Indoor and Outdoor (Seasonal) pools, tennis court, walking trails, strength training and latest cardio equipment
l Spa and salon services and treatments
Whether the customer stay for just a few days or an entire week or more are welcome. It is a great spot to rebuild the body, mind and change habits.
Credit:ivythesis.typepad.com
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