PRPL0012: Theories & App. Learning 2
Spring Semester 2013 – Section: 213
Project (1): Word Project
Submitted date: 4 march, 2013
Submitted by: Ghadeer Al-Awami
ID: 200901764
Submitted to: MS. Noor Felemban
Table of Contents
1. Table of Contents……………………………………………………... 2
2. General Company Description……………………………………… 3
3. Products and Services………………………………………………..4
4. Marketing Plan………………………………………………………. 5
5. SWOT Analysis…………………………………………………….. 6
6. Operational Plan………………………………………………….. 10
7. Management and Organization………………………………....... 11
8. Financial Plan……………………………………………………… 12
9. Appendices………………………………………………………. …14
2
General Company Description
Company Over View:
Basically our business is to open a health and spa center for people with
diabetes and heat diseases. The business name is La Santé Health and Spa
center. The location of the center will be in Prince Salman Road, Alkhobar,
near the kournish, the purpose of our business is to provide a place where
people with diabetes, heart diseases, and people with the potential of having
them can connect with each other and in the same time keep their bodies fit and
healthy, and learn more about the diseases. (Foley, 2012)
Vision Statement:
To help people with diabetes and heart diseases to live a normal and healthy
life and in the same time know more about their diseases in a relaxing
environment.
Mission Statement:
Enhancing people’s lives by offering a relaxing, safe, healthy and supporting
place, all the way through with training programs specialized for people with
diabetes and heart diseases provided by high quality staff.
Companies Goals and Objectives:
“A satisfied customer is the best business strategy of all.”
Michael LeBoeuf
Our company main goal is to satisfy our customers and in order to achieve
our goal we have many objectives, first we will hire a highly trained customer
services employees, and professional trainers who are familiar with working
with people with diabetes and heart diseases. Second, we will send our
employees to workshops on how to improve their services, also and will give
rewards to our employees for their hard work to motivate them. Third, we will
keep an open communication between the management and the customers to
know their opinions and thoughts about the center and take their suggestion into
consideration. Also, we will give our customers special deals and offers.
3
Products and Service
La santé health and spa center provides health and treatment services. This
center contains physical activities, educational classes and facial and body
treatments. Physical activities will be provided in an entertaining method and
technique to costumers within the age of 12-49. Meanwhile we will offer
special classes for elder customers who are 50 and above by being extra careful
towards them. Furthermore, this center will provide high quality equipment’s in
the fitness department. High quality equipment’s such as treadmill, weight
lifting will help the costumer to do a work out, burn calories and stay fit. La
santé health and spa center will also provide products that will help treat the
face and body such as ASAP, Sony and VOYA products. They are also used for
massages. This product can help give the costumer the comfort and relaxation
he/she needs. The diet center restaurant will be also available in the center,
customers will be provided by low calorie food and beverages. La santé health
and spa center will also provide other services, such as parking lot, swimming
pool, sauna and towels. Costumers will feel relaxed and mesmerized on the
experienced they had in La santé health and spa center. (Brown)
Competitive Advantages Factors:
Competitive advantages:

High quality trainers and staff

La santé health and spa center represent high services that is useful for a
customer.

Advertising this center via Facebook, Twitter and its official website.

Persuading loyal customers by distributing offers, discounts and
coupons.

A costumer will sense a great peace of mind and comfort.

There is no competition in the industry of other centers that has the
same quality as this one yet.
Competitive disadvantages:
4
Marketing Plan
Market research - Why?
In our center we will provide healthier lives to the ages of 12 and above, to
people with illnesses or diseases such as obesity, heart diseases, and diabetes.
We as a center deal with diabetes and heart diseases mainly and help people
with what they are going through in their daily lives, to increase awareness to
people and helping them to be healthier by giving them a strict schedule for
their daily exercises and food diets. In Saudi Arabia 60% of its resident are in
risk of getting diabetes and
People struggle everyday with obesity it prevents them from easily
living their lives. Every move they make needs extra effort, going from one
point to another takes a lot of energy, they need to be on a strict diet and
exercise daily. Being healthy will take time but its worth it, to be able to move
easily and do all the normal things people do without being tired minutes later,
activities such as playing football, basket ball, swimming, hiking, and regular
things like walking all these activities will be easier on them, and they will
enjoy doing all these activities.
This center will not be one of a kind because there are many other
centers that are in the same industry but this center will be different, using
different approaches and new ideas, ways to make the customer more
interested. The centers approaches will have a variety of ways to make it more
fun and amusing to the customer to go through the program. Exercising and
being healthy does not have to be boring and stressful. To have a disease or an
illness it does not mean that a person should just stop living, with the help of
the right people and professionals everything can be managed and dealt with
right way.
5
SWOT Analysis
Table 1:
Factor
Service
Me
Strength
La santé is
Weakness
Competitor Competitor Importance
a (Clinics)
b (Gyms)
to customers
√
Strength
Strength
1
√
Weakness
Weakness
2
√
Strength
Weakness
1
√
Strength
Weakness
designed to
educate people
about diabetes
and heart
diseases in a
supporting and
relaxing
environment.
Price
500/month
4000/year
Quality
The highest
quality provided
by ASAP and
VOYA products.
Selection
Exercise devices
have been chosen
based on a
research and
comparison
between the
providers, and
what is suitable
for our
customers,
therefore the best
machines were
chosen.
6
Reliability
La Santé is a
√
Strength
Weakness
1
√
Weakness
Weakness
3
√
Strength
Weakness
3
Weakness
Weakness
4
√
Weakness
Weakness
2
√
Weakness
Weakness
1
trust worthy
center because of
its highly trained
trainers and staff.
Stability
La Santé is
always in serach
for better
opportunties and
has a high ability
to adabt to any
changes that
happen in the
market to succes.
Expertise
Every employee
at La Santé IS
qualified trainers
and staff who
have background
in working with
people who
HAVE
DIABETES and
heart diseases.
Company
Reputation
√
since it is still
new, its
reputation is still
unknown.
Location
Yarmok,
Alkhobar.
Appearance
La Santé has a
relaxing designs
and a supporting
7
environment.
Sale Methods
To register at La
√
Weakness
Weakness
2
√
Weakness
Weakness
3
√
Weakness
Weakness
2
Santé, visit the
center front desk
or by calling the
phone number or
by visiting the
Website.
Advertising
La Santé entered
the market by TV,
newspapers,
magazines, other
media related
organization
Image
Health and Spa
Center
Strength:


The concept of La Santé is

High cost equipment.
new to the market.

Still a new business therefore
The location of La Santé in
Yarmok, Alkhobar a will know
area.

Weaknesses
It is for both genders female
not a lot customers.

In case one of the machines is
not working there is no agent
to fix them in Saudi Arabia.
and male.

Flexible operating hours.

Good prices and special offers
for the customers.

Highly trained staff.

Safe and modern equipment.

Doctors in the case of an
emergency.
8
Opportunities




Threats:
Expanding into different cities

The advance in technology that
and regions inside Saudi
allows people to access
Arabia and throughout Middle
information about their illness
East.
and what is good for them.

The increase in the health
There is always the chance of a
conciseness.
new business similar to La
There is no real competition on
Santé to open and be a
the market.
competition to our business.
Do new exercises that are good

for diabetes and heart diseases
Shortage of staff and
equipment.
such as aerobics and yoga.
Price
500/month
4000/month
Products
Business to
customer
service
La Santé
Health and
Spa Center
Place
AlKhobar
Saudi Arabia
Promotion
Ads, sell
repesntives, and
billboards
9
Operation Plan
Since our vision is to help people with diabetes and heart diseases, La Santé
is a multipurpose health center which will combine three centers all under one
roof, namely: sport center, diet center, and health education center. We have
articulated our operational plan to basically serve that purpose as follows:
Product:
La Santé will provide various unique services that many people seek to have.
These services are sought after by people in order to strengthen their health. In
order to have the biggest number of customer, we will be serving male and
female of various age groups including kids. (Osanya, 2012)
In each center, variety of services will be providing. To illustrate, we will
describe each center’s services briefly in the following points:
Sport Center:

State of the art treadmill machine, bicycles, cross trainers.

Weight lifting machines and tools.

Swimming pools.

Play grounds and court (football, basketball, Squash,…etc).

There will be professional coaches who know how to train
people and ER doctor for any emergency situation.
Diet Center:

We will have a group of dietitians who will be advising
customers in selecting their food based on their health condition.
10
Management and Organization
Matrix is the name of a company that will support Le santé health and spa
center. It will support the center financially, with high quality equipment’s and
facial and body products that will provide the costumer with a safe and joyful
experience. Furthermore, high experienced trainers and a highly qualified team
who have knowledge and experience with continues of information will be
provided with an on-going contract to be a part of the staff of Le santé health
and spa center.
The center will have five managers on a day-to-day basis. Each manager
will see all aspects of any act within the center that is provided by the Matrix
trainer’s. Furthermore, a manager’s goal is to achieve a high rate of costumers
to have a successful business. In La santé health and spa center the mangers are
Samar Al-Zayer, Kowther Al-Musallam, Sara Nujaidy, Al-Anoud Al-Shedayed
and Eman Al-Abbas. Each member has different experience from one another,
because of the differences in their majors. Such as Samar, Sara, Eman and AlAnoud all graduated from Business collage that is why they share the same
knowledge as each other when it comes to financial and economy. Meanwhile
Kowther is graduated from Computer Science collage she has the knowledge of
programming and dealing with gadgets and electronics. When combining
Business and Computer science we will see that each one of them shares a
unique combination of mixing their thoughts and ideas. These great minds will
add to the Le santé health and spa center a diversity of modern knowledge in
leading and managing a business and in dealing with gadgets and data
programming when it comes to computers.
Board Direction
Finance &
Accounting
IT
Department
Marketing &
Sales
Samar & Sara
Kowther
Al-Anoud &
Eman
Technical
operations
12 Employees 11
maximum
Loans
Samba Bank
Financial Plan
The most important components that are needed to start this center are
scheduling and financial investments. This health and spa center provides the
costumer with high quality services. When huge companies invest in this
center, they will guarantee the returns of the total profit. La santé health and spa
center is created to provide the costumer with a healthy and safe environment
meanwhile companies who have invested it this center will get their profit each
year. These things are not usually found in Saudi Arabia especially in the east
region that is why having a health and spa center in one complex and in an easy
to get to location will be more than successful and more companies will want to
invest in this center.
Today this center is considered to be one of the places that men and female
attend. In this center they enter the fitness club, maintain their health, have
facials and body wraps and meet new people.
In a schedule will explain the startup expenses for La santé health and spa
center
Startup Expenses
La Santé Health and Spa Center
Sources of capital
Amount
Investment requirement
SR. 2, 935,000
Startup expenses
La Santé Health and Spa SR. 2,000,000
Center development
12
Employees
SR. 250, 000
Capital expenses
SR. 450, 000
Consulting services
SR. 120, 000
Promotion
SR. 115,000
Total startup expenses
SR. 2,935,000
13
Appendices
Survey
Question 1: do you or you know some who struggles with diabetes, heart
diseases or any kind of illnesses?
Yes
No
I don’t know
Question 2: What are the issues that you or that person faces?
What to eat and what not to eat.
What exercise to practice?
All the above.
Interior Design
14
References:
Osanya, S. (2012, october 02). steps involved in setting up a spa.
http://healthspas.co.za/articles/setting-up-spa.php,
Brown, A. (n.d.). http://spas.about.com/od/typesofmassagebodywork/a/InRoom-Massage.htm,
Foley, J. (2012, FEB). http://www.departures.com/articles/europes-bestmedical-spas,
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