pricious& Royal spa

7/29/2019 pricious& Royal spa

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1203302

Project Feasibility Study

and Evaluation

Precious & Royal Spa

By

Miss Chanakarn Juerla-ong 5331203018

Mr. Nutthaphong Khamkhoen 5331203029

Miss Tayanin Boontakume 5331203038

Miss Sunisa Deeloek 5331203133

Miss Nueng Srisawart 5331203137

Miss Acharaporn Sukantamala 5331203146

Miss Sirinya kittikoon 5331203501

Miss Natthacha Kunsriruksa 5431203022

Present

Aj. Chaiyawat Thongintr


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GGRROOUUPP99

CCHHAAPPTTEERR 11


Background and significance


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Background and significance of the project

Spa comes from the Latin as "Sanus per Aquam" or Sanitas per aquas means health

from the river, hydrotherapy, health care by use the water. The beliefs and concepts that

involved may have conclude that spa is hydrotherapy under the supervision of a doctor or

specialist including a place to relax for good health.

At the beginning, spa in Thailand was located in luxurious hotels. The spa business

has been entering into Thailand for 10 years ago. But the spa business was hidden in the 5

stars hotel for only the foreigner customer and there was no specific of spa business.

Nowadays not only the foreigner but even Thai people also love spa so that cause will affect

the spa business keep expanding. The pattern of spa has been distributed in Thai people

because the environment had been change and that affect their health. The spa treatment

found that the spa can also cure their health not more but less.

Nowadays, spa business and Thai massage has growth it can make revenue and build

career to business services. In 2554, the number of establishments that registered and

certified by the Ministry of Public Health as of 1,436. The most of establishments located in

the main tourist destinations and Bangkok or the province that a tourist destination such as

Phuket, Chiang Mai and Chonburi.

(Reference:http://www.dtn.go.th/filesupload/aec/images/spa29-05-55.pdf)


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Environment in Chiang Rai:appropriate to do the spa business

Natural Resources and Environment of Chiang Rai is interesting to invest generate

the spa business because Chiang Rai have the natural resources that plentiful and good

environment. From the natural resources and environment, it make the population in Chiang

Rai is a better quality of life and well-being. Thus, the natural resources and environment

that appropriate in find the raw materials to run the business about spa is help reduce the cost

and increase the opportunity in generate the profits in the long term.

This is a chart that present to natural resources that plentiful in Chiang Rai

Area(%)

Years

Woodland

Agriculture

Not

classified.


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Referent the data from

http://www.thaienergydata.in.th/energynew/energyReview/energy/index_prv_resource.php?p

rv_id=57&year=2549

The business about spa in Chiang Rai, Spa in Chiang Rai have a little and in using

the spa service is expensive. So it a good opportunity in generate the spa business in Chiang

Rai to present reasonable price to customers and to meet the demand of them in health care.

The name of our company is Precious & Royal Spa, from study the market of spa

business, Spa is becoming famous in nowadays because most people interest in spa. The

reason why we choose spa business in Chiang Rai because in Chiang Rai have many

Touristic place and that will be very attraction to the foreigner and Thai people and

Chiang Rai is the place that you can rest and relax so, spa business is the business that very

interesting and it can make profit in business.

Project objectives

To gain the profit for the company because nowadays people more caring about their

health.

Bring the new innovation into the spa industry in Chiang Rai.

To bring out the benefits of natural resource use that exists in local place.

To support Thai herb to be more popular.

To study about planning business in Thailand also exports the products of spa to be

abroad.

Benefits of project
http://www.thaienergydata.in.th/energynew/energyReview/energy/index_prv_resource.php?prv_id=57&year=2549http://www.thaienergydata.in.th/energynew/energyReview/energy/index_prv_resource.php?prv_id=57&year=2549http://www.thaienergydata.in.th/energynew/energyReview/energy/index_prv_resource.php?prv_id=57&year=2549http://www.thaienergydata.in.th/energynew/energyReview/energy/index_prv_resource.php?prv_id=57&year=2549http://www.thaienergydata.in.th/energynew/energyReview/energy/index_prv_resource.php?prv_id=57&year=2549


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To inspire people to care more about their health and relaxing their mind.

To be the good and experience pattern that going to be in the future.

Can create the opportunities for the local people and stable salary for them.

Can receive the good knowledge that can be adjusted in the future life.

To active the economic around that area.

To support the skill labor to have stabilities in our company.

Operating Method

To study the general of spa business in Chiang Rai.

To study management in spa business as follows:

- Background of spa business.

- Product and service in spa business.

- Vision and mission statement of spa business.

- Strategy of the company.

To study marketing and competition analysis as follow:

- Objective of spa business in Chiang Rai.

- Demand of customers that use spa business.

- Marketing mix of spa business.

- Sale forecast and profits estimation of spa business.

To study the technical process in spa business as follow as:


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- Location.

- Operation and management analysis.

- Investment and operation cost of spa business.

To study the financial feasibility of spa business as follows:

- Companys investment cost, operation expense, and other expenses.

- Profit and loss statement, cash flow, and balance sheet in 5 year of spa business.

To study and analysis risk of spa business in Chiang Rai.

To Summary the feasibility of spa business in Chiang Rai.

Time frame of study

Time frames, since November 2012 - February 2013

Operation Method

November December January February

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1. To study the general of

spa business in Chiang Rai

2. To study management in

spa business3. To study marketing and

competition analysis

4. To study the technical

process in spa business

5. To study the financial

feasibility of spa business

6. To study and analysis risk

of spa business in Chiang

Rai


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7. To Summary the

feasibility of spa business in

Chiang Rai

CCHHAAPPTTEERR 22

Precious & Royal Spa Industry of Profile


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Nature industry

Definition of spa

1. A health resort near a mineral spring or hot spring.

2. A trendy or fashionable resort.

3. A health club.

(Reference:http://www.allwords.com/word-spa.html)

(Reference:http://www.wikalenda.com/Health-Beauty-and-spa-022196.htm)l

A spa is a centre for treatments through various alternate medications, and has grown to

include relaxation, unwinding and getting pampered. But what make for an interesting read

are the origin of this culture, and the genesis of the word spa. So, when did the concept of spa

re- relaxing and getting treated for ailments through water - come into being? Where from did

it get its present name? There are myriad answers to these questions, but all intertwined in the

same theory.
http://www.allwords.com/word-spa.htmlhttp://www.allwords.com/word-spa.htmlhttp://www.allwords.com/word-spa.html


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(Reference : http://ezinearticles.com/?The-Origin-Of-Spa---A-Brief-History&id=413576)

Thailand spa

1. Hotel and Resort Spa refers to any spas situated in resorts serving hotel guests.2. Destination Spa is a spa established in its own building which includes recreational areas.

Most of its clients will stay overnight, participating in selectable activities like meditation

programmes or yoga

(Reference:http://www.thaiwaysmagazine.com/thai_article/2119_spa_thailand/spa_thailand.

html)

3. Medical Spa means a spa providing medical treatments and utilising medical instruments

under specialised personnel's instructions. Generally, this kind of spa is located in hospitals or

clinics.

4. Day Spa and City Spa refers to spa services that can be finished at any time during the

day.
http://www.thaiwaysmagazine.com/thai_article/2119_spa_thailand/spa_thailand.htmlhttp://www.thaiwaysmagazine.com/thai_article/2119_spa_thailand/spa_thailand.htmlhttp://www.thaiwaysmagazine.com/thai_article/2119_spa_thailand/spa_thailand.htmlhttp://www.thaiwaysmagazine.com/thai_article/2119_spa_thailand/spa_thailand.htmlhttp://www.thaiwaysmagazine.com/thai_article/2119_spa_thailand/spa_thailand.html


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(Reference:http://www.thaiwaysmagazine.com/thai_article/2119_spa_thailand/spa_thailand.

html)

5. Mineral Spring Spa is a spa service at a natural spring which has been developed to be a

tourist.

6. Club Spa means a spa combined with a fitness centre.

7. Cruise Ship Spa is a spa service on a cruise ship. This is operated together with useful diet

for passengers during the voyage.

(Reference:http://www.thaiwaysmagazine.com/thai_article/2119_spa_thailand/spa_thailand.html)

Spa business in Thailand

Spa come to Thailand about 10 years ago, the spa is a business that resides within

the rules of luxury hotel for essentially support a foreign and it is a little commercial

business.

Nowadays, the foreign tourists seek for spa services. At the same time Thailand also

have to pay attention too so; it resulted to spa business increasing growth rate.

From those, spa business in Thailand has foreign and Thai entrepreneur invest together. They

choose invest on spa business in hotel, resort or tours around the country.
http://www.thaiwaysmagazine.com/thai_article/2119_spa_thailand/spa_thailand.htmlhttp://www.thaiwaysmagazine.com/thai_article/2119_spa_thailand/spa_thailand.htmlhttp://www.thaiwaysmagazine.com/thai_article/2119_spa_thailand/spa_thailand.htmlhttp://www.thaiwaysmagazine.com/thai_article/2119_spa_thailand/spa_thailand.htmlhttp://www.thaiwaysmagazine.com/thai_article/2119_spa_thailand/spa_thailand.html


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Thai people give precedence health trend make spa business began to move out of

the hotel and rapid growth in the business district and tourist attractions. It is under the

concept of providing a variety of formats. It is remarkable that the spa is one of the health

services and has potential to grow in further of the growth rate has averaged 20 to 30 percent

per year so, spa business can retrieve revenue from foreign visitors has more than 24,000

million Baht.

Spa on small market has Thai consuming power about 2,000 million per year. Spas

revenue of foreign travel market will be growth because a growing demands by the public

sector to the tourism industry that promote and support throughout. Public sector targeting

Thai is health center of Asia year 2546-2554 and bring revenue to the country, not less than

100,000 baht. Attention and take care of health trend on the middle market has 70 percent of

total Thai people.

Thailand can ensuring the reputation of the spa on one rank in Asia for time and

including the development of the industry in terms of equipment and products for the spa

business that growth and expanded to export continuous to other countries.

Development trends in the spa industry for competition year 2549 believe that

entrepreneur bring with the strength to presented as a selling point or create a clearer identity.

This may cause new format spa. Other than expanding spa customer base to the men or metro

sexual group be regarded as growth of customer is one factor encourage high growing spa

market. On year 2549 suppose has especially man or metro sexual spa in other hotel that

often a career in management.

(Bangkok Post newspaper dated December 26, 2548 page 23)


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Now spa business in Thailand has been growing over 30% from all standard spas but

in the meantime, there are about 200 of spa business are still problems in the management of

the spa. Revenue from the spa Thailand there are currently a total of 5,000 million Baht

foreigners 80% and Thai 20% as the market has grown about 20% annually. With support

from the Government and TAT this is part of the spa business Thailand grew up.

*Reference:http://www.cheapestav.com/2010/04/%E0%B8%98%E0%B8%B8%E0%B8%A

3%E0%B8%81%E0%B8%B4%E0%B8%88%E0%B8%AA%E0%B8%9B%E0%B8%B2%E0%B9%

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A8%E0%B9%84%E0%B8%97%E0%B8%A2/

The spa business in Thailand in addition there are entrepreneurs who are interested to

invest in Thailand, there are spa foreign penetration into the market has increased. Mostly

The foreign spa will focus on service foreigner in hotels and the main hospital. As the foreign

spa is known in the world market for a long time and

it is more universal. While the Spa business in Thailand

recently entered the market a few years and in the
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process of developing provide equal to international standards. Moreover spa business in

Thailand still lack of personnel (Therapist) and personnel with expertise in the management

including equipment and related services. It is opportunity of foreign spa entered competition

the market in Thailand business groups and hospitals have targeted a foreigner therefore often

joint venture with the foreign spa to create a competitive advantage in terms of technology

transfer and management system as standard. To creating international networking market as

well as image and reputation of the foreign spa to enhance competitiveness in spa business

each business are different operating such as in terms of a location. Services may be a purely

western; a combination of eastern wisdom and western knowledge or spa services in Thailand

has Thailand traditional medicine services to create a unique depending on the marketing

strategies of entrepreneurs

Spa business in Chiangrai

Now spa business in the north of Thailand are many occurred therefore, occurs

establishment of a consortium together to exchange information and define the service

standards for Thailand Lanna spa high quality and a good standard forever. Thailand Lanna

Spa Association has 52 entrepreneurs covers an area of Mae Hong Son, Lamphun, Lampang,

Chiang Rai, Chiang Mai, and Nan. The current president of the association is diligently. Aim

to develop Lanna spa to advance and to maintain quality forever for Thailand Lanna spa is

widely popular. Spa is another form of tourism called health tourism is the way to relax. So

Lanna spa association with the Tourism Authority of north Thailand have the project Travel

north for health The objective is for tourists to relax on ho liday.

*Reference: http://www.tourdoi.com/travel/happiness/thaispa.htm

From vision chiang rai province that Lanna Chiang Rai, the Golden Gate to the global

trade and under administration of CEO that response policy to development spa business


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causes the agency to support the spa business include Health services Chiang Rai Provincial

Health Office. In addition, the agency will establish cooperation and transfer of knowledge

between the private sector, spa business entrepreneur and massage herbs and also establish

spa club, which has started meeting D Navigation to the clustering for the development

business of healthcare which consists from spa, massage and herbal product. Spa business in

chiang rai providers were mostly available at the resort and hotel spa, hot-spring spa, day spa

destination spa that most of them operation at the hospital for physical therapy, massage and

herbal sauna. Most of spa business is located away from the city but is distributed by major

tourist.

*Reference: http://research.trf.or.th/node/3041

Spa business in Thailand is likely to grow interesting even the past spa business will

has a lot but the opportunity of open spa business are still ongoing especially nowadays

coming to the adaptation that focus on differentiated services. There are a lot of spa business

competitors in Chiang rai makes our spa will find a competitive advantage. We will focus on

the customer needs whether it's a good service access to customers and take care the needs of

the customers who come to our spa as well as innovative products in our spa such as product

that only has in our spa to make customer feel relaxed when use and care skin set include

with turmeric and tamarind etc. or even to decorate inside and outside shop for eye-catching

to attract the attention of foreigners but it also has Thai tradition. This is one of the reasons

we may have an advantage over other spa business. Learning competitors strategy is good

way as because we all know that what the competitors focus on.

All this makes the business grow rapidly spas are increasingly popular as a result to

number of users increases which the use of the spa available everywhere around the world

regardless of sex, age, level position because we love and care for their own health everyone

wants to have a healthy and mental good as well.


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Product and service

Body Massage

Body Massage is popular alternative of the spa so, it helps the body good relax. Each

the spa will have different type of massage. It depends on bring to prominent of the massage

come to combined to unique of each the spa. There are two type ; Traditional Massage and

Aromatherapy Massage. Including with the massage of other race people such as Swedish

Massage etc. Body Massage is massage for relax and stimulate the circulation of blood that

the skin by using techniques to fondle follow the muscle.

Aroma Steam / Herbal Steam


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Aroma Steam / Herbal Steam are stimulation body by using heat to the pores of body

open and ready expulsion the toxins to out with the sweat. This approach has been most

popular because it easy steps and not complicated. Can do it by yourself and not have to rely

on staff, just have the equipment that available.

Scrub

Scrub is stimulate the circulation of blood by the polished surface with vegetation

from natural such as various herbs include using the sea salt and alga to eliminate the dead

skin cells fall off, the new skin cells will replace old skin cells and still add the nutrients to

the skin. This method will help skin to have health better and smooth skin. The polished

surface, it can be use herbs to scrub or use cream to scrub. However, in some cases using the

herbs to scrub may be cause allergic or have the problem about dry skin. Which is the

different from using a cream scrub because inside cream scrub will have cream that help to

provide slip to rub or scrub.

Nutrition Therapy

Nutrition Therapy focus on eating natural foods. Avoid dry foods, additives foods or

chemical contamination and adaptation foods.

Exercise Breathing Therapy


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Exercise Breathing Therapy is the most common treatment in the spa development

which has a variety of forms including aerobic and stretch such as tai chi, yoga, dance club,

exercise in water and chikung but must have teacher to advise you properly.

Meditation andAutogenic Training

Meditation and Autogenic Training have the objective to increase the acquaint

yourself, understanding of the behavior and other problems of their own to change behaviors

or habits that do not want to go out and improve relationships with others to be happiness of

society and the environment.Autogenic training down to the level of the subconscious mind

and to modify the behavior to relax and to enjoy the success in life. Meditation to stop

thinking and feeling to calm and peaceful , do not be distracted and it also reduces heart rate,

lower blood pressure, reduce stress and help stop the growth of cancer cells, etc.

Crystal-Rock Therapy

Crystal-Rock Therapy to relax, rehabilitation and therapy by elemental analysis of the

behavior of each individual. Then lined the acupuncture points of the body or made jewelry

to wear and then placed in the room or placed near the body. Rock is crystal-rock can retain

heat for a long time and infrared radiation does not heat the room glow but not irritating,

which this approach must have enough information to confirm.

Herbal Therapy


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Herbal Therapy is using herbs to the fragrance like food, beverages or dietary

supplements to refreshing. Herbal therapy can reduce blood cholesterol, reduce weight,

reduce blood sugar levels, helps sleep easier, relax and can use nourish skin such as milk

bath, sauna, mask skin and etc, which has been very popular.

*Reference :http://www.yesspathailand.com/%E0%B8%AA%E0%B8%9B%E0%B8%B2-

spa/%E0%B8%A3%E0%B8%B9%E0%B8%9B%E0%B9%81%E0%B8%9A%E0%B8%9A-

%E0%B8%9A%E0%B8%A3%E0%B8%B4%E0%B8%81%E0%B8%B2%E0%B8%A3%E0%B8%AA%E0%B8

%9B%E0%B8%B2.html

SWOT Analysis

Strength:

- The obvious target is university students and tourists.

- Have expertise in the management as well.

- There are planning and improvement strategic marketing continuous for meet the

social and economic conditions.

- All employees are well trained and courteous employees, Beaming, Willing to serve.

- There are many services to choose make a difference in the spa business.

- Material and special features of the product.
http://www.yesspathailand.com/%E0%B8%AA%E0%B8%9B%E0%B8%B2-spa/%E0%B8%A3%E0%B8%B9%E0%B8%9B%E0%B9%81%E0%B8%9A%E0%B8%9A-%E0%B8%9A%E0%B8%A3%E0%B8%B4%E0%B8%81%E0%B8%B2%E0%B8%A3%E0%B8%AA%E0%B8%9B%E0%B8%B2.htmlhttp://www.yesspathailand.com/%E0%B8%AA%E0%B8%9B%E0%B8%B2-spa/%E0%B8%A3%E0%B8%B9%E0%B8%9B%E0%B9%81%E0%B8%9A%E0%B8%9A-%E0%B8%9A%E0%B8%A3%E0%B8%B4%E0%B8%81%E0%B8%B2%E0%B8%A3%E0%B8%AA%E0%B8%9B%E0%B8%B2.htmlhttp://www.yesspathailand.com/%E0%B8%AA%E0%B8%9B%E0%B8%B2-spa/%E0%B8%A3%E0%B8%B9%E0%B8%9B%E0%B9%81%E0%B8%9A%E0%B8%9A-%E0%B8%9A%E0%B8%A3%E0%B8%B4%E0%B8%81%E0%B8%B2%E0%B8%A3%E0%B8%AA%E0%B8%9B%E0%B8%B2.htmlhttp://www.yesspathailand.com/%E0%B8%AA%E0%B8%9B%E0%B8%B2-spa/%E0%B8%A3%E0%B8%B9%E0%B8%9B%E0%B9%81%E0%B8%9A%E0%B8%9A-%E0%B8%9A%E0%B8%A3%E0%B8%B4%E0%B8%81%E0%B8%B2%E0%B8%A3%E0%B8%AA%E0%B8%9B%E0%B8%B2.htmlhttp://www.yesspathailand.com/%E0%B8%AA%E0%B8%9B%E0%B8%B2-spa/%E0%B8%A3%E0%B8%B9%E0%B8%9B%E0%B9%81%E0%B8%9A%E0%B8%9A-%E0%B8%9A%E0%B8%A3%E0%B8%B4%E0%B8%81%E0%B8%B2%E0%B8%A3%E0%B8%AA%E0%B8%9B%E0%B8%B2.htmlhttp://www.yesspathailand.com/%E0%B8%AA%E0%B8%9B%E0%B8%B2-spa/%E0%B8%A3%E0%B8%B9%E0%B8%9B%E0%B9%81%E0%B8%9A%E0%B8%9A-%E0%B8%9A%E0%B8%A3%E0%B8%B4%E0%B8%81%E0%B8%B2%E0%B8%A3%E0%B8%AA%E0%B8%9B%E0%B8%B2.htmlhttp://www.yesspathailand.com/%E0%B8%AA%E0%B8%9B%E0%B8%B2-spa/%E0%B8%A3%E0%B8%B9%E0%B8%9B%E0%B9%81%E0%B8%9A%E0%B8%9A-%E0%B8%9A%E0%B8%A3%E0%B8%B4%E0%B8%81%E0%B8%B2%E0%B8%A3%E0%B8%AA%E0%B8%9B%E0%B8%B2.htmlhttp://www.yesspathailand.com/%E0%B8%AA%E0%B8%9B%E0%B8%B2-spa/%E0%B8%A3%E0%B8%B9%E0%B8%9B%E0%B9%81%E0%B8%9A%E0%B8%9A-%E0%B8%9A%E0%B8%A3%E0%B8%B4%E0%B8%81%E0%B8%B2%E0%B8%A3%E0%B8%AA%E0%B8%9B%E0%B8%B2.htmlhttp://www.yesspathailand.com/%E0%B8%AA%E0%B8%9B%E0%B8%B2-spa/%E0%B8%A3%E0%B8%B9%E0%B8%9B%E0%B9%81%E0%B8%9A%E0%B8%9A-%E0%B8%9A%E0%B8%A3%E0%B8%B4%E0%B8%81%E0%B8%B2%E0%B8%A3%E0%B8%AA%E0%B8%9B%E0%B8%B2.htmlhttp://www.yesspathailand.com/%E0%B8%AA%E0%B8%9B%E0%B8%B2-spa/%E0%B8%A3%E0%B8%B9%E0%B8%9B%E0%B9%81%E0%B8%9A%E0%B8%9A-%E0%B8%9A%E0%B8%A3%E0%B8%B4%E0%B8%81%E0%B8%B2%E0%B8%A3%E0%B8%AA%E0%B8%9B%E0%B8%B2.html


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- Both Thai and foreigner come to service.

- Modern technology.

- Promotions and packets of store in special prices.

Weakness:

- Marketing promotion channels too few. Because the location is not in the middle of

downtown.

- Chance of a high loss because ofhigh investment.

- The price is no different, price of service is similarly priced competitors.

- Personnel in spa business are limited. Because the personnel must have specific

expertise.

Opportunities:

- Most of our customers are foreigners.

- Demand of the spa massage for healthy to be increased more and more.

- Today, consumers increasingly turn to health care make spa business is an alternative

healthcare.

Threats:

- Spa business is more competitive.

- Changing the tastes and needs of customers.

- Unrest situation in society make the foreign tourists decreased.


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CCHHAAPPTTEERR 33


Market Feasibility Study


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Market Feasibility Study

Market Analysis

General environment analysis

It is the efficacy method. It helps to analyze external factors that affect to the business.

The results of this analysis make us able to planning marketing plan on the business for

achieve the goal and get highest profit.

In the analysis, there are four main factors that are political, economic, social

environmental and technology, so the business must has general environment analysisand the

competitors in the market to perform with efficiency of the company in the future.

Political

Mrs. Pattiraporn Kheawsanan said Thai spa business has rate of growth in each year at

an average annual 5-6%, average revenue about 15,000 to 16,000 baht per year. Most of thecustomers are foreign tourists 80%, and the remaining 20% is the tourists of Thailand and

now Spa industry planning to increase expand the market.

Nowadays, Spa business gets supported from government agencies and the private

sector to help drive Thailand's spa has the availability of quality the international standard.

For example, to encourage entrepreneur join in various the competition that concerned spa


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business. The award will help to guarantee a spa in Thailand is clearly also a way for

consumers to know more Spa especially quality standards of products and services behavior.

(Reference: http://www.thai-aec.com/463#more-463)

Economy

Thailand's economy grew only 2.2 percent in the first half of 2012, Thailand's economy

to grow 7-9% in the second half of 2012.

(Reference:http://thailand-business-news.com/th/economics/40632-thailand-gdp-growth-

could-reach-7-in-second-half-of-2012#.UMigZ-Se-Ys)

How Thailands economy in next year?

Bank of Thailand said it will be slightly better than the estimate the originally

expected next year will grow by around 5.6% and the last information believe that will be

growth about 5.8%.

The big company has not been affected because the company's profits improved and

income tax expense was down more than 7% to compensate for increase labor cost. The small

and medium-sized enterprises, turnover is not good and the tax does not help when expense

higher labor cost 30-40% from the past.

Thailand's economy will grow better because the production, consumption of private

investment and the export of the country will be better than this year. While the global

economy has improved as well and more stable. In the inflationary expected to rise and the

rate increased slightly.

(The base economic news paper of the 32 No. 2799 on December 9-12, 2555.)

(Reference:http://www.thanonline.com/index.php?option=com_content&view=article&id=15

8183:2012-12-07-04-11-20&catid=85:2009-02-08-11-22-45&Itemid=417)

Social and environment


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Nowadays, most people in social interesting in their health inside and outside of their

body, so, spa is a popular choice for people who want to have their own business. Spa in

Thailand has been growing since the year 2002 and spa has expanded overall both in the

number of people who use services and the place that provide services. The number of spa

services in Thailand, it has approximately 320 locations and most of them are small

entrepreneurs nearly half of all the spa in the resort or hotel resort. The employment more

than 5,000 people, which is about 20 percent are carried out in Phuket area.

(http://www.dbd.go.th/mainsite/fileadmin/contents/information/brochure/11Manual_Spa.pdf)

However, trend of healthy in Thai people causes of business to expand out of hotel or resort

and rapid expansion in business area that under the concept providing a variety of services.

That is the reason can make spa business have high potential to growth in the future.

In addition, Thai people are so interesting in skincare product made from natural

because it have not many chemical in ingredients and safety for all types of skin; normal skin

, oil skin and sensitive skin. It is another line in spa business that can be export goods because

in others countries interesting in Thai herbs, so it is easy to expand spa business and spa

products into international market.

Technology

In the current, technology has expand rapidly and have a new trend every day, so it

useful for people and business that can increase communication ways easily.For the spa

business, have to use technology to help manage within firm. It can use to collect the

information of customer and help to service to satisfy customer directly. Moreover, when

production of spa product use high quality of machine to produce , it can make profit to firm

because the product have high standard and safety also can contact with customer both in

country and other countries readily.

Summary of the General Environmental Analysis

The study and analysis of the environment are important to the business as much as we

need to be aware of the changes that will occur over time as political, economic or various

technologies that are developed to grow continuously. Totally that will help reduce the risk of

the operation business.


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Competitor Analysis

Direct competitors.

Phu Chaisai Mountain Resort & Spa

Located at 388 Moo 4, Ban Mae Salong Nai, Mae Chan,Chiang Rai 57110. Spa treatments

based on natural and organic products and ancient therapies from all over Asia based on

knowledge passed down from generation to generation. They have service are Spa Packages,

Bamboo Signature Treatments, Massages, Body Treatments, Facial Treatments,

Hydrotherapy, Saloon, Yoga & Meditation and Spa Basic. (Reference: http://www.phu-

chaisai.com/index.html)

Sumalee health center and spa

Located at 681 /7 Si Wiang district of Chiang Rai, Chiang Rai 57000. Service in Sumalee

health center and spa destination have Body Massages, Body Scrubs, Body package, Facial

treatment, Barber & Beauty Salon, Fitness Center have promotion with members.

(Reference: http://web.chiangrai.net/tourcr/customer/sumaleespa/index.html)


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Anantara Resort & Spa Golden Triangle

Located at 229 Moo 1, Chiang Saen Chiang Rai 57150. Anantara Spas are designed to restore

balance and harmony between body and mind in an oasis of beauty, grace and tranquillity.

Intoxicating aromas of the world's most exotic elixirs and oils are used in treatments designed

to deliver radiance, healing and a quiet sense of inner and outer well-being. Service in

Anantara Resort & Spa Golden Triangle have Ultimate Spa Detox, Anantara Ritual package,

Taste and Touch of Thailand and YOGA. (Reference: http://goldentriangle.anantara.com/)

The River House Resort & Spa

Located at482 M.4 , Mae Kok Rd., T. Rim Kok A. Muang Chiang Rai 57100. Indulge

yourself with our popular Thai traditional spa treatments of your choice where guests can

enjoy all of the pleasures and achieve true deep relaxation from our professional staffs. The

River House Resort & Spa have a service Imperial Massage which are Thai Traditional

massage, Oil massage, Swedish massage, Deep Tissue massage and Herbal Compress

massage and the Imperial Body Scrub programs also available for you to try such as Coffee


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Body Scrub, Milky Rice Herbal Body Scrub and Tamarind Scrub. (Reference:

http://www.imperialriverhouse.com/spa-en.html)

The Legend Chiang Rai Boutique River Resort & Spa

Located at 124/15 Moo 21 Kohloy Road, Amphur Muang, Chiang Rai 57000. Based on fresh

Thai herbs and Thai aroma essential oils that have been used for centuries, our treatments are

a holistic approach. The outdoor environment brings you close to nature, yet in total comfort

to give you an unforgettable experience. Enjoy our massage treatments either outside on a

massage sala with river view or in one of our private air-conditioned treatment rooms.

(Reference: http://www.thelegend-chiangrai.com/)

Golden Pine Resort and Spa

Located at 291 Moo 4 Baan Muang Kham Tambol Nang Lae, Chiang Rai 57100. Discover

the ultimate in relaxation and tranquility. The Hom Nuan Spas philosophy is to offer a


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sanctuary for you to relax, unwind, recharge and rejuvenate. We offer a wide range of

rejuvenating, relaxing spa treatments using a blend of selected quality products. Our fully

qualified masseuse will restore the health and well being of the mind and the body. You will

feel totally revitalized. Come to Hom Nuan Spa for a special treatment today and give your

mind and body the luxury it deserves. (Reference: http://www.goldenpinebeach.com/)

General competitors

PK Hot spa resort: Located at 21 Moo 6, Tambol Doi Hang, Amphur Muang,

Chiang Rai 57000.

Teak Garden Spa Resort: Located at 155 Moo 19, International Airport Rd.,

Bandu District, Muang, Chiang Rai 57100.

Due to 1-2 years ago, most of the spas usually open in the hotel and resort at

tourist attractions. That makes some consumers cannot access to the service. In

addition, the service fees of the spas which located in the resort or hotel are very high.

That are obstacles of these services to target their marketing to the high level consumer

only. So, if a spa services is a stand-alone and a moderate service fees. It would be a

great choice for health-conscious consumers, and demand for services.

Customer analysis

Our company mostly focuses on the foreigner tourism in any type of region. We want

more customer from many country get to know more a about Thai spa and massage. So, that

the target is all foreigner. Some customer from some country might already know about Thai

massage and some dont know yet. Anyway the most customers in western country may

interest in spa more than other the customer will more concern about their health. And also

the price from our company low price than the price in their country for spa industry and also

good service provider, friendly between the jobs. Most of customer will satisfy and come

back again so, this target group will easier to catch up.

The rang and percentage of popular spa in chaingrai


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The most popular spa in chaingrai is Thamma Da Day Spa by Chivit Thamma Da it possess

the first rang of spa . which the percentage of customer is 30% of the target customer And

then Tevari Spa possess the second range which percentage of customer 25% is and finally is

Wang Jao Clinic and Spa these the most popular spa in changrai which percentage of

customer 15 %. The left over is the other small spa like in walking stress or other spa. So We

want 20 % of customer or more than that if possible.

Analysis the behavior of customer.

The surveys have show up that from the 140 people about the factor that why choosing spa

are.

- 34 % of the customer choose spa because the place, good position and the design of

the spa.

- 28 % the several of service for each spa.

- 20 % the reputation and the person who provide the service of spa.

- 18 % focus on selling price and the promotion of spa.

Summarize

For the information most of people like to go spa because of the position, place and the

design of the spa is the main factor the customer focus and make decision to go to spa.

However the vary of service also importance for the customer decision. So we have to focus

strategy on the absolute advantage on the good place easy to travel and safe. Moreover, We

will plan strategy for the service and product.

Each of the major factors that influence the decision of customer to choose the spa.

Factors in the location and design of the store.

- Consumers value the convenience of traveling the first 108 people.

- Consumers pay more attention to the environment of all the second location 104 people.


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- Consumers pay more attention to all facilities is 80 people.

- Customer focus on the idea of design is 72 people.

From the data above can summarize that the customer very focus about the place which

convenience in travelling moreover the environment and safety of the place is the importance

factor that we have to focus on.

Factors of standardization and the staff.

- Customers focus on the expert skill of staff or specialize of spa industry about 124

people.

- Customer focuses on the service and the advice of the staff about 108 people.

- Customer focuses on the dressing form and the good character of employee about 72

people.

- Customer focuses on the reputation, famous of spa about 44 people.

From the above information can summarize that skill . advice of employee is the most

importance factor because who come to spa want to relax both of mental and physical

health. Because most of customer dont know about the benefit of spa service or type

of massage. In fact of good uniform and about the reputation of staff is less

importance but still can create the reputation of the spa.

Factor providing the service.

- Customer focus on the safety and reliable of the service about 116 people.

- Customers prefer the new technology of the equipment about 92 people.

- Customer focus on the vary and style of providing the service about 80 people.

From above information show that most of the customer focus on their safety about the

service cause the main service of spa is massage so that for each massage is about the line

muscle in body so on the employee must provide the information to the customer and

ensure the equipment clean and safe.

Factors of price and promotion.

- Customer focus on the promotion of the service about 96people.


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- Consumers pay more attention to health education about 80 people.

- Consumers pay more attention to the activities with can join with credit card or tours

and hotels about 36 people.

From information above the customer have the opportunity encourage using the spa from

the promotion. The knowledge about health and hygiene. Consumer services, it is

important to provide consumers with knowledge and understanding. Encourage active

and start more health conscious. Although less important than price discounts. The tour

company or hotel, the credit card issuer is not interesting or relevant to the consumer

consider.

*Reference: Licensed by the Department of Industrial Promotion School of Management

Mahidol University.

The general information of tourist in chaing Rai

From the survey of 400 touristic. Most of respondents are women take about 74.2% the most

age is about 31-35 , 24.3% . In Bachelor degree about 57.6 % . Private employees and owner

of business which have similar proportion 33.0 % and 32.2 % Income less than 10000 bath

per month is 41.3 % second is 10001-20000 bath per month 31.9 % And live in north of

Thailand about 85.4 % second is Bangkok 10.6 % People who live other canton of changrai

or nearby chaingrai province use to take the vacation time in chaingrai and like to spend on

the spa about 500 -1500 bath per 1 time 40.5 %

Information number %

Gender

Male 103 25.8


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Female

- Total

297

400

74.2

100

Information

Age

Less than 15 year

15-20year

21-25year

26-30year

31-35year

36-40year

41-45year

46-50year

50 above

- Total

Level of education

Less than Bachelor degree

Bachelor degree

Masters degree above

- Total

number

1

24

74

54

97

55

50

25

19

399

124

223

40

387

%

0.3

6.0

18.5

13.5

24.3

13.8

12.5

6.3

4.8

100.0

32

57.6

10.3

100.0


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Occupation

Government employees

Private employee

Business owner

House hood

University employee

State employees

Student

Pension person

Actor, actress

- Total

45

121

118

62

3

3

13

1

1

367

12.3

33.0

32.2

16.9

0.8

0.8

3.5

0.3

0.3

100.0

Continuous

Information

Income

Less than 10000

10,001-20,000

20,001-30,000

30,001-40,000

40,001-50,000

50,001-60,000

More than 60,000

- Total

number

162

125

46

26

18

8

7

392

%

41.3

31.9

11.7

6.6

4.6

2.0

1.8

100.0


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Household

Upper North

South north

South

Middle except bangkook

Bangkok

East

Northeast

-Total

339

4

3

7

42

1

1

397

85.4

1.0

0.8

1.8

10.6

0.3

0.3

100.0

The behavior of spending for spa.

Bath

Less than 500 bath

500-1500 bath

1501-2500 bath

2501-3500 bath

3501-4500 bath

4501 more than

- Total

Number

50

90

40

22

11

9

222

%

22.5

40.5

18.0

9.9

5.0

4.1

100.0


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Reference : Researcher from Aj. Supannika kwanmeang ,lecture of Business admistration

Mae fah lung university. And Aj.benjawan mokamon Liberal arts Mae fah lung university.

Summarizes

From the information above most of the behaviors of customer spending for the spa in 500-

1500 bath but we focus on less than 500 because our business target on suitable price not too

expensive and not too cheap but even the this behavior its according to their demand of

service if they want more service from our spa the price will increase too. We focus on

student from the bachelor degree which have 57.6% . We will set the price that suit for this

target.

The expectation of the customer for the services.

1) The first massages the customer very high expect about the essential oils about 3.69.

Second is Thai massage 3.61 and the third massage for cure injury from sport and stone

therapy 3.60 By the way the satisfaction is in the same level of expectation. But Chinese,

Japan, Bali and western massage style not get the satisfaction of customer in normal level

that show up that Thai massage is very popular so we want to adjust our spa to be and

want to let the customer get very high expectation from our spa by Thai tradition

massage. Because most of customers are expect of very high of satisfactions for spa. We

sure that our spa can perform to good quality and service for the customer.

The Statistic of tourism in 2009-2012

The summarize of statistic traveler that travel in Chiang Rai


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http://www.chiangrai.net/dashboard19/




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http://www.chiangrai.net/dashboard19/?PID=VG91cmlzdC9Ub3VyaXN0MS5hc2N4


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http://www.klangcri.com/team/team3/data/ManagementChart/Report_MC/2555/Management_

Search 2555...

57100

Competitive Analysis

Our company is Precious & Royal Spa has Thai- modern style that has a service such

as body scrub and massage. In Chiang Rai have many spa in many place such as hotel or

travel place so, spa industry is highly competitive because Chiang Rai have famous about

natural travel place and we have many people of tourist. When thinking about a spa, we will

think about nature. So, Chiang Rai is suitable for this business.

The Different of the competitor.

Direct competitors Strength Weakness

Phu Chaisai Mountain

Resort & Spa

-They have more service in

their spa.

-They have a unique massage

such as Bamboo Signature

- The service is very

expensive.

- Spa not has promotion for

customers.


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Treatments.

- Beautiful place.

Sumalee health center and

spa

- They have promotion for

members.

- Their spa has variety of

services such as fitness

center.

- They have the products

imported from France so,

their spa has more expensive

in service.

- Expensive.

Anantara Resort & Spa

Golden Triangle

-Decorate a beautiful place

and their spa has a relaxed

atmosphere.

- Their spa has a luxury of

product and interesting in

service such as d Wine

Therapy.

-Sell the products in their

spa.

- Expensive and not have

special promotions for

customers.

The River House Resort &

Spa

- Use of natural products to

reduce imports from abroad.

- Beautiful place.

- They provide the details of

each product in service that

are not clear for customers.

The Legend Chiang Rai

Boutique River Resort & Spa

- Use of natural products.

- The perfect atmosphere for

relaxation.

- Not have variety of services

because their spa has

massaged only one.




Golden Pine Resort and Spa -Their spa has a luxury of

product and services.

-Beautiful place.




- Not have variety of

services.


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In a highly competitive society have built stress in work or business, and Increased to

health problems so, the behavior of consumer in health care has changed. Especially the

demand of relaxation in various forms so, entrepreneurs must have strategy better than

competitors. Precious & Royal Spa has seen the importance of business and services by focus

on group of customer is the heart of services. From the competitor, we are different from

them because all service we use the natural resource to reduce imports from foreign

countries, low price, and we have the detail of each product inform to the customer that can

useful for them when they want to take service. Our spa has a combination of modern design

and natural to consumers have confidence in the place and relax when they come to our spa.

STP Analysis

Segmentation

Demographic Segmentation

- Gender : Male / Female

-

Age : 18-40 year

- Revenue : more than 5,000

- Education : Bachelor

- Race :Thai , foreigner

Psychographics Segmentation

- Social Class

- Life Style

- Behavior

Target Market


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We concern about the Group of people working,studentand foreigners because the

location of spa business Location near Chiangrai Rajabhat University and not far from

downtown it is also close to the community and the workplace. Makes main target are local

people, working people and foreigners who come to Chiang Rai. Our spa is indicative of the

culture of the Chiang Raiable to attract tourists a visitor Chiang Rai and many people who

come to Chiang Rai want to see the culture of the Chiang Rai existsand our spa need to show

something different from the general spa to impress the customers who use our service spa.

Position

Precious & Royal Spafocuses on customer satisfaction for target customers who areusing the service because of spa is the business that need to focus on providing services

directly to clients. Thus, our spa must bring the needs of customer used as a guide for respond

the needs of customer, make highest customer satisfactionandcompetitively in the market.

Precious & Royal Spafocuses onservice because our personnel has mind to service,they through training well that they can provide service and treatment information to spa

customers and advice spa product and sale promotion to the customers and significant the

customer will need to get special attention and special care when using the service. These

things were in our personnel mind for make the consumer feel relaxed and creates a good feel

for our spa as well.
http://dict.longdo.com/search/studenthttp://dict.longdo.com/search/studenthttp://dict.longdo.com/search/studenthttp://dict.longdo.com/search/student


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Marketing Mix Strategy

The market mix strategy also knows as 4Ps, it has four important elements to analysis asfollow;Product strategies

The first, product or service strategies, we have two mainly service in spa as follows;

Body Massage

(http://th.mygroupon.co.th/vouchers/bangkok/travel/holiday/spa-weekend)

-Hot Stone Massage: is spa by use hot stone in massage. It helps

stimulate of blood into the body, increase efficiency of detoxification, decrease

muscle aches, skin healthy to smooth, decrease the wrinkle, sports and scar.

-Deep Tissue Massage: is herbal that have composition of oil

combination pack such as Turmeric, Bergamot, Camphor and etc.

-Aromatherapy Massage herbal foot: is the massage by use essential oils

and use stick to the foot point.

-Thai massage: use finger, fist, elbow, knee and foot for Thai massage.


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Body and face Scrub

(http://saimaispa.wordpress.com/%E0%B8%A3%E0%B8%B9%E0%B9%89%E0%B8%88%E0%B8%B

1%E0%B8%81-%E0%B8%AA%E0%B8%9B%E0%B8%B2/)

-Ginger body scrub: is body scrub by use ginger. It helps to deep

cleaning of pores because ginger has a hot property. Then it helps to eliminate

the dead cells and grease the outer surface of the implant for radiant skin.

-Brown & Coffee herbal body and face scrub: the extra attribute of

coffee is to help stimulate of blood and sugar make soft skin, detox , remove

dead skin cell and radiant skin.

-Herbal Salt body and face scrub: Are body scrubs that have mixture

of herbal and sea salt help to remove dead skin cell and radiant skin.

-Fruit body and face scrub: vitamin C in fruit that help radiant skin

and remove grime on skin.


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Price strategies

Type of services Price (Baht)

1.Aromatherapy Massage Herbal foot 450 baht per 1 hour 30 minute

2.Thai Massage 399 baht per 1 hour 30 minute

3.Ginger body scrub 350 baht per 1 hour

4.Brown & coffee herbal body scrub 350 baht per 1 hour

5.Fruit body scrub 350 baht per 1 hour

6.Herbal milk face mask 150 baht per 30 minute

7.Fruit face scrub and mask 180 baht per 45 minute

8.Gold face mask 200 baht per 50 minute

Product

Type of products Price (Baht)

1.Herbal body scrub 200 baht per 100 ml


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2.Ginger Body scrub 200 baht per 100 ml

3.Brown & Coffee body scrub 250 baht per 100 ml

4.Fruits body scrub 200 baht per 100 ml

5.Fruits face mask 199 baht per 50 ml

Package

Type of Package Price (Baht)

1.Thai massage + Herbal milk face mask 650 baht per 2 hour

2.Ginger body scrub + fruit scrub & mask 499 baht per 1 hour 45 minute

3.Brown & Coffee herbal body scrub +Gold

face mask

500 baht per 1 hour 30 minute

4.Aromatherapy massage herbal foot + fruit

face scrub & mask

599 baht per 1 hour 30 minute

Place Strategies, we will location at Ban Do in Chiang Rai because our company to

emphasize the services for traveler, student, teacher and person that want to relax. The our

company set to nearNamthong Hotel Resort, and pathway to between Mae Fah Luang

University and Chiang Rai Rajabhat University. Then makes we have different of customer

and easy to travel use to our service.
http://www.google.co.th/url?sa=t&rct=j&q=%E0%B8%A1%E0%B8%AB%E0%B8%B2%E0%B8%A7%E0%B8%B4%E0%B8%97%E0%B8%A2%E0%B8%B2%E0%B8%A5%E0%B8%B1%E0%B8%A2%E0%B8%A3%E0%B8%B2%E0%B8%8A%E0%B8%A0%E0%B8%B1%E0%B8%8F%E0%B9%80%E0%B8%8A%E0%B8%B5%E0%B8%A2%E0%B8%87%E0%B9%83%E0%B8%AB%E0%B8%A1%E0%B9%88&source=web&cd=1&cad=rja&sqi=2&ved=0CCkQFjAA&url=http%3A%2F%2Fwww.cmru.ac.th%2F&ei=bmbHULm8FMSUrgfl5ICYBQ&usg=AFQjCNF_XcocHK4owE-9fKxxbF7HGsSrDAhttp://www.google.co.th/url?sa=t&rct=j&q=%E0%B8%A1%E0%B8%AB%E0%B8%B2%E0%B8%A7%E0%B8%B4%E0%B8%97%E0%B8%A2%E0%B8%B2%E0%B8%A5%E0%B8%B1%E0%B8%A2%E0%B8%A3%E0%B8%B2%E0%B8%8A%E0%B8%A0%E0%B8%B1%E0%B8%8F%E0%B9%80%E0%B8%8A%E0%B8%B5%E0%B8%A2%E0%B8%87%E0%B9%83%E0%B8%AB%E0%B8%A1%E0%B9%88&source=web&cd=1&cad=rja&sqi=2&ved=0CCkQFjAA&url=http%3A%2F%2Fwww.cmru.ac.th%2F&ei=bmbHULm8FMSUrgfl5ICYBQ&usg=AFQjCNF_XcocHK4owE-9fKxxbF7HGsSrDA


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Promotion strategies, we will send brochures to university, school and tourism Company.

We will give brochures to customer that shopping at Central Plaza Chiang Rai, Big C super

center, Mae Fah Luang University and Chiangrai Rajabhat University. In our brochures

contain about detail of service in spa, promotion, telephone number or E-mail and map of our

company.


HandbillLogo


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Marketing Expenses (Sales Incentive)

Sale (Baht)

Year 1

Description 1 2 3 4 5 6 7 8 9 10 11 12 Total

Products

Herbal body

scrub

42000 12000 7200 18000 15600 12000 7200 9000 8400 6000 30000 21000 133,800

Ginger Body

scrub

8400 2400 12000 15600 6000 9600 12000 9600 7200 6000 4800 18000 111,600

Brown &

Coffee body

scrub

15000 10500 15000 19500 18000 16500 15000 12000 15000 18000 15000 21000 190,500

Fruits body

scrub

12000 18000 18000 22800 9600 12000 13200 10800 6000 2400 3600 10800 139,200

Fruits face

mask

11940 9552 5970 11400 4776 9552 10746 8358 4776 10746 3582 11400 102,798

Total 55,740 52,452 58,170 87,300 53,976 59,544 58,146 49,434 41,376 43,146 35,982 82,200 677,898

Services


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Aromatherap

y Massage

Herbal foot

13500 16200 27000 40500 21600 21600 16200 10800 18900 16200 16200 43200 234,900

Thai

Massage

11970 14364 11970 23940 19152 14364 19152 21546 9576 14364 14364 27534 201,096

Ginger body

scrub

8400 10500 6300 18900 14700 12600 10500 12600 14700 10500 14700 27300 161,700

Brown &

coffee herbalbody scrub

10500 12600 12600 8400 16800 8400 12600 10500 18900 21000 21000 29400 182,700

Fruit body

scrub

2100 2100 2450 3500 3150 2450 3150 2800 2800 1400 1750 5250 32,900

Herbal milk

face mask

3600 6300 6300 4500 8100 6300 9000 9900 10800 8100 7200 12600 92,700

Fruit face

scrub and

mask

5400 6480 6480 10800 7560 9720 8640 11880 9720 7560 7560 14040 105,840

Gold face

mask

4800 6000 7200 10800 9600 9600 8400 9600 10800 10800 12000 19200 118,800

Total 70,770 85,044 92,550 138,84

0

116,52

0

97,284 103,39

2

103,62

6

110,19

6

96,924 103,52

4

203,57

4

1,295,13

6

Packets

Herbalbody scrub

12000 13200 10800 16800 12000 10800 14400 14400 9600 8400 10800 14400 147,600

Ginger

Body scrub

3600 4800 7200 9600 3600 4800 10800 6000 8400 3600 10800 8400 81,600


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Brown &

Coffee

herbal body

scrub

+Gold face

mask

12000 18000 15000 27000 24000 18000 15000 15000 18000 27000 33000 42000 264,000

Aromathera

py massage

herbal foot

+ fruit facescrub &

mask

14376 10782 15564 25158 10782 10782 28752 17970 21564 21564 28752 35940 247,986

Total 41,976 46,782 54,564 78,558 50,382 44,382 68,952 53,370 57,564 60,564 83,352 100,74

0

741,186

All total 168,486 184,38

6

205,28

4

304,69

8

220,77

0

201,31

8

230,49

0

206,52

0

209,13

6

200,95

8

222,85

8

386,51

4

2,714,22

0

Year 2


Products

Herbal body

scrub

6,000 13,200 8,400 9,600 14,400 15,600 8,400 9,600 8,400 6,000 9,000 2,4000 132,600

GingerBody scrub

8,400 2,400 9,600 9,600 6,000 12,000 7,200 10,800 7,200 6,000 4,800 21,600 105,600

Brown &

Coffee body

scrub

12,000 16,500 9,000 19,500 18,000 16,500 13,500 10,500 15,000 18,000 15,000 21,600 184,500


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Fruits body

scrub

10,800 9,600 8,400 25,200 9,600 13,200 14,400 10,800 4,800 6,000 3,600 22,800 139,200

Fruits face

mask

4,776 10,746 5,970 11,400 4,776 9,552 10,746 8,358 5,970 10,746 3,582 11,400 98,022

Total 41,976 52,446 41,370 75,300 52,776 66,852 54,246 50,058 41,370 46,746 35,982 100,800 65,9328

Services

Aromathera

py MassageHerbal foot

13,500 16,200 18,900 27,000 24,300 16,200 10,800 8,100 10,800 16,200 18,900 21,600 202,500

Thai

Massage

16,758 19,152 19,152 23,940 21,546 19,152 16,758 19,152 28,728 11,970 14,364 23,940 234,612

Ginger

body scrub

6,300 10,500 16,800 21,000 16,800 14,700 12,600 14,700 14,700 10,500 6,300 25,200 170,100

Brown &

coffee

herbal body

scrub

16,800 14,700 12,600 23,100 6,300 16,800 12,600 4,200 2,100 6,300 8,400 10,500 134,400

Fruit body

scrub

6,300 10,500 10,500 21,000 6,300 6,300 14,700 14,700 16,800 10,500 21,000 2,100 159,600

Herbal milk

face mask

13,500 7,200 2,700 9,000 18,000 3,600 7,200 7,200 3,600 2,700 2,700 7,200 84,600

Fruit face

scrub andmask

9,720 7,560 4,320 4,320 7,560 4,320 4,320 7,560 5,400 7,560 5,400 10,800 78,840

Gold face

mask

6,000 9,600 7,200 8,400 15,600 4,800 2,400 14,400 15,600 10,800 8,400 21,600 124,800


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Total 88,878 95,412 92,172 137,760 116,406 85,872 81,378 90,012 67,728 76,530 85,464 141,840 1,189,4

52

Packets

Herbal body

scrub

12,000 10,800 9,600 14,400 4,800 2,400 9,600 7,200 2,400 1,200 3,600 12,000 90,000

Ginger

Body scrub

4,800 2,400 3,600 9,600 2,400 3,600 7,200 9,600 8,400 2,400 7,200 9,600 70,800

Brown &Coffeeherbal body

scrub +Gold

face mask

16,500 19,800 16,500 19,800 6,600 23,100 19,800 26,400 13,200 19,800 16,500 49,500 218,100

Aromathera

py massage

herbal foot

+ fruit face

scrub &

mask

18,900 30,240 15,120 45,360 30,240 18,900 3,780 11,340 11,340 18,900 34,020 56,700 294,840

Total 52,200 63,240 44,820 89,160 50,640 48,000 40,380 54,540 35,340 42,300 61,320 127,800 673,740

All total 183,05

4

211,09

8

178,362 302,220 219,822 200,724 176,004 194,610 174,438 165,576 182,766 370,440 2,522,5

20


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Year 3


Products

Herbal body

scrub

7,800 12,600 6,600 19,200 15,000 6,000 7,200 8,400 9,000 6,000 8,400 19,200 125,400

Ginger Body

scrub

8,400 3,600 11,400 15,000 6,000 9,000 12,600 8,400 6,000 5,400 7,800 21,000 114,600

Brown & Coffee

body scrub

8,400 9,300 14,400 18,900 18,000 12,900 12,000 15,000 18,000 9,000 7,500 18,000 161,400

Fruits body scrub 11,940 3,600 2,400 22,800 9,600 7,200 13,200 10,800 9,600 4,800 10,800 12,000 118,740

Fruits face mask 12,000 5,970 4,776 11,940 9,000 10,746 10,758 3,582 11,400 8,358 4,776 11,940 105,246

Total 48,540 35,070 39,576 87,840 57,600 45,846 55,758 46,182 54,000 33,558 39,276 82,140 625,386

Services

Aromatherapy

Massage Herbal

foot

7,500 18,600 16,200 21,000 18,300 10,200 6,900 16,200 18,600 2,400 8,100 22,200 166,200

Thai Massage 19,152 16,758 28,728 23,940 11,970 19,764 11,970 19,152 16,758 21,546 14,364 23,940 222,642

Ginger body

scrub

16,800 16,800 6,300 21,000 10,500 12,600 6,300 10,500 16,800 12,600 10,500 24,000 164,700

Brown & coffee

herbal body scrub

12,600 14,700 12,600 23,100 2,100 4,200 10,500 8,400 8,400 12,600 4,200 11,100 124,500

Fruit body scrub 10,500 10,500 14,700 21,000 21,000 10,500 6,300 16,800 14,700 16,800 10,500 21,000 174,300

Herbal milk face

mask

3,600 4,800 2,700 9,000 7,200 7,200 13,500 3,600 9,000 7,200 4,800 13,500 86,100

Fruit face scrub 4,320 7,560 5,400 5,400 4,320 7,560 10,800 7,560 10,800 10,800 4,200 10,800 89,520


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and mask

Gold face mask 8,400 6,000 9,600 15,600 4,800 2,400 14,400 10,800 8,400 6,000 6,000 22,800 115,200

Total 82,872 95,718 96,228 140,040 80,190 69,024 80,670 93,012 103,458 89,946 62,664 149,340 1,143,162

Packets

Herbal body

scrub

2,400 9,600 4,800 14,400 3,600 1,200 2,400 12,000 10,800 9,600 7,200 12,000 90,000

Ginger Body

scrub

7,200 7,200 3,600 9,600 6,000 4,800 2,400 2,400 7,200 9,600 6,000 12,000 78,000

Brown & Coffee

herbal body scrub

+Gold face mask

16,500 13,200 16,500 19,800 19,800 23,100 13,200 2,750 13,200 19,800 23,100 43,500 238,200

Aromatherapy

massage herbal

foot + fruit face

scrub & mask

15,120 18,900 3,780 34,020 11,340 18,900 11,340 18,900 30,240 3,780 11,340 45,360 223,020

Total 41,220 48,900 28,680 55,140 40,740 48,000 29,340 49,800 61,440 42,780 47,640 112,860 606,540

All total 172,632 179,688 164,484 283,020 178,530 162,870 165,768 188,994 218,898 166,284 149,580 344,340 2,375,088


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Year 4


Products

Herbal body

scrub

7200 13200 8400 18000 14400 12000 6000 9600 9000 8400 9600 21000 136800

Ginger Body

scrub

9600 3600 13200 16800 8400 9600 13200 10800 8400 6000 4800 19200 123600

Brown &

Coffee body

scrub

15000 10200 15300 22200 19500 16200 15300 12000 15300 18000 15300 22500 196800

Fruits body

scrub

12000 19200 18000 21600 10800 13200 12000 9600 8400 4800 3600 12000 145200

Fruits face

mask

13188 9552 10746 14328 5970 7164 7164 8358 3582 9552 10746 13134 113430

Total 56934 55752 65646 92928 59070 58164 53664 50358 44682 46752 44046 87834 715830

Service

Aromatherap

y Massage

Herbal foot

10800 13500 21600 40500 21600 16200 18900 13500 16200 10800 18900 40500 243000

ThaiMassage

9576 11970 14364 26334 19152 11970 14700 19152 10500 23940 14364 26388 202356

Ginger body

scrub

6300 12600 27300 14700 8400 10500 6300 10500 10500 8400 18900 18900 153300


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Brown &

coffee herbal

body scrub

12600 10500 12600 21000 8400 8400 12600 8400 10500 12600 10500 16800 144900

Fruit body

scrub

14700 12600 8400 18900 12600 16800 14700 14700 18900 12600 10500 21000 176400

Herbal milk

face mask

4500 9000 8100 9900 10800 7200 8100 9000 7200 8100 10800 12600 105300

Fruit face

scrub andmask

10800 9720 8640 11880 6480 6480 10800 5400 9720 6480 8640 14040 109080

Gold facemask

8400 7200 6000 18000 8400 10800 6000 9600 8400 7200 9600 12000 111600

Total 77676 87090 107004 161214 95832 88350 92100 90252 91920 90120 64404 162174 1245936

Packets

Herbal body

scrub

10800 13200 12000 15600 9600 13200 10800 12000 10800 12000 8400 16800 145200

Ginger Body

scrub

6000 4800 9600 10800 8400 6000 9600 3600 7200 9600 8400 12000 96000

Brown &

Coffee herbal

body scrub

+Gold face

mask

12000 15000 18000 24000 12000 18000 15000 15000 18000 15000 27000 42000 231000


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Aromatherap

y massage

herbal foot +

fruit face

scrub &

mask

10782 17970 14376 35940 28752 14376 17970 14376 10782 10782 21564 28752 226422

Total 39582 50970 53976 86340 58752 51576 53370 44976 46782 47382 65364 99552 698622

All total 174,19

2

193,81

2

226,62

6

340,48

2

213,65

4

198,09

0

199,13

4

185,58

6

183,38

4

184,25

4

173,81

4

349,56

0

2,660,38

8

Year 5

Description 1 2 3 4 5 6 7 8 9 10 11 12

otal

Product

Herbal body

scrub

7200 13200 8400 18000 14400 12000 6000 9600 9000 8400 9600 21000 136800

Ginger Body

scrub

9600 3600 13200 16800 8400 9600 13200 10800 8400 6000 4800 19200 123600

Brown &Coffee body

scrub

15000 10200 15300 22200 19500 16200 15300 12000 15300 18000 15300 22500 196800

Fruits bodyscrub

12000 19200 18000 21600 10800 13200 12000 9600 8400 4800 3600 12000 145200

Fruits face

mask

13134 9552 10746 14328 5970 7164 7164 8358 3582 9552 10746 13134 113430


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Total 56934 55752 65646 92928 59070 58164 53664 50358 44682 46752 44046 87834 715830

Services

Aromatherap

y MassageHerbal foot

10800 13500 21600 40500 21600 16200 18900 13500 16200 10800 18900 40500 243000

Thai

Massage

9576 11970 14364 26334 19152 11970 14700 19152 10500 23940 14364 26334 202356

Ginger body

scrub

6300 12600 27300 14700 8400 10500 6300 10500 10500 8400 18900 18900 153300

Brown &

coffee herbal

body scrub

12600 10500 12600 21000 8400 8400 12600 8400 10500 12600 10500 16800 144900

Fruit body

scrub

14700 12600 8400 18900 12600 16800 14700 14700 18900 12600 10500 21000 176400

Herbal milk

face mask

4500 9000 8100 9900 10800 7200 8100 9000 7200 8100 10800 12600 105300

Fruit face

scrub and

mask

10800 9720 8640 11880 6480 6480 10800 5400 9720 6480 8640 14040 109080

Gold face

mask

8400 7200 6000 18000 8400 10800 6000 9600 8400 7200 9600 12000 111600

Total 77676 87090 107004 161214 95832 88350 92100 90252 91920 90120 102204 162174 1245936


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Packets

Herbal body

scrub

2400 9600 4800 14400 3600 1200 2400 12000 10800 9600 7200 12000 90,000

Ginger Body

scrub

7200 7200 3600 9600 6000 4800 2400 2400 7200 9600 6000 12000 78,000

Brown &

Coffee herbalbody scrub

+Gold face

mask

16500 13200 16500 19800 19800 23100 13200 16500 13200 19800 23100 43500 238,200

Aromatherap

y massage

herbal foot +

fruit face

scrub &

mask

15120 18900 3780 34020 11340 18900 11340 18900 30240 3780 11340 45360 223,020

Total 41,220 48,900 28,680 55,140 40,740 48,000 29,340 49,800 61,440 42,780 47,640 112,86

0

606,540

All total 175,83

0

191,74

2

201,33

0

309,28

2

195,64

2

194,51

4

175,10

4

190,41

0

198,04

2

179,65

2

193,89

0

362,86

8

2,568,30

6


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Marketing Expenses (thousand Baht)

Year 1


Commission 1404.05 1535.65 1710.7 3046.98 1839.75 1677.65 1920.75 1721 1742.8 1671.95 1857.15 3865.14 23993.57

Radio Adv 1500 1500 1500 1500 1500 1500 1500 1500 1500 1500 1500 1500 18000

Brochure 500 0 0 0 0 0 500 0 0 0 0 0 1000

Total 3404.05 3035.65 3210.7 4546.98 3339.75 3177.65 3920.75 3221 3242.8 3171.95 3357.15 5365.14 42993.57

Year 2


Commission 1525.45 1759.15 1486.35 3022.2 1831.85 1672.7 1466.7 1621.75 1453.65 1379.8 1523.05 3704.4 22447.05

Radio Adv 1500 1500 1500 1500 1500 1500 1500 1500 1500 1500 1500 1500 18000

Brochure 500 0 0 0 0 0 500 0 0 0 0 0 1000

Total 3525.45 3259.15 2986.35 4522.2 3331.85 3172.7 3466.7 3121.75 2953.65 2879.8 3023.05 5204.4 41447.05

Year 3


Commission 1438.6 1497.4 1370.7 2358.5 1487.75 1357.25 1381.4 1574.95 1824.15 1385.7 1246.5 3443.4 20366.3

Radio. Adv 1600 1600 1600 1600 1600 1600 1600 1600 1600 1600 1600 1600 19200


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Brochure 300 0 0 0 0 0 300 0 0 0 0 0 600

Total 3338.6 3097.4 2970.7 3958.5 3087.75 2957.25 3281.4 3174.95 3424.15 2985.7 2846.5 5043.4 40166.3

Year 4


Commission 1451.6 1615.1 1888.55 3404.82 1780.45 1650.75 1659.45 1546.55 1528.2 1535.45 1448.45 3495.6 23004.97

Radio. Adv 1600 1600 1600 1600 1600 1600 1600 1600 1600 1600 1600 1600 19200

Brochure 300 0 0 0 0 0 300 0 0 0 0 0 600

Total 3351.6 3215.1 3488.55 5004.82 3380.45 3250.75 3559.45 3146.55 3128.2 3135.45 3048.45 5095.6 42804.97

Year 5


Commissio

n

1465.2

5

1597.8

5

1677.7

5

3092.8

2

1630.3

5

1620.9

5

1459.

2

1586.7

5

1650.3

5

1497.

1

1615.7

5

3628.6

8

22522.

8

Radio. Adv 1500 1500 1500 1500 1500 1500 1500 1500 1500 1500 1500 1500 18000

Brochure 300 0 0 0 0 0 300 0 0 0 0 0 600

Total 3265.25 3097.85 3177.75 4592.82 3130.35 3120.95 3259.2 3086.75 3150.35 2997.1 3115.75 5128.68 41122.8


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Marketing feasibility Summary

In the general environment analysis that it analyze in four part; political, economic,

social and environment and technology, of external factor also we analyze about the

competitor that we use to compare with our spa to improve the service of our firm including

we analyze the competitive of spa business in Chiang Rai that we concern about their

strength and weakness in the current useful for improving the service. Moreover, we analyze

the customer that we choose the Foreigner tourist, Thailand tourist that is our target market

and we have the reference to show about rate of tourist come to travel in Thailand, Chiang

Rai.

In marketing mix strategy (4P),we contain the detail are our service in spa that have

three types mainly ; body massage, body scrub and sell product. Our price we have set the

price that have lower than competitor. We choose the place at Ban Do because it is near

Namthong Hotel Resort both and both university including Mae Fah Luang University and

Rajahbhat University. Our target is emphasize study and travel because it near both university

and our company have promotion that want to customer come back to use service again and

again. The customer can come easily also we use brochure for promotion.


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CC

HH

AA

PP

TT

EE

RR

44


Technical Feasibility Study


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65

Technical Feasibility Study

Production and Operations Analysis

Product Characteristics (in detail)

At Precious & Royal spa has 2 floors for make spa. First floor has 2 zones for provide

service to customer, first zone; for advice and provide information of spa service program

that appropriate to customer. This zone we have information counter, sofa, and cabinet show

our product. Next, zone; for body massage that we bisect it for do spa 2-3 person in the same

time. We have toilet for men and women, in the middle room we have sofa that we provide to

customer when they wait for our service, they can talk with other customer to share

information of service that they will get from our spa. This zone we make for customer to get

comfortable.

Second floor, we have 2 big rooms and 2 small rooms for our customer. First room,

body and face scrub room which we have 2 beds but we bisect them for make it to be private

for our customer who come to take our service alone and we have sub program according to

the customer requirement such as Ginger body scrub, Fruit body and face scrub, Herbal Salt

body and face scrub and Brown & Coffee herbal body and face scrub. Then, our service is

complimentary mineral water and milk to service our customer that they will receive

comfortable and relaxes from our service.

Next room, body massages also have 3 beds for massages include with Hot Stone

Massage is spa by use hot stone in massage, Deep Tissue Massage is herbal that have

composition of oil combination pack such as Turmeric, Bergamot, Camphor and etc.,

Aromatherapy Massage herbal foot is the massage by use essential oils and use stick to the

foot point and Thai massage use finger, fist, elbow, knee and foot for Thai massage. We want

to serve the best service to our customer that they will receive comfortable and relax from our

service so, we have build-in toilet for this room.

Last room, baht room has 2 rooms that we have locker for customer to take their cloth

after they take our service. In the baht room we have body lotion, body jell, body soap,

shampoo, and condition of our spa.


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For service

- we mix between west and Thai style in Precious & royal spa that we design

to appropriate for type of spa and it will have different feel when you take our

service.

- We have provided the special gift set and gift voucher in the season such as

New Year Festival, Valentine, and etc.

- We will have meeting for our customer that they are our member and we will

product special gift that we never produce for use in spa service but we

product only one time.

- We have trained our employee to be expert in spa service to provide the best

service to customer.

- We have employee to provide our information and spa service program that

our customer can choose the program that appropriate with them.

- We will open music and serve beverage when our customers waiting for take

our service.

Service process

What is massage?

Massage is a general term for pressing, rubbing and manipulating your skin,

muscles, tendons and ligaments. Massage therapists typically use their hands and fingers for

massage but may also use their forearms, elbows and even feet. Massage may range from

light stroking to deep pressure techniques

http://www.mayoclinic.com/health/massage/SA00082

Thus, massage is the important thing in spa because it can help customer to relax.

The customers come in spa because they want to relax from work, traffic and other problem,

the benefit of massage is increase your body self awareness and sensitive and make you feel


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good, it is a pleasurable experience. Massage reduces your stress, tension and anxiety levels.

Massage is the most important for mood and mind condition. We will find the ways to relax

the customer have most happy.

-Hot Stone Massage: is spa by use hot stone in massage. It helps stimulate of blood into the

body, increase efficiency of detoxification, decrease muscle aches, skin healthy to smooth,

decrease the wrinkle, sports and scar.

Hot Stone Massage that we bring hot from volcanoes stone or lava rock that is rich

in natural minerals. The stone cutting through a convex curve then combined with a massage

and mild flavor essential oils. We put the stone through the center of life then the heat from

the hot stones will gradually penetrate through the body. These helps pain relieve - pain and

muscle tension for performance of the cardiovascular system, help balance the body, reduce

the accumulation of cellulite, makes the skin smooth and clear skin for good health.

According to

http://www.dailynews.co.th/article/15176/18356

-Deep Tissue Massage: is herbal that have composition of oil combination pack such as

Turmeric, Bergamot, Camphor and etc.

This massage technique uses slower, more forceful strokes to target the deeper layers of

muscle and connective tissue, commonly to help with muscle damage from injuries.

http://www.mayoclinic.com/health/massage/SA00082

deep issue massage that we are practice of pressing, kneading and massaging specific areas of

the body to relieve pain and relax and stimulate the body's tissues by work on tendons

,ligaments and the muscle.

According to http://www.photalaithaimassage.com/thai/thaiservicetext.html
http://www.photalaithaimassage.com/thai/thaiservicetext.htmlhttp://www.photalaithaimassage.com/thai/thaiservicetext.html


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-Aromatherapy Massage herbal foot: Aromatherapy massage

An aromatherapy massage is a form of

massage therapy that combines the benefits of

aromatherapy with those of massage to promote

wellbeing and healing. This form of massage therapy

utilizes the aromatherapy essential oils as massaging

agents. The added medicinal powers of these oils

greatly enhance the efficacy of the massage. It must

be borne in mind that essential oils should never be applied directly to the skin for massage

purposes. This is because pure essential oils are extremely concentrated and may lead to

burns and rashes. Instead, the essential oil should be mixed with base oils, also known as

carrier oils.

Aromatherapy Massage Techniques, A full body massage is not necessary in order to

benefit from the essential oils. Blended essential oils may also be rubbed locally onto a

specific area to alleviate muscular aches and pains, stiffness in the neck or congestion. You

can also perform the massage on your own. Just ensure that you utilize gentle strokes leading

towards the heart. This improves blood circulation.

Benefits of aromatherapy massage.

Physiological BenefitsAromatherapy massage can:

enhance lymphatic drainagethis helps to reduce fluid retention and prevent oedema

induce a feeling of deep relaxation in the body

help to restore balance in the body

stimulate the bodys natural immune system

increase the oxygen and nutrient supply to the tissues by increasing the blood

circulation

help to increase energy levels as blockages and congestion in the nerves are eased

Psychological BenefitsAromatherapy massage can:

promote a general state of well-being

calm and soothe the mind


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help to reduce nervous tension

help to lift the mood and reduce feelings of depression

(Reference : http://www.healing4wellness.com/new/shop/aromatherapy/,

http://www.healing4wellness.com/new/shop/aromatherapy/)

-Thai massage

Traditional Ancient Thai massage is a unique form of Bodywork that incorporates Hatha

Yoga, acupressure and reflexology. The Thai Method, thai Massage blends styles

from Asian neighbors passed down through the generations. Unlike the scooping

and continuous strokes of Western massage, the Thai method uses point pressure,

muscle stretching and compression, done in a rhythmic movement of gentle

rocking. In Thai massage it is not just the hands that are used to free tension from

the recipient's body, but the therapists feet, forearms, knees, and elbows as well.

Be assured northern style Thai massage is never painful. Thai massage is applied

on a mat on the floor, the work is done fully clothed and no oils are required.

Thai medical massage can move deeper into the mechanical functions of the body,

working with deep muscle tension and joint mobility as well as nerve, muscle and

ligament balancing.

There are six key points ofThai massage

1.Yoga

2.Exercise

3.Meditation

4.Reflexology

5.Acupressure
http://www.healing4wellness.com/new/shop/aromatherapy/http://www.healing4wellness.com/new/shop/aromatherapy/


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6.Healing Art

Benefits of Traditional Thai Massage

- Facilitates relaxation

- Heightens awareness

- Frees blockages in energy flow

- Invigorates the nervous system

- Relieves pain and muscle tension

- Increases ability to absorb nutrition

( Reference : http://www.spiritwinds.net/what_is_thai_massage.html)

Body Scrub

Body scrub will scrub by use salt t

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