1. The spa industry in Dubai is currently experiencing growth and spas in Dubai are steadily becoming a pertinent cultural force, influencing not only how consumers care for their health, well-being, and appearance, but also how they work, travel, and socialize. As interest in physical wellness increases, spa therapy becomes increasingly popular in Dubai and is highly recommended by many medical specialists. As a result, spas are challenged with increasing competition. At the same time, customers are looking for “new” and “unique” experiences. You have been employed by Anantara Spa in Dubai to devise marketing plans to increase profitability and market share. Conduct a macro scan of the environment and introduce the brand to Dubai, UAE.
1. I will identify the need for the scan to the organization. The need to conduct an environmental scan for the organisation depends on various factors like economic, demographic, legal-political, and competitive factors.
2. Gathering information.
It is vital to collect information on the situation of the market to base the scan on valid pursuit. The gathered information will form the basis of the other steps in the scan. The substitute product is surveyed where their qualities, prices and availability of the product are put into account.
3 . Analysis of the information.
The gathered information is analysed to enable me as the employee to give a viable opinion on how the introduction of the product should be done.
4. Communication of result
After analysis of the information, I will give a result that will lead the marketers and salespersons into the market to reach the target customers.
5. Making informed decisions.
At this point, the brand is introduced into the market to compete favourably with its substitutes. By so doing the organisation can gunner a rise in sales and eventually experience an increase in profit accrued.