Running Head: HEALTH AND WELLNESS RETREAT
Carlos Estevez
Health and Wellness Retreat
Florida International University
June 1, 2020
1
HEALTH AND WELLNESS RETREAT
2
The wellness and the hospitality industry as a whole are growing rapidly today. The
management of various companies in these industries is looking at different ways of
diversifying their services to the customers. They are mostly looking at the possibility of
developing the Health and wellness retreat as one of the possible ways to expand on revenue
as well as the company's future growth. We are living in an exciting time where people are
more concerned about their health and will go to different lengths to attain the necessary
fitness. Installing the health and wellness equipment on the premises will attract more
customers and meet the demand of a host of customers already part of the organization.
The most crucial issue, in this case, would be understanding the human resource need
as it relates to health and wellness retreat. The business needs to have the best staff under the
general manager. The team should be chosen to fit in the marketing strategy, customer
service, and fitness training suits in the company. The three areas are significant for this kind
of business. The three are essential in designing the organizational structure for the business
(Bates, 2008). Each section or division has particular responsibilities placed on it. It also has
specific individuals qualified and mainly set for particular duties. More so, all these
individuals have some several needs that the organization must meet to get the necessary
outcome. All this is envisioned in the human resources needs of the company.
The marketing department is an essential division that helps reach out the customers
across different fronts. Health and wellness retreat requires the marketing team to help
advertise the services offered by the organization. It requires the group to have the best reach
out there. This will also involve a niche of activities such as creating a differential plan that
distinguished the company from the competitor in the ever-changing health and wellness
industry.
HEALTH AND WELLNESS RETREAT
3
To understand the business needs, it is essential first to get an insight regarding
human resources needs as per the industry. The human resources right from top management
to the staff in each division as per the organization structure will have different needs. They
will require to fit in various capacities as well as show the necessary responses to their
respective positions in the organization. Such will include even their specific compensation
programs as well as the need for training and managers' performance. This will also include
the way to terminate their employees and rendering their services as redundant and unwanted
in the organization.
To start with, the organization will require a host of employees. It will require people
who are conversant with the industry. Having a great human resource is the best thing for the
organization. There will be a need for the top management and the decision-makers to create
a recruitment policy to guide the process of acquiring the staff. The staff needs to include the
qualified personnel to hold the management positions in the organization. This should be a
person with the necessary academic qualification and probably a master's level degree in
management related field (Bates, 2008).
The marketing manager, just like any other department, will head the marketing
operations and supervise all the decisions within the marketing department. The staff under
him must follow the marketing guidelines as laid out in the marketing policy created in the
firm. They are responsible for developing a great marketing strategy that will help the firm
advertise and gain the necessary market share in the Health and Wellness section. They will
be accountable for reaching out to the corporates, institutions, and individuals across the
market.
Essentially, as the owner of the company, I need to get the necessary information on
the number of people that need to be hired for a specific position. The management will
HEALTH AND WELLNESS RETREAT
4
ensure that the numbers fit the appropriate ratios according to the expected customer
projections. Other staff needs include the comparative terms of pay and the availability of
training capacities in the firm, which might be the determinant of the organization's overall
success (Bates, 2008).
Compensation and the pay strategies for wages in the firm will depend on the
industry norms and procedures and the legal requirements for the compensation. The
compensation program depends on the responsibilities and job description of each individual
in the organization. The company needs to be competitive and know that one of the ways to
motivate the staff is through developing an expansive compensation plan. This compensation
plan involves the wages and other remunerations and awards for the employees.
The employee is first entitled to a minimum aged that shall be determined by the
market forces. The marketing department staff will be paid an extra commission for any
additional customer that will also be determined by the management and the staff
collaboration. The marketers are entitled to other allowances, which include the health
allowances and dental care allowances for them and their families. Awards will be conferred
to the individuals who do exemplarily work in pulling more customers to the organization.
This will be the same across the organization ranks and divisions to encourage everyone to
become a competitive member of the organization. The company wishes to ensure that the
firm becomes competitive in the market and is the right place for the best talents. This will
reduce the company's rate of turnover and, more so, retain the best skills.
Staff training will be an essential part of the organization. The company will need to
train the staff to develop their skills and expand their understanding of the industry needs. It
will be necessary to conduct training from time to time to ensure that the organization has
high skilled labor that will help in the realization of the goals. On the job, training will be
HEALTH AND WELLNESS RETREAT
5
necessary for all the staff. It will also be required to enroll the team members in professional
short courses such as customer care and handling that will ensure that the employees are
conversing with what is expected of them in the organization(Bates, 2008). However, this
comes with the cost, which includes hiring the consultant trainer, installing the necessary
learning materials, as well as developing staff training curriculum. The time spent in training
must also be accounted for.
Staff performance depends on the role of management. The management has the
functions of staffing and controlling, among other services. All these functions are geared
towards the best decision making as well as the realization of the organization's goals. The
manager will be vital in motivating the employees at different levels. They will be an
essential link between the staff and the strategic plan of the organization. The manager must
always supervise the employees to ensure they fulfill the desires and objectives of the
organization.
Terminations of services for the employee in the fitness industry are one of the
significant issues. The employee in this industry tends to create some connection with the
customers. Terminating their services without a good reason will mean there is a possibility
of losing the customers. While some employees wish to move to better positions in other
organizations, the employer may choose to terminate the employment due to poor
performance or redundancy in a particular area (Bates, 2008). In this organization, there will
be a laid out guidelines for terminating the contracts with the employees. This will follow the
law to ensure that as the employee leaves the organization, it will not affect the customers.
Having a high-performance team will be very critical for the organization's success.
HEALTH AND WELLNESS RETREAT
References
Bates, M. (2008). Health fitness management: a comprehensive resource for managing and
operating programs and facilities. Human Kinetics.
6
Marketing for Health and Wellness Retreats Business and Creating a Budget
Carlos Estevez
Prof. Valentin Zaharia
Administration of Fitness Operations
06/15/2020
Marketing for Health and Wellness Retreats Business and Creating a Budget
Business Summary
There is an opportunity in assisting people and businesses that seek to improve the health of their
employees through wellness retreats (Cohen et al., 2017). Health and wellness retreats business
main activity involves sourcing hotels and grounds that suit different and wellness needs and
negotiating a discount and commission for bringing the clients to their premises.
Target market
Target markets includes all potential customers that a business seeks to reach-out to, especially
those that the business has identified as needing the product the business offers (Talukder et al.,
2016, October). The target market includes private groups, corporate groups, and individual clients
as they provide a high number of clients to serve at a go. I estimate a total market segment of five
hundred private residence and a fifty corporate groups in my locality. The business will focus on
this segment and avoid other clientele for now to maximize on the available resources.
The private residences sale is projected to attract a commission of $ 140 per client and $ 500 per
each corporate group during the first three months of inception and projected to increase at a rate
of 10%.
Sales Plan
The organization will have a goal to sell to both private residents and corporates. The organization
has a goal of selling about $40,000 in the first quarter. This will lead to a profit that is slightly
above $13,000. 80% of the revenue will be expected to be sourced from corporate customers.
Corporates will also be a priority because they will fetch a substantial amount of revenue at a go
which can assist the business grows with only few starting customers (Cohen et al., 2017).
Marketing Strategy
The main objective of our marketing strategy is to create confidence to our clients and build a
brand identity that emphasizes on the general healthiness and wellness of our customer.
This will be achieved through the following customer needs that are not well served by our
competitor
a) Competitive pricing
b) Consistence and dependability
c) Effective communication to our customer
Websites
This is our first marketing incentives that involve the construction of a website that is user friendly.
We also intend to make the website look more professional by adding small images and other noncomplex features. The website will be used to communicate the offers we have to current and new
customers.
The website development is estimated to cost $ 1910.
Email marketing
We intend to capture the emails on our websites so that we can email the current customer on a
monthly period. This will create improve our relation and communicate the improved services and
other offers available.
News paper
We intend to publish a small service directory ad on the local newspaper after every two weeks.
This will help us minimize on the cost as well reach the old generation who we believe use the
newspaper compared to the younger generation. The cost associated with placing ads on the
newspaper is $80 per month
Door to Door Flyers
We will also print small flyers and distribute to the private residence who we feel are likely to be
our customers. We estimate the cost of printing 500 flyers to be $25 every month.
Social media
We desire to maximize fully on the use of social media and thus we will set a Facebook account
and Twitter account. This will help reach more new customer that are desirable for the expansion
of our business.
Customer Service Plan
Trained Personnel
We have a pool of well trained personnel in our business. The staffs are trained on treating the
clients with high level of courtesy and friendless that makes the client appreciated and welcomed.
This approach to customer attracts more referrals to the business.
Efficient Services
Our training program is designed on timeliness and efficient that eliminates delays with our
training staff at their station on time. The clients’ record are well stored a well-organized manner
which make it easy to retrieve when required.
Clean Environment
We are committed to keep our equipment and the environment we operate clean at all time as
expected by the clients. After every session our team must clean the all the equipment before
another session happens.
SWOT Analysis
Strength
•
Wide range of preventative wellness retreats and active lifestyle retreats
•
Well trained staffs that includes fitness personnel and tour guides
•
Competitive pricing
Weakness
•
We are new entrants to the market
Opportunities
•
Increasing customer demand for healthy holidaying
•
Large market
•
Existing of strong competitors
•
Potential increase of new entrants
Threats
Managing Urgency
Creating urgency to increase sale is desirable for any business however, it should be managed to
avoid exerting pressure to the client. In our business we desire to adopt the following ways manage
urgency to desirable levels;
a) Set desirable deadlines for offers to our customer
b) Use of warm colors in our websites and other communication
c) Offering bonus to new and existing customers
Annual Marketing Budget
XYZ
Ltd
Annual Marketing Plan
$
12,500
Brand development
Website
Website development
Website traffic
Direct/Email marketing
Webinars
300
700
250
660
Advertising
Print Media
Social Media
Door to Door adverting
960
209
250
Market Research
Marketing travelling
cost
Total
980
263
17,072
PRO-FORMA INCOME STATEMENT
XYZ
Ltd
PRO-FORMA INCOME STATEMENT
14000
Private resident
Segment
Corporate Group Segment
39000
cost of sale
14237
Gross profit
24763
operation cost
Salary
Adverting
Public relations
Marketing Research
Tax
Net profit
.
25000
1280
1419.00
8730.00
912
12341
12422
155
12267
References
Talukder, A., Alam, M. G. R., Bairagi, A. K., Abedin, S. F., Nguyen, H. T., & Hong, C. S. (2016,
October). The grim: Target marketing in social network. In The International Symposium
on Perception, Action, and Cognitive Systems (PACS 2016) (pp. 24-25).
Vidal, J., Lauras, M., Lamothe, J., & Miclo, R. (2020, April). Toward an Aggregate Approach for
Supporting Adaptive Sales And Operations Planning. In 2020 IEEE 7th International
Conference on Industrial Engineering and Applications (ICIEA) (pp. 1031-1038). IEEE.
Cohen, M. M., Elliott, F., Oates, L., Schembri, A., & Mantri, N. (2017). Do wellness tourists get
well? An observational study of multiple dimensions of health and well-being after a weeklong retreat. The Journal of Alternative and Complementary Medicine, 23(2), 140-148.
Purchase answer to see full
attachment