本個案為研究Just Spa有限公司如何在高競爭度的泰國Spa服務業界中持續營運. 此個案研究的目的為挖掘出最有效的行銷策略來改善此個案公司的收益率. 內文中闡述了Just Spa 的商業營運因種種無法預測的因素 (如動盪不安的政治以及自然災害)受到嚴重打擊. 研究中也探討了針對於此個案來說最適合的顧客消費群,以及打入此新市場最有利的策略. 文中也利用了五力分析模型來幫助讀者更深入的了解spa業界的商業競爭以及Just Spa公司的現況處境. 接下來文中應用了SWOT 以及STEEP Analysis 來分析對於此公司以及spa業界相關的內外部環境. 除此之外,作者收集了Just Spa公司詳盡的財務報表,並深入訪問了此公司的管理階層以及員工來做為本論文研究的基礎資料. 在本論文的最後,作者也針對最適合Just Spa的行銷組合及如何在此高競爭度的市場裡永續經營提出了建議

This research is a case study of a Thai company operating in a highly competitive Thai Spa Industry; Just Spa. Co., Ltd. The purpose of this research is to unearth the best marketing strategies for improving the company’s profitability. This case study illustrates how Just Spa was impacted by uncontrollable factors such as political unrest and natural calamities. The case study also explores most suitable target market and efficient strategies to approach the new market. Five forces model is applied to create better understanding on competition of the industry and company situation. SWOT Analysis and STEEP Analysis are also applied as basic tools to explore internal and external situation related to industry and company. In addition, detailed financial data retrieved from company database, along with data and observations granted from in-depth interviews with Just Spa’s management and employees are collected as basis for this study. Finally, the most appropriate marketing mix and further strategies for increasing sustainability of Just Spa in the high competitive industry are suggested in the later part of this case study.

TABLE OF CONTENTS
PAGE
摘要 ii
ABSTRACT iii
TABLE OF CONTENTS iv
LIST OF TABLES viii
LIST OF FIGURES ix

Chapter I: INTRODUCTION 1
1.1. Background & Motivation 1
1.1.1. Spa Industry and Tourism Industry in Thailand 1
1.1.2. Important Events in Thailand during 2009-2011 and the impacts 3
1.1.3. Company Overview 4
1.2. Problems Statement 5
1.3. Purposes of This Study 6
1.4. Research Methodology: Case Study 6
1.5. Organization of This Study 7
Chapter II: LITERATURE REVIEW 9
2.1. Analysis on Industry and Company Business 9
2.1.1. Five Forces Model 9
2.1.2. SWOT Analysis 15
2.1.3. PEST Analysis (STEEP Analysis) 17
2.2. Service Characteristics 22
2.3. Marketing Strategy 26
2.3.1. STP Marketing 26
2.3.2. Marketing Mixes for Service 30
2.3.3. Differentiation Strategy 33
2.3.4. Product Bundle Pricing 35
2.3.5. Promotional Pricing 35
2.3.6. The Promotion Mix (Marketing communications mix) 36
Chapter III: JUST SPA & HEALTHY. CO.,LTD. 39
3.1. History 39
3.2. Location and Facilities 40
3.3. Human Resource 42
3.4. Marketing 46
3.4.1. Marketing method and distribution 46
3.4.2. Target Market 47
3.5. Services and Treatments 47
3.5.1. Group Tour Oriented Treatments 48
3.5.2. Walk-in Oriented Treatments 48
3.6. Competitors 51
3.6.1. Competitors with the same primary target market 51
3.6.2. Competitors nearby Just Spa 52
3.7. Challenges 54
Chapter IV: CASE ANALYSIS AND FINDINGS 58
4.1. Industry and Company Analysis 58
4.1.1. Competition Analysis (Five Forces Model) 58
4.1.2. SWOT and STEEP Analysis 61
4.2. Challenges 68
4.2.1. Unstable business of Group Tour 69
4.2.2. Low Profit 74
4.2.3. Increasing Cost 79
4.2.4. High Price Competition 79
4.3. Focus more on Walk-in customers 80
4.4. Marketing Strategy (3Ps for Just Spa) 82
4.4.1. Product 83
4.4.2. Price 87
4.4.3. Promotion 88
Chapter V: CONCLUSION 97
5.1. Summary 97
5.2. Recommendations 98
5.3. Limitations 100
REFERENCES 101
APPENDIX 1： Just Spa Yearly Income Statement Form 110

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