Enhanced Marketing Plan for Wensha Spa Center: A Case in Pasay City, Metro Manila
Kim Anjelo A. Captan1, William Gerard B. Bulabos2, Maria Angela Mazo3, Ernesto C. Mandigma Jr.4
De La Salle University, Dasmariñas Cavite, Philippines
DOI: https://doi.org/10.54476/iimrj404
ABSTRACT
The marketing plan is an outline of the company’s overall marketing effort that used to focus on resources and plan for its growth and success. The marketing mix is the utmost ultimate concept that consists of various components of marketing tools, which helps to determine a clear and effective strategy to bring a product to market. The main purpose of this study is to assess and analyze the customer’s satisfaction using 6P’s of the marketing mix. The marketing mix is frequently vital when shaping a product or brand’s offer and is mostly related to the four P’s: price, product, promotion, and place. In service marketing, yet, the four Ps are extended to the six P’s or 6 Ps of Marketing to address the diverse nature of services. This study aimed to enhance the marketing strategies of Wensha Spa in Pasay City to improve competitiveness in the market. It determined the profile of the respondents in terms of age, gender, and educational attainment. It ascertained the significant difference in the assessment of the marketing strategy of the respondents when grouped according to profile. The investigation is quantitative using the descriptive method and survey questionnaire as the main tool distributed to the guests after proper validation and reliability testing using Cronbach Alpha. Ethical consideration and proper statistical tools were used, such as frequency, percentage, weighted mean, T-test, and F-Test. The findings help enhanced the 6p’s marketing mix of Wensha Spa, which leads to guest satisfaction and makes it competitive, resulting from attaining more customers and gaining additional revenue. Based on the analysis, the researchers were able to come up with an enhanced marketing plan that will benefit and improve their current marketing strategies to further provide the needed satisfaction of their guests.
Keywords: Marketing Plan, 6ps’ Marketing Mix, Quantitative Research, Philippines