Lee’s Spa

Scenario: Lee is the owner of Lee’s [Lee’s Spa], which is located in the city closest to where you live. Lee has now hired you to design the basic components of a marketing strategy for his business. You must use the industry assigned by your instructor. Redefine Lee’s mission. Lee’s current mission is more of a product-oriented mission statement. For example, “We sell flowers” or “We make pizza.” • Write a marketing-oriented mission statement for Lee’s business. • Describe methods that Lee could use to identify his internal strengths and weaknesses information. For example, some businesses use secret shoppers to identify an organization’s strengths and weaknesses. Explain your response. • Who are the direct and indirect competitors for Lee’s business located in your area? • Using sources like the S. Census Bureau (go to “Browse by Topic”), describe the demographics affecting Lee’s business in your area. • How is technology being utilized in the industry assigned that might have a positive or negative impact on Lee’s business? • Identify Lee’s competitive advantage against his direct and non-direct competitors in the city nearest to where you live. • Define the term sustainable competitive advantage and explain what advice you would give to Lee in his quest to build a sustainable competitive advantage. • Set marketing plan objectives for Lee’s business (see page 25 of your text). • Identify at least two S.M.A.R.T. goals (i.e., specific, measurable, achievable, realistic and relevant to the mission, and time-bounded). • Describe the target market strategy for Lee’s business. Paint a very clear picture of who Lee will be targeting for his product. For example: Appealing to an entire market, concentrating on one particular segment, or multiple market segments. • Explain the four strategies for growth: market penetration, market development, product development, and diversification. How can Lee use market penetration to increase his sales? Explain. • Briefly describe your marketing mix strategy: product (size, colors, packaging, use, etc.), place or distribution method, pricing, and promotion.