Opportunities 1.

Increasing awareness of consumers on health and beauty: a) Consumers found awareness through media such as magazine, newspaper, internet, television, radio and soon. b) Government also launch a campaign about health (Gaya Hidup Sihat) that creates awareness among consumers. c) By increase consumer awareness about health and beauty, it influence and encouraged them to find a place that they can improve their health and beauty and they will find it at spa. d) The rating for this opportunity is 3 because this spa offered services that related to beauty and health such as massage, reflexology, facial treatment and sauna.

2. Size of market share: a) There are not many competitors that offer similar services so they have the opportunity to expand their business by open up new branch at different location. So, they can increase number of consumers and profit. b) The rating is 3 because they have a future planned to expand their business outside of Melaka.

Threats

1. Price competitiveness: a) Its become threats because many other spa offered lower price compared to Sutra Maya Spa. So, Sutra Maya need to do market scanning to know the actual price that market offered. b) The rating is 3 because they aware about changing their price provide package that offered best price to consumers. c) When they offered best practice, they will able to compete with other competitors.

2. Too many competitors in markets: a) There are too many competitors that offered more good services compare to Sutra Maya Spa. Such as spa with 5 stars. There are some services that other spa offer but Sutra Maya doesnt have. So, customer will go to other spa that offered more services. b) The rating is 3 because Sutra Maya aware about their threats but they have their own competitive advantage such as good services, customer services and they know how to keep loyal customer.

The EFE for Sutra Maya is 2.76 that show average response to opportunities and threats. Sutra Maya have awareness about the opportunities that they have improved their business and they also try to overcome the threats, so they will be able to minimise the threats. By this, they have a potential to grow and compete with other spa in market.