Evoe Spring Spa

A POSITIONING DILEMMA

Situation Analysis
5C ANALYSIS

a) Customers

- Evoe Spa has diligently invested a lot of time in the

research part to study the various consumer segments. It

is considering the needs of both high and low level market

segments.

- The segregation of the consumers into multiple and

broader segments has opened several opportunities.

- Both the factors: quantity and frequency are favoring

good growth.

- Mostly the consumers are price sensitive, hence the

organisation requires to invest a lot of time in the

research of each consumer segment as their demand,

preferences and taste along with health consciousness

keep on changing frequently.

Situation Analysis
5C ANALYSIS

b) Collaborators:

- Analysis is required to understand the bargaining power

of suppliers and to further explore bargaining

opportunities.

- The collaborators comprise of business allies,

community leaders, government etc. A collaborator

analysis includes factors like efficiency, agility, revenue

sharing among value chain partners and strengths and

weaknesses of possible collaborators.

- Organisations like Evoe Spa which are operating at both

national and international stage, need to understand the

customer needs at all levels.

- They also need to keep in mind certain things like:

1) The business environment

2) The strategic priorities and choices.

3) Internal/External Communication
Situation Analysis
5C ANALYSIS

(c) Company

- They spend immensely on research and development in order

to maintain their market position.

- Investment on network building , marketing, product

development helps them in distribution and promotion

strategies.

- Top management supports the innovative ideas and new

development and also encourage employees in participating in

problem solving.
Situation Analysis
5C ANALYSIS

(d) Competitors

- The rivalry amongst the competitors is very high at the

moment and it is difficult for Evoe Spring Spa to attain its

market position.

- The product differentiation is very low and this is on of the

biggest challenge

- Evoe Spring is facing moderate threat from new entrants,

which means new entrant are coming in the market but they are

not as influential as Evoe Spring.

Situation Analysis
5C ANALYSIS

(e) Context

- Political Context- requires Evoe Spring Spa to identify the

political issues such as labour, tax laws, changing trade

regulations.

- Social Context- need to analyse major trends in culture,

education and demographic patterns, also rise in health

consciousness of customer imposes a risk to the Evoe Spa.

- Economic Context- Identifying major economic issues like

growth interest rates, change in labour laws, change in inflation

also creates on strong impact on Evoe Sap's pricing.

- Technological Context- need o understand latest technological

developments and their impact on business.

 Positioning Concept For Evoe Spa -
Taking STP process into consideration
Affordable Indulgence is the best option as it
does not target people who are hesitant to
bring change in their lifestyle.
In affordable indulgence the two most
important groups were Climbers & Sprinters.
Climbers were the group of people who
follow celebrities and have mixed habits but
the younger one's are keen on trying
upcoming trends, whereas "sprinters" are the
working class people who have very well
awareness about health and wants to keep
themselves fit/healthy.
 Positioning Concept For Evoe Spa -
The target audience are the people
who want to try latest trends coming
in the market.
The people under this positioning
concepts are the one's who knew
what is spa & would love to visit once
in a while, if costs would be lowered
down.
So, based on the study "Affordable
Indulgence" strategy is recommended
because it highly resonates with the
attribute of "Climbers".