Research Korner

Spa Therapy

Spa Treatment Introduction             Throughout the history, people have been interested in the medicinal value of water. The medical world has viewed water with different opinions, from very enthusiastic to extremely critical, and from beneficial to harmful. As early as 500 BC, the Greeks are reported to indulge in a variety of social baths. The Romans were also keen in the medicinal value of the water and spas were a major place for relaxation social interaction in ancient Rome. The history of the Spa industry is colorful and the interest in water has fluctuated from century to century and from nation to nation. Today, spa therapy is receiving renewed attention from medical specialties and health tourists, and having a revival. The modern spa has hit mainstream and gaining global renown. Different types of spas are emerging to meet the demands and wants of the ever-changing market. Modern spas are not only seen as a place where one can experience the medical benefits. Modern spas have become a great place for people to make lifestyle changes. They are also excellent places for education, and at times, places of instant change. The medical field and the spa field are becoming intertwined. Consumers want the expertise of the medical community but they love the spa environment. The spa industry has made a huge impact on different industries such as the tourism, hospitality and the medical field.       History and Development             The term Spa is believed to be derived from the name of a Belgian town – Spa. In the 14th century, a curative, thermal spring was discovered in Spa. Spa is also believed to be derived from the Latin word “spagere” which means to scatter, sprinkle, and moisten) or it may be an acronym of the Latin phrase “sanitas per aquas” which means health through water. Ancient Greece and the Roman Empire             In classical times, taking the waters used to be a popular treatment for a wide range of diseases. The Greeks loved to bathe in fresh water from natural resources. Initially, bathing was confined to the more wealthy people in private baths, but public baths were soon opened. Spas were considered sacred and were dedicated to some deities. Initially bathing only served cleansing and hygienic purposes but soon it became popular for its health benefits and its ability to cure some diseases. Hippocrates proposed the hypothesis that the cause of all diseases lay in an imbalance of bodily fluids. He advised that in order to regain the balance, a change in habits and environment is needed. This included bathing, perspiration, walking, and massages. Because of the Greeks’ influence, the Romans also built thermal baths located at mineral and thermal springs. Spas served as recreation centers for soldiers. In contrast with the Greeks, who took the waters after intensive physical exercises, the Romans considered the baths more important than gymnastics alone. The Roman baths served as a center for relaxation, socializing, cleansing and a place where one can find medical treatment. The Roman Spa treatment can come as application of water to afflicted parts of the body, immersion of the whole body in the water, and drinking excessive quantities of water. There were three type of baths that developed in ancient Rome, home baths (balnea), private baths (balnea private), and public baths (balnea publica) that were run by state. Thermae was developed along with the introduction of the aqueducts. Thermaes are large impressive edifices that can hold thousands of people. Baths were truly a place of social interaction. Many Romans built baths in newly conquered lands all over Europe. Throughout the years, the roman bathing gradually changed towards a place for relaxation and pleasure, rather than for medical treatment, although this was still provided. The Romans preferred to use the baths and very hot waters for renewing their appetites and thirst, and the baths became, rather, centers for various sexual practices. The Roman baths became a place for sexual pleasures and deterioration of morals became evident. Dark and Middle Ages             Bathing culture became disreputable during the collapse of the Roman Empire and as a result, bathing became prohibited. The rise of Christianity added to the decay of the bathing culture. Faith in cure through worship and praying was regarded as more important than a medicinal bath. Baths were redeveloped as churches although some aristocrats who were not affected of the Church’s decrees continued to enjoy baths.       Renaissance             In the 16th century, baths were considered a source of contagious diseases such as syphilis, plague, and leprosy. It also became a dangerous meeting place for political and religious dissidents. Baths became expensive and majority of people who have been impoverished by wars cannot afford it anymore. But affluent people continue to visit the baths, although they preferred to go to baths from natural sources with warm, mineral water instead of the public baths. The new bathing culture that had developed in Italy gradually spread over other parts of Europe. There were two types of spa that developed during this period. Once was hot springs that are for drinking and bathing and the other was cold springs which were for drinking cures only. Medical Doctors created spas not as a center for leisure but as centers for treatment. Much attention was paid to purging, drinking cures, eating well balanced diets and bathing. 19th and 20th Centuries             Interest in the bathing grew around 1800. Mineral water was examined and tested to unlock the secrets of its curative values. Doctors believed that nature has a cure for every disease and the key lies in the analysis of the water’s components. Individual treatments were prescribed, based on the composition and temperature of the water. Also, combinations of treatments were developed consisting of hot and cold baths, herbal baths, mud packs, active physical exercises, massages, and diets. The development of guesthouses and hotels that use mineral waters became a major change in Europe and North America. Spa resorts became not only a place for the elite society to meet but also a place where one can find people from different walks of life. Spas became creativity centers for painters, writers and composers. In the past decades, a big shift in the use of mineral water for treating diseases have taken place in continental Europe. The medical benefits of bathing were acknowledged by medical professionals that caused the flourish of spas in Europe. Bathing was normally combined with different treatments such as physical exercises, hydrotherapy, and mud packs. Development of Modern Spas             The United States became one of the centers of spa innovation in the world beginning 1850s. Several famous people visited spas like New York’s Saratoga Springs. In 1910, Elizabeth Arden introduced the first day spa – Red Door Salon in Manhattan. The day spa offered manicures, facials and the signature “Arden Wax”. Another innovation was introduced by Deborah Szekeley when she opened the first destination spa in Baja, California in 1958. She also pioneered the first Golden spa in California, which offered individualized weight loss and fitness programs and aerobics. In 1974, the first fitness spa also opened in California. Medical spas were introduced by innovative US doctors in 1997. They combined Western and holistic medicine in a luxurious, spa-inspired environment alongside spa services.             Alongside with these developments and innovation, the spa which was originally available for rich women seeking to lose weight became a relevance in the society that is increasingly focusing on prevention, healthy lifestyles, fitness, spirituality and relaxation. The spa is now a place for diverse people with different lifestyle pursuits. Spas have become a place where one can engage in medical and spiritual programs. Modern spas also have facilities for outdoor adventures and exotic travel. Spas have gone global, located virtually at every world region. The spa aesthetic has also influenced everything from fashion and cosmetics, to architecture, home décor, and cuisine. Medical Benefits of Spa Treatment             Thermal bath spas, like the ones located in the English city of Bath, are famous for curing different illnesses. Bath was famous for curing paralysis, even in those patients who were regarded as incurable. The treatment consisted of bathing, drinking cures, diet, and purges. Patients who are sick with paralysis and already been treated elsewhere but still could not find cure go to Bath. Many of these patients were cured after staying in Bath for months. In the past decade several randomized controlled trials have studied the effects of spa therapy in rheumatoid arthritis and osteoarthritis. Patients were randomly allocated to receive spa therapy. Overall, the results showed positive effects lasting for three to nine months.             Hydrotherapy is effective in helping people with soft tissue injuries, arthritis and other joint related illnesses. Many people enjoy the medical benefits of hydro massage on sore muscles, stiff joints and circulation. Hydro exercise has been found by medical experts as a way to enhance mood and it can improve self-esteem and a sense of accomplishment. Hot water can also help in reducing pain by stimulating the body to release endorphins. The massage action of spa’s warm bubbles further helps to relax tense muscles by relieving pressure in surrounding nerve groups. Spa treatments can also aid in weight loss and alleviating stress. Relaxing and soaking in warm water is also beneficial for people with sleep problems. Popular Spa Services and Treatments 1. Therapeutic Massage             Therapeutic massage involves the manipulation of the muscles of the body. Massage has a calming effect on the nervous system and aids in promoting relaxation and well-being. It can also reduce tension and anxiety. Massage can also improve blood circulation. Massage can prevent muscle cramps and spasms. 2. Facial             Another popular spa treatment is the facial. Facial includes analysis of the skin, deep cleansing, massage, toning, and moisturizing. 3. Body Treatments             Body treatments are facials for the whole body. One of the popular body treatments is body scrub, an exfoliating treatment that rubs off dead skin cells. Body scrubs are often combined with a detoxifying or hydrating body wrap. 4. Reflexology             Reflexology is treatment that targets the feet. The theory behind reflexology is that there are reflex points in the feet, hands and ears that relate to specific organs and glands in the body. Reflexology has a relaxing effect that can be felt all over one’s body. 5. Body Wrap             Body wrap originally targeted weight loss by wrapping the body tightly with bandages or plastic wrap. Today body wraps are usually treatments that uses a body mask commonly made of algae, seaweed, mud, clay, lotion or cream. Body wraps aid in detoxification and helps in eliminating toxins from the body through metabolic stimulation. Some body wraps can also aid in hydrating the skin and making the skin smooth and soft. 6. Thai Massage             Most spas offer Thai massage. Thai massage is one of the newest and hottest massages today. It was developed by Buddhist monks in Thailand as a healing technique. Thai massage targets the energy line of the body to increase flexibility, alleviate the tension of the muscles and joints and aids in balancing the energy systems of the body through passive stretching and gentle pressure. 7. Hot Stone Massage             Smooth and heated stones are used in this kind of massage. The stones that are being use are mostly basalt. Basalt is a volcanic rock that is black in color and has the ability to absorb and retain heat. This massage is deeply soothing and relaxing. It aims to release tight muscles using heat. 8. Spa Manicure and Pedicure             Spa manicure and pedicure includes an aromatic salt rub, or hydrating mask or paraffin dip that can make it last longer and feel more luxurious.       Types of Spa 1. Resort and Hotel Spas             Resort and hotel spa offers a wide selection of different recreational activities and facilities that includes full-service spa. Included activities are golf, tennis, horseback riding, skiing, and different water sports. Resort and hotel spas also offer dining options for the customers. The spa treatment often compliments the stay of the guests in the resort or hotel. 2. Destination Spas             All guests can participate in the full-immersion spa experience that a destination spa provides. Customers experience personalized spa experience that includes fitness programs, body treatments, spa cuisine and wide array of therapeutic spa treatments. Destination spas provide spa style treatments with accommodation or spas within accommodation environments. 3. Connoisseur Spas             Connoisseur Spas often cater to affluent markets. They offer extraordinary ambiance, luxurious accommodations, top of the line equipments and exceptional spa services. Connoisseur spas also offer outstanding cuisines. 4. Casino Spas             Casino spas offer different gaming facilities alongside with relaxing spa treatments. Vacationers need not live the premises if they choose to participate in a game of chance. This type of spa caters to vacationers who seek excitement and spa luxury at the same time. 5. Day Spas             Day spas offer simple and flexible ways of incorporating spa experience into your busy daily life. Day spas offer customers with the best breaks from their daily routine that often includes massages that soothes both the body and mind, beautifying facials and body wraps that seek to rejuvenate the body. Day spas provide professionally administered spa services that are offered to clients on a daily basis with appropriate day spa facilities. 6. Cosmetic Medical Spas             Cosmetic medical spas are often supervised by a licensed healthcare professional. Cosmetic medical spas integrate both the atmosphere of clinical-grade aesthetic enhancement and spa treatment concepts. Cosmetic Medical Spas offer cosmetic medical procedures, beauty and spa therapies. 7. Wellness Medical Spas             Wellness and preventive care are some of the major offerings of this spa type. Wellness medical spas often combine western medical concepts and complementary philosophies. 8. Dental Spas             Dental spas offer a spa luxury by incorporating spa elements into the dental practice. A dental spa integrates dental therapy with spa services. 9. Mobile Spas             Mobile spas offer services such as facials, massages, manicures and pedicures at the customer’s home or office. 10. Natural Bathing Spas             Natural bathing spas operate within a retreat location, offering extensive use of communal bathing in naturally occurring waters or mud pools with a full range of Spa services may or may not provide on site guest accommodation. A. Mineral Spring Spa                                             B. Hot Spring Spa C. Natural Mud Spa                                                 D. Sea Water Spa 11. Salon Spas             Salon Spas are beauty therapy and/or hair businesses with minimal water facilities and minimal guest amenities, which offer body therapy treatments. This type of spa aspires to provide high spa level of service and present a spa style holistic approach. 12. Spa Retreat             Spa retreat is an accommodation-based facility, offering spa and body treatments, with some water based therapy. It also offers spa cuisine or healthy food option. 13. Health Spa             Health spas operate within a retreat location, offering a full range of spa services and wellness programs that address the client’s health and lifestyle needs, providing on site guest accommodation.   Spa Equipments 1. Vicky shower – an important equipment fro a spa that is used for washing clay wraps, salts scrubs away quickly while giving the client with soothing hydro massage. 2. Wet table – a self-draining table that makes wet body treatments more easy to perform. 3. Massage chair – a massage chair that has an adjustable face cradle and chest support are being used to provide better access to the thoracic and scapular regions. Massage chairs must be versatile and at the same time comfortable. 4. Lomi Lomi tables – combination of features from other tables make lomi lomi table makes it suitable for different kinds of treatments and therapies. It has different features that will truly increase client comfort. 5. Rainbar Vicky shower – suspended from the ceiling with a flexible hose connection that allows the versatility of wet table being placed in any part of the room. 6. Lagoon wet table – makes wet body treatments like mud masks and salt scrubs easy to perform. The large draining hole that is located at the foot of the table makes drainage easier and keeps water and other materials away from the client’s head. 7. Scotch hose – a jet hose that projects water. This equipment is used to speed up the metabolism of the client by direct contact of hot and cold pressurized water to the points of pressure of the client. 8. Hydrotherapy tub – used to relieve tension in muscles and joints by providing underwater body massage. A hydrotherapy tub combines water with air jets. 9. Hot towel cabinet – used to hold towels at around 160 degrees. Commonly used for hygienic purposes. 10. Swiss shower – has a number of showerheads that are adjustable for the direction of water flow and pressure of the water.   Spa Facilities 1. Sauna 2. Steam Room 3. Spa Pool 4. Hot Tub 5. Plunge Pool 6. Relaxation Room / Lounge 7. Spa Restaurant 8. Atrium Pool 9. Physical Fitness Center    Spa Etiquette 1. Advance booking is important because some resort and hotel spas often fill up fast. 2. Be sure to inform the therapist or booking agent if you have any type of medical condition because some treatments may not be advisable for you. 3. On the day of the treatment, avoid exposure to the sun and don’t take any alcoholic beverages. 4. Don’t bring your valuable and jewelry with you to the spa. To avoid all worries and stress leave them in the hotel or resort’s safe. 5. Always try to arrive early so you can enjoy an unhurried transition into the spa. After the treatment, it is customary to vacate the room within five to ten minutes. You can spend your relaxation time ate the spa’s waiting or relaxation room. 6. On the day of the treatment, try not to take any food an hour before your schedule. Avoid consuming alcoholic beverages. Drink plenty of water. 7. Don’t smoke inside the spa premises. 8. Be sure to communicate your preferences to the therapist or personnel. Feel free to make inquiries and ask explanations about the treatment’s aspects that you do not understand.   Communication and Contraindications 1. Exfoliation             The spa therapist must explain the various methods of exfoliation to the customer. The therapist must explain the method of application for various methods of exfoliation at the point in the treatment plan in which they should be used. The therapist must also explain the contraindications of exfoliation. Total Contraindications 1. Any form of infection, disease or fewer 2. Under the influence of recreational drugs or alcohol 3. Diarrhea and vomiting 4. With medical, GP or specialist permission in circumstances – where written permission cannot be obtained, clients must indemnify their condition in writing prior to treatment. Pregnancy; Cardio vascular conditions; Hemophilia; Any condition already being treated by a GP or another complementary practitioner; Arthritis; Nervous or Psychotic conditions; Osteoporosis; Epilepsy; Recent operations; Diabetes; etc. 2. Steam and Sauna             The spa therapist must be able to explain the therapeutic effects of steam and therapeutic effects of steam and sauna treatments and must be able to explain the differences between wet and dry heat. The therapist must also explain the safety procedures required for each treatment. The therapist must explain the contraindications to Steam and Sauna. Total Contraindications 1. Any form of infection, disease or fewer 2. Under the influence of recreational drugs or alcohol 3. Diarrhea and vomiting 4. With medical, GP or specialist permission – in circumstances where written medical permission cannot be obtained clients must indemnify their condition in writing prior treatment. Pregnancy; Cardiovascular conditions; Hemophilia; Any condition already being treated by a GP or another complementary practitioner; medical edema; Any dysfunctions of the nervous system; Bells Palsy; Inflamed Nerve; Cancer; Postural deformities; Kidney infections; etc. 3. Body Masks/Wraps             The therapist must explain and ensure appropriate client care at all times. It is the therapist’s responsibility to explain and select a suitable mask for the area to be treated. The therapist must be able to explain the ingredients and their function in accordance with the manufacture’s details, The masks or wraps must be appropriately applied and demonstrate thorough removal after treatment time has elapsed. The therapist must update the client’s records accordingly. The Clients must also understand the contraindications to wraps and masks. Total Contraindications 1. Any form of infection, disease or fewer 2. Under the influence of recreational drugs or alcohol 3. Diarrhea and vomiting 4. With medical, GP or specialist permission – in circumstances where written medical permission cannot be obtained clients must indemnify their condition in writing prior treatment. Pregnancy; Cardio vascular conditions; Hemophilia; Any condition already being treated by a GP or another complementary practitioner; Arthritis; Nervous or Psychotic conditions; Osteoporosis; Epilepsy; Recent operations; Diabetes; etc. 4. Sea Water and Seaweed Treatments             The therapist must explain the different types of seaweed and their uses. The therapist must be able to explain effectively the benefits of seaweed treatments. The therapist must be able to explain the application of seaweed treatments and give background information about the history of seaweed treatments. Total Contraindications 1. Any form of infection, disease or fewer 2. Under the influence of recreational drugs or alcohol 3. Diarrhea and vomiting 4. With medical, GP or specialist permission in circumstances – where written permission cannot be obtained, clients must indemnify their condition in writing prior to treatment. Pregnancy; Cardio vascular conditions; Hemophilia; Any condition already being treated by a GP or another complementary practitioner; Arthritis; Nervous or Psychotic conditions; Osteoporosis; Epilepsy; Recent operations; Diabetes; etc. 5. Water Treatments             The therapist must explain the various ways in which water is treated to maintain hygiene. The therapist must explain how the treatment of the water may affect the hydrotherapy treatment. The changes that will occur to the body once it is immersed in water must be thoroughly explained. 6. Hydrotherapy             The benefits of hydrotherapy must be thoroughly explained to the customer. The therapist must explain the procedure for each treatment and all the safe precautions that must be taken. The therapist must be able to explain the contraindications to hydrotherapy treatment. Total Contraindications 1. Any form of infection, disease or fewer 2. Under the influence of recreational drugs or alcohol 3. Diarrhea and vomiting 4. With medical, GP or specialist permission in circumstances – where written permission cannot be obtained, clients must indemnify their condition in writing prior to treatment. Pregnancy; Cardio vascular conditions; Hemophilia; Any condition already being treated by a GP or another complementary practitioner; Arthritis; Nervous or Psychotic conditions; Osteoporosis; Epilepsy; Recent operations; Diabetes; etc.   Spa Health, Safety and Hygiene Maintenance Steam and Sauna 1. Ensure the cabinets are wiped out with sterilizing solution after every treatment 2. Ensure the benches are covered with clean paper towels for each client 3. Ensure the clients showers before entering the cabinet and that swimwear or similar is worn 4. Ensure that the treatment is explained to the client before commencement 5. Ensure the correct temperature is adhered to 6. Check temperature gauge 7. Ensure the client stays in the sauna/steam room for maximum of ten minutes 8. After ten minutes they should take warm shower or plunge in a warm pool 9. Ensure the clients drink plenty of water 10. Ensure that the client rests in the rest area and allows the body temperature to return to normal before leaving the spa       Body Masks/Wraps 1. Check consultation and contraindications 2. Explain the treatment to the client 3. Use appropriate protective sheets for the couch and floor area 4. Help the client onto the couch protecting the client’s modesty at all times 5. Apply the mask/wrap in accordance with manufacturer’s instruction 6. Wrap the client in sheets/blankets/thermal blanket, whichever is most appropriate to the treatment 7. Remove the mask/wrap at the end of the treatment Hydrotherapy 1. Ensure safety handles are available to ensure clients do not slip 2. Check the temperature gauge 3. Never leave the client unattended 4. Ensure a panic button is available 5. When using the hydrotherapy bath, ensure that half the water is drained before the client attempts to get out 6. Ensure clients shower then relax until the body temperature returns to normal before dressing 7. Ensure the water is at the right temperature for the treatment 8. Ensure the water has been treated appropriately 9. Ensure the entire spa are complies with health safety and hygiene regulations     Marketing and Promotion             One of the most powerful promotional and marketing tools today is the internet. Distance promotion can be effective in attracting the spa’s clients. The spa can also use leaflets that can be distributed to different Tourist Information Centers. The spa must be located strategically to the place where the target market can easily access the spa. Effective branding is also helpful in attracting the target market. Attractive signage must be installed. Due to the importance of the internet as a marketing and advertising tool, a website must be created be become more competitive and visible. Promotional marketing through e-mail can be useful for the business. For the clients that reside near or around the premises, mail advertising may be effective.   Conclusion             Recent innovations and developments of the spa industry have change the way people see spas. Different treatments and various facilities and equipments have been introduced to offer better service to the growing spa market. Different spa types target different customers. The spa industry now caters to different people from all walks of life with diverse interests. Today’s spa is no longer for the affluent. It has gone mainstream, and the varieties of treatments are increasing. Modern spas are places of renewal for body, mind and spirit. Modern spa targets not only the physical wellness of customers but also consider the mental, emotional and spiritual dynamics. Spas have become a place for healing and rejuvenation. Spas can be found virtually everywhere. There is a flavor for every taste. People are looking for ways to counter the stresses and pressures of everyday life. With less time available for rest and regeneration, people are looking for places where they can relax, unwind and gain relief from overindulgence and overwork. Modern spas aim to treat the mind, body and soul of each client by offering them different treatments. The treatments that modern spas offer range from wet treatments such as hydrotherapy, to dry treatments like massage and body wraps, to wellness therapies and beauty treatments. Modern spas still bring renewal and well-being, as well as allowing the clients to relax, reflect, revitalize, and rejoice.                  Pictures: Types of Spa Resort/Hotel Spa   Destination Spa       Health Spa   Hot spring Spa         Casino Spa   Day Spa Connoisseur Spa     Mobile Spa         Dental Spa       Spa Equipments   Wet Table   Vicky Shower   Massage Chair   Lomi Lomi Tables           Lagoon Wet Tables   Rainbar Vicky Shower         Scotch Hose   Hydrotherapy Tub   Hot Towel Cabinet     Spa Treatments   Therapeutic Massage Facial   Body Treatments   Reflexology   Body Wrap   Thai Massage       Hot stone Massage     Spa Facilities Sauna   Steam Room   Spa Pool   Hot Tub     Relaxation Room / Lounge   Spa Restaurant         Spa Treatment TABLE OF CONTENTS                                                                                                   Page Number Introduction                                                                                                 1 History and Development                                                                        2 Ancient Greece and the Roman Empire                                               2 Dark and the Middle Ages                                                                        3 Renaissance                                                                                               4 19th and 20th Centuries                                                                           4 Development of Modern Spas                                                                5 Medical Benefits of Spa Treatment                                                       6 Popular Spa Services and Treatments                                                            7 Types of Spa                                                                                               9 Spa Equipments                                                                                         11 Spa Facilities                                                                                               13 Spa Etiquette                                                                                               13 Communication and Contraindication                                                 14 Spa Health, Safety and Hygiene Maintenance                                   18 Marketing and Promotion                                                                        20 Conclusion                                                                                                  20     Pictures: Types of Spa                                                                                               21 Spa Equipments                                                                                         27 Spa Treatments                                                                                          32 Spa Facilities                                                                                               36 Bibliography                                                                                                39

Spa Therapy

Spa Treatment Introduction Throughout the history, people have been interested in the medicinal value of water. The medic...

PEST Analysis: Sands Casino Macau

PEST AnalysisA PEST analysis looks at the Political, Economic, Social and Technological drivers of a particular industry. PEST are external factors that must be analyzed and understood in order for an organization to succeed. The PEST analysis focuses on the external forces that affects the organization. It is most useful when used together with other tools such as the SWOT analysis. Political Factors            Political factors play an important role in shaping the businesses and operations of Sands Macau. The casino is subject to local laws and regulations. Changes in the laws and regulations may affect the business. In Macau, tax laws and regulations may be subject to amendment or different interpretation and implementation, thereby affecting the profitability of Sands Macau after tax.             The activities of Sands Macau are subject to administrative review and approval by various government agencies. Sands Macau’s sub concession arrangements with Galaxy can be terminated by the government. In the event that the sub concession is terminated, Sands Macau would be prohibited from conducting gaming operations. Economic Factors            Significant number of Sands Macau’s consumers come from China, general economic conditions and policies in China could have significant impact on the financial prospects of the casino. Any slowdown in economic growth or reversal of China’s current policies of liberalizing restrictions on travel and currency movements could adversely impact the number of visitors from China to Macau as well as the amounts they are willing to spend at Sands Macau.             The revenues of Sands Macau are dominated in patacas, the legal currency pf Macau, and Hong Kong dollars. Although currently permitted, there is no assurance that patacas will continue to be freely exchangeable into US dollars. Also, because the currency market for patacas is relatively small and underdeveloped, the casino’s ability to convert large among of patacas into US dollars over a relatively short period may be limited. Sociological Factors            The government requires casinos and other establishments to employ locals. The casino relies heavily on the local labor market. The strength of the casino’s labor force is affected by factors such as the education and skill levels of the labor force. The increase mobility of mainland China and Hong Kong residents affect the strength of Macau’s tourism. It is expected that the wealthier Chinese middle class will become more mobile and will be encouraged to visit Macau because of less onerous travel restrictions, greater ability of Chinese citizens to bring ‘renminbi’ (the Chinese curreny) to Macau, increasing regional wealth and the opening of world-class facilities will transform Macau from primarily a day-trip market to a multi-day travel destination (Las Vegas Sands Corporation 2006).  Technological Factors The rapid development and wide adoption of digital technology in Macau has lead to great changes in the hospitality and tourism industry. Because of the advancements in technology, physical distance has lesser effect on tourists. Telecommunications and transportation become more efficient and less expensive. Distance is bridged even further using the Internet. Technology allows tourists to book hotel accommodations and air tickets online. Electronic brochures are now widely used in the promotion of trade fairs and travel products.

PEST Analysis: Sands Casino Macau

PEST Analysis A PEST analysis looks at the Political, Economic, Social and Technological drivers of a particular industry. PEST are external...

An Analysis of the Commercialization on New Product Development

An Analysis of the Commercialization on New Product Development    A new product is introduced into the market through the process of commercialization. The last stage of new product development is the actual launch of the new product, which will involve advertising, marketing and sales campaigns, that in turn will comprise the bulk of the process’s expenses.[1]   The commercialization process will only be successful if the factors of the introduction timing, the location of the launching and the identification of the target consumer group of the new product are all satisfactorily answered.[2]   For instance, If I were tasked to market a new product – the Coconut Fruit Drink Concentrate -- under the established Tang label, I would have to address the above- mentioned factors and push the product’s advantageous qualities to become competitive in the marketplace. These qualities of course will have been thoroughly studied and tested in the earlier stages of its development.   What then are the product’s inherent advantages over the competition and the challenges that it may face?   The most obvious thing about the new drink concentrate is its being a product under the strong brand name Tang, which has an established range of premium fruit drink concentrates. Strong brand names provide quality assurance to customers and reduce the searching time in their purchases.[3] The next factor is the innovation introduced by the drink concentrate. The coconut juice concentrate is a first of its kind. Consumers  who are fond of natural coconut juice, but cannot avail of it readily are the most obvious target customers alongside those who are health-conscious and are adventurous in  their tastes.   The great tasting coconut juice is low in sugar, has no cholesterol, carries oxygen and nutrients like potassium to the body and aids in cleansing the digestive system. Coconut water can boost the body’s immune system and keep off viruses like the flu. Its role in maintaining normal kidney function and alleviating sluggish digestion in pregnant women is also notable.[4] All of these benefits will have to be emphasized in introducing the new drink concentrate.   On the other hand, challenges to face may include the perception of the product as a watered down version of the natural juice and as probably high in fruit sugar.[5]   In terms of the timing and location of the Tang Coconut Fruit Drink Concentrate’s launching, the best option would be during the summer months, in places where people exercise, in schools and in health and fitness centers. This is because the drink can help cool down the body on a hot day, retain proper body temperature and restore fluids lost following exercise.   The healthy image of the product can very well appeal to consumers of all ages. A walking, jogging or similar sporting event can be staged to promote health- consciousness and consumption of the drink after such activities.   The product can also capitalize on its promotion of a native fruit which may also  translate as a support to the country’s coconut industry. 	 	 		 		 		 		 		[1] “Commercialization”, 		Wikipedia, 1 February 2011, <http://en.wikipedia.org/wiki/Commercialization> 		 		[accessed 27 April 2011] 	 		 		 		 		 		[2] ibid 	 		 		 		 		 		[3] Kenneth E. Clow, Donald Baack, 		Integrated Advertising, Promotion, and Marketing Communications, 		3rd 		edn., (Pearson Prentice Hall, 2007), p.39 	 		 		 		 		 		[4] Nancy Tappin, “Coconut-Juice 		Benefits”, eHow food, 2011, <http://www.ehow.com/facts_5451810_coconutjuice-benefits.html> 		[accessed 27 April 2011] 	 		 		 		 		 		[5] “What are the Disadvantages of 		Juice Concentrate if any?”, Todays Modern Woman, 		<http://www.todaysmodernwoman.com/Non-Alcoholic-Drinks/231061.htm> 		[accessed 27 April 2011]

An Analysis of the Commercialization on New Product Development

An Analysis of the Commercialization on New Product Development A new product is introduced into the market through the process o...

REPORT: PROJECT PROPOSAL - NEW HARDWARE

REPORT: PROJECT PROPOSAL FOR THE PRODUCTION AND DISTRIBUTION OF NEW HARDWARE     Objective: To aid profitability, maximize idle season of production facilities, promote innovation, motivate workforce   Contents: Executive Summary I. Details of hardware II. Benefits for the Company III. Marketability IV. Potential Buyers   Executive Summary             Using the research results and analysis of the project team, it is found that production and distribution of a new hardware can bring several benefits to the firm in accordance to cited objectives.  The new hardware has features compatible to the transaction needs of real estate industry both for agents and their clients.      I. Details of the Hardware The hardware will be manufactured and distributed by our company.  Its features include usual capacities of mobile phones with the benefit to real-time virtual tours to commercial spaces from the mobile device of real estate clients.  Our current production facility has produced the standard components for the prototype while some electronic parts and required software were outsourced from our treasured suppliers.    The prototype has done a good job in being compatible with our facilities.  By improving the speed of set-up and re-training of personnel, the high demand in assembly lines can be easily addressed and production can take place.  The new hardware requires more working in LCD, receiver, memory and sound because of the higher requirement of real-time videos.   Accessing the right signal for the large amount of data is not a problem as our service providers agreed to support the platform.  This will allow the hardware to incorporate built-in antenna without reducing its coverage.  Thus, portability is acquired together with increased in functionality.    With new internal design and larger internal spaces, the hardware can incorporate specific electronics for larger memory and processors.  This enables multi-viewing of five to ten (5-10) simultaneous videos without affecting the quality of each video.  The hardware is intended for background-oriented video captures compatible in viewing structures, spaces and colors.    II. Benefits to the Company As earlier indicated, there is no need for complete re-engineering of the current production line.  Efficiency of set-up can be retained through installation of conveyor belts to allow additional workings for this upgraded model.  These belts can also be used for the current models and serve as the site for quality control and inspection.    Re-training of employees will focus on installation of electronic components.  At the end of the short-course, the workers will receive certificates and can use them for promotional undertakings.  Our partners and suppliers are supportive to the product development and willing to give shorter lead times and lenient credit proposals.        The traditional value derived in distribution is apparently short to meet profit expectations.  The current operating and competitive environments became more challenging due to technological innovations.  The economies of scale in production of current product portfolio are undermined by seasonality of orders.    Our on-call production workers have long being idle and machineries eat-up semiannual fabrication costs while we under-utilized production facilities.  As the market became sophisticated, we can re-structure our value-chain and use both distribution and production as key business areas.  At best, their integration can serve as pushing mechanism to attract wider market demographics and also pulling tool for production and delivery costs.            III. Marketability (the ability of the product to be bought and sold) As reports show, the real estate industry is expanding and becoming one of the most highly dense in both assets and market capitalization.  Real estate agents are all over the place, brochures are seen in each parked cark and e-mail promotions on house loans are bugging most of us.  The economy has indications of positive outlook that makes the idea of buying a home and property lucrative to households and investors.    However, the marketplace for contracting real estate deals remain tedious and even traumatic (i.e. in the case of minimum satisfaction of the new owners) due to limitation to personal contact.  With the new hardware, the parties can evaluate their decisions using a wider scope of reference with the ability to assess each other contracts through similar conditions as in personal contact.  Busy investors and developers can also save time in getting quotation and going to far away locations using the technology.          The hardware is compatible to the needs of conservative, time-constraint and on-the-go buyers.  It has a portable interface similar to their usual devices with usual features and functionalities.  The mark-up in price of the new hardware is dedicated to the improved video technology and signal coverage.   Companies can capture their real estate proposals anytime and anywhere while clients can view them on the same manner.  It comes with a headset which allows voice and video to be conducted simultaneously.  Its bigger screen can maximize the capture of the sender while the ability of the streamed video to be edited is perfect for the purposes of the receiver (i.e. for presentation and review).      IV. Potential Buyers At least fifteen percent (15%) of our current customers are directly attached to the real estate industry.  Another twenty percent (20%) are involved or connected in such industry.  With this, a total of thirty five percent (35%) or about fifty seven (57) small and large companies are in line with our market consideration.  We can invite interested companies in the launching of final prototype which is expected to be concluded within one (1) month from now.    Explaining the features of the hardware can arouse their interest in using it to their operations.  The key issue in marketing the hardware is the outlook of real estate companies and their buyers.  Once we attracted any one of them, it will demand a respond to the other party.  Once we became successful with organizations, household marketing will be addressed.          The initial online forums we have initiated showed that most of our current customers are positive about this product development.  They argued that our company has long not release new models for our mobile devices that using our old models and not buying new ones are preferred.  They said that slight modifications like changing the color of the case or style of handset is insufficient.  Their current operations are waiting for a breakthrough in mobile devices that can aid utilization of real time information and also the needs of mobile workers.   These statements are another sources of motivation required to re-think our current production facility.  From the initial exposure of prototype to the facilities, it proved that it can be produced without requiring additional costs from our coffers.  The initial reaction of customers would be gradual and so there is no substantial risks associated with re-engineering each aspect of old processes in an instant manner.  The idle seasons that the facilities would undergo can be used to focus increased production of the new hardware.  There is a win-win situation in the proposal.              JUSTIFICATION The CEO is both the primary audience and gatekeeper.  Reaching the primary audience is not a problem but I should be the one who must submit and present the report.  The secondary audience can be the different departments that will be called upon in the planning and implementation of the report.  This can include first and foremost manufacturing and finance which should be included in the analysis.    Failure to consider these two departments can undermine the production and funding of the hardware.  The initial and watchdog audience is the team members which I lead.  To prevent spoilage, the details of the project must be confidential.  The team must avoid unnecessary distraction which can make the report complex and minimize the apparent benefits.  Members must be given due respect and recognition for their contribution to get the needed implementation support when the report is approved.    As suggested by PAIBOC, audiences are the most important element of good business communication.  There are many purposes of the report based on the composition of audiences.  To minimize the effort and time of completing it, the needs of CEO and the two departments must be prioritized.    This is compatible to the sub-headings of the report which includes elements in accordance to specific their interests (i.e. production dept = details of the hardware).  However, the different stance and expertise of the team members if not recognized can adversely affect their effectiveness as planners.  In effect, assuming that there are two types of planners; namely, rational and irrational, there are parts of the report that went like these using theoretical back-ups.                    For example, being rational involves analysis of all positive alternatives, say, of mitigating the decline in profits.  However, some members may see this task as costly and as delaying factors (i.e. which includes me).  Irrational methodology resolves this issue by attaching a single alternative and focus project effort on it.    This is compatible in the current situation since I have already informally transmitted the proposal (i.e. the solution to the problem) to the CEO.  In contrast, irrational methodology's indication in the report should be coupled with persuasive elaboration to replace objectivity.  Moreover, there are certain aspects of the report that requires rationality especially in the use of facts and figures (i.e. identification of markets).    In accordance to irrational methodology, there is a need to suppress negative aspects of the proposal and highlight positive ones.  There might also incur a selection of the acceptable level of alternative.  To increase the attractiveness of the proposal towards addressing corporate objectives, the consequence (i.e. decline in profits and under-utilized production capabilities) will create its own niche objective.    Benefits of the hardware, under rationality approach, should be cross-referenced to the corporate objectives.  However, the quality of the report based on subjective stance of CEO and bounded ability of the hardware makes the move with minimal relation to company-wide endeavor.  As an option, the proposal has benefits that can exceed the present problems.  Thus, increases its perceived performance and address corporate objective indefinitely.  The report includes information according to the purposes applied to different audiences.  Some of the technical issues that may be of utmost interests to the two departments may adversely affect the interest of CEO about the report.  In these cases, the former are compromised in favor of the latter.  The benefits are clearly marked in the report.  In this part, there is a good portion of data attributed to the two departments because it is likely that the CEO will re-evaluate the stated benefits to the experts.    Objections will also flow from the presentation of the preceding elements.  However, there is a need to de-emphasize complex adversaries or minimize and present solutions to potential problems.  In contexting the report, the CEO would be much concerned in the funding and implementation rather reasoning because of substantial trust on me.    In view of two-person communication, there are hindrances that should be overcome.  First, the channel that is used is only in letter format.  Although personal and inserts the trust of CEO to me, the minimal cost and effort made to produce the report may suggest also minimal emphasis and dedication from my team.  To surpass this, the report embodies a comprehensive result of research and analysis.    It also implies room for elaboration which I can apply after the CEO read the 4-page report.  The spoken word can accompany the limitation of the written report to emphasize the dedication of the team.  In some cases, an interactive communication can set in and so the report needs not to provide extensive explanations rather mere highlights of the team's finding.      It is also expected that the process of CEO's decoding of the message can be disrupt by lobbying that can be directed to the two depts.  This is because the two key bottlenecks are financial side and risks (i.e. in cash flows which is a function of production and technology costs) associated with the proposal.  The CEO is too static about the profitability and "safeness" of having distribution activities as the most important business area.    In this view, the report should emphasize the inability of this strategy to prevent decline in profits which is currently happening.  It also opens the bad effect of lack of innovation and stagnation.  Considering these aspects, the report includes relationship of costs/ threats and benefits/ opportunities.  This entail consolidated analysis of the production design and cash flows.  As a result, the sub-headings in the report are interdependent where the findings of one can explain the findings of another.           The report should be simple and comprehensive yet informative and thoroughly researched.  This will deter the potential noise (i.e. hate of additional work) that may arise in the decoding process.  For example, as CEO, there are a lot of matters and concerns that could intercept the full attention to the report or also referred as information overload.  As a result, the title page should be able to suggest that the report intends to reduce the problems and burden of CEO.    It contains the executive summary, table of contents and format of the report including the list of tables, graphs and other illustrations.  It also provides information with due respect to authority of the CEO.  Professional presentation is critical.  The thinking of CEO should be actively considered in the report.  To minimize the gap between CEO and my concern as project leader, conceptual depth and tackling the issue in a holistic manner is utilized.        The CEO's confidence over the traditional value of distribution and inability to impose abrupt solutions to curb the recent decline in profits reflected sensing-type of behavior.  This is a type of audience where reasoning is taken step-by-step and all necessary facts and issues need to be right.  This type requires the proposal to highlight its importance.  Being facts-oriented, the trust being given to me is a function of how well I present the issues.    These facts, however, can be undermined by the CEO's own experience like difficulties associated in reducing profit or lesser complexity of distribution-driven business.  As a result, the facts should have the ability to present the proposal's contribution in maximizing profits and comparative upper hand to the current strategy.       The report serves as support to my informal proposal to the CEO who required a paper report for a second look.  The fact that the CEO is willing to review the proposal has included the sympathy I need.  And so, persuasion using emotions (i.e. begging) is minimal in the report.  Persuasion using professional outlook (i.e. lobbying) will be tapped.  This would avoid spoilage of the emotional tolerance of CEO initially consumed.  The report will fix CEO reluctance to try new and unproved projects.    The ego of CEO, in presenting facts, should also be protected to prevent annoyance towards the report.  This is obtained by using the words like "as you know" which indirectly present facts from the view of the well-informed audience.  Defensive and arrogant words are mortal sins while words which can result to negative reaction and academic language should be avoided.  As alternative, conversational presentation of words is preferred to make the report more responsive and mimic actual/ oral communication.    Checklists <li class="MsoNormal" style="text-align: justify; line-height: 200%"> Use facts.</li> <li class="MsoNormal" style="text-align: justify; line-height: 200%"> Without facts, use persuasion.</li> <li class="MsoNormal" style="text-align: justify; line-height: 200%"> Focus on production and financial side.</li> <li class="MsoNormal" style="text-align: justify; line-height: 200%"> Acceptance of rational and irrational approach to analysis.</li> <li class="MsoNormal" style="text-align: justify; line-height: 200%"> Suppress negative aspects and highlight positive ones.</li> <li class="MsoNormal" style="text-align: justify; line-height: 200%"> Use unbounded benefits.</li> <li class="MsoNormal" style="text-align: justify; line-height: 200%"> No extensive explanations.</li> <li class="MsoNormal" style="text-align: justify; line-height: 200%"> Interdependent sub-headings.</li> <li class="MsoNormal" style="text-align: justify; line-height: 200%"> Comprehensive but thoroughly researched presentation.</li> <li class="MsoNormal" style="text-align: justify; line-height: 200%"> Holistic view.</li> <li class="MsoNormal" style="text-align: justify; line-height: 200%">  Highlight importance of each alternative.</li> <li class="MsoNormal" style="text-align: justify; line-height: 200%"> Show respect with CEO experience and level of knowledge.</li> <li class="MsoNormal" style="text-align: justify; line-height: 200%">  Use comparisons of the current conditions with the future using the proposal.</li> <li class="MsoNormal" style="text-align: justify; line-height: 200%"> Avoid begging rather use lobbying statements.</li> <li class="MsoNormal" style="text-align: justify; line-height: 200%"> Protect ego of CEO and prevent being arrogant, defensive, negative reaction and academic language.</li> <li class="MsoNormal" style="text-align: justify; line-height: 200%"> Use conversational form of presentation of points.</li>

REPORT: PROJECT PROPOSAL - NEW HARDWARE

REPORT: PROJECT PROPOSAL FOR THE PRODUCTION AND DISTRIBUTION OF NEW HARDWARE Objective: To aid profitability, maximize idle sea...