Eureka! Institutional Repository

The diploma thesis follows the development of a marketing plan for the establishment of an innovative spa in the center of Thessaloniki with the vision of creating a Fitness club spa. The establishment of the fitness club spa is planned by Mr. Gregoriadis, owner of the MAD GYM gym, with innovative equipment and influences from luxury spa abroad. The gym has been operating for nine years in the Neapolis Municipality in a 1525m² 3-storey building. Initially, a business plan was drawn up based on both the expectations and the available funds of the owner. The marketing plan proposed in the context of this work resulted from analysis of both the internal and external environment of the spas of Northern Greece and abroad and is part of the business plan. The work consists of 4 chapters and in its annex the financial icheia basic spa competing companies. The first chapters present the day spa sphere in terms of consumer preferences and the approach of an ideal spa through statistical studies. Afterwards, a competition study is conducted both inside and outside the spa business environment in Thessaloniki as well as the study of approaching expectations and demands of the entrepreneur with the aim of developing the business plan. Then, try to use all the above elements to determine the strategy which would be suitable for the new spa business, and to propose a marketing mix that could be implemented in the year 2017. Finally, the results of the primary research on the proposed strategy and optimal marketing mix. In the context of gathering data and designing a marketing plan, competition was not seen as a threat, but as the driving force that can drive a company to boom, as long as it systematically monitors and chooses who wants to be in position