Canyon Ranch Case Study
Canyon Ranch: A Case Analysis
Introduction
Recreation is an important need of most individuals at present. With all the pressure acquired from work, a way to relax and relieve the stress is indeed necessary. Going to beaches and resorts is one good way to relax. Canyon Ranch, however, is not just any place for vacation. What makes this place different from others is its objective that is not only focused on bringing relaxation but also quality and healthiness in each of its clients. A vacation spot known for its health spas, Canyon Ranch has been considered a pioneer for setting the standard for health resorts since 1979. Currently, Canyon Ranch offers both health resorts and spaclubs in various places within the United States. In addition, Canyon Ranch enables its clients to experience quality and healthy living through its various amenities including fitness and outdoor sports, spa services as well as medical and nutritional consultations. Though Canyon Ranch has already been known for its standard and high class services and features, competition and change in business should still be considered. Hence, in spite of the success of Canyon Ranch as a health resort, this case analysis will concentrate on assessing the business’ abilities and areas for improvement. The main goal of this analysis is to suggest useful alternatives to improve the services offered by the resort.
Part 1: SITUATION ANALYSIS
A. Analysis of the Firm
Mission
The mission of Canyon Ranch lies on the resort’s purpose to inspire both its clients and staff to commit to healthy and quality living. In addition, it is also the mission of Canyon Ranch to turn the hopes and intentions of the clients into enjoyment and fulfillment.
Root Marketing Strategy
Canyon Ranch is a firm that does not rely on heavy marketing or advertising strategy. The company rather focuses itself on affiliations with dependable partners and on direct communication. Canyon Ranch is commonly referred to as a word of
Introduction
Recreation is an important need of most individuals at present. With all the pressure acquired from work, a way to relax and relieve the stress is indeed necessary. Going to beaches and resorts is one good way to relax. Canyon Ranch, however, is not just any place for vacation. What makes this place different from others is its objective that is not only focused on bringing relaxation but also quality and healthiness in each of its clients. A vacation spot known for its health spas, Canyon Ranch has been considered a pioneer for setting the standard for health resorts since 1979. Currently, Canyon Ranch offers both health resorts and spaclubs in various places within the United States. In addition, Canyon Ranch enables its clients to experience quality and healthy living through its various amenities including fitness and outdoor sports, spa services as well as medical and nutritional consultations. Though Canyon Ranch has already been known for its standard and high class services and features, competition and change in business should still be considered. Hence, in spite of the success of Canyon Ranch as a health resort, this case analysis will concentrate on assessing the business’ abilities and areas for improvement. The main goal of this analysis is to suggest useful alternatives to improve the services offered by the resort.
Part 1: SITUATION ANALYSIS
A. Analysis of the Firm
Mission
The mission of Canyon Ranch lies on the resort’s purpose to inspire both its clients and staff to commit to healthy and quality living. In addition, it is also the mission of Canyon Ranch to turn the hopes and intentions of the clients into enjoyment and fulfillment.
Root Marketing Strategy
Canyon Ranch is a firm that does not rely on heavy marketing or advertising strategy. The company rather focuses itself on affiliations with dependable partners and on direct communication. Canyon Ranch is commonly referred to as a word of
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