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Dragonfly Therapeutic Retreat: Creating an Affordable Indulgence  
 
Product Ref: 09/442C Company: Dragonfly Therapeutic Retreats

Product Type: Case Industry: Healthcare Services & Facilities
Leisure Facilities

Related Product(s): Teaching Note
Authors: Gilbert Wong   Po Chung   Josephine Lau
Georgie Yam went to Shanghai in 2001 as consultant for a German hair-care product line. Being a massage enthusiast, he quickly spotted a gap in the city's spa market for a value-for-money relaxation product. One discussion with his colleague and soon-to-be business partner, Eve Zhou, cemented the decision to begin drafting plans for a Western-style spa with a mystical oriental touch. Dragonfly Therapeutic Retreats was launched in 2003. Within the first two years of operations, the partners had successfully opened three shops and had no plans of stopping there. By March 2009, Dragonfly operated a network of 20 local branches and three branches overseas. The question now was how to manage rapid expansion without compromising the brand and its high standards.
Functional Area : Marketing
Production & Operations Management
Strategy & General Management

Issues: .
Length: 16 pages Country: China (People's Rep. of)

Pub. Year: 2009 Level of Difficulty: 1
         
This product type is available in the following language(s):      English
         
Related Information: N/A
 
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