Harbor City Health Spa Harvard Case Solution & Analysis

Harbor City Health Spa Case Study Solution

Projected Revenues and Costs

Previously, the firm’s accountant used to project costs on the basis of inflation rate ranging from 5% to 10%, however, as the costs are supposed to be activity based, so the growth in costs must also be based on the activity level or the expected growth in the number of visitors that is 10%. On the basis of these growth percentages, three different projected income statements have been formulated on the basis of their different prices i.e. previous average price per visit, suggested average price per visit and suggested price per activity department. The three projected income statements for Harbor City are given in Appendix 5.

It could be seen that from if the company would charge the previous average price i.e. $10.7, it would have a deficit of 3%. However, if the company would charge the suggested prices including the average price of $16 and the prices per activity department which are based upon costs, it will have a surplus of 32% and 0.47% respectively.

Recommendations

From the above analysis, the company is recommended to pursue the suggested prices per activity department on the basis of its required profit margin as given in the Appendix 4 based on a 5% profit margin. Although, the profit margin with the average price per activity i.e. $16 is much higher than the price per activity department i.e. 32% as compared to 0.47%, but the suggested to pursue individual prices to provide reasonable prices to its customers ibn order to avoid competitive threats in the industry. By implementing an individual pricing strategy, the company could mitigate its losses and became self-sufficient. However, the company must put cost cutting measures along with the individual pricing strategy to provide competitive pricing in the market.

Appendices

Appendix-1: Average Charge per Visit

Average Charge Per Visit As Whole
Average Cost Per visit
Total Costs 362000
Total Number of Visitors 32900
Average Cost Per Visit 11
Average Price Per Visit
Total Revenues 350450
Total Number of Visitors 32900
Average Price per Visit 10.7

Appendix-2: Costs Allocations

Table-2.1: Allocated Costs for each Department

Cost Allocation
Department Expenses
Salaries Other Administration Rent Utilities Cleaning T&E Record Keeping Total
Yoga 28333 8000 6403 3600 1000 600 6250 1520 55706
Aerobic Training 13333 15000 3013 4680 1300 780 1250 3040 42396
Nutrition Counselling 13333 16000 3013 1080 300 180 15000 638 49545
Seaweed/Mud Soaks 30333 6000 6855 1800 500 300 625 1216 47629
Weight Clinic 28333 8000 6403 3600 1000 600 426 48362
Swimming 8333 8000 1883 6480 1800 1080 456 28032
Nautilus Workouts 8667 10000 1959 3960 1100 660 625 760 27730
Massage Therapy 23333 10000 5273 3600 1000 600 1250 1945 47002
Administration 1800 500 300 2600
Record Keeping 1582 1080 300 180 3142
T&E 3616 4320 1200 720 9856
Total 154000 81000 40000 36000 10000 6000 25000 10000 362000

Table-2.2: Allocated Cost per Visit for Each Activity Department

Average Cost Per Visitor (Activity Department)
Activity Cost Per Visitor
Yoga                          11
Aerobic Training                             4
Nutrition Counselling                          24
Seaweed/Mud Soaks                          12
Weight Clinic                          35
Swimming                          19
Nautilus Workouts                          11
Massage Therapy                             7
Total Cost Per Visitor (Activity Department)                        123

Appendix-3: Factors Causing Deficit

Chart-3.1

Chart-3.2

Chart-3.3

Appendix-4: Pricing Strategy

Pricing Strategy
Activity Price Charged Price to be Charged Comments
Yoga 10.7 11.70 Increased
Aerobic Training 10.7 4.45 Decreased
Nutrition Counselling 10.7 24.77 Increased
Seaweed/Mud Soaks 10.7 12.50 Increased
Weight Clinic 10.7 36.27 Increased
Swimming 10.7 19.62 Increased
Nautilus Workouts 10.7 11.65 Increased
Massage Therapy 10.7 7.71 Decreased
Average Price Suggested   16.08

Appendix-5: Projected Income Statement

Projected Income Statement
  Average Price (Previous) Average Price (Suggested)  Price per Department (Suggested)
Revenues from Client’s Fees 385495 582102 400095
Other Revenues 0 385495 0 582102 0 400095
Expenses:
Program Services 381042 381042 381042
Training and Education 10841 10841 10841
General and Administrative 6316 398200 6316 398200 6316 398200
Net Income (Net Loss)   -12705   183902   1895
Profit Margin   -3%   32%   0.47%

 

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