Marketing Plan Assignment

Marketing Plan Assignment Words: 1944

Super star pet shop has a lot of parking space at least 15 parking lots because a hospital is in the same building . The size of Super star pet shop is about 00 square meters and being divided into the out space and the inner space in half and half. The out space is for putting pet supplies including toys,food and clothe etc. A reception desk is standing in front of the door where receptionist can take care of incoming customers and the inner space is for pet parenting and pet grooming. The out space and the inner space are isolated with a glass wall considering the hair of pets might fly out.

Customers can see through the glass wall to get the views of those lovely puppies in the showing case and there are around 10 showing case attached to the glass wall in the inner space. The whole area is clean and it used glass door and several glass windows which makes the sunlight come through easily even make the place look cleaner customers would feel all pets come from this place is healthy. 1. 3 Service offered Super star pet shop provides mainly 3 kinds of service, in the first place, they sell pure genuine puppies whose parents are medal winning champions from Taiwan with certificates.

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Secondly, they provide pet parenting and pet grooming for the customers. The last one is offering pet supplies including food and clothes etc. Pomeranian The Pomeranian is a compact little dog with a cocky and extroverted personality. They can come in many colors, patterns and variations, among those red and orange are common. The superstar pet shop import a snow-white Pomeranian breed which is extremely beautiful and special in the U. S. Market, which also are the superstars of the superstar pet shop.

Miniature poodle Miniature poodle is an animated, Joyful companion dog whose coat is either curly or corded. They can come in many colors including black, gray, cream, red, brown and so on. The size of miniature poodle offered in the superstar pet shop is strictly commanded, 11-15 inches in height and 15-17 pounds in weight, which are very standard breeds. Labrador The Labrador is a popular family friend which is even-tempered and well-behaved, especially loved by young children and the elderly, also often are trained to aid blind and autistic people.

Golden retriever Golden retriever is a large-sized breed of dog regarded by someone as the best dog in the world, with highly loyalty, they are considered to be the most reliable friend of human beings. Pug The pug is a toy dog with a wrinkled face and curled tail, who walks like a boxer. They are active and charming, but greedy and less tolerant to heat. Pugs are all over the world and especially favored by elderly ladies. 1. 3. Parenting and grooming service Parenting is for customers who have no time to take care of their pets. Customers can put their pets in the pet shop where pet attendant will take care of them.

Grooming service is to wash pets first and groom them in order to make pets look better. 1. 3. 3 Pet supplies Generally , pet supplies offered in superstar pet store can be divided into food , clothing , appliance and washing. 1) Dog food plays an essential part to life of dogs, and now most people have realized the importance to feed dog with dogs’ food with rational nutrients proportion. Dog food can be divided into wet and dry ones. . Dry dog food is what we normally see in pet store in the form of granular. B. Wet dog food include canned dog food , fresh package and so on.

These foods can be used to adjust the dog ‘s taste, as a supplementary food consumption. 2) Snacks have a wide range of types, the more common are chicken breast , dog chews , cleaning teeth bone and so on . 3) Toys are popular among dogs Just like among children. Pet toys are variety including spherical toy, plush toys, toys with sounds, etc. 4) Nutrition supplements for dogs also have many types , such as trace elements, coat care products, dog milk and so on. 5) Daily appliances . Dog leash is a dog control tool used to carry dogs out everyday, mainly divided into neck sleeve and chest sleeve. Kennel , if the dog sleep on the floor, they can be sick. 6) Washing products are offered in pet shop in a selection of different kinds toward dogs , or snow-white lovely friend. 7) Disinfection supplies can remove pet odor and fecal odor, and sterilize their living environment. 8) Pet clothing are offered in superstar pet shop, the dog lovers have a wide variety to select in colors also in styles. 1. 4 Industry Analysis Pets In developed countries as an industry have one to two hundred years of history, which come into being the whole industrial chain of pet breeding, training, supplies, appliances, medical services, medicine and trade.

Not only the regulations are rigorous, and the responsibilities are specific in the management system, but also the government and pet organizations coordinate mutually, which lead to the pet industry development in a serious of systematic and standardized operation, have been a part of the national economy. In Western countries, “pet economy” is a huge industry. In Sweden, even 57% of dog owners buy pet insurance for their lovely friends; in German, 17% of the annual income are from the dogs industry; in Australia, the pet industry has more than 30,000 employees, and create nearly 6% of GAP.

Americans now spend $41 billion a year on their pets–more than the gross domestic product of all but 64 countries in the world. About 63% of U. S. Households, or 71 million homes, now own at least one pet, up from 64 million Just five years ago. Without any doubt, since the U. S. Pet market has matured, keeping pets have become a sign of the country’s economic strength and social development. Pet economy’s blossom will also drive the development of the related industries, and gradually mom into normalization, standardization and internationalization.

The number of pets is increasing rapidly, which will also benefit the pet economy. People are getting to more and more spoil their pets, therefore the pet services and pet supplies industry will grow gradually, also other emerging industries are increasingly vigorous. Pet market has become progressively strong. Take pet food as an example, the United States is the largest region of all pet food consumer market, and occupies most of the sales of pets, which particularly stand out in the world pet economy. 2. 0 Business mission The Superstar Pet Shop is a pet shop that sells dogs which parent-dogs owned champion in Taiwan.

The shop’s owner opened this shop because he loves dog very much, so this pet shop is an interest of his. On the other hand, as the pet shop locates in City of Industry, where is known as a little China Town, its target of customer are mainly Chinese. This shop focuses on selling dogs while provides services for dogs at the same time. Refer to the mission of superstar pet shop, we have to mention why the customers want a dog. As mentioned in the preceding paragraph, most customers of this shop are Chinese, who live alone and far away room homeland. When they feel lonely or homesick, it will be much better if they have a pet play around them.

So, superstar pet shop will offer you an opportunity to pick such a companion with good origins. That’s their main mission. Moreover, the Superstar Pet Shop can also comfort lives of your pets. Because of the accommodate of pet grooming, and other supplies for customers who already have a dog, store, and get food, toiletries, toys and kennels. The Superstar Pet Shop also has a website that provides pet owners convenient online access to a wide variety of pet supplies possible delivered conveniently to customers’ door. It is a group of pet loving individuals that simply enjoy making their customers and their pets happy.

It hopes that website helps customers find what they need quickly and efficiently so that they can spend more time with their beloved pets. 3. 0 Marketing Objectives During the last two years of business, the store still lose money, the annual net income was negative. They want to increase their net income and stop losing money. To achieve this goal of net income increasing, we would make our marketing objectives as follows: First, achieve the popularity by 80% among Chinese students in University of La Verne, which means try to let 80% of university students know about Superstar Pet Shop.

Second, achieve the popularity by 50% among customers of Macy’s shopping mall, which means try to let 50% of university students know about Superstar Pet Shop. Third, attract about 2 or 3 more customers each business day. Last, increase the net income of this store and stop them losing money. 4. 0 Situation analysis 4. 1 Industry analysis In modern society, people are more and more easily to feel lonely and stressed. Different people choose different ways to let off steam, some people listen to rock USIA, some people do some crazy shopping, and some choose to keep pets to accompany them.

Thus why there are more and more pet shops and hospitals in cities. One group of people that easy to feel lonely is foreigners, because they leave their hometowns and live alone in strange countries. We all know it’s hard to make friends with people from other countries, on account of the different cultures and environment they grow up with, so, they are more likely to buy pets. I think that’s why Rowland Heights and City of Industry, where known as China towns in California, United States, have lots of pet shops. Figure 4-1 .

Locations of Pet Shops We can see from figure 4-1 that there are more than 10 pet shops near Superstar pet shop within 1. 5 miles, and they are the most likely competitors to Superstar pet shop. Also, in these years, reports about abandoned pets are always be heard from TV or newspapers, animal protection society and animals lovers strongly against with these actions and they appeal people to adopt pets instead of buying them, because they think these homeless animals need more love than cute “for sale” dogs and cats.

As a result, adopting instead of buying pets becomes a new trend, which I think is also a throng competitor to Superstar pet shop. Figure 4-2. A+ Pet and Grooming A+ Pet and Grooming locates in 18246 E Gale Eave Industry, Just 0. Miles away from Superstar pet shop. Based on the information from Yelp, it provides services as listed: Specialized in the sale of pure-bred toy/teacup class pets Sale of dog food and other dog products Dog grooming Dog boarding It has 4. 5 stars on Yelp, and as one of their customers reviewed “The owner is friendly and professional and all the workers are very polite.

The store also has a good variety of products and the prices for grooming are fair. As far as service, they are efficient ND professional, but what I really appreciate is that they really care about your pet and care enough to voice issues they notice to you instead of letting them slip by. ” Almost all customers said that’s the nicest pet shop they have ever been to. Shines Pet Grooming Figure 4-3. Shines Pet Grooming Shines Pet Grooming locates in 19142 E Walnut Drive North Rowland Heights, 0. 7 miles away from Superstar Pet shop.

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