Businessplan英文版商业专题计划书.doc

Business plan for the pet marketMiracleNovExecutive SummaryPets sold on the market today is very large, an increasing number of younger age groups like to keep as pets and to their partners. They not only satisfied with a simple feeding, but also regard them as their parents. Because they have this mentality, the other relevant market came into being and pets - pet grooming, health care and so on. At present, there are already many such institutions abroad; many domestic first-line has also been developed cities, a similar organization, but due to technical reasons, and other aspects of a single national comparison of many of these institutionsIn developed city markets,there exists a lackage of all-package organization for all kind of pet services.In second line cities,some service organizations for only one kind of pet still have a large market share,but we need a more effective solution to develop market there.For the consideration,our program is to design the market in Nanning,through the program,we can find a more effective way to learn how the pet service market works and how to explore potential business opportunity. Table of Content 1. Introduction2.Current marketing situation3. Swot analysis4. Objectives5. Marketing strategy6. Action programmes7. Budget8.Control9.Conslusion1. Introduction1.1Organization Headquarters: Chairman, General Manager (Finance Department, Investment Department, Marketing Department), deputy general manager (customer service department, advertising department), the department heads, employeesChain stores: store manager, medical groups, beauty group, photography group , public relations group, sales group2.Current marketing situationPet industry is currently on the market, there are many simple pet sale shop; However, regarding the pet of the service agencies in the country only a very small presence in some developed smaller first-tier cities, structure, pet services, a single store, such as on pet care and beauty . It was learned that in foreign countries, many developed countries, on a variety of pet services, agencies have a perfect system, various agencies widespread. Technically we can learn from the introduction, for the increasingly popular pet of the Wind, the pet services will be urgently needed. One has a perfect, healthy body of the pet service will be the current market needs2.1 The macroenviroment 2.1.1 the global status of the pet industryWith the increasing living standards in China, pet gradually become closer and closer companion. Whether it is dogs, cats, birds, or fish or turtles, which housekeeping past nursing homes, small animals for human entertainment, became an important member of the family. In an increasingly competitive social environment, your pets lovely and lively as is in the tension of modern life, the human sending loneliness, increase the fun and ease the pressure.2.1.2 Analysis of Chinas pet industryChina has 1.3 billion population, and has farmed since ancient times, a traditional pet, according to conservative estimates, China now there are at least 100 million pets, pet market potential of the economy for at least up to 150 billion yuan, but Chinas current development level of the pet market not in the true sense, with the world,In the current market environment in China, pet food and supplies to the retail industry is still in the emerging stage. Since , many international and authoritative consumer market research institutions began to pay close attention to Chinas pet industry. A survey shows that Chinese pet total of 8 years in 1999- increased by nearly 500%, according to incomplete statistics, Chinas current pet dogs, cats and other types of pets for more than 200 million total in , the the figure will reach 500 million. In , the pet industrys annual output of about 200 billion yuan, an annual growth rate of over 30%, accounting for 60% of the share of the world, this transcript have benefited from Chinas major pet products industry, a complete industrial chain. , pet industrys annual output value will be 400 billion yuan. International experience shows that when the state 3000-5000 U.S. dollars per capita GDP reached, it will drive the country into the pet market high-speed development period, currently Chinas eastern coastal areas in some cities per capita GDP has reached the above-mentioned standards; the international pet industry, part of the data shows that pet the economy of the countrys total share of GDP has reached 6 percent in the United States, the European average of 3% -4%, Japan has also reached 2%, while in China, the figure was only 0.4%. With Chinas rapid economic development and peoples consumption concept of continuously updated for the pet industry will provide opportunities for high-speed development, and is bound to lead to pets economic boom.2.1.3 Analysis of the international pet tradePets in the developed countries as an industry have Yierbainian history, formed a breeding, training, supplies, appliances, medical, medicine, trade, industrial chain. Strict laws and regulations, not only in the management of specific responsibilities, the government and pet organizations complement each other, and the pet industry in a systematic and standardized run, forming a part of the national economy.Overseas, the pet economy is a huge industry. In , the pet for the creation of the U.S. economy of 276 billion dollars in spending, the U.S. pet insurance industry in each year revenues of up to 40 million; in Sweden, or even 57% of dog owners who purchased their own dog pet insurance; Germany 17% of the annual national income comes from Kennel; in Australia, the pet industry with more than 30000 employees, and create nearly 6% of the gross domestic product . The international pet market has gradually matured, keeping pets has become the countrys economic strength, a sign of social well-developed. Pet of the world economy, promote the rapid development of the rapid development of related industries, and gradually standardized, standardization and internationalization. The number of pets, pet the economy to benefit from rapidly rising year by year. People pampering their pets to promote sales of pet supplies and pet services industry gradually grow, pet economy, pet food sales, pet supplies, pet grooming shops, pet hospitals and other produce rapid succession of new industries grew up, pet market has become increasingly strong. To pet food, for example, North America (mainly the United States) is the largest region of all pet food consumer market, but also hold the majority share of Western Europe, sales of pet food to all other classes the main consumer market is also the consumption of dog food and cat food The second-largest market. In which the United States and Japan in the pets economic growth is particularly prominent.Many people in the pet dogs who spend their own money than the body gets. This includes pet food, toys, furniture, paid to the dog-walking people, modified dog beauticians, and pet therapists and all other sectors. Pet craze flourished, from which derived the pet economy are thriving.2.14 The analysis of the domestic macro economic environmentIn the marketing environment in China at present,the pet industries still in the emerging stage.From the year of , many international authority of the consumer marketing research agencies begin to pay close attention to Chinese pet industries.According to a survey,the total of Chinese pets are increase almost 500%,according to incomplete statistics,in our country the number of all kinds of pets over 200 million.To the year of ,this number will be reach 500million.In ,the GDP of the pets industries is 20 billion yuan,the annual growth rate over 30%,is about the 60% shares in the worlds pet industries.This major benefit from the complete chain of pet product industries.Forecast in the year of ,the GDP of pet industries will be 40 billion yuan.In nowadays,pet economic is account 0.4% in our GDP.In the pace with our high-speed development of economic and the peoples updated consumption concept,will provide the opportunity of the high-speed development in pet indusries,and these industries are bound to lead a fever of pets economic.2.15 The analysis of the investment in fixed assets historical changes in trackSet up a pet hospital need 400 thousands yuan,but,after open the hospital,must be refinement.If the complete in-depth will need about 600 thousands yuan.Set up a small pet store,need the same funds with the hospital.In the national,the actual growth rate of investment in fixed asset is 8% over the basement in ,the consumer base is stable.2.16 The analysis of macro-economic development forecast in The contraction of domestic economic is expected to ease.After Financial Crisis,in our country,the worsen export and the investment slowdown lead to the GDP short-term decline in,enterprise performance still worsen.But the loose monetary policy and expansion policy sharp cut provide the chance of down cushion for economic.In the short term,the stock digestion will be the end,and provide a chance in the future chain to enhance.2.1.7 Department in charge of the pet industry1. Animal epidemic prevention supervision institutions 2. Business Management3. Animal Medical institutions2.1.8 Industry Management System1. Registration and approval system2. Dog licensing system3. Immunization and special system of governance2.1.9 Pet industrys major regulatory and industrial policy1.Everyone who is based on profit for the purpose of operating to register the sale of pets, breeding or a foster child should be first to ask the municipality, county (city) competent authority for a license and receive the business licenses according to the law.2. When set up an animal hospital，you should have three or more registered veterinary practitioners and registered veterinary assistant practitioners; when set up animal clinics, you should have two or more registered veterinary practitioners and veterinary assistant practitioners .3. The owner should provide necessary medical care，when the animals were injured or sick. The animals medical and surgery should be based on its health or management needs, implemented by a veterinarian. 4. The animals hospital have responsibility for the lives of pets. In order to ensure the quality,you should not accept private drugs or drugs of unknown.You must get the medicine from the informal drug wholesale market.5. No one can abuse, harass, or hurt others animals for no reason.6. The owner should prevent their animals against others life, property, liberty, body or tranquility for no reason.7. When transporting animals，you should pay attention to their food, drinking water, environmental, drainage and security. You should make sure your animal avoid suffering, shocking, or injuring.2.2 The microenviroment 2.2.1. Market: Our main senior housing residents, fashionable young man, loneliness, main links have pet market, care, hairdressing cleaning, etc.2.2.2. Customers: Investigation shows, 60% of pet owners have been or are going to their pets makeover, such as the beauty care, fur. While 28% of pet owners say no, if the good effect can try, Only 15 percent of insufficient opposed pets. The brand image, product and service quality, the marketing environment factors may affect the customers to buy.2.2.3.Competitors: Send multiple is our biggest competitor, it is the Chinese professional pet interlinks orgnaization, have practical strong, and the system of the pet shop chain operation management concept. The existing sent more than 160 multiple pet stores in China, is the most pet store pet chain stores. It has many domestic and international famous brands, the national agency for a million responsible for product priced straight, below the market price of 5-20, let every franchisees can be more competitive advantage, and with more than for each big supply of the manufacturer signed promotional activities. 3.Swot analysisSTRENGTHS1. Complete Facilities，Professional researchers，Strong technical force2. In the senior site area，Close to consumers3. Low purchasing In Yiwu wholesale market，there is a significant cost advantages4. Franchise operation, easy to produce positive effects of economies of scale5. Success of financing policies, ensure adequate funding sourcesWEAKNESSES1. Chain informations slow circulation2. Without own distribution channels3. Personnel of high quality requirement, the clerk recruit enough4. Lack of core competitive products5. Individual chain is mismanagement, affect the company brand imageOPPORTUNITIES1. Markets are not perfect, there are a great development space2 .There are many self-employed in market， chain have brand advantage3. Consumers have a new demand, The new market gradually formedTHREATS1. In the development of the market, Increasing competition, The market share is divided2. pet supplies alternative products are increasing3. Due to the outbreak of Influenza epidemic, government publish relevantly restrictive policies4. Customers preference change4. Objectives4.1 Objectives first,we will open XingLong pet service station to serve the pet dogs and cats of the residents living in high-class apartment in Nanning,then,after we improving skills and accumulating capital gradually,well be able to provide the corresponding service to other kinds of pet.Well open XingLong pet happy station and use the experience of the spot to promote the work in the entire area.after the pattern being mature,we will extend this pattern to A-level cities like GuangZhou and ShenZhen etc.5. Marketing strategy5.1 Mission statementMission statement:committed to service of petscleaning ,nursing,beauty and so on.Protect the pets and the mastershealthy.5.2 Target marketpets of residents in the high-class apartment,of fashion pioneers and of the senior who are lonely.5.3 Positioningpet service,including Cleansing Care and Beauty etc. Our store is equipped with specialist dog training ground, Pet usage swimming pool, beauty salon and curing room. Especially, will cater a great staying to you love pet.5.4 Product and service(1) cleaning(2) Nursing (3) Beauty(4)marriage and mating(5) Jewelry Decoration (6) Toys (7) Photo Video(8) sale of small pets(9) Black Service: Pet Funeral train services ( funeral, specimens, cemetery, etc.)Photos of various pet shops, interior walls as a background, the entire store is designed to light-colored series mainly reflects the warm feeling of home. Each group has its own services in line with the studio, all the studio reflects the characteristics of simple and clear. Environment should be