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Dog Daycare Essay

1121 words - 5 pages

Situation Analysis
The Creature Nannie is in their first year of operation. The service has been well received and marketing is now critical to its continued success and future profitability. The Creature Nannie offers the finest foster care for canine companions. The basic market need is a place to leave your dog when you travel that is a loving, caring environment that the dog will look forward to.

Market Summary
The Creature Nannie possesses good information about the market and knows a great deal about the common attributes of our most prized and loyal customers. The Creature Nannie will leverage this information to better understand who is served, their specific needs, and how ...view middle of the document...

The customer is becoming increasingly more discriminating in the following areas:

Personal attention--There is a clear preference that the pet receive personal attention from the foster home leader and their family. Additionally, the owners appreciate the daily walks that the dogs receive.
Ideal facilities--Customers would much rather have their pet stay in someone's home as opposed to a cage in a kennel. Another added advantage is the fenced yard that allows the dogs to roam.
Reassurance of safety and love--Dog owners value the safety and love that their animal receives in the foster care set up.
This trend of a more discriminating customer can be explained as more service options are available allowing the customer to be more particular.

Market Growth
In 1999, the national dog care industry reached $21 million in sales and this market is expected to grow at 5%. Dog foster care, a niche within this market, is forecasted to grow at 9%. One reason for this higher growth rate is the recent advent of this niche. Another factor is people's growing attachment to their dog fueled by the fact that American's are working longer hours and have less and less time. The guilt associated with spending less time with the animal has been a catalyst for the parents to find the best facility for their family member when they go away.

SWOT Analysis
The following SWOT analysis captures key strengths and weaknesses within the company and describe the threats facing The Creature Nannie.

Strengths
Strong relationships with the Humane Society and local breeders.
Ample time to dedicate to the care of the animals.
Ideal facility.
High customer loyalty.
Weaknesses
Lack of visibility in the community.
A limited marketing budget.
A limited capacity.
Opportunities
Growing market with a significant percentage of the market still not aware that The Creature Nannie exists.
Fixed costs that are reduced when spread over multiple animals.
The ability to make money and not have to significantly modify their lifestyle to adequately address the canine's needs.
Threats
A slump in the economy that will reduce people's discretionary income, thereby reducing their...

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