Big Dog |
Strategic Plan
Economic: According an April 2004 American Pet Products Manufacturers Association, Inc. (APPMA) news release, pet owners are projected to spend "$2.2 billion for other [pet] services" in 2004 (Veter, 2011). That's a small portion of the more than $34 billion they will spend on all classes of pet care and product spending in 2004. The same APPMA news release reports that consumer spending on pet products has doubled from $17 billion to a projected $34 billion since 1994 when the APPMA first began tracking pet industry statistics.
Social: The sales strategy will be to develop a list of happy past customers who are willing to act as referrals for Big Dog. Once this list is developed, their names will be given out when a prospective client calls (May, 2009). The advantages of pet foster care are so obvious relative to kennels that it will not be difficult to sign people up. The flip side to this demand is that in order to maintain all of these advantages, the operation must stay small so there will not be the possibility of growing the operation beyond its capacity.
Competitive analysis: We have many competitors in the pet products industry (Vetere, 2011). Direct competitors are designers and manufacturers of elevated pet feeders and complementary products such as pet fountains. Other competitors include, but are not limited to, private companies:
* Doskocil Manufacturing Company (LeBistro feeders and waterers)
* Veterinary Ventures, Inc. (Drinkwell fountains)
* A Charmed Life (Elevated feeders)
Indirect competitors for pet-related purchases include, but are not limited to, large public pet products corporations:
* Nestle Purina PetCare
* PETsMART
* PETCO
Large bricks and clicks retailers:
* Wal-Mart
* K-Mart
* Target
Online and catalog retailers:
* Drs. Foster & Smith
* Watson's Pet Company
* TrendyPet.com
* Orvis
Internal
Strategy: Big Dog will develop a loyal customer base through the use of a simple initial advertisement in the local newsletter, strategic alliances with veterinarians, and a word-of-mouth referral system. While this approach might seem a bit egotistical, based on the current service offerings for places to care for your canine, Big Dog is warranted in being a bit proud and assuming. Their service offering is unique and superior and will develop a...
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