Businessplan英文版商業(yè)計(jì)劃書

1、Bus in ess plan for the pet marketMiracleNov -22-2021EXECUTIVE SUMMARYPets sold on the market today is very large, an increasing number of youn ger age groups like to keep as pets and to their part ners. They not only satisfied with a simple feeding, but also regard them as their parents. Because th

2、ey have this men tality, the other releva nt market came into being and pets - pet groo ming, health care and so on. At prese nt, there are already many such institutions abroad; many domestic first-line has also been developed cities, a similar orga ni zati on, but due to tech ni cal reas ons, and

3、other aspects of a sin gle n ati onal comparis on of many of these in stitutio nsIn developed city markets,there exists a lackage of all-package organization for all kind of pet services .In sec ond line cities,some service orga ni zati ons for only one ki nd of pet still have a large market share,b

4、ut we n eed a more effective solution to develop market there.For the consideration,our program is to design the market in Nannin g,through the program,we can find a more effective way to learn how the pet service market works and how to explore pote ntial bus in ess opport uni ty.Table of Content1.

5、 Introduction2. Current marketing situation3. Swot analysis4. Objectives5. Marketing strategy6. Action programmes7. Budget8. Control9. Conslusion1. Introduction1.1Orga ni zati onHeadquarters: Chairman, General Manager (Finance Department, InvestmentDepartme nt, Marketi ng Departme nt), deputy gen er

6、al man ager (customer service departme nt, advertis ing departme nt), the departme nt heads, employeesChain stores: store man ager, medical groups, beauty group, photography group , public relati ons group, sales group2. Current marketing situationPet in dustry is curre ntly on the market, there are

7、 many simple pet sale shop;However, regard ing the pet of the service age ncies 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 lear ned that in foreig n coun tries, many developed

8、 coun tries, on a variety of pet services, age ncies have a perfect system, various age ncies widespread. Tech ni cally we can lear n from the in troducti on, for the in creas in gly popular "pet of the Win d", the pet services will be urge ntly n eeded. One has a perfect, healthy body of

9、the pet service will be the curre nt market n eeds2.1 The macroe nvirome nt2.1.1 the global status of the pet in dustryWith the in creas ing liv ing sta ndards in China, pet gradually become closer and closer compa nion. Whether it is dogs, cats, birds, or fish or turtles, which housekeep ing past n

10、ursing homes, small ani mals for huma n en terta inment, became an important member of the family. In an increasingly competitive social environment, your pet's lovely and lively as is in the tension of moder n life, the huma n sending Ion eli ness, in crease the fun and ease the pressure.2.1.2

11、Analysis of China's pet industryChina has 1.3 billion population, and has farmed since ancient times, atraditional 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 China's curr

12、ent development level of the pet market not in the true sense, with the worldn the current market environment in China, pet food and supplies to the retail industry is still in the emerging stage. Since 2007, many international and authoritative con sumer market research in stitutio ns bega n to pay

13、 close atte nti on to Chin a's pet in dustry. A survey shows that Chin ese pet total of 8 years in 1999-2007 in creased by n early 500%, accordi ng to in complete statistics, Chi na's curre nt pet dogs, cats and other types of pets for more than 200 million total in 2021, the the figure will

14、 reach 500 milli on. In 2021, the pet in dustry's annual output of about 200 billi on yua n, an annual growth rate of over 30%, acco un ti ng for 60% of the share of the world, this tran script have ben efited from Chin a's major pet products in dustry, a complete in dustrial cha in. 2021, p

15、et in dustry's annual output value will be 400 billio n yua n.Intern ati onal experie nee shows that whe n the state 3000-5000 U.S. dollars per capita GDP reached, it will drive the country into the pet market high-speed developme nt period, curre ntly Chi na's easter n coastal areas in some

16、 cities per capita GDP has reached the above-me ntio ned sta ndards; the intern ati onal pet in dustry, part of the data shows that pet the economy of the country's 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

17、China, the figure was only 0.4%. With China's rapid econo mic developme nt and people's con sumptio n con cept of con ti nu ously updated for the pet in dustry will provide opport un ities for high-speed developme nt, and is bound to lead to pet's econo mic boom.2.1.3 Analysis of the int

18、ernational pet tradePets in the developed countries as an industry have Yierbainian history, formed a breedi ng, training, supplies, applia nces, medical, medici ne, trade, in dustrial chain. Strict laws and regulations, not only in the management of specific resp on sibilities, the gover nment and

19、pet orga ni zatio ns compleme nt each other, and the pet industry in a systematic and standardized run, forming a part of the national economy .Overseas, the "pet econo my" is a huge in dustry .In 2001, the pet for the creati on of the U.S. economy of 276 billio n dollars in spe nding, the

20、 U.S. pet in sura nce industry in each year revenues of up to 40 million; in Sweden, or even 57% of dog 精品文檔owners who purchased their own dog pet in sura nee; Germa ny 17% of the annual n ati onal in come comes from Kenn el; in Australia, the pet in dustry with more tha n 30000 employees, and creat

21、e n early 6% of the gross domestic productThe intern ati onal pet market has gradually matured, keep ing pets has become the country's economic strength, a sign of social well-developed. Pet of the world economy, promote the rapid developme nt of the rapid developme nt of related industries, and

22、 gradually standardized, standardization and internationalization. The nu mber of pets, pet the economy to ben efit from rapidly rising year by year. People pamperi ng their pets to promote sales of pet supplies and pet services in dustry gradually grow, pet economy, pet food sales, pet supplies, pe

23、t groo ming shops, pet hospitals and other produce rapid successi on of new in dustries grew up, pet market has become increasingly strong. To pet food, for example, North America (mainly the Un ited States) is the largest regi on of all pet food con sumer market, but also hold the majority share of

24、 Western Europe, sales of pet food to all other classes the main con sumer market is also the con sumpti on of dog food and cat food The sec on d-largest market. In which the Un ited States and Japa n in the pet's econo mic growth is particularly prominent.Many people in the pet dogs who spe nd

25、their own money tha n the body gets. This in cludes pet food, toys, fur niture, paid to the dog-walk ing people, modified dog beauticians, and pet therapists and all other sectors. "Pet craze" flourished, from which derived the "pet economy" are thriv ing.2.14 The an alysis of th

26、e domestic macro econo mic en vir onmentIn the marketing environment in China at present,the pet industries still in the emerg ing stage.From the year of 2007ma ny intern ati onal authority of the con sumer marketi ng research age ncies begi n to pay close atte nti on to Chin ese pet in dustries.Acc

27、ord ing to a survey,the total of Chin ese pets are in crease almost 500%,accordi ng to in complete statistics,i n our country the nu mber of all kinds of pets over 200 millio n.To the year of 2021,this nu mber will be reach 500millio n.In 2021,the GDP of the pets industries is 20 billion yuan,the an

28、nual growth rate over 30%,is about the 60% shares in the worl'pet in dustries.This major ben efit from the 精品文檔complete cha in of pet product in dustries.Forecast in the year of 2021,the GDP of pet in dustries will be 40 billio n yua n.ln no wadays,pet econo mic is acco unt 0.4% in our GDPn the

29、pace with our high-speed developme nt of econo mic and the peop' updated con sumptio n con cept,will provide the opport un ity of the high-speed developme nt in pet in dusries,a nd these in dustries are bound to lead a fever of pets econo mic.2.15 The analysis of the investment in fixed assets h

30、istorical 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 ,n eed the same funds with the hospital.In the national,the actual growth rate of investment in

31、fixed asset is 8% over the baseme nt in 2021,the con sumer base is stable.2.16 The an alysis of macro-ec ono mic developme nt forecast in 2021The con tract ion of domestic econo mic is expected to ease.After Finan cialCrisis,in our coun try,the worse n export and the inv estme nt slowdow n lead to t

32、he GDP short-term decli ne in,en terprise performa nee still worse n.But the loose mon etary policy and expa nsion policy sharp cut provide the cha nee of dow n cushi on for economic.In the short term,the stock digestion will be the end,and provide a chance in the future cha in to enhan ce.2.1.7 Dep

33、artme nt in charge of the pet in dustry1. Ani mal epidemic preve nti on supervisi on in stituti ons2. Bus in ess Man ageme nt3. Ani mal Medical in stituti ons2.1.8 In dustry Man ageme nt System1. Registrati on and approval system2. Dog lice nsing system3. Immuni zati on and special system of gover n

34、ance2.1.9 Pet in dustry's major regulatory and in dustrial 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)compete nt authority for a lice nse and receive the bus

35、in ess lice nses accord ing to the law.2. When set up an animal hospital you should have three or more registeredveteri nary practiti oners and registered veteri nary assista nt practiti on ers; whe n set upan imal clin ics, you should have two or more registered veteri nary practiti oners andveteri

36、 nary assista nt practiti oners .3. The owner should provide n ecessary medical ca,whe n the an imals were injured or sick. The animal ' s medical and surgery should be based on its health or man ageme nt n eeds, impleme nted by a veteri naria n.4. The animal ' s hospital have responsibility

37、 for theii of pets. In order to ensure the quality,you should not accept private drugs or drugs of unknown.You must get the medici ne from the in formal drug wholesale market.5. No one can abuse, harass, or hurt others ani mals for no reas on.6. The owner should peve nt their ani mals aga inst other

38、s' life, property, liberty, bodyor tranquility for no reason.7. When transporting animals you should pay attention to their food, drinking water,en vir onmen tal, drain age and security. You should make sure your ani mal avoid sufferi ng, shock ing, or injuring.2.2 The microe nvirome nt2.2.1. Ma

39、rket: Our main senior hous ing reside nts, fashi on able young man, Ion eli ness, main links have pet market, care, hairdress ing clea ning, etc.2.2.2. Customers: Inv estigati on shows, 60% of pet owners have bee n or are going to their pets makeover, such as "the beauty care, fur." While

40、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 marketi ng en vir onment factors may affect the customers to buy.2.2.3. Competitors: Send multiple is our biggest competitor, it is the Chinese profes

41、sional 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 Chin a, is the most pet store pet cha in stores. It has many 精品文檔domestic and intern ati onal famous bran ds, the n ati

42、 onal age ncy for a millio n 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 manu facturer sig ned promoti onal activities.3.Swot analysisSTRENGTHS1. Complete Facilities, P

43、rofessional researchers Strong technical force2. In the senior site area Close to con sumers3. Low purchas ing In Yiwu wholesale market, there is a significant cost adva ntages4. Fran chise operati on, easy to produce positive effects of econo mies of scale5. Success of financing policies, en sure a

44、dequate funding sourcesWEAKNESSES1. Chain information ' s slow circulati on2. Without own distributi on cha nn els3. Pers onnel of high quality requireme nt, the clerk recruit eno ugh4. Lack of core competitive products5. In dividual cha in is misma nageme nt, affect the compa ny brand imageOPPO

45、RTUNITIES1. Markets are not perfect, there are a great developme nt space2 .There are many self-employed in market,cha in have brand adva ntage3. Con sumers have a new dema nd, The new market gradually formedTHREATS1. In the developme nt of the market, Increasing competition, The market share is div

46、ided2. pet supplies alter native products are in creas ing3. Due to the outbreak of In flue nza epidemic, gover nment publish releva ntly restrictive policies4. Customers preferenee change4. Objectives4.1 Objectivesfirst,we will ope n XingLong pet service stati on to serve the pet dogs and cats of t

47、he residents living in high-class apartment in Nanning,then,after we improving skills and accumulating capital gradually,we'll be able to provide the corresponding service to other kinds of pet.We'll ope n XingLong pet happy stati on and use the experie nee of the spot to promote the work in

48、 the en tire area.after the pattern being mature,we will extend this pattern to A-level cities like Guan gZhou and Shen Zhe n etc.5. Marketing strategy5.1 Mission statementMission statement:committed to service of pets' eleaning ,andssrg,beautyon .Protect the pets and the masters' healthy.5.

49、2 Target marketpets of reside nts in the high-class apartme nt,of fashi on pion eers and of the senior who are Ion ely.5.3 Positi oningpet service,i nclud ing Clea nsing Care and Beauty etc. Our store is equipped with specialist dog training ground. Pet usage swim ming pool, beauty sal on and curi n

50、g room. Especially, will cater a great stay ing to you love pet.5.4 Product and service(1) clea ning Nursi ng Beauty(4) marriage and mat ing(5) Jewelry Decorati on Toys Photo Video(8) sale of small pets(9) Black Service: Pet Fun eral train services ( fun eral, specime ns, cemetery, etc.)Photos of va

51、rious 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 to choose a

52、more quiet location.5.5 Pricing strategiesWe will make comprehe nsive use of cost-orie nted and target profit law,1. Because our product positioning is high level urban white-collar crowd, so our pricing strategies with the target groups will be spending power, and some characteristics at the high l

53、evel of services and products.2. Some com mon services and products that take full acco unt of product market competition in the market situation and trend in specific marketing strategies, to develop a Iong-term price system. We will use cost-oriented method to set prices, and sometimes eve n at lo

54、wer tha n the market average price, and strive to be able to get in the market, some market share.5.6 Distributio n1. Only a level middlemen, Yiwu wholesale market。According to the companyneeded unified distribution, Convenient effect。2. comb ining choose distributio n and in ten sive distributio n3

55、. Setting network distribution, door-to-door5.7 Promoti on and advertis ing5.7.1 advertising :(1) hanging from the ceiling or advertisement: the hanging down, beams, and to attract attention from various angles, all can see clearly.(2) coun ter mai nly aimed at this advertiseme nt advertiseme nt: pe

56、t supplies, coun ter displays, most stores advertising can attract the most attention, and therefore, con sumer can produce effect of purchase.(3) : with the advertis ing posters, murals, besides hav ing ador nment flag pet told function, also can beautification shop wall.(4) : place advertising in

57、the shop floor, floor materials can be used paper, cardboard, plastic, metal, etc.(5) hang flags in pet store ads: decoration, in the short term, the most suitable for use in use, to the climax of the advertis ing campaig n and create atmosphere, mainly in the seas on, plastic cloth.(6) : to store a

58、ds advertis ing effects of hidde n in side, and motor sports, and creat ing in terest ing action, full of fun.(7) light in advertis ing in advertis ing: internal use its illu minant light fluoresce nt light, text, graphics, etc of commodities.(8) : the price list and display card in price, display card that pet features. Pet shop, placed, visual effect is excelle nt.5.7.2 Promotion :(1) VID card : It ' s free to fighd antvaccination needle; You can spend 40di