Businessplan英文版商业计划书

1、.Business planfor the pet marketMiracleNov.EXECUTI VE SUMMARYPets sold on the market today is very large, an increasing number ofyounger age groupsliketokeep as pets and to theirpartners.They notonlysatisfied with a simple feeding, but also regard them as their parents.Because theyhave thismentality

2、,the other relevantmarket came intobeingand pets - pet grooming,healthcare and so on. At present,there are alreadymany such institutions abroad; many domestic first-line has also beendeveloped cities,a similarorganization,but due totechnicalreasons, andother aspectsof a singlenationalcomparison of m

3、any of theseinstitutionsIn developed city markets,there exists a lackage of all-packageorganizationfor all kind of petservices.Insecond line cities,someserviceorganizations for only one kind of pet still have a large market share,butwe need a more effective solution to develop market there.For theco

4、nsideration,our program is to design the market in Nanning,through theprogram,we can finda more effectiveway tolearn how thepet servicemarketworks and how to explore potential business opportunity.Table of Content1. Introduction2.Current marketing situation3. Swot analysis4. Objectives5. Marketing s

5、trategy6. Action programmes7. Budget8.Control9.Conslusion.1. Introduction1.1OrganizationHeadquarters: Chairman, General Manager (Finance Department, Investment Department, Marketing Department), deputy general manager (customer service department, advertising department), the department heads, emplo

6、yeesChain 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 saleshop;However, regardingthe pet of the serviceagenciesin thecountry onlya verysmall

7、presence insomedeveloped smallerfirst-tiercities,structure,pet services,a single store, such as on pet care and beauty . Itwas learnedthat in foreign countries, many developed countries, on a variety of petservices, agencies have a perfect system, various agencies widespread.Technicallywe can learnf

8、rom the introduction,forthe increasingly popular"pet of the Wind", the pet services will be urgentlyneeded. Onehas a perfect,healthy body of the pet service will be the current market needs2.1 The macroenviromentWith the increasing living standards in China, pet gradually becomecloser and

9、closer companion.Whether it isdogs, cats, birds,or fish orturtles, which housekeeping past nursing homes, small animals for humanentertainment, became an important member of the family. In anincreasinglycompetitivesocialenvironment,your pet'slovelyand livelyas is in the tensionof modern life,the

10、 humansending loneliness,increasethe fun and ease the pressure.China has 1.3 billionpopulation,and has farmed sinceancienttimes,a traditional pet, according to conservative estimates, China now thereare at least 100 million pets, pet market potential of the economy forat least up to 150 billion yuan

11、, but China's current development levelof the pet market not in the true sense, with the world,In the currentmarket environment in China, petfood and suppliesto theretailindustryis still in the emerging stage. Since 2007, many international andauthoritative consumer market research institutions

12、began to pay closeattentiontoChina's petindustry.A surveyshows thatChinese pettotalof 8 yearsin1999-2007 increasedby nearly500%, according to incompletestatistics, China's current pet dogs, cats and other types of pets formore than200 milliontotalin2015, thethefigurewillreach 500 million.In

13、2008, the pet industry's annual output of about 200 billion yuan, anannual growth rate of over 30%, accounting for 60% of the share of theworld, this transcript have benefited from China's major pet productsindustry,a completeindustrialchain.2010, pet industry'sannualoutputvalue will be

14、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 petmarket high-speed developmentperiod,currentlyChina'seastern coastalareas in some cities per capita GDP has reached the above-mentionedstandards;

15、 the international pet industry, part of the data shows thatpet the economy of the country'stotalshare of GDPhas reached6 percentin the United States, the European average of 3% -4%, Japan has alsoreached 2%, while in China,the figure wasonly 0.4%. WithChina's rapideconomic development and p

16、eople's consumption concept of continuouslyupdated for the pet industry will provide opportunities for high-speeddevelopment, and is bound to lead to pet's economic boom.2.1.3 Analysis of the international pet trade.Pets in the developed countries as an industry have Yierbainianhistory, form

17、ed a breeding, training, supplies, appliances, medical,medicine,trade,industrialchain.Strictlawsand regulations,not onlyin the management of specific responsibilities, the government and petorganizationscomplement each other,and thepet industryina systematicand standardized run, forming a part of th

18、e national economy.Overseas,the "pet economy" is a huge industry. In 2001, the pet for the creationof the U.S. economy of 276 billion dollars in spending, the U.S. petinsurance industry ineach year revenues of upto 40 million; in Sweden,or even 57% of dog owners who purchased their own dog

19、 pet insurance;Germany17%of the annual nationalincome comesfrom Kennel;in Australia,the pet industry withmore than 30000 employees, and createnearly 6% ofthe gross domestic product .The internationalpet market has graduallymatured,keepingpets hasbecome thecountry'seconomic strength,a signof soci

20、alwell-developed.Pet of the world economy, promote the rapid development of the rapiddevelopment of related industries, and gradually standardized,standardization and internationalization. The number of pets, pet theeconomy to benefit from rapidly rising year by year. People pamperingtheir pets to p

21、romote sales of pet supplies and pet services industrygradually grow, pet economy, pet food sales, pet supplies, pet groomingshops, pethospitalsand other produce rapidsuccessionof new industriesgrew up, pet market has become increasingly strong. To pet food, forexample, North America (mainly the Uni

22、ted States) is the largest regionof all pet food consumer market, but also hold the majority share ofWestern Europe, salesof pet foodtoall other classes the main consumermarket is alsotheconsumption of dog food and cat food The second-largestmarket. Inwhich theUnitedStatesand Japan inthe pet'sec

23、onomic growthis particularly prominent.Many people in the pet dogs who spend their own money than the bodygets. This includes pet food, toys, furniture, paid to the dog-walkingpeople,modifieddog beauticians,and pet therapistsand allothersectors."Pet craze" flourished,from which derived the

24、 "peteconomy" are thriving.2.14 The analysis of the domestic macro economic environmentIn the marketing environment in China at present,the pet industriesstill in the emerging stage.From the year of 2007, many internationalauthorityof theconsumer marketing research agencies begin to pay cl

25、oseattention to Chinese pet industries.According to a survey,the total ofChinese pets are increase almost 500%,according to incompletestatistics,in our country the number of all kinds of pets over 200million.To the year of 2015,this number will be reach 500million.In2008,theGDPofthe petsindustriesis

26、 20 billionyuan,theannualgrowthrate over 30%,is about the 60%shares in the world s pet industries.This major benefit from the complete chain of pet product industries.Forecast in the year of 2010,the GDP of pet industries will be 40 billion yuan.In nowadays,pet economic is account 0.4% in our GDP.In

27、 the pace with ourhigh-speed development of economic and the people s updated consumptionconcept,willprovidethe opportunityof the high-speed development in petindusries,andthese industriesare bound to lead a feverof pets economic.2.15 The analysis of the investment in fixed assets historical changes

28、in trackSet up a pet hospital need 400 thousands yuan,but,after open thehospital,mustbe refinement.Ifthe complete in-depthwillneed about 600thousands 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 assetis 8% over the

29、 basement in 2008,the consumer base is stable.2.16 The analysis of macro-economic development forecast in 2009.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

30、 performancestill worsen.But the loose monetary policy and expansion policy sharp cut provide the chance of down cushion for economic.In the short term,thestock digestion will be the end,andprovide a chance in the future chainto enhance.1. Animal epidemic prevention supervision institutions2. Busine

31、ss Management3. Animal Medical institutions1. Registration and approval system2. Dog licensing system3. Immunization and special system of governance2.1.9 Pet industry's major regulatory and industrial policy1.Everyonewho isbased on profitfor the purpose ofoperatingto registerthe sale of pets, b

32、reeding or a foster child should be first to ask themunicipality,county (city)competent authorityfora licenseand receivethe business licenses according to the law.2. Whensetup an animal hospital，you should have three or more registeredveterinary practitioners and registered veterinary assistantpract

33、itioners; when set up animal clinics, you should have two or moreregistered veterinary practitioners and veterinary assistantpractitioners .3. The owner should providenecessary medicalcare ， when the animals wereinjured orsick.The animal s medical and surgeryshould be based on itshealth or managemen

34、t needs, implemented by a veterinarian.4. The animals hospital have responsibility for the lives of pets. Inorder 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 other

35、s 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 avo

36、id suffering, shocking, or injuring.2.2 The microenviroment2.2.1.Market:Our main seniorhousingresidents,fashionableyoung man,loneliness,main linkshave petmarket,care, hairdressingcleaning,etc.2.2.2.Customers: Investigationshows, 60%ofpet owners have been or aregoing to their pets makeover, such as &

37、quot;the beauty care, fur." While 28%of pet owners say no, if the good effect can try, Only 15 percent ofinsufficientopposed pets.The brand image, productand servicequality,the marketing environment factors may affect the customers to buy.2.2.3.Competitors:Send multiple is our biggest competito

38、r, it is theChinese professionalpet interlinksorgnaization,have practicalstrong,and the system of the pet shop chain operation management concept. Theexistingsent more than160 multiplepetstoresinChina,isthemost petstore pet chain stores. It has many domestic and international famousbrands,thenationa

39、lagency fora millionresponsibleforproductpricedstraight, below the market price of 5-20, let every franchisees can bemore competitiveadvantage,and withmore thanforeach big supplyof themanufacturer signed promotional activities.3.Swot analysis.STRENGTHS1. CompleteFacilities，Professional researchers ，

40、Strong technical force2. In the senior site area ， Close to consumers3. Low purchasing In Yiwu wholesalemarket ，there is a significant cost advantages4. Franchise operation, easy to produce positive effects of economies of scale5. Success of financing policies, ensure adequate funding sourcesOPPORTU

41、NITIES1. 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 formedWEAKNESSES1. Chain informationsslowcirculation2. Without own distribution channels3. Personnel of h

42、igh quality requirement, the clerk recruit enough4. Lack of core competitive products5. Individual chain ismismanagement, affect the company brand imageTHREATS1. In the development of the market, Increasing competition, The market share is divided2. pet supplies alternativeproducts are increasing3.

43、Due to the outbreak of Influenza epidemic, government publish relevantly restrictive policies4. Customers preference change4. Objectives4.1 Objectivesfirst,wewillopen XingLong pet servicestationto serve the pet dogsand cats of the residents living in high-class apartment inNanning,then,after we impr

44、oving skills and accumulating capitalgradually,we'll be able to provide the corresponding service to other.kinds of pet.We'llopen XingLong pet happy stationand use the experienceof the spot to promote the work in the entire area.afterthe patternbeing mature,we willextend thispatternto A-leve

45、lcities like GuangZhou and ShenZhen etc.5. Marketing strategy5.1 Mission statementMission statement:committedto serviceof pets cleaning,nursing,beautyand so on.Protect the pets and the mastershealthy.5.2 Target marketpets of residentsin the high-classapartment,offashionpioneersand ofthe senior who a

46、re 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) Bea

47、uty(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, theentirestoreis designed to light-coloredseriesmainly reflectst

48、he warm.feelingofhome. Each group has itsown servicesin line withthestudio,all the studio reflects the characteristics of simple and clear.Environment should be to choose a more quiet location.5.5 Pricing strategiesWe will make comprehensive use of cost-oriented and target profit law,1. Because our

49、productpositioningis high level urban white-collarcrowd,so ourpricingstrategieswith thetargetgroupswillbe spendingpower,and some characteristics at the high level of services and products.2. Some common services and products that take full account of productmarket competition inthe market situationa

50、nd trend inspecificmarketingstrategies,todevelop a long-termprice system. Wewilluse cost-orientedmethod tosetprices,and sometimes even at lowerthanthe market averageprice, and strive to be able to get in the market, some market share.5.6 Distribution1. Only a levelmiddlemen，Yiwu wholesalemarket 。According to the companyneeded unified distribution，Convenient effect。2. combining choose distribution and intensive distribution 3Setting network distribution, door-to-door.Pet beauty care productsYiwu commodity wholesaleState medical suppliesStar lung pet Co., LTD ,Research and d