Business-plan英文版商业计划书

2021年1月24日发(作者：dessert是什么意思)

Business plan
for the pet market


Miracle

Nov
-22-2009



E
XECUTIVE
S
UMMARY

Pets 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 they 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 other aspects of a sin gle n ati onal
comparis on of many of these in stitutio ns
In 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,but we n eed a more effective
solution to develop market 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 Content
1. I ntroduction
2. Current marketing situation
3. Swot analysis
4. Objectives
5. Marketing strategy
6. Action programmes
7. Budget
8. Control
9. Conslusion


1.
Introduction
ni zati on
Headquarters:
Chairma n, Gen eral Man ager (Finance Departme nt, Inv estme nt
Departme nt, Marketi ng Departme nt), deputy gen eral man ager (customer service
departme nt, advertis ing departme nt), the departme nt heads, employees
Chain stores:
store man ager, medical groups, beauty group, photography group , public
relati ons group, sales group
2.
C
urrent marketing situation
Pet in dustry is curre ntly on the market, there are 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
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

of the pet service will be the curre nt market n eeds
2.1
The macroe nvirome nt
2.1.1 the global status of the pet industry
With 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
nursing 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
Analysis of China's pet industry
China 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 China's
current development level of the pet market not in the true sense, with the world
」
n 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 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 2015, the the figure will reach 500 milli on. In 2008, 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. 2010, pet 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 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 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 international pet trade
Pets 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 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
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 U.S. pet in sura nce industry in each year revenues of up to 40
million; in Sweden, or even 57% of dog
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 create n early 6% of the gross domestic product
.
..................................
The 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 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, pet 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 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 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.
economy
2.14 The analysis of the domestic macro economic environment
In the marketing environment in China at present,the pet industries still in the emerg ing
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 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 the year of
2015,this nu mber will be reach 500millio 2008,the GDP of the pets industries is 20 billion
yuan,the annual growth rate over 30%,is about the 60% shares in the worl'pet in
major ben efit from the complete cha in of pet product in st in the year of
2010,the GDP of pet in dustries will be 40 billio n yua no wadays,pet econo mic is acco
unt 0.4% in our GDP
」
n the 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 historical changes in track
Set up a pet hospital need 400 thousands yuan,but,after open the hospital,must be
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 fixed asset is 8% over the baseme
nt in 2008,the con sumer base is stable.
2.16
The analysis of macro-economic development forecast in 2009
The con tract ion of domestic econo mic is expected to Finan cial
Crisis,in our coun try,the worse n export and the inv estme nt slowdow n lead to the GDP
short-term decli ne in,en terprise performa nee still worse the loose mon etary policy
and expa nsion policy sharp cut provide the cha nee of dow n cushi on for 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
Department in charge of the pet industry
1.
2.
3.
Ani mal epidemic preve nti on supervisi on in stituti ons
Bus in ess Man ageme nt
Ani mal Medical in stituti ons
2.1.8
Industry Management System
1.
2.
3.
Registrati on and approval system
Dog lice nsing system
Immuni zati on and special system of gover nance
2.1.9
Pet industry's major regulatory and industrial policy
I.
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 in ess lice nses accord ing to the law.
2.
When set up an animal hospital you should have three or more registered
veteri nary practiti oners and registered veteri nary assista nt practiti on ers; whe n set up an
imal clin ics, you should have two or more registered veteri nary practiti oners and veteri 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 for the lives of pets. In order to endure t
quality,you should not accept private drugs or drugs of 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 preve nt their ani mals aga inst other' life, property, liberty, body or
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 microenviroment
2.2.1.
Market:
Our main senior hous ing reside nts, fashi on able young man, lo neli ness,
main links have pet market, care, hairdress ing clea ning, etc.
2.2.2.
Customers:
Investigation shows, 60% of pet owners have been or are going to their
pets makeover, such as
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 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 Chin
a, is the most pet store pet cha in stores. It has many