Business-plan英文版商业计划书

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 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 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

I.IOrga 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 "pet of the Win d", the pet services will be urge ntly n eeded. One has a perfect, healthy body 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 "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 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. "Pet craze" flourished, from which derived the "pet economy" are thriv ing.

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 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.Accord 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 2015,this nu mber will be reach 500millio n.In 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 dustries.This major ben efit from the complete cha in of pet product in dustries.Forecast in the year of 2010,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 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 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 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 ease.After 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 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 Department in charge of the pet industry

1. Ani mal epidemic preve nti on supervisi on in stituti ons

2. Bus in ess Man ageme nt

3. Ani mal Medical in stituti ons

2.1.8 Industry Management System

1. Registrati on and approval system

2. Dog lice nsing system

3. 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