Dog Obedience School Marketing Plan by PaloAltoSoftware

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                               Table Of Contents


1.0   Executive Summary       . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .1

2.0   Situation Analysis . . . . . . . . . . .                .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .    .    .    .   .1
         2.1    Market Summary . . . . . . . .                .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .    .    .    .   .2
                    2.1.1 Market Demographics                 .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .    .    .    .   .2
                    2.1.2 Market Needs . . . .                .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .    .    .    .   .3
                    2.1.3 Market Trends . . . .               .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .    .    .    .   .4
                    2.1.4 Market Growth . . . .               .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .    .    .    .   .4
         2.2    SWOT Analysis . . . . . . . . .               .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .    .    .    .   .5
                    2.2.1 Strengths . . . . . .               .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .    .    .    .   .5
                    2.2.2 Weaknesses . . . . .                .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .    .    .    .   .5
                    2.2.3 Opportunities . . . .               .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .    .    .    .   .6
                    2.2.4 Threats . . . . . . .               .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .    .    .    .   .6
         2.3    Competition . . . . . . . . . .               .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .    .    .    .   .6
         2.4    Services . . . . . . . . . . . .              .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .    .    .    .   .6
         2.5    Keys to Success . . . . . . . .               .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .    .    .    .   .7
         2.6    Critical Issues . . . . . . . . .             .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .    .    .    .   .7

3.0   Marketing Strategy . . . . .    .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .    .    .    .   .7
        3.1    Mission . . . . . .    .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .    .    .    .   .8
        3.2   Marketing Objectives    .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .    .    .    .   .8
        3.3    Financial Objectives   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .    .    .    .   .8
        3.4    Target Marketing . .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .    .    .    .   .8
        3.5   Positioning . . . . .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .    .    .    .   .8
        3.6    Strategy Pyramids .    .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .    .    .    .   .9
        3.7    Marketing Mix . . .    .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .    .    .    .   .9
        3.8    Marketing Research     .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .    .    .    .   .9

4.0   Financials, Budgets, and Forecasts          .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .    .    .    . 10
         4.1    Break-even Analysis . . .         .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .    .     .    . 10
         4.2    Sales Forecast . . . . . .        .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .    .    .    .    . 11
         4.3   Expense Forecast . . . . .         .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .    .    .    . 12

5.0   Controls   . . . . . . . . . . . . . .      .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .    .    .    . 12
         5.1     Implementation Milestones        .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .    .    .    . 13
         5.2     Marketing Organization . .       .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .    .    .    . 13
         5.3     Contingency Planning . . .       .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .    .    .    . 13
                                    Canine Critter College


1.0 Executive Summary

   Canine Critter College (CCC) is a dog obedience school located in Eugene, Ore. Canine Critter
   College is unique in its approach to dog obedience. Instead of training the dog, CCC works on
   training the owners on how to train the dog, as well as establish clear lines of communication
   between the dog and the owner. Establishing clear communication with the dog and
   understanding the dog's canine physical and social behavior is the most fundamental lessons to
   learn.

   Canine Critter College will leverage this effective strategy to develop long-term satisfied
   customers. Through their effective training philosophy and customer-centric business approach,
   Canine Critter College will consistently gain market share.

   Canine Critter College is forecasted to reach profitability by month nine and will earn $91,000 in
   revenues for year three.



2.0 Situation Analysis

   Canine Critter College is entering their second year of operation. The training classes have been
   well received, and marketing is now critical to its continued success and future profitability.
   Canine Critter College offers a wide range of group and private dog obedience classes. The basic
   market need is to train owners on ways to communicate with and control their dogs. Canine
   Critter College will serve two basic market needs. The first is a need of new dog owners who are
   looking for training for their new dog. This target segment recognizes the value and efficiency of
   training their pet early on. The value will be recognized over time when less time and effort is
   required in communicating with the dog.

   The other market need comes from people who are having difficulty controlling their dog. Both
   groups, the proactive pet owners, and the reactive pet owners, will recognize the value of proper
   training. Canine Critter College's customer centric service offerings will meet these market needs.




                                                                                                Page 1
                                          Canine Critter College


2.1 Market Summary

  Canine Critter College possess good information about the market and knows a great deal about
  the common attributes of the most prized and loyal customers. Canine Critter College will
  leverage this information to better understand who is served, their specific needs, and how
  Canine Critter College can better accomodate them.




                                              Target Markets




                                                                           Proactive dog parents
                                                                           Reactive dog parents




     Table 2.1: Target Market Forecast

      Target Market Forecast
      Potential Customers            Growth       2001     2002     2003     2004        2005      CAGR
      Proactive dog parents              9%     11,125   12,126   13,217   14,407      15,704      9.00%
      Reactive dog parents               8%     10,254   11,074   11,960   12,917      13,950      8.00%
      Total                           8.52%     21,379   23,200   25,177   27,324      29,654      8.52%




2.1.1 Market Demographics

  Geographics

      • Our immediate geographic target is the city of Eugene, Ore. with a population of 130,000.
      • A 20 mile geographic area is in need of Canine Critter College's services.
      • The target population is estimated at 21,000.

  Demographics

      • Families and individuals.
      • Ages 25-50: this segment makes up 53% of the Eugene market according to the Eugene
        Chamber of Commerce.
      • Attended college and perhaps graduate school.
      • Household income over $40,000.
      • Recognize the value of training for the pet.
      • Owns their home valued at over $125,000.

                                                                                                   Page 2
                                   Canine Critter College


  Profile of the typical resident of Eugene

      •   67%   have lived in Eugene for more than seven years.
      •   61%   have completed some college.
      •   27%   are managers, professionals, and/or owners of a business.
      •   53%   are married.
      •   65%   have no children living at home.
      •   58%   own their residence.

  Behavior factors

      • They spend a fair amount of time with their pet.
      • They view their pet as a member of the nuclear family.
      • If this is their first pet, it will not be their last.



2.1.2 Market Needs

  Canine Critter College is providing its customers with a high-quality service offering of dog
  obedience training for both human and animal. Canine Critter College offers several different
  courses. CCC seeks to fulfill the following benefits that are important to customers.

      • Selection: CCC offers several different levels of training.
      • Accessibility: the majority of the group classes occur in the evening, allowing working
        people to attend. Private sessions are available at whatever time meets the customer's
        needs.
      • Customer service: the customer will be impressed with the level of attention that they
        receive.




                                                                                             Page 3
                                   Canine Critter College


2.1.3 Market Trends

  The trend for dog obedience is a growing market. Pet owners are becoming increasingly aware of
  the value of more sophisticated communication techniques between human and canine. P
								
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