Student Name:
Student ID:
Unit Number:
Unit Name: Essay Writing
Assignment Number: III
Word Count:
Lecturer Name:
Date: August 3, 2021
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Contents
.................................................................................................................................................................... 1
Introduction:................................................................................................................................................2
Mission statement:.......................................................................................................................................2
Marketing Plan:...........................................................................................................................................2
Short-term:..............................................................................................................................................2
Long-term:...............................................................................................................................................3
Pestel Analysis:...........................................................................................................................................3
Political and Legal Analysis:...................................................................................................................3
Economic Analysis:.................................................................................................................................4
Sociocultural Analysis:............................................................................................................................4
Technological Analysis:..........................................................................................................................4
Competitive Analysis:.............................................................................................................................4
Swot Analysis:.............................................................................................................................................4
Strengths:.................................................................................................................................................5
Weaknesses:............................................................................................................................................5
Opportunities:..........................................................................................................................................5
Threats:....................................................................................................................................................5
Conclusion:.................................................................................................................................................6
References:..................................................................................................................................................6
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Introduction:
Bow Wow Meow Pet Facility is a full-service dog and cat grooming salon. Located in the heart
of Perth City Center, which boasts the largest proportion of pet-owning families in Australia
(58%). It will subsequently establish locations in Australia's other major cities, including
Melbourne, Sydney, and Brisbane, with the goal of becoming one of the top 10 pet care
providers in the country over the next five years. Baths, nail trims, and haircuts will all be
available at Bow Wow Meow. The style and additional attention shown while handling dogs are
the most fascinating aspects of this salon. Moms and fathers of dogs and cats may select from a
variety of distinctive fashions for their pets, like spiked fur, all-natural vegetable dye colored fur,
and painted dog and cat nails, among others. Cats and dogs of all sizes and kinds are welcome at
the salon, but no birds, reptiles, or unusual pets are allowed. Any dog or cat owner within a 20-
mile radius of the salon would be my target demographic. I'd also want to work with local
veterinary clinics to generate more business.
Mission statement:
The mission statement of Bow Wow Meow serves as a guideline for workers to follow in their
daily operations. Bow Wow Meow is a rising pet salon that specializes in creating one-of-a-kind
and high-quality looks for dogs and cats. Pet owners want their furry children to feel and look
their best. Bow Wow Meow's aim is to satisfy that need. Bow Wow Meow not only styles dogs,
but also ensures that the style is delivered with care. This one-of-a-kind styling idea isn't found at
just any salon. When a simple wash and trim aren't enough, Bow Wow Meow can be relied on to
go above and beyond to treat dogs. In the salon, we exclusively use clean, organic, and violence
products, such as vegetable color for hair style and non-toxic nail polish. Bow Wow Meow's goal
is to be the best groomer and salon in town, not just for daily grooming and showers, but also for
special occasions like dog and cat shows. Pet owners can be certain that their dogs are receiving
the finest fashion and grooming care possible thanks to Bow Wow Meow's high quality, styling,
and care standards.
Marketing Plan:
In business, targeted audience is crucial. One of the reasons almost a third of companies fail
within their first two years is because they are unfamiliar with the market they are attempting to
attract. Bow Wow Meow aims to assist by offering high-quality services that are difficult to
replicate and are not accessible elsewhere by really understanding what the client wants. Bow
Wow Meow distinguishes itself from other pet salons by treating customers' dogs as if they
became their personal. Now we are going to separately write about the long term and short-term
goals of the company individually for better understanding of the marketing plan.
Short-term:
Bow Wow Meow's primary objectives for the next year are to streamline costs, establish a social
media presence, and demonstrate a profit margin of at least 15%. The key to streamlining
company expenditures is to keep track of them. QuickBooks is an excellent software for keeping
track of expenditures. This software would enable the company to identify where money gets
spent, and then Bow Wow Meow could figure out what might be changed to save costs. This
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may involve things like switching supply chains from in-house to outsourced or vice versa. In
today's environment, social media marketing is critical to generating business. The aim is to set
up a Facebook profile and an Instagram account. Facebook and Instagram accounts are free, but
they are an excellent, and free, way to get the name of the company out there. The engagement
rate and followers the company page has upon every outlet may be used to determine this.
Customers may also contact the company via an easy-to-use forum.
Finally, QuickBooks may aid in the tracking of profit margins. Streamlining company costs
coincides with this aim. Finding methods to simplify operations, similar to streamlining
expenditures, may save money for the bottom line when utilising the Continuous Process
Improvement approach. Bow Wow Meow would have to assess existing procedures before
determining how to improve efficiency. This may be as easy as finishing a procedure with fewer
steps by eliminating redundant labor. It is critical, however, that simplifying the process should
not compromise the work's quality, since excellent quality is a foundation of the stated mission.
Long-term:
The primary objectives for Bow Wow Meow over the next five years are to maintain a 30-40%
profit margin, add more personnel to the salon, and provide new goods and services. Profit
margins may be tracked in the long run, just as they can be in the short term, using QuickBooks.
Bow Wow Meow may distribute money as required to simplify the company by continuously
analyzing and taking action depending on the statistics. Additional personnel will be required as
a result of increased business. Employees have had the chance to be properly trained after being
in company for 5 years, and Bow Wow Meow would have a strong team in place. The five-year
objective is to recruit at least one new person for bathing, who will subsequently be trained as a
stylist. By decreasing or eliminating wait times, having adequate personnel in the salon improves
the client experience.
Finally, over the next five years, Bow Wow Meow hopes to expand its range of designs and
goods. Because Bow Wow Meow exclusively utilizes vegetable pigments and other animal-
friendly materials, building connections with suppliers is essential for getting the lowest pricing
on items. Bow Wow Meow would be able to utilize higher-end goods at a cheaper cost as a
result of this. Furthermore, with more experienced personnel, the facility would be capable to
provide more sophisticated techniques.
Pestel Analysis:
In the light of the Pestel analysis, we are going to take some of the important factors that will
affect the performance of our afore-mentioned marketing plan and goals. On the behalf of
political, economic, social and technological factors we are going to analyze our plan from
multiple scenarios. These factors are generally difficult to control in comparison to the SWOT
analysis, as they are controlled by the external factors.
Political and Legal Analysis:
While Perth's economy is solid, small companies face a number of challenges. Perth's corporate
tax rate, which is set to rise to 11.8 percent, is one danger. Perth has property taxes in subject to
state levies. Perth's labor market is also a challenge to business. Perth's population is older, and
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its unemployment rate is substantially lower. Many companies employ people from other states
or hire contractors.
Economic Analysis:
Australians like their dogs, and their expenditure reflects this. Grooming services accounted for
$4.1 billion in spending by pet owners in 2019. Despite the fact that Australia's economy is
expanding, the pace of growth seen in 2021 is not likely to continue. Because consumer spending
has increased in 2021, this may have a negative impact on inflation. This would imply that
company loans may have a higher rate of return. In addition, rising inflation would raise the price
of bathing and styling goods from supply chain suppliers.[ CITATION Res21 \l 1033 ]
Sociocultural Analysis:
In the commercial world, particularly in the pet market, competition is intense. Businesses must
be able to recognize risks and opportunities, as well as capitalize on their advantages. The
Sociocultural Analysis enables a company to look at both internal and external factors that may
have an impact on the company. The company may align its strategy to function effectively in
the environment after trends and risks have been recognized. Pets become more incorporated as
family and friends in today's culture, rather than just as pets. Perth's natural beautiful landscapes
and attractions are a major lure for the population. As a result, the Perth populace is increasingly
interested about clean, organic, and violence goods. In addition, 44 percent of people in Perth
hold a Bachelor's degree or above. This is significant since in Australia, customers with a college
diploma contribute for 60% of entire pet expenditure.[ CITATION Bou15 \l 1033 ]
Technological Analysis:
Nowadays, the internet, particularly social media, is harmful to conducting business. Social
media platforms like as Facebook, Instagram, and YouTube may not only generate good
revenue, but they also enable for customer service. Setting up a business Facebook profile is free,
and it enables you to advertise specials, get consumer feedback, and showcase your company's
work and goods. Customer contact is also possible at any of the aforementioned locations.
Customers may provide input on goods and services that want to see the business provide in
addition to reviews.[ CITATION Ahs20 \l 1033 ]
Competitive Analysis:
In Australia, the pet grooming industry is expanding. In fact, by 2025, the pet stylist profession is
expected to increase by 15%. National shops such as Pawshake and Australian Pet Directory will
be considered a potential competition for Bow Wow Meow. They provide basic grooming and
showering services, but not the more styled choices that Bow Wow Meow provides. However,
PetSmart has added skin treatments known as Dog Spa Treatments to its grooming arsenal for an
extra fee. Boutiques and other elevated pet spas all across Perth, where Bow Wow Meow is
situated, would be direct competitors. There are no recognized competition-based groomers in
Perth right now.[ CITATION Ahs20 \l 1033 ]
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Swot Analysis:
A SWOT analysis is used to determine a company's strengths, weaknesses, opportunities, and
threats. Companies may strategically design their company strategy by recognizing these
essential components. A business may also use the SWOT analysis to evaluate what's really
working, what isn't working, and what might possibly go wrong, and change plans as required.
Strengths:
No one wants to bring their dogs to a low-quality grooming service. Bow Wow Meow
distinguishes itself from other small pet salons by providing high-quality, natural products and
professional styling. Bow Wow Meow additionally handles customers' cats and dogs as whether
they were their own. Bow Wow Meow establishes the expectation of receiving the finest
possible care. Ultimately, Bow Wow Meow tends to increase by introducing new, innovative
designs and products.
Weaknesses:
Onboarding and training new workers, especially those with little or no experience, is time
demanding and costly. Furthermore, since Bow Wow Meow would be a new company with no
established connections with suppliers or supply chains, goods will most likely be offered at
normal pricing to any business. Perth is lovely, but finding a cheap and convenient location may
be difficult.[ CITATION FRU19 \l 1033 ]
Opportunities:
New hires and training new workers, especially those with little or no experience, is time
demanding and costly. Furthermore, since Bow Wow Meow would be a new company with no
established connections with suppliers or supply chains, goods will most likely be offered at
normal pricing to any business. Perth is lovely, but finding a cheap and convenient location may
be difficult.[ CITATION FRU19 \l 1033 ]
Threats:
Start-up expenses will be a concern since Perth is one of the worst taxes in the nation.
Furthermore, given Perth's ageing population, hiring excellent local workers will be difficult. If
finding workers locally proves problematic, the expense of employing contractors or searching
out of state temporarily must be weighed. Finally, despite the fact that the Australian economy is
improving, inflation is rising. This may make it more difficult to get lower-interest company
financing.
Strength Weaknesses
High demand and quality product at Training and hiring of new employees in a
reasonable prices. relatively shorter period of time.
Better care and services for the pets. Managing of the supply chain and various
Innovative business model, incorporating the vendors across the country.
modern facilities. Optimum location to provide our services.
Opportunities Threats
Wide range of clean, green and organic Various taxes issued.
product are being introduced to the market High rates of labor
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now and then. Increment in inflation with the time.
Number of pets increasing each, hence their
care-taking demand increases.
Different shows for pet and more investment
in their care.
Conclusion:
Bow Wow Meow is a small pet salon in Burlington, Western Australia. Bow Wow Meow
distinguishes apart from other pet salons by emphasizing high-quality bathing and grooming,
utilizing only natural and organic products, and providing only the finest degree of care for dogs.
It's a pet-friendly version of a shop. Lean operations guarantee efficient procedures, and constant
monitoring ensures that quality is not compromised. Increased revenue for the bottom line as a
result of these initiatives.
References
Bouma, G. D. (2015, May 19). The role of demographic and socio-cultural factors in Australia’s
successful multicultural society: How Australia is not Europe. Journal of Sociology. Retrieved
August 3, 2021, from https://journals.sagepub.com/doi/abs/10.1177/1440783315584210
FRUE, K. (2019, 15 April). SWOT ANALYSIS. Retrieved August 3, 2021, from pestleanalysis:
https://pestleanalysis.com/swot-analysis-of-australia/
Reserve Bank of Australia. (2021). The Australian Economy and Financial Markets. Retrieved August 3,
2021, from https://www.rba.gov.au/chart-pack/pdf/chart-pack.pdf
Shaw, A. A. (2020, April 19). PEST Analysis of Australia. Retrieved August 3, 2021, from marketing
tutor: https://www.marketingtutor.net/pest-analysis-of-australia/
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