The business will be called ‘Chiswick Dog beauty parlour’. It will have a contemporary design, in order to appear trendy.
METHODOLOGY
Primary Research Objectives
Objective 1 - To determine the likely demand for dog treatment.
Objective 2 - To determine the additional accessories demanded the majority.
Primary Research Method
After researching various methods of research I have decided that a survey is to be conducted in Chiswick using a random quota sampling of 100 people, which will be recorded.
Questionnaire
Do you own a pet?
Yes / No
How many pets?
One / Two / Three / Four / Five / more
Would you consider beauty treatment for your pet?
Yes / No
Do you feel there is any need of a dog beauty parlour?
Yes / No
Have u used a dog parlour before?
Yes / No
What type of treatment would you consider?
1. Wash
2. Tee Tree Oil Groom
3. Clipping (15 mins)
4. Clipping (60 mins)
5. Nail Clipping
6. Trim & Tidy
How much are you willing to pay for treatments above?
1.
2.
3.
4.
5.
6.
7.
Would you buy accessories/clothing for your pet?
Yes / No
Secondary Research Objectives
Objective 1
To find out if the Chiswick will generate sufficient custom, by assessing the competition in surrounding areas and conducting a SWOT analysis.
Objective 2
Cost of advertising the Marketing
This may include method of above and below the line promotion and research into local radio, newspaper and leaflet drops, marketing mix, market analysis and marketing strategy all of these must be considered.
Objective 1
S.W.O.T Analysis
Strengths:
Ø high employment area in which disposable incomes are high
Ø Premises directly opposite a metropolitan line station and surrounded by bus stops from various routes, hence enabling easy access to the Bar. Plenty of car parking spaces available.
Ø The premises have many large windows and an open plan, located directly in the centre of the town, providing much opportunity to entice custom via interior design.
Weaknesses:
Ø Is not a large retailing town , and therefore most people who will know of its existence will be those who frequent Chiswick, unless a large budget is set aside for advertising. Also due to this, people may prefer to go to other places as they can see a movie and do some shopping while they are there.
Ø Limited parking space available
Opportunity:
Ø There is an opportunity to completely dominate the market of Chiswick and the small surrounding towns as the main service provided is modern, fashionable. On top of which it will be the most competitively price though this may require the adoption of penetration pricing until customer loyalty is established.
Ø If market domination is established there is and opportunity to expand the range of services to include accessories
Threats:
Ø The main threat comes from current competitors who may also aim to slash prices.
Objective 2
MARKETING
Within Marketing there are many aspects which need to be considered. I have used a brain storm to show what marketing consists of.
Competition
Advertising/promotion Target audience
Marketing
Segmentation
Distribution
Prices
Product development
This business will be seen as a specialist business as we offer an expert and effective service which shows that we offer quality service however the drawbacks to this type of business is the fact that it would become boring to the workers, and there are restricted number of jobs. Since my business is based on a niche market it shows we are focussed on a certain area where we know our customers and there is less competition, less costs, less risk, and more control.
The unique selling proposition for my service would be the well trained employee; therefore the service you will get would be the best. This business is market-oriented therefore the planning is based on the needs of the customer, for example if the demand of dog accessories is high, then we will offer it.
The four P’s
Purpose/product – to offer a grooming/accessories service for dog owners
Place – Chiswick high street, in front of a train station.
Promotion – offer a discount to new customers
Prices – varies to different types of treatments, using a penetration prices in the beginning stages of the business then price skimming and competitive prices.
Influences on the price of a product
Costs competition objectives stage in life cycle demand
Advertising
Advertising is an essential factor in the prosperity of the business. Due to the fact that Chiswick is not a well-known for its high-street, the parlour requires much publicity to attract the custom of those in surrounding areas. £10 000 will therefore be spent on advertising. £4000 on the local newspaper, £5000 on Herts FM and £1000 on distribution of flyers to surrounding areas.
