Business plan英文版商业计划书.doc 16页

'　　　　　　　　　　　　　　　　　　　　　　　Businessplanforthepetmarkes(xinglong)Businessplan英文版商业计划书BusinessplanforthepetmarketMiracleNov－２２－２００９12021-6-11Page1of16 　　　　　　　　　　　　　　　　　　　　　　　Businessplanforthepetmarkes(xinglong)ExecutiveSummaryPetssoldonthemarkettodayisverylarge,anincreasingnumberofyoungeragegroupsliketokeepaspetsandtotheirpartners.Theynotonlysatisfiedwithasimplefeeding,butalsoregardthemastheirparents.Becausetheyhavethismentality,theotherrelevantmarketcameintobeingandpets-petgrooming,healthcareandsoon.Atpresent,therearealreadymanysuchinstitutionsabroad;manydomesticfirst-linehasalsobeendevelopedcities,asimilarorganization,butduetotechnicalreasons,andotheraspectsofasinglenationalcomparisonofmanyoftheseinstitutionsIndevelopedcitymarkets,thereexistsalackageofall-packageorganizationforallkindofpetservices.Insecondlinecities,someserviceorganizationsforonlyonekindofpetstillhavealargemarketshare,butweneedamoreeffectivesolutiontodevelopmarketthere.Fortheconsideration,ourprogramistodesignthemarketinNanning,throughtheprogram,wecanfindamoreeffectivewaytolearnhowthepetservicemarketworksandhowtoexplorepotentialbusinessopportunity.12021-6-11Page1of16 　　　　　　　　　　　　　　　　　　　　　　　Businessplanforthepetmarkes(xinglong)TableofContent1.Introduction2.Currentmarketingsituation3.Swotanalysis4.Objectives5.Marketingstrategy6.Actionprogrammes7.Budget8.Control9.Conslusion22021-6-11 　　　　　　　　　　　　　　　　　　　　　　　Businessplanforthepetmarkes(xinglong)1.Introduction1.1OrganizationHeadquarters:Chairman,GeneralManager(FinanceDepartment,InvestmentDepartment,MarketingDepartment),deputygeneralmanager(customerservicedepartment,advertisingdepartment),thedepartmentheads,employeesChainstores:storemanager,medicalgroups,beautygroup,photographygroup,publicrelationsgroup,salesgroup2.CurrentmarketingsituationPetindustryiscurrentlyonthemarket,therearemanysimplepetsaleshop;However,regardingthepetoftheserviceagenciesinthecountryonlyaverysmallpresenceinsomedevelopedsmallerfirst-tiercities,structure,petservices,asinglestore,suchasonpetcareandbeauty.Itwaslearnedthatinforeigncountries,manydevelopedcountries,onavarietyofpetservices,agencieshaveaperfectsystem,variousagencieswidespread.Technicallywecanlearnfromtheintroduction,fortheincreasinglypopular"petoftheWind",thepetserviceswillbeurgentlyneeded.Onehasaperfect,healthybodyofthepetservicewillbethecurrentmarketneeds2.1Themacroenviroment2.1.1theglobalstatusofthepetindustryWiththeincreasinglivingstandardsinChina,petgraduallybecomecloserandclosercompanion.Whetheritisdogs,cats,birds,orfishorturtles,whichhousekeepingpastnursinghomes,smallanimalsforhumanentertainment,becameanimportantmemberofthefamily.Inanincreasinglycompetitivesocialenvironment,yourpet"slovelyandlivelyasisinthetensionofmodernlife,thehumansendingloneliness,increasethefunandeasethepressure.2.1.2AnalysisofChina"spetindustryChinahas1.3billionpopulation,andhasfarmedsinceancienttimes,atraditionalpet,accordingtoconservativeestimates,Chinanowthereareatleast100millionpets,petmarketpotentialoftheeconomyforatleastupto150billionyuan,132021-6-11 　　　　　　　　　　　　　　　　　　　　　　　Businessplanforthepetmarkes(xinglong)butChina"scurrentdevelopmentlevelofthepetmarketnotinthetruesense,withtheworld,InthecurrentmarketenvironmentinChina,petfoodandsuppliestotheretailindustryisstillintheemergingstage.Since2007,manyinternationalandauthoritativeconsumermarketresearchinstitutionsbegantopaycloseattentiontoChina"spetindustry.AsurveyshowsthatChinesepettotalof8yearsin1999-2007increasedbynearly500%,accordingtoincompletestatistics,China"scurrentpetdogs,catsandothertypesofpetsformorethan200milliontotalin2015,thethefigurewillreach500million.In2008,thepetindustry"sannualoutputofabout200billionyuan,anannualgrowthrateofover30%,accountingfor60%oftheshareoftheworld,thistranscripthavebenefitedfromChina"smajorpetproductsindustry,acompleteindustrialchain.2010,petindustry"sannualoutputvaluewillbe400billionyuan.Internationalexperienceshowsthatwhenthestate3000-5000U.S.dollarspercapitaGDPreached,itwilldrivethecountryintothepetmarkethigh-speeddevelopmentperiod,currentlyChina"seasterncoastalareasinsomecitiespercapitaGDPhasreachedtheabove-mentionedstandards;theinternationalpetindustry,partofthedatashowsthatpettheeconomyofthecountry"stotalshareofGDPhasreached6percentintheUnitedStates,theEuropeanaverageof3%-4%,Japanhasalsoreached2%,whileinChina,thefigurewasonly0.4%.WithChina"srapideconomicdevelopmentandpeople"sconsumptionconceptofcontinuouslyupdatedforthepetindustrywillprovideopportunitiesforhigh-speeddevelopment,andisboundtoleadtopet"seconomicboom. 2.1.3AnalysisoftheinternationalpettradePetsinthedevelopedcountriesasanindustryhaveYierbainianhistory,formedabreeding,training,supplies,appliances,medical,medicine,trade,industrialchain.Strictlawsandregulations,notonlyinthemanagementofspecificresponsibilities,thegovernmentandpetorganizationscomplementeachother,andthepetindustryinasystematicandstandardizedrun,formingapartofthenationaleconomy.Overseas,the"peteconomy"isahugeindustry.In2001,thepetforthecreationoftheU.S.economyof276billiondollarsinspending,theU.S.petinsuranceindustryineachyearrevenuesofupto40million;inSweden,oreven57%ofdog132021-6-11 　　　　　　　　　　　　　　　　　　　　　　　Businessplanforthepetmarkes(xinglong)ownerswhopurchasedtheirowndogpetinsurance;Germany17%oftheannualnationalincomecomesfromKennel;inAustralia,thepetindustrywithmorethan30000employees,andcreatenearly6%ofthegrossdomesticproduct......Theinternationalpetmarkethasgraduallymatured,keepingpetshasbecomethecountry"seconomicstrength,asignofsocialwell-developed.Petoftheworldeconomy,promotetherapiddevelopmentoftherapiddevelopmentofrelatedindustries,andgraduallystandardized,standardizationandinternationalization.Thenumberofpets,pettheeconomytobenefitfromrapidlyrisingyearbyyear.Peoplepamperingtheirpetstopromotesalesofpetsuppliesandpetservicesindustrygraduallygrow,peteconomy,petfoodsales,petsupplies,petgroomingshops,pethospitalsandotherproducerapidsuccessionofnewindustriesgrewup,petmarkethasbecomeincreasinglystrong.Topetfood,forexample,NorthAmerica(mainlytheUnitedStates)isthelargestregionofallpetfoodconsumermarket,butalsoholdthemajorityshareofWesternEurope,salesofpetfoodtoallotherclassesthemainconsumermarketisalsotheconsumptionofdogfoodandcatfoodThesecond-largestmarket.InwhichtheUnitedStatesandJapaninthepet"seconomicgrowthisparticularlyprominent.Manypeopleinthepetdogswhospendtheirownmoneythanthebodygets.Thisincludespetfood,toys,furniture,paidtothedog-walkingpeople,modifieddogbeauticians,andpettherapistsandallothersectors."Petcraze"flourished,fromwhichderivedthe"peteconomy"arethriving.2.14TheanalysisofthedomesticmacroeconomicenvironmentInthemarketingenvironmentinChinaatpresent,thepetindustriesstillintheemergingstage.Fromtheyearof2007,manyinternationalauthorityoftheconsumermarketingresearchagenciesbegintopaycloseattentiontoChinesepetindustries.Accordingtoasurvey,thetotalofChinesepetsareincreasealmost500%,accordingtoincompletestatistics,inourcountrythenumberofallkindsofpetsover200million.Totheyearof2015,thisnumberwillbereach500million.In2008,theGDPofthepetsindustriesis20billionyuan,theannualgrowthrateover30%,isaboutthe60%sharesintheworld’spetindustries.Thismajorbenefitfromthe132021-6-11 　　　　　　　　　　　　　　　　　　　　　　　Businessplanforthepetmarkes(xinglong)completechainofpetproductindustries.Forecastintheyearof2010,theGDPofpetindustrieswillbe40billionyuan.Innowadays,peteconomicisaccount0.4%inourGDP.Inthepacewithourhigh-speeddevelopmentofeconomicandthepeople’supdatedconsumptionconcept,willprovidetheopportunityofthehigh-speeddevelopmentinpetindusries,andtheseindustriesareboundtoleadafeverofpetseconomic.2.15TheanalysisoftheinvestmentinfixedassetshistoricalchangesintrackSetupapethospitalneed400thousandsyuan,but,afteropenthehospital,mustberefinement.Ifthecompletein-depthwillneedabout600thousandsyuan..Setupasmallpetstore,needthesamefundswiththehospital.Inthenational,theactualgrowthrateofinvestmentinfixedassetis8%overthebasementin2008,theconsumerbaseisstable.2.16Theanalysisofmacro-economicdevelopmentforecastin2009Thecontractionofdomesticeconomicisexpectedtoease.AfterFinancialCrisis,inourcountry,theworsenexportandtheinvestmentslowdownleadtotheGDPshort-termdeclinein,enterpriseperformancestillworsen.Buttheloosemonetarypolicyandexpansionpolicysharpcutprovidethechanceofdowncushionforeconomic.Intheshortterm,thestockdigestionwillbetheend,andprovideachanceinthefuturechaintoenhance.2.1.7Departmentinchargeofthepetindustry1.Animalepidemicpreventionsupervisioninstitutions2.BusinessManagement3.AnimalMedicalinstitutions2.1.8IndustryManagementSystem1.Registrationandapprovalsystem2.Doglicensingsystem3.Immunizationandspecialsystemofgovernance2.1.9Petindustry"smajorregulatoryandindustrialpolicy1.Everyonewhoisbasedonprofitforthepurposeofoperatingtoregisterthesaleofpets,breedingorafosterchildshouldbefirsttoaskthemunicipality,county(city)132021-6-11 　　　　　　　　　　　　　　　　　　　　　　　Businessplanforthepetmarkes(xinglong)competentauthorityforalicenseandreceivethebusinesslicensesaccordingtothelaw.2.Whensetupananimalhospital，youshouldhavethreeormoreregisteredveterinarypractitionersandregisteredveterinaryassistantpractitioners;whensetupanimalclinics,youshouldhavetwoormoreregisteredveterinarypractitionersandveterinaryassistantpractitioners.3.Theownershouldprovidenecessarymedicalcare，whentheanimalswereinjuredorsick.Theanimal’smedicalandsurgeryshouldbebasedonitshealthormanagementneeds,implementedbyaveterinarian.4.Theanimal’shospitalhaveresponsibilityforthelivesofpets.Inordertoensurethequality,youshouldnotacceptprivatedrugsordrugsofunknown.Youmustgetthemedicinefromtheinformaldrugwholesalemarket.5.Noonecanabuse,harass,orhurtothersanimalsfornoreason.6.Theownershouldpreventtheiranimalsagainstothers’life,property,liberty,bodyortranquilityfornoreason.7.Whentransportinganimals，youshouldpayattentiontotheirfood,drinkingwater,environmental,drainageandsecurity.Youshouldmakesureyouranimalavoidsuffering,shocking,orinjuring.2.2Themicroenviroment2.2.1.Market:Ourmainseniorhousingresidents,fashionableyoungman,loneliness,mainlinkshavepetmarket,care,hairdressingcleaning,etc.2.2.2.Customers:Investigationshows,60%ofpetownershavebeenoraregoingtotheirpetsmakeover,suchas"thebeautycare,fur."While28%ofpetownerssayno,ifthegoodeffectcantry,Only15percentofinsufficientopposedpets..Thebrandimage,productandservicequality,themarketingenvironmentfactorsmayaffectthecustomerstobuy.2.2.3.Competitors:Sendmultipleisourbiggestcompetitor,itistheChineseprofessionalpetinterlinksorgnaization,havepracticalstrong,andthesystemofthepetshopchainoperationmanagementconcept.Theexistingsentmorethan160multiplepetstoresinChina,isthemostpetstorepetchainstores.Ithasmany132021-6-11 　　　　　　　　　　　　　　　　　　　　　　　Businessplanforthepetmarkes(xinglong)domesticandinternationalfamousbrands,thenationalagencyforamillionresponsibleforproductpricedstraight,belowthemarketpriceof5-20,leteveryfranchiseescanbemorecompetitiveadvantage,andwithmorethanforeachbigsupplyofthemanufacturersignedpromotionalactivities.3.SwotanalysisSTRENGTHS1.CompleteFacilities，Professionalresearchers，Strongtechnicalforce2.Intheseniorsitearea，Closetoconsumers3.LowpurchasingInYiwuwholesalemarket，thereisasignificantcostadvantages4.Franchiseoperation,easytoproducepositiveeffectsofeconomiesofscale5.Successoffinancingpolicies,ensureadequatefundingsourcesWEAKNESSES1.Chaininformation‵sslowcirculation2.Withoutowndistributionchannels3.Personnelofhighqualityrequirement,theclerkrecruitenough4.Lackofcorecompetitiveproducts5.Individualchainismismanagement,affectthecompanybrandimageOPPORTUNITIES1.Marketsarenotperfect,thereareagreatdevelopmentspace2.Therearemanyself-employedinmarket，chainhavebrandadvantage3.Consumershaveanewdemand,ThenewmarketgraduallyformedTHREATS1.Inthedevelopmentofthemarket,Increasingcompetition,Themarketshareisdivided2.petsupplies’alternativeproductsareincreasing3.DuetotheoutbreakofInfluenzaepidemic,governmentpublishrelevantlyrestrictivepolicies4.Customers’preferencechange4.Objectives4.1Objectivesfirst,wewillopenXingLongpetservicestationtoservethepetdogsandcatsoftheresidentslivinginhigh-classapartmentinNanning,then,afterweimprovingskillsandaccumulatingcapitalgradually,we"llbeabletoprovidethecorrespondingservice132021-6-11 　　　　　　　　　　　　　　　　　　　　　　　Businessplanforthepetmarkes(xinglong)tootherkindsofpet.We"llopenXingLongpethappystationandusetheexperienceofthespottopromotetheworkintheentirearea.afterthepatternbeingmature,wewillextendthispatterntoA-levelcitieslikeGuangZhouandShenZhenetc.5.Marketingstrategy5.1MissionstatementMissionstatement:committedtoserviceofpets’cleaning,nursing,beautyandsoon.Protectthepetsandthemasters’healthy.5.2Targetmarketpetsofresidentsinthehigh-classapartment,offashionpioneersandoftheseniorwhoarelonely.5.3Positioningpetservice,includingCleansingCareandBeautyetc.Ourstoreisequippedwithspecialistdogtrainingground,Petusageswimmingpool,beautysalonandcuringroom.Especially,willcateragreatstayingtoyoulovepet.5.4Productandservice(1)cleaning(2)Nursing(3)Beauty(4)marriageandmating(5)JewelryDecoration(6)Toys(7)PhotoVideo(8)saleofsmallpets(9)BlackService:PetFuneraltrainservices(funeral,specimens,cemetery,etc.)Photosofvariouspetshops,interiorwallsasabackground,theentirestoreisdesignedtolight-coloredseriesmainlyreflectsthewarmfeelingofhome.Eachgrouphasitsownservicesinlinewiththestudio,allthestudioreflectsthecharacteristicsofsimpleandclear.Environmentshouldbetochooseamorequietlocation.5.5Pricingstrategies132021-6-11 　　　　　　　　　　　　　　　　　　　　　　　Businessplanforthepetmarkes(xinglong)Wewillmakecomprehensiveuseofcost-orientedandtargetprofitlaw,1.Becauseourproductpositioningishighlevelurbanwhite-collarcrowd,soourpricingstrategieswiththetargetgroupswillbespendingpower,andsomecharacteristicsatthehighlevelofservicesandproducts.2.Somecommonservicesandproductsthattakefullaccountofproductmarketcompetitioninthemarketsituationandtrendinspecificmarketingstrategies,todevelopalong-termpricesystem.Wewillusecost-orientedmethodtosetprices,andsometimesevenatlowerthanthemarketaverageprice,andstrivetobeabletogetinthemarket,somemarketshare.5.6Distribution1.Onlyalevelmiddlemen，Yiwuwholesalemarket。Accordingtothecompanyneededunifieddistribution，Convenienteffect。2.combiningchoosedistributionandintensivedistribution3．Settingnetworkdistribution,door-to-door132021-6-11 　　　　　　　　　　　　　　　　　　　　　　　Businessplanforthepetmarkes(xinglong)PetbeautycareproductsmanufacturersYiwucommoditywholesaleStarlungpetCo.,LTD,thesalesdepartmentStatemedicalsupplieswholesaleResearchanddevelopmentdepartmentNetworkMarketingDepartmentFinalconsumersFinalconsumersFinalconsumersBranchBranchBranch5.7Promotionandadvertising5.7.1advertising：(1)hangingfromtheceilingoradvertisement:thehangingdown,beams,andtoattractattentionfromvariousangles,allcanseeclearly.(2)countermainlyaimedatthisadvertisementadvertisement:petsupplies,counterdisplays,moststoresadvertisingcanattractthemostattention,andtherefore,consumercanproduceeffectofpurchase.(3):withtheadvertisingposters,murals,besideshavingadornmentflagpettoldfunction,alsocanbeautificationshopwall.(4):placeadvertisingintheshopfloor,floormaterialscanbeusedpaper,cardboard,plastic,metal,etc.132021-6-11 　　　　　　　　　　　　　　　　　　　　　　　Businessplanforthepetmarkes(xinglong)(5)hangflagsinpetstoreads:decoration,intheshortterm,themostsuitableforuseinuse,totheclimaxoftheadvertisingcampaignandcreateatmosphere,mainlyintheseason,plasticcloth.(6):tostoreadsadvertisingeffectsofhiddeninside,andmotorsports,andcreatinginterestingaction,fulloffun.(7)lightinadvertisinginadvertising:internaluseitsilluminantlightfluorescentlight,text,graphics,etcofcommodities.(8):thepricelistanddisplaycardinprice,displaycardthatpetfeatures.Petshop,placed,visualeffectisexcellent.5.7.2Promotion：(1)VIDcard:It’sfreetofightanti-dogvaccinationneedle;Youcanspend40discountonyourpatsmodeling;Importeddogfood20discount.Everypatswhocleanandnursinginourcompanywillhaveachancetonurseoil.(2)Whenyourpatsneedservice,wecanbringitoutandtakeitbackforfree.(3)Buythreegetonefree(likeclothesandaccessories).6.Actionprogrammes132021-6-11 　　　　　　　　　　　　　　　　　　　　　　　Businessplanforthepetmarkes(xinglong)2009.11.3012.112.1112.2112.312010.1.111.211.312.112.213.23.12MarketresearchResultcollect,sumupDiscussthefeasibilityofincidenceAssemblefundingSelectthecompany"saddressHandleavarietyofrelevantindustrialandcommercialprocedures,consultlegalcounselRecruitingstaffPre-publicityPreparationfortheopeningceremonyOpeningPromotionContinuousadvertisingThedevelopmentofchainstoresIntensifyadvocacy132021-6-11 　　　　　　　　　　　　　　　　　　　　　　　Businessplanforthepetmarkes(xinglong)7.Budgetsalesforcast(5years)(Millionsyuan)year20101stquarter2stquarter3stquarter4stquartertotalsalesrevenue0.10.50.91.32.8grossprofit0.020.060.110.30.49Advertising0.050.250.450.61.35year20111stquarter2stquarter3stquarter4stquartertotalsalesrevenue1.522.539grossprofit0.511.525Advertising0.250.50.7512.5year20121stquarter2stquarter3stquarter4stquartertotalsalesrevenue3.64.24.85.418grossprofit2.63.23.84.414Advertising1.31.61.61.65.1year20131stquarter2stquarter3stquarter4stquartertotalsalesrevenue5.45.255.220.8grossprofit444416Advertising1.51.51.51.54.5year20141stquarter2stquarter3stquarter4stquartertotalsalesrevenue4.84.64.44.918.7grossprofit333312Advertising1.51.51.51.54.5132021-6-11 　　　　　　　　　　　　　　　　　　　　　　　Businessplanforthepetmarkes(xinglong)8.Control　　　ControltypeResponsibleforpersonnelControlpurposemethodsProfitabilitycontrolMarketingauditorsCheckthatpartofcompanyinmoney,whatpartoflossesEarnings,product,region,customergroup,subdivisionsaleschannel,ordersizeEfficiencycontrolLinearandfunctionsofthemanagement,marketingaccountingpersonnelEvaluateandimproveefficiency,andmarketingexpensesexpenditureEmployee"sworkefficiency,staff,advertising,promotion,anddistribution9.Conslusion132021-6-11'