Situation Analysis Environmental Factors Legal For the legalities of the enterprise, they have done the following:

g: A business name from the Department of Trade and Industry. Obtained a barangay clearance the application a business permit from the mayors office. Got a certificate of registration and authority to permit to print receipts from the Bureau of Internal Revenue. Other agencies they had to comply with were the SSS, Pag-ibig, Philhealth, Dole, Bureau of Animal and the Department of Agriculture. Most importantly, they know the laws, policies and regulations governing the handling, sourcing and selling of animals, the proper care of the pet animals, that includes proper feeding, facilities and handling to avoid liability for cruelty to animals. Technological In the generation today, most of the people are already aware of the technological advances of computers and the internet. In fact, most of us are socially active especially in the social networking sites like Facebook and Twitter. It wouldnt be that hard to train the employees on how to help the online marketing of the company. Market-related According to an article in Small Biz Trend by Laura Benett, sales of items such as electronics and books have long benefited (or not) from online reviews and passionate customers stating their views on their purchases for good (or bad.) Pet products and services are now catching up with the growing popularity of review sites such as www.petinsurancereview.com, product reviews on Amazon.com, and instantaneous feedback on Twitter. Companies that ignore the impact of these sites are going to be playing catch up in future years.

SWOT Analysis Strengths Strong relationships with many different customers especially dog lovers. Excellent staff who are highly trained and very customer attentive. Superior service offerings and advance knowledge about dog grooming. High customer loyalty. Weaknesses

The struggle to build brand equity. A limited marketing budget to develop brand awareness and promotions. The difficulty finding costumers whos passionate about dog grooming. Limited market.

Opportunities Growing market with a significant percentage of the target market still not aware that dog grooming exists in General Trias, Cavite. The market is not that too saturated, meaning theres no tough competition. The ability to develop many long-term customers because of good interpersonal skills of the owners. Threats Competition from similar service providers in whole Cavite. The unnecessary needs/low budgets of dog owners for dog grooming. Future competitors; we need to anticipate or be proactive about it.

E-marketing Strategic Plan Segmentation Psychographic Internet is ideal for gathering people from all corners of the world into communities with similar interests and tasks. As for Cuddlers segmentation, they will focus on group of individuals, or interest groups, who owns or simply love pets specifically dogs. Targeting Geographic Cuddler has two branches where one is located in General Trias and the other in Trece Martires Cavite. For the meantime, Cuddlers will focus on these two locations for a more concentrated service.

ANIMAL LOVERS

DOG OWNERS

The target markets of Cuddlers are the animal lovers especially the dog owners who are either or young adults or adults and are from A, B and C market. They target dog owners who own dogs with breed and needs grooming every now and then.

They also target, as mentioned earlier, animal lovers for who are potential customers and who can help publicize the company to other animal lovers or dog owners in their circle. Differentiation Cuddler Pet hub offers a wide range of services in an affordable price and provides reliability and convenience to its consumers. It can create value to its consumers and to their Dog grooming service. It targets not only dog lovers but also to individuals who are interested in having a pet dog and of what is necessary in taking care of a dog in a the right way. The salon has a unique salon design to add comfort to consumers and to be more visible to individuals. They create awareness to pet owners to give importance to their pets (Dogs). Positioning Cuddler Pet Hub Dog grooming gives a dog's basic needs and an important part of dog ownership. Just like people, dogs need physical maintenance to look and feel their best. They provide services like bathing, nail trimming, ear cleaning and services that can improve a dogs hygiene and health. They are an affordable pet grooming service that puts your dogs at their best. Branding Strategy Cuddler Pet hub will build up brand awareness for their name and the services they offer to their consumers. This will be done as part of the overall marketing strategy for the next three to five years. The branding strategy includes ensuring that any marketing or advertising materials, such as business cards and staff uniforms, - to make an identity to customer who acquire their services and more importantly, improving the salons logo to be able to create an identity among consumers and even competitors. Cuddler PetHub will present its image as trustworthy and a reliable service. Analyses Market Opportunity According to the APPA, $3.2 billion dollars was spent on pet services in 2008, projected to grow over 6% to $3.4 billion in 2009. Pet parents are including their pets in their own lifestyles so visits to the spa, exercise regimes, and restaurants have become more common in urban areas. With the recession and decline of investment capital, my impression is that the

number of day care accommodations are growing in number more modestly than prior to the recession; however, the business of doggie day cares continues to be a profitable one. Demand Did you know that 71.4 millions home owners have at least one pet? Thats more than the population of Taiwan, Australia, and Saudi Arabia when combined. If every pet owner in the US comprised of a country, it would rank as the 19th largest in the world. 1. China 1,333,780,000 2. India 1,171,740,000 3. United States 307,807,000 4. Indonesia 229,965,000 5. Brazil 192,063,000 6. Pakistan 167,803,500 7. Bangladesh 162,221,000 8. Nigeria 154,729,000 9. Russia 141,881,000 10. Japan 127,560,000 11. Mexico 107,550,697 12. Philippines 92,226,600 13. Vietnam 85,789,573 14. Germany 82,002,000 15. Ethiopia 79,221,000 16. Egypt 77,279,837 17. Iran 74,196,000 18. Turkey 71,517,100 19. Pet Industry 71,400,000 20. Republic of Congo 66,020,000 $45.4 billion will be spent on pets this year in the US, thats double the amount 10 years ago. 92% of pet owners spent equal or more money on pets during a recession. The pet industry is the 7th largest retail segment in the U.S. Experts have clinically proven that owning a pet reduces stress, improves mood, controls blood pressure better than drugs, is one of the best ways to get a date, reduces heart disease, and increases life span. Segment 1. Demographic Segmentation a. Gender: Men, Women, GLTB who owns pets (Dogs)

2. 3.

4.

b. Age: Tween, Teens, Generation X, Generation Y, Baby Boomers, Senior Citizens who owns pets (Dogs) Socio-Economic Segmentation a. Class A, B, & C respondent Geographic Segmentation a. Cavite/CALABARZON Area Since Cuddler Pet Hub Dog Grooming is located at General Trias, Cavite, Places near like in Calabarzon area is more accessible in visiting the store. b. NCR/Metro Manila- they can place their concerns, inquiries and be able to acquire the service they can send it through email or website. Psychographic Segmentation a. Niche Market Individuals who owns dogs and conscious to their pets health

Objectives Increase market share and sales revenue Since Cuddlers an SME and has just started in the industry, their first objective is to increase their market share by increasing their sales revenue and value. Be a known dog grooming pet hub in both General Trias and Trece Martires area Cuddler Pet Hub Dog Grooming aims to be one of the known dog grooming pet hub in General Trias and Trece Martires where both their shops are located in. Achieve customer relationship management goals Achieving good customer relationship is essential in the type of industry the company is in. They can attain that through improved customer service, better communication and customer satisfaction.

E-marketing Plan Price Cuddlers will use the dynamic pricing strategy, for online purposes, which allows the prices to change or fluctuate due to different variables, conditions, and situations.

Product
The pet grooming salon offers most of a dogs basic needs particularly when it comes to their hygiene and health needs. They provide reliable service and give pet

owners a vacation in giving their dogs a bath, nail trimming, haircut, and other necessary means of maintaining the cleanliness of their dog best friend. Moreover, they not only give your pet dogs a healthy appearance, but also can give owners advises on how to maintain a good hygiene for your pet dogs and how to take good care of them properly. Distribution They offer dog grooming services directly. Since Cuddler Pet Hub Dog Grooming is located at General Trias and Trece Martires Cavite, they can offer their services to the different subdivisions in between their store locations. Their locations are along the way and is very accessible to their potential and target clients.

Marketing Communication Social Media Facebook Facebook is by far the most popular social network and one of the most visited Web sites in the world. According to Neilsen, 47 percent of Americans visit Facebook daily, nearly rivalling the 55 percent who watch TV. Facebook daily use easily beats out other traditional media like radio (37%) and newspapers (22%). This is why the company should have a fan page where their existing and future customers can communicate, get information and interact with other customers regarding the services and their experiences. Twitter With more than 100 million members, and a structure designed perfectly for the rapid spread of information, Twitter is playing a leading role perhaps the leading role in the global transmission of news stories and cultural trends. Twitter has notched year after year of furious growth: 752 percent in 2008, 1,385 percent in 2009 and 1,105 percent in 2010. Quite simply, Twitter is the fastest-growing communications medium in the history of the world. Cuddlers should be part of the conversation soon. Youtube YouTubes own massive viewership is a compelling reason to be part of that online community some 70 million people visit the site every month, viewing 2 billion videos every single day.

Videos are good for online business whether its posted on the Web site to boost e-commerce performance, or uploaded in YouTube for search-engine benefit, or in hopes theyll become a viral success story. This is one of the many ways Cuddlers can appeal to their target customers.

Marketing Public Relations Web site A strategic websites purpose is to serve, support, and sell. Specific marketing goals will vary by organization. They may include sharing information, selling a product, completing a lead generation form, downloading technology, making a donation, picking up the phone, complementing advertising campaigns, building credibility, branding, and more. One of the top reasons why Cuddlers need a website is for people to easily access company information and see the overview of the companys products and services. Blogs Blogs are online diaries, or journals, frequently updated on Web pages (from the term Web log). Marketers began paying attention to blogs because many people writing them had valuable things to say. Blogs are an emerging strategy with a large following. Time will tell how marketers can continue to capitalize on this trend. Through blogs, the owners would have more communication with their existing and potential customers wherein they can all share experiences, announcements, events and other information with each other. Community Building Many sites build community through online chat rooms, discussion groups, and online events. For example is Amazon. They allow users to write their own book reviews and read and rate the reviews of others. To the extent that Web sites gather folks with similar interests, users will keep returning to see what their cyber friends are discussing and doing online. Online interest communities from diverse geographic locations are one of the Nets advantages for users and capitalized upon by markets. These communities include businesses as well as consumer groups.

Online Events Online events are designed to generate user interest and draw traffic to a site. Companies can hold seminars, workshops, and discussions online. Companies use forthcoming events as legitimate reasons to e-mail potential clients as well as their existing clients. It doesnt necessarily mean that Cuddlers will need to hold up an event this early. They can first tie up with the forthcoming events related to pets (or dogs in specific), or even events related to pet shops and pet care.

Sales Promotion Offers Coupons Coupons attempt to build brand loyalty. They can also be used to make up for a bad service or a complaint. By doing this, the company can show dedication to improving their products and services. Coupons can also be used seasonally that can only be found in their websites or social media accounts to reward those who often or regularly visit these platforms. Contests Many sites hold contests and sweepstakes to draw traffic and keep users returning. Contests require skill (e.g. trivia answer) whereas sweepstakes involve only a pure chance drawing for the winners. This can increase awareness of the brand/company.

Direct Marketing E-mail E-mail offers the chance for real dialogue with individual customers, as well as a way to develop broad and deep customer relationships instead of merely using it to acquire customers. Cuddlers can use this to make announcements, send promotional offers or to simply communicate anything important to their customers. Viral Marketing Viral marketing is a bad name for a great technique. When individuals forward e-mail to friends, coworkers, family and others on their e-mail lists, they are using what we like to call word-of-mouse. More commonly known as viral marketing, it is the online equivalent of wordof-mouth and it is free.

With the other marketing tools and strategies mentioned above, we will incorporate those with viral marketing strategies to achieve the goals of the company.

Relationship Management Customer Knowledge Appropriate customer information collection Analysing customer data Acquiring new customers Employee training and skills improvement CRM technique improvement Secure service Customer Interaction Responding appropriately to customer request Business process integration Channels management improvement Maximizing the effectiveness and efficiency of organizational operations Customizing products and services Customer Value Improving customer retention Increasing profits Customer service and support improvement Building an attractive virtual community Customer Satisfaction Improving service quality Establishing relationships with customers

Budget Revenue Forecast Intangible Benefits Emotional security of the dogs and the owner Improved employee morale Heightened customer satisfaction Better relationships between the store owner and all the clients Cost savings E-marketing costs Technology PC x2 (for each branch) Internet Connection (monthly) Software: Corel Draw or Photoshop Camera Site design Facebook Page Tab Web design (through multiply)

P30,000 in all P 999 (x2) P500 P 6000 (x2)

P200/tab P1,500

Salaries The salaries of the employees will be the same as their regular salary. If there are no customers yet in the shops, the employees will be tasked to handle the online marketing. Other site development expenses Web domain and hosting Web maintenance

P995 P500

Marketing communication Prize of Contests/Giveaways Sales coupon

Total worth of P3000 5% off