0 Bewertungen0% fanden dieses Dokument nützlich (0 Abstimmungen)
68 Ansichten10 Seiten
The document provides a business plan for Matic, an automated pet feeder. Matic allows pet owners to control and monitor their pet's food consumption from a smartphone when away from home. It analyzes the pet care technology industry and identifies Matic's target customers as busy pet owners. The business plan outlines Matic's vision, product and service details, suppliers, differentiation strategy, production processes, and quality control systems.
The document provides a business plan for Matic, an automated pet feeder. Matic allows pet owners to control and monitor their pet's food consumption from a smartphone when away from home. It analyzes the pet care technology industry and identifies Matic's target customers as busy pet owners. The business plan outlines Matic's vision, product and service details, suppliers, differentiation strategy, production processes, and quality control systems.
The document provides a business plan for Matic, an automated pet feeder. Matic allows pet owners to control and monitor their pet's food consumption from a smartphone when away from home. It analyzes the pet care technology industry and identifies Matic's target customers as busy pet owners. The business plan outlines Matic's vision, product and service details, suppliers, differentiation strategy, production processes, and quality control systems.
Name Emilio Miguel NetID Emig077 Group Number: 360 Website Link: http://infosys1102014s1group360.blogspot.co.nz/ Tutorial Details Tutor: Day: Time: Kirsten van Dorp Thursday 11am Time Spent on Assignment: 30 Hours (at least) Word Count: 1598
2
INTRODUCTION When you are away from home for vacation or occupational reasons it is a hassle to organize care for your pet(s) proving costly and stressful. The Matic Pet Feeder automatically dispenses food as well as communicating via the internet to your electronic smart device. This allows ultimate control of your beloved pets consumption with no physical presence. Matic can do it all, equipped with an infrared camera to detect your pet when in radius of Matic alongside speakers allowing your voice recordings to be played for the comfort of your pet. 3. BUSINESS SECTION 3.1 Vision To provide a care free and innovative way to control your pets dietary consumption. Saving ones time and money, Matic aims to be in the household of every busy pet owner. 3.2 Industry Analysis: Pet Care Technology Industry Industry: Pet Care Technology Industry, within the industry there is range of product sectors e.g. pet feeders, GPS devices, pet fitness monitors and even robot pet caregivers! Force: High/Low: Justification: Buyer power: Low The 2010 Global pet care revenue was $80.3 billion (Market Line, 2012, p. 6) and with dog & cat ownership registrations expanding at nearly 4% per year (Franchise Help, 2014) there is a large number of consumers in the industry enabling firms to ignore the demanding individuals. Supplier power: High The number of firms capable of supplying complex and costly technological materials is limited. Pet Industry suppliers are adding higher 3
margin products (Stankevich, 2001, p. 14) resulting in increased raw materials costs for retailing firms. Threat of new entrants: Low Mars, Nestle and Proctor & Gamble occupy 40.8% of the total market share (Market Line, 2012, p. 14). Their economies of scale, global identity and investment in product development, make them formidable for prospective new entrants to challenge the current industry (Market Line, 2012, p. 14). Threat of substitutes: Moderate The alternative pet sitting industry pricing of Auckland house sitting costs $50 per day (Pet Angels, 2014), the other option of kennels costs $20 daily (Catsablanca) and suspect kennel welfare can discomfort your pet. The costs of physical pet care can amount to hundreds of dollars especially with a second pet.
Rivalry among existing competitors: Low With the rise in the number of pets and increased spending per pet ( Franchise Help, 2014) means the number of customers is increasing which decreases rival pressure in addition with recognized brand loyalty there is difficulty to dislodge customers from their trusted retailers is. Also the market share of 40.8% for the top three firms (Market Line, 2012) shows that these firms have a competitive advantage against smaller firms within the industry. Overall attractiveness of the industry: The pet care industry perks of low buyer bargaining power and limited rivalry allows retailing firms to determine their desired price, quantity and quality with a limited 4
change in market behaviour. The trend of increasing market revenue and pet ownership will benefit the firms profitability. However, the market share obtained by the existing three dominant firms means establishing a foot hold in the industry would be difficult. Overall the industry would be challenging to implement your product into the market, but once the firm has overcome these barriers the potential to succeed is not questionable. 3.3 Customers and Thei r Needs The target group consists of people who own one or more domestic pets. Traditionally pet households contain a single dog, cat or a mixture. 71.2% of Pet Care market value is split between dogs and cats (36.3%:34.9%) (Market Line, 2012, p. 8). Customer needs for the Matic Pet Feeder would be due to a busy work schedule e.g. irregular shift hours or frequent travelling required for an occupation. Also Pet owners taking a vacation will require a way to look after their pet. 32% of the Dog owners would bring their pet with them when away for 2 days or more (APPA, 2014). Finally Pets which require strict portion sizes due to health reasons would require some form of consistency when their meals are being served. 3.4 The Product and Service Matic allows individuals to not be concerned when their pet requires food as electronic messages are sent to any smart device alerting the customer when their pet is within range of the Pet feeder and if the device is ignored Matic will dipense food at either default or pre-programmed times. Portion size can be altered between meals allowing a strict diet to be followed methodically when your pet is experiencing health issues. All meal times and portions can be set from your smart device, giving you control over your pets consumption anytime from anywhere and anyplace. Matic ensures that pet owners can be flexible with work and are not held against the constraints of pet feeding, thus providing owners with the ability to roam free knowing that their pet is taken care of.
3.5 Suppliers and Partners Suppliers: One supplier for the Matic Pet Feeder an infrared camera manufacturer which is used in the processes of assembling the product, Baltech would be an appropriate supplier as they specialize in constructing cameras. 5
The firm Live Sound is another potential supplier which is responsible for providing necessary audio equipment (speaker and microphone) which is incorporated into the Pet Feeder. Partners: Matic could form a partnership with Eukanuba to provide their customers with cheap but yet quality pet food, this would be highly attractive as pet food expenditure accounted for 38.7 % of the 2013 U.S pet care market (APPA, 2014). Orcon could also form a partnership with Matic as the pet feeder requires internet to interact with the customers smart device. This partnership could increase internet speed and reduced membership fees with the internet provider, adding further value to the product. 3.6 Strategy: Differentiation Matic is a revolutionary yet existing product within the pet care industry, Porters Generic Strategy of Differentiation would best fit Matics intentions. Matic operates a high cost strategy due to unique features (infrared camera, audio and internet capabilities) which dont exist in basic pet feeders. However, high cost strategy doesnt limit the market size in which Matic aspires to capture, a broad Competitive Scope is a viable strategy when examining the size of the pet industry and the number of pet owners who have demanding work and lives. 3.7 VALUE CHAIN ACTI VITY: MAKE THE PRODUCT The importance of manufacturing a sound product which performs without any technological malfunctions is vital to the success of instilling this product amongst busy pet households. Without a product which performs effortlessly and continues to preform at maximum efficiency the care free vision cant be realized. Therefore, the dependence Matic places on integrating the individual technological components cant be underestimated. If customers have to get the product replaced or diagnosed due to faulty operations, Matic would have failed upon delivering a product which saves both time and money.
3.8 Business Processes 3.8.1. PRODUCTI ON PLANNING PROCESS: Understanding the importance and relationship of steps within the process helps produce an economically viable product which the process, employees and technology work together smoothly. 6
Start Set Budget Set production quantity Is budget sufficient? Re-evaluate budget No Yes Identify required materials Allocate necessary capitol/labour End Establish production events Prioritize production events Confirm Production Events Accounting and FInance Accounting and FInance Inventory Management System
PROCESS: The capabilities and performance of the product 3.8.2 QUALI TY CONTROL needs to be assessed to recognize improvements where necessary and meet the standards of the 21 st
century consumer.
7
Start Monitor raw material condition Are Benchmarks met? Evaluate employee performance Inspect final product Set Benchmarks Eliminate and replace lacking components Assess customer feedback No Adjust business actions based on customer preferences End Human Resources Yes Customer Feedback Analysis System Publish results
3.9 Functionalities 3.9.1 Attain an efficient method of production
8
Identify sequential steps in assembling the product 3.9.2 To test the consistency of product performance Eliminate aspects faulty performance 3.10 Systems
3.10.1 Quality Management System: This system helps to attain quality objectives by reducing operating costs through selecting the most efficient production cycles while at the same time assessing the various performances of different operating methods to ensure that a flawless innovative product is delivered to market. 3.10.2 Customer Feedback Analysis System: The customers opinion as to how the product is performing is vital to consider when carrying out quality control as the customer is the ultimate deciding factor in determining the popularity of the product.
3.10. Production Control System: Assist employees with an efficient manufacturing procedure and provide updated production information to reduce cycle time, improve costs and maintain a desired final output standard.
3.11. SUMMARY TABLE: VALUE CHAIN TO SYSTEMS 9
Value Chain Activity Processes Functionalities Specific Information System(s) Broad Information System(s)
Make the Product 1. Product Planning Process Attain an efficient method of production
Identify sequential steps in assembling the product Quality Management System
Production Control System Decision Support Systems
Supply Chain Management 2. Quality Control Process To test the consistency of product performance
Eliminate aspects faulty performance Quality Management System
Customer Feedback Analysis System Decision Support Systems
Customer Relationship Management
10
CONCLUSION Matics aim to be in the household of every busy Pet Owner with a unique product is largely dependent on the information systems above as they allow important customer thoughts to be expressed while the final product is constantly under close watch. The efficient production method achieved will drive the firms ability to recognize economies of scale and maximize future revenue margins. REFERENCES Franchise Help. (2014). Pet Care Industry Analysis. Retrieved from Costs 7 Trends: https://www.franchisehelp.com/industry-reports/pet-care-industry-report/ APPA. (2014). Pet Industry Market Size & Ownership Statistics. Retrieved from http://www.americanpetproducts.org/press_industrytrends.asp Catsablanca. (n.d.). Hours, Fees & Terms. Retrieved from http://catsablanca.co.nz/fees-hours-terms/ Market Line. (2012). Global Pet Care. Retrieved from http://web.a.ebscohost.com.ezproxy.auckland.ac.nz/ehost/pdfviewer/pdfviewer?sid=5dd7df7f-b4a6- 4604-86de-d171a6acbf9b%40sessionmgr4001&vid=8&hid=4207 Pet Angels. (2014). House Sitting in Auckland East. Retrieved from http://www.petangels.co.nz/housesitting Stankevich, D. G. (2001). Pet Suppliers Maximize Space for Retailers. (Retail Merchandiser) Retrieved from http://web.b.ebscohost.com.ezproxy.auckland.ac.nz/ehost/detail?sid=c6a21a50-18e6-49d9-8862- d53a79fd64e9%40sessionmgr115&vid=1&hid=103&bdata=JnNpdGU9ZWhvc3QtbGl2ZSZzY29wZT1zaX Rl#db=buh&AN=4766201
S.110 Business Systems: Deliverable 2: Business Section 2014 Name Marthalena Heather Netid Group Number: Website Link: Tutorial Details Tutor: Day: Time: Time Spent On Assignment: Word Count: 1641