Marketing paper on: Aussie Pooch mobile franchisees
Introduction
The paper is going to discuss about the Aussie Pooch mobile franchisees whose territory covers mostly the countries like Australia. The company was founded in the year 1991 and it is continuously expanding and growing in the market from long term. The introduction of its franchisee in the market build up the huge market in the country and the company quickly started building the successful franchisee strategy. This brand was known well and was considered strong brand in the international markets and also it was expanding its market successfully and well. Thus it started increasing high level of competition with the help of proper awareness and possibilities in important countries. (Aussiepm.com, 2012)
Today this brand is known as the Australia’s largest and the successful brand of the dog wash and the care company. It also offers great value added services for the customers to increase the positive image and reputation and also to deal with the problems successfully. According to the technology, it will enable and ensure the operators to clean the dogs and to experience as well as to improve the conditions of the skin with proper goals. Their major aim was to attract the millions of customers and to retain them. This way, it also increased the level of business and supported the marketing activities with important newsletters, telephone services and expert advices. (Thepoochmobile.us, 2012)
Discussion
- Major problem
The major problems associated with the company are based on controlling the problems and also with the recruitment problems in the country such as U.S. market. There were two major competitors in the same business known as Jim’s Dog wash and Hydro dog. The strategy was to create the smaller territories and low prices with new franchisees. Both the competitor’s did not use any type of special offer so according to the author, the company should try to maximize the profitability as well as it should operate efficiently in generating the non-revenue producing activities. Today the company is operating in different countries like Australia, New Zealand, Malaysia and United Kingdom etc so the management is also deciding to focus on the international markets through which the company is facing high amount of challenges. Till the year 2002, the company stayed in the regions of Australia and it carried lot of advantages with the home country and the home market. The company found that there is a big problem in the region of Malaysia and it started facing huge difficulties. The company faced increased competition which was the bigger challenge for the company and also the extra services and costs, pricing as well as increased amount created the reasons of stress for the company. They were facing lot of financial issues to expand the business internationally. This created the disadvantage for the company to pay the constant fees for the franchiser and to reduce the risks. Thus there were different issues in the process of expansion. Aussie Pooch mobile is the Australia’s largest mobile dogs wash as well as Care Company. It offers important services that enable to operate and clean the dogs more thoroughly. They experienced the special bath and improve the skin conditions as well as their major goals are to create the niche market for international presence. Thus there were problems associated with cash flow and also it offers high amount of training and support. It offers credible, reputable brand as well as strong marketing support. Good training will improve the level of productivity. (Lovelock, 2007)
Thus the above mentioned factors and parameters contribute to the major problem.
- Identification and evaluation of alternatives
The three unique alternatives that will solve the major problems are as follows:-
At times of expanding internationally, the company should consider the importance of successful strategies with the help of successful franchising. As per the author named Taylor, there should have increased profits in terms of 20% that will also help in considering the important factors for the host country so there is a huge requirement of planning for franchising for the company. The analysis should be dependent on the franchisee system and also it should be based on some financial help that will help to make huge success. It is also required to pay the great attention on increased competition for the industry.
- With the help of franchising, Taylor will be able to expand the business and also will be able to deliver the value and quality services to different areas that will help to lead the expansion in different services and also it will connect to the increased amount of capital with greater start – up and royalty as well as advertising fees. It will also be able to expand and establish the strong relationships with proper control in the business expansion and geographic location. The major disadvantage could be it might have difficult for the company to monitor and to control the process of selection with high priorities and procedures. So to increase the better understanding of potential and strong relationship, there is a requirement of proper opportunity to start the own business with the proper established name. It will be able to focus on the delivery of services properly with the established name. It will be able to handle the increased delivery in the geographical territories. These advantages and disadvantages will change with respect to time.
- The other alternative is that it could enter the countries or cities to become successful. The company could focus on bigger cities to enter and also it could focus on richer regions to become successful. Thus there is a possibility to provide discounts and promotions for new users to make sure for the services of dog washing. It is also important to recognize and to realize the methods of treatment in countries such as United States and Europe. This way, the major advantage will be based on the big territory and also it will be based on the main culture and strong integration. The disadvantage in this case would be the pay for revenues and also it will be based on the investment of the country. Franchising trends could be the third option.
Recommendations
The recommend strategy according to the author is based on the strategic alternatives with respect to proper expansion in the international markets. It is based on the expansion of operations with proper operations and strategies and also with the operations in other countries.
The Aussie pooch mobile should try to expand its markets in different other countries which will help the company to lead successfully and also it will help to expand the business and operations internationally. If the company i.e. Aussie Pooch Mobile stays in the discussed countries, it will increase the amount of customers in the quick and easy manner. It will also be able to retain more number of customers. This way, there is a requirement of examining the proper regions with better services and profitable business. The bigger cities should consider the important countries known as United Kingdom, Malaysia and New Zealand because of the high value added and major important services such as dog washing and caring services. This way, the behaviour of the people will be create the important benefits and advantages for Aussie Pooch mobile and also it will lead to the profitable market. It will also offer the important services and high quality as well as added value for better satisfaction and retention of clients. Thus it will be the better selection of Aussie Pooch mobile and the company should try to offer the best practices and high value to the clients who will help to gain the more value and volume of customers. (Dontfretpet.com, 2012)
The country known as United States will be the major and the important market for the expansion of the business and also it will meet with the Australian market and its business with respect to its size as well as it will create the strong market with the number of people in the country. Thus there is the higher number of potential customer associated with this market and business. Thus it is recommended to consider the number of households in the country such as United States for growing steadily and also it is importantly required to manage the market because of the competitors market and their ideas as well as strategies. This way, it will be able to set up the increased focus of customers in the same business. As one and all knows that the biggest competitor of this business is Jim’s group in country like United States, there is a requirement to enter the same market with the help of proper set up of business with the careful ideas and approaches with the major competitors. This way, the franchisees should be set up in the selected area and region to meet the high level of attraction and retention of customers and also to meet with the potential customers. Therefore, it is highly recommended that there is a requirement of expanding the business and market internationally because of the increasing competition in terms of Australia because in case of Australian market, it is important to maintain the growth and development with the international area.
The major target market for this expansion strategy will be the households and the company will be able to position itself with the low prices and low cost. Thus the low cost will lead the company to reach the competitive edge and to maintain the strong relationship in the market.
The proper segmentation for this company is based on the people who could afford the amount of 15$ – 30$ of money. (Hydrobath.com, 2012)
Product: The Company offers aromatherapy for the best dog wash and also it leads to the most important professionals with dog nail cutting, dog brushing, and dog flea free to wash the dog. (Aussiepm.com, 2012)
Place: The major important location for this product is Australia that will contain the importance of customer’s demand and their choices. This way, it will embrace the important support for Australians and also it will contain the important support of skills and experience. The product will be available in the distribution network and also in the wholesalers and retailers shop for easy convenience of the potential customers. (Retailoneshop.com, 2012)
Price: The Company focused on the low cost and the affordable price to attract and to maintain as well as to retain the customers for long term.
Promotion: With regards to promotion, the company should try to create awareness and also it should try to deal with the great promotional strategy for attracting the new customers and for meeting with the new franchisees. This way it will be able to grow and expand the market with the help of billboards and hoarding etc. The company should also try to meet with the importance of great strategy of word of mouth advertising that will help in attracting and retaining the huge number of customers. This process and design of business will be able to deliver high quality and efficient services. Word of mouth advertising will be the successful strategy for the promotion. The company focused on the importance of public relations, expert advices, yellow pages and newsletters. (Sd.qld.gov.au, 2012)
Conclusion
The overall discussion in the paper has been based on the important and selected known brand i.e. Aussie Pooch Mobile and it was founded in the year 1991 and it is continuously expanding and growing its business for long run. This market is effectively reaching the high amount of potential customers for better and successful strategies of profits with high level of successful strategies.
The paper has covered the important topics such as it discussed about the company profile and its strategies. The paper followed the discussion on the definition of major problems faced by the company with the important factors. This way it also identified and evaluated the unique alternatives with proper approached and solutions towards the major problem.
Along with the alternatives, it also met with the effective discussions on important advantages and disadvantages for each of the alternative. Thus it also discussed the proper recommendations after the discussion on alternatives.
This way, it ends up by discussing the important parameters of positioning, product, place, price as well as promotion for leading the competitive edge.
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