CHAPTER 18
Sample Plan #3: Goods & Services Retailer HE WHO DOES NOT KNOW – KENYAN PROVERB
ONE THING, KNOWS ANOTHER.
to a pet supply “superstore” chain in the United States that is expanding into new foreign markets. While not strictly a form of franchise operation, the success of the business is dependent on repeating the same outlet structure throughout the geographic areas served by the company. The plan raises several market research and analysis issues, including evaluation of the consumer behavior of “pet owners” and the company’s ability to purchase pet food and supplies directly from manufacturers. The original plan upon which this example is based led to a rather successful commercial venture. While the plans focuses on sales activities in new foreign markets, including procurement of products in those markets, reference is also made to two other global strategies—low-cost manufacturing in foreign countries and e-commerce selling activities.
THIS SAMPLE BUSINESS PLAN RELATES
Opening Outlets in New Foreign Market
PET CLUB INTERNATIONAL BUSINESS PLAN PET CLUB (the “Company”) is a leading provider of products for the lifetime needs of pets. The Company currently operates a chain of large-format pet supply specialty stores in the United States and Canada that offer an extensive line of pet foods, pet accessories and related services. In addition, the Company operates a popular e-commerce site for pet owners, as well as several major branded catalogs that market supplies for pets. The concept for large-format pet supply specialty stores began with an effort by a California pet food milling company to create a retail outlet for its surplus manufactured inventory. The store was launched almost a decade ago and it soon became obvious that the store could justify its own existence and generate substantial profit by selling products from other sources. Other stores were opened and within three years, sales of the parent company products dropped to a small fraction of the total sales of the chain. The success and profitability of the stores was not surprising in that they share many of the same attributes of other well-known successful retail superstores. PET CLUB was launched ____ years ago with the opening of ____ stores in the southwestern United States. Following the business and operating strategies outlined herein, the Company quickly expanded to other parts of the United States where large populations of pet enthusiasts could be reached and strong store locations and distribution outlets could be obtained. As of
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