Essays on Aussie Pooch Mobile Issues Case Study

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The paper "Aussie Pooch Mobile Issues " is a great example of a Management Case Study. Aussie Pooch Mobile is the biggest mobile dog wash and cares firm in Australia and its service is offered at the homes of the customers. For the company to expand domestically and internationally, the time and the location of the expansion should be considered. This implies the products and services necessary for the company to maintain its success. Increasing competition can affect several decisions of the company and thus the company should know the demand and other potentials within different regions, before expansion (Frazer & Chow, 2003).

This paper will analyze the growth and development of Aussie Pooch Mobile from the time it was established up to the present. In addition, various recommendations regarding the domestic and international growth strategies, attracting and recruiting franchisees in Australia, Achieving competitive advantage in the pet grooming industry for Aussie Pooch Mobile will be provided. The Growth and Development of Aussie Pooch Mobile Aussie Pooch Mobile was established in 1991 and has been growing constantly since then. Franchising of the company resulted in increased profits and the company continued following the effective franchise strategy.

The company’ s image within the market is extremely good mostly due to its mobile services and its additional free services to the customers which include, providing the customers with the diet of the dogs, health care as well as handling dog’ s skin problems. The company uses a special hydro bath machine to wash the dogs and this ensures there is through cleanliness as compared to general dog cleaning at home. The special bath helps in reducing and eliminating fleas and ticks on the dogs and also improves the dogs’ skin condition in addition to cleaning its coat and alienating smell.

This has been the key competitive advantage of Aussie Pooch Mobile over its competitors (Frazer & Chow, 2003). The key goal of Aussie Pooch Mobile is to niche the dog washing industry and expand internationally. The Australian population is relatively high and most households own a dog. The company aims at attracting new customers and retaining existing customers as well. Aussie Pooch Mobile utilizes a brightly colored trailer that has assisted in promoting the service several (Vaughan, 2008). The key competitors for Aussie Pooch Mobile include Jim's Dogwash and Hydrodog.

The strategy of Jim’ s Dogwash includes creating smaller territories and working with comparatively cheaper charges when recruiting new franchisees. However, these competitors do not offer additional services offered by Aussie Pooch Mobile, apart from Hydrogod selling food products to its customers. Therefore, Aussie Pooch Mobile utilizes an outstanding strategy by offering numerous master franchisees that enable it to attain a larger territory and sell franchises in the territory.

For the company to maximize its profitability it should operate as effectively as possible and reduce the time that is spent with non-profit-generating activities (Frazer, & Weaven, 2007). If not, Aussie Pooch Mobile should expand its marketing and promotional activities to become more extensive in the minds of the customers. The company also needs to support its marketing efforts through newsletters, telephone hotline service for professional advice, yellow pages, web-site, dispensing public relations, information articles as well as a sympathy card. As a result, the company will be a strong and triumphant company among its competitors.

Moreover, Aussie Pooch Mobile’ s insight is on the quality of its services and not the size and the company is ensuring that the franchisees are successful (Vaughan, 2008).

References

Brian, K. (2006). Private, Issue 1. New York: Simon and Schuster.

David, K. et al. (2011). Antecedents and Consequences of Franchising: Past Accomplishments and Future Challenges. Journal of Management. Vol. 37/1.

Frazer, L, & Winzar, H. (2005). Exits and expectations: why disappointed franchisees leave. Journal of Business Research. Vol. 58/11.

Falbe, M, et al. (2006). An Examination of International Retail Franchising in Emerging Markets. Journal of Small Business Management. Vol.44/1.

Frazer, L, & Weaven, S. (2007). Mature franchise systems use multiple units franchising to leverage learning economies and sustain system wide growth. Asia Pacific Journal of Marketing and Logistics. Vol. 19/2.

Frazer, L, & Chow, L. (2003). "Servicing customers directly: Mobile franchising arrangements in Australia". European Journal of Marketing. Vol. 37/3/4.

Vaughan, C. (2008). How to Start a Home-Based Pet-Sitting and Dog-Walking Business. Sydney: Sage.

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