The paper "International Marketing at A Paw for Life Company" is a great example of a marketing case study. A paw for Life is a company starting up in Australia but whose main parent company is in Singapore. It will provide holistic services that will enable pet owners to enjoy life together with their companions. The pet service industry is very large in Australia with almost 38 million pets. Australians spend about $4.62 billion on pets. Since pets in Australia are taken as part of the family, the owners take care of them just like any member of the family.
There is thus a need to spend time with them in a more comfortable place, a service that Paws for Life will provide amongst others. Owner’ s technical expertise, holistic services, eco-friendly products and its membership with the Pet Industry Association of Australia (PIAA) makes it strongly armed to survive in the industry. Singapore-Australia Free Trade Agreement makes it easier for Paws for Life to invest in Australia. However, the limitations the company has is the lack of enough start-up capital, no existing client base and limited business and experience for Australia industry management.
Existing and emerging of new competitors is a great threat to Paws for Life. Australia has a highly educated and competitive workforce at a low cost. Its technology and innovation is highly rated and is among the strongest economies in the world. Its political and regulatory environment is also stable. Paws for Life intends to increase its revenue by 20% yearly, maintain long term profitability and gain 80% market share 1. INTRODUCTION Paw for life is a company that will be the situation in Sydney Area, Australia.
It will provide holistic services that include; first-grade dietary and nutritional products SPA remedy for esthetic and health enhancement, TCM acupuncture, grooming accessories and styling services to customized spa treatments, expert consultation, playtime, daycare, hotel services and enrichment workshops. All these will help customers and their companions to a more fulfilling life together. 2. INTERNATIONAL MARKET ENVIRONMENT 2.1 SWOT ANALYSIS The SWOT analysis will provide Paws for Life with an opportunity to examine its internal strengths and weaknesses. It also allows the business to examine the opportunities presented to the business as well as its potential threats. Strength A paw for Life has available technical expertise from the owners who have been experienced in the field for more than seven years.
Therefore, Paws for Life will save on costs used to hire external expertise as the owners will handle all the technical problems. A paw for Life also provides holistic services to its customers and therefore it will have an edge over other businesses in the area. The company conducts its business in an eco-friendly manner by using products that are natural, free from harsh chemical agents and environmentally friendly.
Its facilities are fitted with recycled or renewable materials for sustainable living. It conserves energy through recycling and treating water to avoid contaminating the environment. Paws for Life’ s efforts to conserve the environment will earn it respect from customers who would want to associate with a company that minds the environment. Paws for Life is also a member of Pet Industry Association of Australia (PIAA) which portrays the company as bound by strict Code of Practice and Code of Ethics to ensure professional behavior and high standards in the pet industry.
This gives it high leverage from other pet services industries in the area.
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