A service plan for Betterdog Canine Behavior Center

• Main Authors: De Vera, Nadine D., Santoyo, Kriscel V., Ventosa, Simone R., Wong, Penny T.
• Format: text
• Language: English
• Published: Animo Repository 2014
• Subjects: Dogs > Philippines > Marketing; Dogs > Training of > Philippines; Betterdog Canine Behavior Center; Advertising; Marketing
• Online Access: https://animorepository.dlsu.edu.ph/etd_bachelors/18550
• Institution: De La Salle University

BetterDog is the first high quality service establishment in the Philippines to offer professional dog training, dog grooming and dog boarding under one roof. Despite this, the company only started breaking even after 3 years since it was founded in 2009. Therefore, the main purpose of this paper is to propose tactics, strategies and programs which will create revenue for the company. Through the marketing researchers findings through the Usage, Attitude and Image (UAI) study, the researchers decided to focus on the following objectives (1) educate the market (2) encourage repeat business by creating an affinity and a sense of belongingness to BetterDog and (3) invite new clients through the use of marketing efforts. To enforce the plan, the company would need Php 219,833 to cover for all expenses which will be incurred in all the proposed tactics, strategies and programs. Lastly, the group presented the estimated profit for the service venture and also provided key performance indicators in which the company could use as guidelines for their decisions to continue or change current stated programs.