situation analysis for service hospital and spa for pet

5S''''s Objectives3.1.1 SellObjectives:- Increase pet care service revenue by 20% in the first year.- Increase pet product sales revenue by 20% in the first year.- Attract 200 new customers

Team 2

Ngô Quốc Huy

Lý Gia Hiếu

Thiều Vĩnh Tiến

Trần Tịnh Minh Tú - Leader

Phạm Quốc Hưng

Nguyễn Thị Thúy Hằng

Hoàng Vũ Minh Huy

Trần Minh Kiên

Ho Chi Minh city, 04/2024.

UNIVERSITY OF INFORMATION TECHNOLOGY THE DEPARTMENT OF INFORMATION SYSTEM

Situation Analysis For Service Hospital and Spa for Pet

Instructor: MA Văn Đức Sơn Hà

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TEACHER’S COMMENTS

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TABLE OF CONTENT

TEACHER’S COMMENTS 2

TABLE OF CONTENT 3

A Customers 4

B Competitors 6

C Partners 9

D SWOT 11

E Company Performance/Results 16

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A

Role Digital

Làm cho Aware+Engage th nha

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B

Expected Result + Budget

1 5S's Objectives

3.1.1 Sell

Objectives:

- Increase pet care service revenue by 20% in the first year

- Increase pet product sales revenue by 20% in the first year

- Attract 200 new customers per month

- Increase lead conversion rate to 15% per month

Strategies:

Website:

- Create a professional website with integrated online booking and payment system

- Provide useful and updated information about services, products, and promotions

Online marketing:

- Utilize social media platforms like Facebook, Instagram, and Youtube to promote services

- Run targeted online advertising campaigns to reach potential customers

- Participate in pet fairs and community events to promote the brand

Customer care:

- Provide customer consultation and support via email, phone, and online chat

- Organize seminars, events, and community education programs on pet care

3.1.2 Serve

Objectives:

- Reduce average customer waiting time to 15 minutes

- Achieve 95% customer satisfaction rate

- Answer 95% of customer inquiries immediately

Strategies:

Customer relationship management (CRM) system:

- Use CRM to store customer information and track medical history

- Personalize customer experience and provide tailored services

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Customer service:

- Provide customer consultation and support via email, phone, and online chat

- Organize seminars, events, and community education programs on pet care

Online support:

- Provide an online portal for customers to access pet medical records, request prescription refills, and view educational resources

3.1.3 Sizzle

Objectives:

- Become the main sponsor for a local animal welfare organization

- Participate in 3 pet fairs per year

- Publish 1 blog article per month on pet care

Strategies:

Collaboration:

- Partner with pet influencers to promote the brand

- Collaborate with animal welfare organizations to organize community activities

Events:

- Participate in pet fairs and community events to promote the brand

- Organize seminars and workshops on pet care

Content:

- Publish monthly blog articles on topics related to pets

- Share engaging videos and photos about pets on social media

3.1.4 Speak

Objectives:

- Increase Facebook followers to 5,000

- Achieve 100-200 interactions per social media post

- Receive 50 positive customer reviews per month

Strategies:

Content:

- Share useful and engaging content about pet care on social media

- Publish monthly blog articles on topics related to pets

Engagement:

- Organize contests and promotions on social media

- Interact with customers and answer their questions on social media

Advertising:

Run targeted social media ads to attract potential customers

3.1.5 Save

Objectives:

- Reduce operating costs by 5%

- Save 10% on procurement costs

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- Increase energy efficiency by 15%.

Strategies:

Online convenience:

- Encourage customers to use online services like booking appointments, making online payments, and accessing pet records

- Minimize printing and shipping costs

Efficient operations:

- Use a management system to optimize processes and reduce waste

- Negotiate better prices with suppliers

Energy saving:

- Use energy-saving equipment

- Turn off lights and electrical appliances when not in use

Electronic communication:

- Use email, text messaging, and other electronic communication methods

to save printing and postage costs

Collaboration:

Partner with suppliers to find cost-saving solutions

2 The Marketing Goals (SMART model):

3.2.1 Increase Website Traffic:

We aim to increase website traffic by 20% within the next six months To achieve this, I will analyze our current tactics and develop new strategies to target our audience effectively Additionally, I will prioritize creating engaging content to attract visitors and encourage their return for more interactions

Increase 10%

website

traffic

Traffic can be measured using analytics tools like Google Analytics

It is feasible

to achieve a 20% increase

in website traffic within six months

Enhancing website traffic is applicable to the majority of businesses with

an online presence

The target should be achieved within six months

Table: SMART model for the goal of Increase Website Traffic

3.2.2 Expanding marketing outreach across diverse channels such as

Facebook, TikTok, YouTube, Instagram:

We aim to expand our marketing efforts across multiple channels including Facebook, TikTok, YouTube, Instagram, within the next six months To achieve this, we will evaluate our current strategies and devise new approaches to engage our target

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audience effectively on each platform Additionally, we will allocate resources to create tailored content that resonates with users on these channels and encourages them to interact with our brand

This goal

clearly outlines

the expansion

of marketing

efforts across

various social

media

platforms

Success can be quantified by monitoring metrics such as follower growth, engagement rates, and website referrals from each platform

Expanding marketing efforts to additional channels is attainable within the designated timeframe

Utilizing multiple channels aligns with the evolving landscape of digital marketing and enables us to reach a wider audience

The objective must be achieved within the next six months

Table: SMART model for the goal of Expanding marketing outreach across

diverse channels

The objective

is to boost

engagement

rates across all

social media

platforms

Engagement

rates will be

quantified

through

metrics like

likes, shares,

and comments

By investing more resources and exploring various strategies, we can feasibly increase engagement

Elevating engagement rates strengthens connections with followers and expands our brand's presence

This goal is set to be accomplished within a 5-month timeframe

Table: SMART model for the goal of Enhance Social Media Engagement

3.2.3 Enhance Social Media Engagement:

We aim to elevate engagement rates across all our social media platforms

within 5 months This entails dedicating additional resources to content creation and sharing, alongside experimenting with diverse social media marketing

strategies to foster more meaningful interactions with our followers

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3.2.4 Increase Brand Awareness:

We aim to elevate brand recognition by 20% within four months This will be achieved through the implementation of display ads, influencer outreach, and video campaigns to promote our products and services

Utilize display

ads, influencer

outreach, and

video

campaigns as

targeted

actions

Track progress towards a 20%

increase in brand recognition over the designated timeframe

Given adequate resources and budget allocation, this goal is feasible

Enhancing brand recognition aligns with the overarching objective of expanding our brand's presence

Anticipate achieving this goal within a four-month timeframe

Table: SMART model for the goal of Increase Brand Awareness

3.2.5 Improve Search Rankings:

We aim to enhance our organic search rankings by 10% within 6 months

through the optimization of URL structure, meta descriptions, and titles for SEO purposes This initiative is integral to our overarching digital marketing strategy

as it will bolster our visibility on search engines

The goal

outlines

specific

actions to be

taken to

boost organic

search

rankings

Progress can

be tracked by monitoring changes in rankings over time

Achieving a 10% increase

in organic search rankings within 6 months is feasible

Improving organic search rankings is crucial for enhancing visibility on search engines

The goal must

be accomplished within a 6-month timeframe

Table: SMART model for the goal of Improve Search Rankings

3 Budget

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C

KPI + Target

1 KPI

2 Target

- Khách hàng trên 18 tuổi, có thu nhập từ trung bình đến cao, tập trung vào khách hàng tại TP HCM

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