Marketing plan

The paper presents a marketing plan on a UAE based pet company who wants to extend its business in the European Market. We are consultants in Abu Dhabi. They have approached us to write a marketing plan for their business operations in the European market.

1. Introduction.

This is the marketing plan of a UAE based company who wants to extend its operations in the global market. The company has approached us for making a marketing plan for their company operations in the European market. We are the consultants firm, who makes marketing and business plans for various companies. Animal Heaven is the company of pets. The company seeks to place the pet market leader in the community of Madrid. It is the largest pet shop in UAE dedicated exclusively to caring for pets. It is the first and only store of its kind. Animal Star was created due to increased sales of pet in the past decade. The opening hours of the store is continued from 1100 to 2130 hours, Monday to Saturday and Sunday allowed by law. The store has more than 500 species of animals, including all products and services they require.

To achieve the objective of success, the company must build company its image that their products are not perceived as expensive, but high quality and reliability.

2. Analysis of the situation

2.1 External Analysis

2.1.1 Analysis of the macroeconomic environment

European economic climate continues to show signs of increased activity, improving the overall prospects for 2012, noting a surge in its growth favored by the recovery in exports. As for the Spanish economy, it is expected for 2012 GDP growth in real terms of 3.7%, caused by a better performance of the external sector. This represents a narrowing of the gap between per capita incomes of the European Spain. Domestic demand will suffer a slight slowdown in household consumption derived mainly from a slower pace in job creation; however, the slowdown could have mitigated the effects of reducing some taxes. The investment will grow especially in capital goods, reflecting an expectation of a growth business in a favorable interest rate.

As regards employment, is expected to create nearly 600,000 jobs by 2012, representing an increase of employment rate of 2.7%, unemployment standing at 14.6% of the workforce.

The foreseeable development of the macroeconomic variables (expressed as a percent change from previous year unless otherwise stated) is contained in the following table:

The Spanish population is close to 40 million people divided into 11 million homes, of which approximately 55% are married couples with at most one child (important fact to be considered for the study of demand forecasts Animal Star). The population pyramid shows that 35% are fewer than 25 and 65% older than 26 years, (which means a greater tendency to purchase domestic animals) showing a progressive decrease in the number of births marriages without.

Market Structure

The pet market in Spain in the last two decades has seen a remarkable change in consumer preferences regarding concerns in choosing one or another pet. The most notable change in the sale of birds in 1980 accounted for ...