| Summary: | 碩士 === 國立高雄科技大學 === 行銷與流通管理系 === 107 === Changes in Taiwanese social patterns have seen the rise of single people as well as the declining birthrate that results in more and more people’s choice pets over kids. The case of pet chain store in this research adopts diversified composite operations by adding pet beauty care services and further combining aquarium and pet reptiles and supply sales that makes the case company one of few chain pet stores specializing in living pets, pet products, pet beauty care and aquarium and reptiles pet adopting compound operations.
This study uses SWOT analysis and strategy matrix analysis to delve into business model strategy of dog and cat market and gain insights into problems facing the case company’s current operations through case studies of pet chain stores, review meeting in business operations and data collection. The analysis has further indicated expanding pet market to increase market share, product differentiation and market segmentation in terms of combining strength and opportunity strategy; in terms of the strategy to bring its strength into play to reduce potential threats, the case company manages to increase its soft power, creates value and enhances the CRM to achieve the benefits of economies of scale.
Analysis of sales performance for dog and cat market over the last three years from 2016 to 2018 indicate performance differentiation for the direct chain of 43 stores in northern, central and southern Taiwan, and the current operations focus in southern Taiwan relative to highly competitive and lower gross profit in southern Taiwan. Despite higher sales price in central and northern Taiwan, it means higher gross margin and operating cost, one of the reasons for proactive business expansion in central and northern Taiwan in recent years.
Accurate business strategy and direction has led to soaring sales of number of dogs and cats and sales amount that successfully increases the case company’s market share and sales amount but not that for growth in profits, thus indicating significant horizontal competition. Expanding overseas customer base is a big niche, such as Southeast Asia nations. Research results will become available to the case company’s sustainable development and proprietors’ business directions for reference in the future.
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