Day & Night Veterinary Training: A Case Study

Long-term success and customer satisfaction will be achieved through providing high quality veterinary services. Day & Night Veterinary Surgery aims to build strong interpersonal relationships with customers, obtaining their lifelong value and becoming ‘true friends’. (Appendix 5) (Seamons, 2015) Differentiation through competitive pricing in highly demanded services and having the option of after-hours care will help maintain industry demand. Table 2 summarises the goals and aspirations of the clinic to attain long-term success as they enter this business opportunity.
The need for a veterinary surgery offering pet care day, night, and emergency services has been identified for Graceville. Day & Night Veterinary Surgery will provide this unique selling proposition, offering the highest quality pet car from sunrise to sundown and all hours in between. An after-hours service will be provided from the same facility by a separate veterinarian service. This sub-let will maximise the use of facilities, provide customers an emergency service and assist with business cash flow. Day & Night Veterinary Surgery will also provide the most affordable vaccinations and de-sexing service in Graceville. The surgery staff will be highly competent, personable and professional to
encourage repeat customers. Additionally, continuous staff training and business involvement will be a key platform for continuous business success and expansion.

2.0 Industry and Market Overview
The veterinary industry grew at a rate of 2.7% per annum for roughly the last 5 years (IBISWorld, 2015).
Increasing levels of household income, pet insurance and technological advancements have driven this growth (IBISWorld, 2015). Day & Night Veterinary Surgery expects pet ownership to be highest amongst people living in separate housing with low levels of rent rather than high-density areas. Graceville was chosen as it possesses more family homes compared to the high-density complex living present in Toowong, West End or Milton (Appendix 1). Research suggests that pet ownership is highest amongst families with children under the age of 18 (IBISWorld, 2015). The business will market to this
demographic.

3.0 Competitor Analysis
The clinic’s direct competitors will be Chelmer Graceville Veterinary Practice, Fiveways Veterinary Practice and Greencross Limited. Extensive regulations provide high barriers for entry into veterinary clinics and medium levels of capital are required to provide medical care and pharmaceuticals to animals (IBISWorld, 2015). Few products or services can substitute veterinary care. People using internet search engines for advice are the main indirect competitors. Pet supply stores are also indirect threats although services are limited. Appendix 2 compares the business with its direct and indirect competitors. Porter’s Five Forces Model can also be used to analyse competition (Appendix 3).

4.0 Marketing, Operations and Management
Table 1 identifies the actions to be taken by Day & Night Veterinary Surgery to market, operate and manage the business for success. Identifying customers’ perception of value will have a strong influence on future purchase. Therefore, the business will monitor customer needs and strive to exceed customer expectations in price and quality of service. Customer feedback mechanisms and additional features will add value to the customer experience. These will help improve the financial, social and structural ties of the client to the business. Appendix 4 outlines the 7P’s (product, price, placement, promotion, people, process and physical evidence) which form the businesses marketing mix. This orientation determined by management will flow through the entire company.