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Marketing Plan Pet Lovers Centre International Marketing Final1

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Marketing Plan Pet Lovers Centre International Marketing Final1
Birmingham City Business School
Undergraduate

Coursework Front Sheet

Module Title : International Marketing
Module Code : MAR6027
Lecturer : Ms Cecilia Sim

PT BCU BAIM Intake 6
Lee Wan Chen Lena
BCU Student ID: 14141472

Company: Pet Lovers Centre http://petloverscentre.com/ Words count: 2,449 (not including references and front sheet)

Table of Contents

1. Executive Summary 2
2. Background 3
3. Business Environment (PESTLE) 4
4. SWOT Analysis 6
5. Marketing Strategy 9
6. Marketing Mix (4P) 13
Product Strategy
Price Strategy
Place (Distribution) Strategy
Promotion Strategy
7. Conclusion 15
Referencing 16

1. EXECUTIVE SUMMARY
Growing affluence of the middle class in China, coupled with rapid urbanisation, has led to a rise in attractive business opportunities. Recognizing this, Pet Lovers Center (PLC) aims to be the first Singapore Pet Retail chain to gain a foothold in China’s booming market, as part of vision to be Asia Pacific's Leader in pet care services1.
PLC’s Marketing Objectives
To increase its market coverage and sales through expansion into China
To create PLC market awareness in China
With steady growth in pet industry, we are targeting the middle class segment between the ages of 25-64 years old. It also covered a competitor mix ranging from Kudi Pet Group with 100 chain stores nationwide, Guo Feng - one stop shop for pet care solutions to online stores such as Epetbar.
Marketing Plan Overview

2. BACKGROUND
About PLC
PLC is a Singapore pet retail and service chain was founded in 1973 as a family hobby business by 2 brothers – Mr David Ng and Robert Ng2. The company rapidly grew under the leadership of the second generation of the Ng family who took over in 1995. Since then, it expanded to Malaysia and eventually to Asia. Todate, it is the largest pet chain store with 80 pet stores in Singapore, Malaysia and Bangkok.
In addition, PLC also run “The Pet Safari”- thematic pet shopping destinations in Singapore,
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