Pups 'N' Cups Case Study

In 2016, 1 in 10 (10% of) dogs had a permanent home. Collectively, 2.7 million dogs were killed due to overpopulated animal shelters.’ It is evidently clear that homelessness in dogs is an issue and must therefore be addressed. Pups ‘n’ cups is a store that aims to revolutionize dog adoption by reinventing the way people connect with rescues who need homes. Similar to a half-way house, Pups ‘n’ Cups help rehabilitate and showcase the dogs’ true potential and personality in an open, inviting environment. Through socializing over a cup of coffee and playing with the rescued hounds, life long bonds are formed, which can initiate an adoption.
This service is beneficial to customers as they are not forced to adopt a friend. Individuals are open
to play, socialize and teach the pups about the meaning of compassion – but clients will most likely fall in love with their energetic personalities and innocent faces? The service provides ethical morals in regards to feeding and letting the dogs rest throughout the day to ensure they remain healthy. There are currently no similar businesses, however dog-friendly café’s incorporate dogs and beverages; with the customer bringing their dog along. Pups ‘n’ Cups differ from this idea by equally focusing on customer satisfaction and the overall benefit to society and environmental needs. A market oriented approach will be implemented as it recognizes the importance of all functional areas of an organisation; e.g. finance, marketing and production. This management option has numerous benefits, some of which being: the entire organisation focuses on objective goals, lowers the failure rate of new goods and services, and a customer-oriented-service is viewed from the consumer perspective leading to a long profit life and a greater profit.

Matteo Coffee is a local, highly rated food product supplier that would stock required beverage ingredients. Four different types of coffee’s and drinks will be available for $4, these being: cappuccino, latte, flat white, hot chocolate and frappes. Slices of cake are also available for $4.50: chocolate, caramel, mint and white chocolate raspberry. Pups ‘n’ Cups will work closely with the 2RSPCA and the 3AWLQ to rescue and re-home rescued dogs in need of care and compassion. After the pups have had health checks, been trained, vaccinated and de-sexed, they will be transported to the café to spend time being loved. Dog adoption starts from prices as low as $250; mirroring the AWLQ and RSPCA’s figures. Entry to the café is $10 – all of which is equally divided, going directly back to the AWLQ and the RSPCA. This service satisfies the customers’ needs and wants of a safe, healthy and ethical community project, whilst achieving corporate objective. This is obtained through market research and analysis to indicate the present and future demand.
For this particular business there are two distribution channels, these include selling through retailers and selling directly to consumers.

The café owner needs a license/permit to conduct the business and may also require a resale permit as a café is a retailer. Additionally, the store handles and prepares food, therefore the health department will be involved in the licensing process.
Pups ‘n’ Cups is designed for everyone; connecting with a large clientele.
It does, however, specifically targets those interested in dog adoption, playing with dogs or even watching them. This targeted market is extremely large with 4two in every five households owning a dog in Australia (3.6 million adopted dogs in Australia). The ultimate aim of the business is to contribute to an increase in dog adoption in comparison to dog abandonment.
Due to no current competition in this particular field, Pups ‘n’ Cups are predicted to hold 100% of the market share. This statistic is respectable as it will attract all clients interested in this adoption concept, leading to an increase in sales and a greater profit. However, if future competition were to arise, an analysis of the business and strategies to obtain a greater share of the market must be explored.
Though it is predicted that Pups ‘n’ Cups are popular throughout the year, it can be assumed that seasonal fluctuations will arise during Winter. An increase in sales and can be expected as warm beverages are craved throughout the cooler season, and what better time than Winter to have a warn, fury pup to keep you company? This predicted increase opens the potential for annual growth of the total market for the
service.
In the 21st century, social media and publicity contribute to the success of a new business; often affecting its potential growth as a new business.
This negative factor can be avoided by establishing a long lasting relationship with customers. Through customer loyalty schemes, purchase reinforcement and prioritizing customer satisfaction, Pups ‘n’ Cups can avoid harmful, bad reviews. To create a name and a reputation for the new business, an opening party with press can be planned, with popular guests invited to influence a wider clientele and customers. 5Advertising is important as it creates awareness for a specific topic and allows you to target ideal customers. Through photographs and reviews, interested clients will be more inclined to visit the café and dogs, creating a larger platform for abandoned dog awareness, increasing dog adoption; generating a larger income and profit. Additional advertising would include billboards, radio and TV ads, social media (Facebook and Instagram pages), and
media.

Through the evaluation of potential financial risks, it is evident that the business’s goals will be met in an ethical manner. The risk of debt and an untrustworthy supplier has been covered through external research and budgeting for business insurance.
Overall, the feasibility plan portrays this business idea as a worthwhile investment that has great potential for future growth and development. The market oriented approach will improve the overall success of Pups ‘n’ Cups as it provides ongoing research and feedback, focuses on customer satisfaction, caters for societal and environmental factors as it indicates to the producer whether the service needs to be updated or expanded. By setting objectives with this marketing concept, key performance indicators show whether objectives have been achieved; evidently benefitting the commencement of the new business.