II Executive Summary

The clinic particularly specializes in veterinary care for small and pet animals. It recognizes that majority of residents of Abu Dhabi value the health of their pets and they often compete to have the best ones around. The major goal of the clinic is to provide the highest level of pet care attainable in Abu Dhabi. In doing this, it seeks a holistic approach to pet care by ensuring the comfort of the pet owners as well. It is in this regard that the clinic has built a serene environment around the building for their customers to relax. The core mission of the clinic is to grow into a multimillion pet clinic in Abu Dhabi and in the world. It seeks to have branches all over the world as well as attract families on holidays from different parts of the world to bring their pets for care. However, the clinic acknowledges that this will not be an easy task considering that there are several other pet clinics in Abu Dhabi. In fact, the biggest clinics in Abu Dhabi are those dealing with animals and pets. Majority of them, however, deal with specific animals like falcons that are known to be popular in Abu Dhabi as pet animals. This clinic seeks to break from this norm by dealing with a wider range of pet animals, some of which are not very popular in Abu Dhabi. In doing this, it seeks to have a market base that goes international, especially to the Western countries where pets are commonplace.

The external business environment is in favor of the project because the general population is well aware of pet care. People are so educated about pet care that they begin saving just as early for pet care as they do for their children’s education. Even the government appreciates people’s love for pets and has put in place friendly legislations regarding pet care and ownership of pets. Perhaps, the only controversial bylaw is the one that requires people to collect their pet droppings in public places. However, people understand the value of responsible utilization of the environment and find no problem contributing by collecting the droppings. Indeed, the presence of professional veterinary doctors in Abu Dhabi makes quite an easy task to establish and run an animal clinic. The clinic will operate in an environment that is already fully informed about pet care and which is sufficiently motivated with the idea. It definitely appreciates the fact that people needed not just a good pet clinic, but also a place they would be enthusiastic about visiting. It is the reason why the clinic focused on building a recreation centre to augment the pet clinic. In essence, it becomes a place that people are so comfortable to visit. In fact, families will be gladly looking up to weekends so that they can take their pet animals for regular clinical checkups. They intend to take advantage of the integrated system to attract and maintain a huge market in Abu Dhabi. The fact that the clinic offers pet care services to a wide range of animal pets is also strategic in that it targets a market wider that Abu Dhabi.

They acknowledge that the internet has become the best channel to reach the international market and to become aware of the nature of services offered at the clinic. Thus, when they visit the country they know exactly where to go in order to get the best quality of pet care. In fact, there have been instances where people travel from overseas just to have their pets treated in the country due to the nature of pet care. The veterinary facility also uses direct mailing as a way of reaching its potential customers. According to statistics, a higher percentage of students currently keep pet animals in school as compared to previous years. The next channel that the institution intends to capitalize in is aggressive participation in community service, like environmental conservation initiatives. In most cases, several people turn up for such events, and they can provide the best avenue to reach the global market.

1.0 Business Strategy

The business intends to tap into the wide market for veterinary services in Abu Dhabi. The clinic particularly specializes in veterinary care for small and pet animals. It recognizes that majority of residents of Abu Dhabi value the health of their pets and they often compete to have the best ones around. In this regard, the clinic seeks to assure their customers’ comfort as well as that of their animals while being attended to. Indeed, veterinary services and pet care hold a special place for the people of Abu Dhabi.

1.1 Business Goals

The major goal of the clinic is to provide the highest level of pet care attainable in Abu Dhabi. In doing this, it seeks a holistic approach to pet care by ensuring the comfort of the pet owners as well. It is in this regard that the clinic has built a serene environment around the building for their customers to relax.  There are several activities that take place outside the clinic. For example, there is a huge playground for kids with all the facilities that kids may need. Next to it there is a football pitch as well as places for other indoor games. The main idea is to create the place that combines  an animal clinic and a recreation center. This will make it possible for families to travel once or a few times over the weekend to the place to relax and have their animals taken care of. The fact that there are several activities that people may participate in eliminates the cry of boredom while animals are treated. From the past experiences, people who love pets are usually married to persons who have very little love for the small animals (William 2001). Even if they both do, chances are high they do not love the same pet animal. This usually means that spouses usually get bored waiting for their partners’ pets being treated at the animal clinic. They can hardly stomach sitting there for several hours just waiting for “the skinny little animal” to be treated. In fact, it has been established that people fain the smallest reasons to avoid accompanying their spouses to the animal clinics due to this fact. This Veterinary Private Clinic seeks to seal this loophole by giving people a better reason to accompany their loved ones to the animal clinic.

1.2 Mission Strategy

The core mission of the clinic is to grow into a multimillion pet clinic in Abu Dhabi and in the world. It seeks to have branches all over the world as well as attract families on holidays from different parts of the world to bring their pets for care. However, the clinic acknowledges that this will not be an easy task considering that there are several other pet clinics in Abu Dhabi. In fact, the biggest clinics in Abu Dhabi are those dealing with animals pets. Majority of them, however, deal with specific animals like falcons that are known to be popular in Abu Dhabi as pet animals. This clinic seeks to break from this norm by dealing with a wider range of pet animals, some of which are not very popular in Abu Dhabi. In doing this, it seeks to have a market base that goes international, especially to the Western countries where pets are commonplace. In addition, the clinic seeks to be the envy of the world by focusing on the pet owners as well. It means to outdo its competitors who have not tried this before. Essentially, it intends to inject a new area of competition into the pet care market. The clinic also intends to engage in a wide range of activities that directly impact the society. For example, it intends to establish pet animal orphanage for lost pets or those without homes. This will undoubtedly have a positive impact considering that most people respect animal life even if they don’t love the animals. In addition, the clinic intends to engage in environmental conservation programs with a clear intention of creating a serene environment for animals, especially pet animals. These will definitely thrush it into the public limelight as a different kind of pet clinic in Abu Dhabi.

1.3 Business Environment

The external business environment is in favor of the project because the general population is well aware of pet care. People are so educated about pet care that they begin saving just as early for pet care as they do for their children’s education. Even the government appreciates people’s love for pets and has put in place friendly legislations regarding pet care and ownership of pets. Perhaps, the only controversial bylaw is the one that requires people to collect their pet droppings in public places. However, people understand the value of responsible utilization of the environment and find no problem contributing by collecting the droppings. Indeed, the presence of professional veterinary doctors in Abu Dhabi makes quite an easy task to establish and run an animal clinic. One only needs to get the employees motivated and enthusiastic about their jobs in order to provide the best services offered to customers. In this regard, the clinic has a system where doctors work for at most six hours a day. This helps them to avoid working to exhaustion, which may significantly compromise the quality of services they offer to the customers (Robert 2009).

Internally, the clinic has all the resources at its disposal to establish the best pet clinic in the world. This is after securing a sponsorship by different humanitarian organizations from the United States and Canada. This increased interest in pet care is intended to make people appreciate the place of animals and animal pets in the society. In fact, it has been argued that it is a kind of pilot project that sponsors will support till it succeeds. The clinic intends to take this financial advantage to favorably compete against other pet care clinics. It also has to be noted that the company enjoys a huge population of veterinary doctors due to its past involvement in vocational pet care programs. There are so many doctors who had started working as volunteers even before the real operations started.

1.4 Market Needs and Opportunities

The pet clinic has come just at the best time when people’s love for pets seems to be scaling up. Even the places that were initially thought to be cold about pet animals are slowly embracing the idea. This is not only happening in Abu Dhabi, but in the entire world. People are beginning to understand that they need to take care of nature by supporting a few animals as their pets. In addition, various NGOs have recently come out to advocate for pet care and general animals care. This has significantly raised public awareness on the subject and indeed convinced people to take the lives of their pets more seriously. And so, the clinic will operate in an environment that is already fully informed about pet care and which is sufficiently motivated with the idea. It definitely appreciates the fact that people needed not just a good pet clinic, but also a place they would be enthusiastic about visiting. It is the reason why the clinic focused on building a recreation centre to augment the pet clinic. In essence, it becomes a place that people are so comfortable to visit. In fact, families will be gladly looking up to weekends so that they can take their pet animals for regular clinical checkups. They intend to take advantage of the integrated system to attract and maintain a huge market in Abu Dhabi. The fact that the clinic offers pet care services to a wide range of animal pets is also strategic in that it targets a market wider than that one of Abu Dhabi. Thus, before other companies establish similar clinics in the neighboring countries, foreigners can come over for quality pet care services. In addition, the clinic has identified strategic international locations where it intends to build subsidiary pet clinics that offer similar services. This will certainly scale the heights in as far as pet care is concerned. 

2.0 Marketing Strategy

2.1 Target Market

The business specifically targets young families in which there is at least one person who loves pets. It is in this regard that the clinic has built a serene environment around the clinic for their customers to relax. Around this place, there are several activities in which people can participate. For example, there is a huge playground for kids with all the facilities that kids may need. Next to it there is a football pitch as well as places for other indoor games. The main idea is to create the place that combines  an animal and a recreation center. This will make it possible for families to travel one of a few time over the weekend to the place to relax and have their animals taken care of. The fact that there are several activities that people may participate in eliminates the complaints of boredom while animals are treated. It also targets the international market for quality pet services, especially the one of the Western countries where pets are commonplace (Richard 2011). The fact that the clinic offers pet care services to a wide range of animal pets is also strategic in that it targets a market wider than that one of Abu Dhabi. Thus, before other companies establish similar clinics in the neighboring countries, foreigners can come over for the high quality pet care services. Indeed, the clinic has identified strategic international locations where it intends to build subsidiary pet clinics that offer similar services.

2.2  Intended Positioning

The company wants to be different from its competitors in several ways. For example, it seeks a holistic approach to pet care by focusing on the pet owners as well. It is in this regard that the clinic has built a serene environment around the clinic for their customers to relax. There are several activities in which people can participate. For example, there is a huge playground for kids with all the facilities that kids may need. Next to it there is a football pitch as well as places for other indoor games. The main idea is to create the place that will combine  an animal clinic and a recreation center. This will make it possible for families to visit the clinic one or two over the weekend to relax and have their animals taken care of. The fact that there are several activities that people may participate in eliminates the cry of boredom while animals are treated. The clinic also intends to engage in a wide range of activities that directly impact the society. For example, it intends to establish pet animal orphanage for lost pets or those without homes. This will undoubtedly have a positive impact, considering that most people respect animal life even if they don’t love the animals. In addition, the clinic intends to engage in environmental conservation programs with a clear intention of creating a serene environment for animals, especially pet animals. These will definitely thrush it into the public limelight as a different kind of pet clinic in Abu Dhabi. This coupled with the fact that the clinic will provide a wider range of pet services and deal with almost all pets in the world will make it quite different from its competitors that specialize in care for just a few pets.

2.3 Product Analysis

The clinic has carried out adequate research in the area of pet service and sufficiently established that most people don’t mind spending a fortune to keep their pets healthy. It is in this regard that it has rolled out an expensive, but very necessary venture in Abu Dhabi, the hub of animal care. This is indeed a viable product for a willing market considering that there is ready market. Thus, much of the advertisement and publicity will focus on the clinic, rather than the product itself. In addition, the fact that the clinic is associated with reputable international animal organization makes it stand out shoulders above the rest in the local as well as international markets. The product has a strong opportunity in that most aspects of pet care have not been exploited in the past. For example, most clinics have not focused on several animals at the same time. Most clinics deal with one or few popular pets. This presents a grey area to exploit; especially considering that even within a family people may prefer different animal pets. Thus, the clinic will give families an opportunity to travel together and enjoy the experience of taking their animal pets to the same, where all of their pets can be taken care of at the same time while they relax.

The clinic intends to associate with humanitarian projects, including environmental conservation in a bid to attract as well as keep loyal customers (David & Nigel 2012). From preliminary research it was established that institutions that are associated with humanitarian service enjoy good reputation in Abu Dhabi. People generally view them as institutions that have the best interest of the public or humanity at heart. Essentially, they enjoy a level of personal relationship with the public as organizations and personalities seek to identify with them. Definitely, the clinic’s products and services will be unique in many ways and properly suited to satisfy the needs and expectations of the general public (Malcolm & Hugh 2011).

2.4 Place Analysis

The pet clinic is located in Khalifa City due to its strategic location. The place is easily accessible from all regions of Abu Dhabi and has the highest number of pet keepers, according to the Municipal statistics. In business, proximity to the potential market is an important consideration because businesses depend entirely on its customers to survive. If it’s located away from its customers, the implications will be quite grave because only a few people will be able to access its services. Abu Dhabi also enjoys good infrastructural development, especially with regards to transport and communication. In this respect, families would certainly enjoy a weekend ride to the clinic as they take a break from the hustle and bustle of the town.

Most veterinary medical schools in Abu Dhabi are located around the area of Khalifa City. This implies that most graduates or learning students still stay around the place as they wait for stable employment. The clinic sought to take this advantage in order to capitalize on the ready pool of veterinary doctors still fresh and energetic from school. Notably, the cost of life around the place is also quite cheap though executive, an idea that would keep doctors working within the locality. Thus, the clinic will continue to enjoy the best quality work force for a long time. This will give them a significant competitive edge against their rivals in the market. While they can raid their opponents of their best employees, the opposite would be almost impossible. Equally important is its location from the international market and the international community. Its location around the premises of internationally reputable international humanitarian organizations gives it quite a sellable brand. In fact, most foreigners learn about it while working at or visiting the international organizations. Later on, they become the most ardent promoters of the institution to their friends both locally and abroad. This is a significant contribution to its strategic location.

2.5 Communication Analysis

The clinic uses various channels to communicate with their customers. These channels include the internet, direct mailing of various institutions and product promotion activities in various institutions of learning. They acknowledge that the internet has become the best channel to reach the international market and to become aware of the nature of services offered at the clinic. Thus, when they visit the country they know exactly where to go in order to get the best quality of pet care. In fact, there have been instances where people travel from overseas just to have their pets treated in the country due to the nature of pet care. The veterinary facility also uses direct mailing as a way of reaching its potential customers (Sally & Lyndon 2008). However, this is limited to the local market as it would be expensive and time consuming to send several letters abroad. In addition, it would be quite uncertain whether the mails would get to the required destinations due to the several intermediaries it must pass through.

However, the most successful one has been direct promotional activities by its sales representatives in various institutions of learning. The institution recognizes that most pet lovers are young people who have the time and energy to keep several pets at the same time. And so, the clinic usually contributes to various activities taking place in schools so that they are given time to promote their products and services. According to statistics, a higher percentage of students currently keep pet animals in school as compared to a few years ago. The next channel that the institution intends to capitalize in is aggressive participation in community service, like environmental conservation initiatives. In most cases, several people turn up for such events, and they can provide the best avenue to reach the global market.

2.6 Pricing Analysis

The clinic does not offer the cheapest services in the market. However, it boasts of the best quality services in Abu Dhabi. It took into consideration the fact that most pet owners were mostly from the middle and upper classes who wouldn’t mind spending a lot of money on their pets. It is in this regards that it has rolled out an expensive, but very necessary venture in Abu Dhabi, the hub of animal care. This is indeed a viable product for a willing market considering that there is ready market. The product has a strong opportunity in that most aspects of pet care have not been exploited in the past. For example, most clinics have not focused on several animals at the same time. Most clinics deal with one or few popular pets. This presents a grey area to exploit; especially considering that even within a family people may prefer different animal pets. Thus, the clinic will give families an opportunity to travel together and enjoy the experience of taking their animal pets to the same clinic and while all of them will be taken care of at the same time the family members can relax. The clinic intends to associate with humanitarian projects, including environmental conservation in a bid to attract new customers and to keep loyal ones. From preliminary research, it was established that institutions that are associated with humanitarian service enjoy good reputation in Abu Dhabi. People generally view them as institutions that have the best interest of the public or humanity at heart. Essentially, the clinic targets to use its brand, rather than its prices, to raid its competitors of their market as well as employees. In the recent years, this has proved successful due to the rapid growth of the clinic. According to analysts, the wide variety of services offered by the clinic puts it in its own league of pet service company. Indeed, it will take its competitors several years of effort as well as resources to improve their premises to accommodate all these services. That is why price wars may not threaten the clinic in the near future.

3.0 Ethical Issues and Social Responsibility

The company wants to be different from its competitors in several ways. As part of its social responsibility, the clinic seeks a holistic approach to pet care by focusing on the pet owners as well. It is in this regard that the clinic has built a serene environment around the clinic for their customers to relax. Around this place, there are several activities that one can participate in. For example, there is a huge playground for kids with all the facilities that kids may need. Next to it there is a football pitch as well as places for other indoor games. The main idea is to create the place which is an animal clinic as well as a recreation center. This will make it possible for families to visit the clinic one or two over the weekend in order to relax and have their animals taken care of.

In addition, the clinic intends to engage in environmental conservation programs with a clear intention of creating a serene environment for animals, especially pet animals. These will definitely thrush it into the public limelight as a different kind of pet clinic in Abu Dhabi. This coupled with the fact that the clinic will provide a wider range of pet services and deal with almost all pets in the world will make it quite different from its competitors that specialize in care for just a few pets (George 2008). The clinic also intends to engage in a wide range of activities that directly impact the society. For example, it intends to establish pet animal orphanage for lost pets or those without homes. This will undoubtedly have a positive impact, considering that most people respect animal life even if they don’t love the animals

4.0 Conclusion

The business intends to tap into the wide market for veterinary services in Abu Dhabi. The clinic particularly specializes in veterinary care for small and pet animals. It recognizes that majority of residents of Abu Dhabi value the health of their pets and they often compete to have the best ones around. The major goal of the clinic is to provide the highest level of pet care attainable in Abu Dhabi. In doing this, it seeks a holistic approach to pet care by ensuring the comfort of the pet owners as well. It is in this regard that the clinic has built a serene environment around the clinic for their customers to relax. This clinic seeks to break from this norm by dealing with a wider range of pet animals, some of which are not very popular in Abu Dhabi. In doing this, it seeks to have a market base that goes international, especially to the Western countries where pets are commonplace. The external business environment is in favor of the project because the general population is well aware of pet care. People are so educated about pet care that they begin saving just as early for pet care as they do for their children’s education. Perhaps, the only controversial bylaw is the one that requires people to collect their pet droppings in public places. However, people understand the value of responsible utilization of the environment and find no problem contributing by collecting the droppings.

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