LET US ASSESS THE SWOT

M. Piczak
March 2004

The following was sent to me by a student after several attempts to

complete their SWOT analysis. Assess the condition of the SWOT
analysis.

Swot Analysis
The purpose of this section is to show the opportunities, and
threats in the pet industry. This section will also indicate the new
trends in the industry so future growth can be achieved.
Opportunities Threats
 Microchipping Destructive Mental Illness
 Pet Insurance  Animal Laws
 Adoption Interview  Pet Obesity
 Allergens  Specialty Services
 Brand clothing lines
 “I love you”

Strengths Weaknesses
Pick up drop off Location pricing
 Pricing  New Comer
 Stress-free
 Preferred Customer
 Certification
 Associations
 Sponsors
 Grooming Options
 Emergency services
 Pampering trends
 Report cards

Swot Explained

Opportunities
Microchipping: A microchip is a tiny, totally inert electronic
transponder about the size of a grain of rice. The chip is implanted into
an animal using a simple, painless procedure similar to a routine
vaccination. For most animals (dogs and cats) the chip is implanted in
the scruff of the neck ( the loose skin over the pets shoulder blades).
Once implanted into the animal, the microchip remains inactive until
read with a scanner. Scanners send a low-radio-frequency-signal to the
chip, providing the power needed by the microchip to send its unique
code back to the scanner with the animal’s ID number. After
implantation, the device remains with the animal for life. Once the
microchip is inserted it would require a veterinarian to surgically
remove the chip. (High Tech Animal Lifesavers By Bob
Christiansen, website: www.saveourstrays.com)
Proper identification could mean the difference between life and
death for your dog or cat. Approximately 15 million dogs and 9 million
cats enter shelters throughout the United States each year as strays
according to the American humane association. Tragically, their
owners ever redeem only 19% of the dogs and 3% of the cats. These
percentages would increase dramatically if more pets were properly
identified. All pets, including indoor dogs and cats, need to wear collars
with city licenses and rabies vaccination tags. Personal identification
tags with owner’s name, address, and telephone number are important
back-ups. Even the most responsible owners experience unexpected
circumstances that cause pets to accidentally stray, becoming lost or
injured. (Kansas Humane Society-Pet Care Tips website:
www.kshumane.org.com)

Pet Insurance: These days more and more people are taking
advantage of pet insurance to ensure that their pet will receive the
best care available should an emergency arise. One of the benefits of
having pet insurance is that many of the policies available cover not
only emergency care but also routine expenses such as vaccinations
and routine surgery such as neutering and spaying.
Another type of insurance that is steadily gaining popularity with
pet owners is one that resembles a human HMO. With this type of
policy, the pet owner is not required to pay the bill. Instead, the
veterinarian must submit the paperwork to the insurance company in
order to be paid for the services provided. This type of coverage may
be attractive to pet owners, but may not be as widely accepted by
veterinarians because of paperwork involved. (Jennifer Stone
Information Specialist College of Veterinary Medicine.
Published Pet column for the week of September 24, 2001)

The Adoption Interview . Through proper screening helps find the

best homes for dogs in need. Pet adoption used to mean walking
through a row of cages choosing a dog and taking her home. But with
results of current studies the rates are low for success with that
strategy. Now there is a formal interview where agencies try to pair
dogs with families that suit them best. In a similar interview by some
place like PET SMART such questions where asked: Renting/Owning?,
other pets?, sleeping conditions?, Children?, other people?, Yard
conditions?, Work schedule?, References and Veterinarian availability.
This strategy has high hopes for dog rescues. (By Jody Norman Dog
Fancy Magazine September 2003)

Allergens are inside and out. Regular grooming helps control not
only the allergens your dog produces, but also those he picks up
outside. “People often fail to realize that allergens are right in their
own backyards”, says Bolivia Powell of the American Minitaure
Schnauzer Rescue Association in Dallas. “They (allergy sufferers) put
their animals outside, thinking that will eliminate the problem. But then
grass and pollen get on the dog’s coat. When the dog comes back
inside the house, the owners have an even worse allergic reaction.
That’s why it is so important to groom your dog regularly”. (Dogfancy
Magazine April 2004 pg.61)

Brand name clothing lines such as well-known Harley Davidson 1st

dog and cat clothing line that has made its mark on pet stores around
several countries. This is a small look into the future of dog and cat
clothing lines. (Dog World Nov/03)

“I love you” is what regular grooming says to your dog. Routine

grooming assures your dogs cleanliness to be inside and around its
family. Dirty smelly or unbrushed dogs usually remain outside in the
cold or heat. You can demonstrate your love by guaranteeing that your
dog has access to the house and family by taking your dog to the
groomers as often as needed. (Keep it up By Diana Mohler)

Threats

Separation Anxiety: A Destructive Mental Illness: “Seperation

anxiety is a form of mental illness affecting dogs. The second their
owners leave, they become extremely upset and anxious. Then they
become frantic. At this point the dog is not in control of its behavior,”
explains Dr. Rhonda Schulman, Veterinarian at the University of
Illinois Veterinary Teaching Hospital in Urbana.
Seperation anxiety is a panic disorder likely caused by
overstimulation of the parts of the brain that regulate fear and stress,
but the term is often misapplied. Like Attention Deficit Disorder in
children, separation anxiety has become a trendy diagnosis. Not every
dog that misbehaves when the owners are away separation anxiety.
( Ann Marie Falk Information Specialist College of Veterinary
Medicine Pet Column for the week of September 1, 2003)
“Unfortunately separation anxiety is self-perpetuating. These
dogs keep getting more and more upset each time the owners leave.
Having another pet does help these dogs, as it is not boredom that is
causing the behavior. These dogs are extremely attached to their
owners and are very people-orented. They are often wonderful pets
otherwise.” States Dr. Schulaman.

Animal Laws Can Bite Back: Besides requiring that dog owners
keep their pets confinded or on a leash in order to prevent bites, the
laws assign liability when bites do occur. Often the pet owner will be
held strictly liable for any injury or damage a pet infilicts upon another
person, whether or not the owner is to “blame”.
 Common sense can go a long way in preventing dog bites, so
always obey leash laws and rabies license laws. Make sure dog sports
identification tags to aid his homecoming should he become lost. Most
dog bites come from male, unneutered dogs who tend to be more
territorial and aggressive. ( Carrie Gustavson College of Veterinary
Medicine. Pet Column for the week of November 6, 2000).

Pet Obesity Is a Growing Concern: “Since more pets are overweight,

we have become accustomed to seeing pets who weigh more than is
ideal. The norm now seems to be several pounds overweight. Often if a
pet is lean, owners think the pet is starving. However, studies show
that lean pets have fewer health problems and an increased life span
of up to 2 years!” states Dr. Christine Merle a small animal
Extension Veterinarian at the University of Illinois College of
Veterinary Medicine in Urbana.
An overweight pet is not a healthy pet. Owners need to recognize
that they are putting their pets health at risk by allowing that extra
weight. Obesity commonly leads to diabetes, heart problems, and
arthritis. An overweight pet does not age well, either. Overweight pets
are more prone to hip dysplasia, back and joint pain, and endocrine
diseases. Extra weight also decreases a veterinarian’s ability to
manage these conditions both medically and surgically. (Ann Marie
Falk Information Specialist University of Illinois College of
Veterinary Medicine).

Strengths

Pick up and drop off options. Pets Pleasure Pawlish will determine
on a case-to-case basis on a pick up and drop off options to customers
in the area.

Pets Pleasure Pawlish will determine appropriate pricing no

over pricing will be tolerated.

Stress-free visits are a must separate rooms for each individual pet to
be groomed in (anti-stress rooms). Stress levels for pets going to
regular grooming can be very high and traumatizing. This way their
stress levels will stay at a minimum.

Preferred Customer Card. Each customer will be asked to do a one-

time survey asking a series of questions for the groomer to know your
pet. This way each visit will need little phone or conversation
preparation. This will move things along faster in this fast paced world.

Certified Grooming Attendant, certified grooming attendants only.

Members of the pet-sitters Association this will ensure each pet
will be taken care of properly.

Members of the Better Business Bureau. This is to ensure

customer reliability on business.

Sponsors (MBQ). Mohawks of the Bay of Quinte will be sponsoring

Pets Pleasure Pawlish in start up costs.

Pets Pleasure Pawlish offering grooming options consisting in a

basic, total or ultimate groom. Optional services such as pick up and
drop off available at customer’s discretion.

Weaknesses
Location will not be cheap. Unfortunate location will be costly but Pets
Pleasure Pawlish is willing to spend money to make money.

Mary Maracle will be a new comer to City and Pet Industry. This
means not everyone will know business is opening but with smaller
population people will eventually hear or see business.

QUESTIONS FOR YOU THE ASSESSOR:

WHAT DO YOU THINK OF THE SWOT?

WHAT CRITERIA WOULD YOU USE TO ASSESS THE SWOT?

 Introduction to Pet Product industry
The retail value of the Indian pet market currently stands at Rs 2,773.2 million
and is expected to reach Rs 4,827.5 million by 2014;
• It is experiencing a steady 15-20% annual growth, year-on-year;
• Only 30% of the products are imported, representing a largely untapped market
for import;
• Reduced import duties on premium pet products (from 40% to current 30%) are
encouraging trade;
• Total pet population in the country in 2009 was 8,699,300. This quantum is
increasing by steadily every year;
• Total pet expenditure on dog & cat food in 2009 amounted to Rs 1721.8 Million

Products on Display (Detailed Inventory):

These will include dog & cat foods, a gamut of treats, pet grooming and bathing
products, pet accessories, fancy collars and leashes, fancy pet toys, cutting edge
veterinary equipment, animal health products, dog apparel, beds and much
more. In this product portfolio dog & cat food accounts for 70% whereas other
daily care /grooming products is a 30% industry including products like herbals,
healthcares, apparels & beds.

Pet healthcare: Anti tick lice sprays, lice powders, pet shampoos for ticks, lice &
flea, pet fur conditioning shampoos, pet soap cakes, pet deodorants, smell
removers, appetite stimulants, digestive tonics, herbal skin gels, vitamin enriched
food, liver tonics, anti-diarrhoeal medicines, herbal growth promoters, herbal
liquid cleansers, calcium & phosphorus supplements, cat litters, nipple drinking
systems, vaccines, etc.

Herbals: Shampoos, protein supplements, calcium tonics, liver tonics, multi-

vitamin tonics, mineral mixtures.

Dog chews: Dried pet snacks, leather dog chews, pressed bones, knotted bones,
frozen meats, processed meats, pizzle cut pieces, twisted sticks, hollow pipes,
hooves, meat strips, tongue, lungs, liver and tripe black.

Pet apparel & beds: Dog coats, knitted dog coats, dog t-shirts, dog beds, fancy
pet collars, dog sweaters, crocheted dog sweaters, dog mufflers, dog shoes and
dog raincoats.

Pet food: Dog/cat food, bird feed, cuttlefish bones, raw bone meals

Pet industry in India

India has a large number of pet dogs and cats. In fact, a recent survey concluded
that there are 3.6 million with the population increasing by 26% every year.pet
dogs in the six major cities alone. The vast majority of pet owners in India are
high income households, with dogs being the most popular pet choice at over 55
percent of the pet population, followed by cats.

Some more supporting facts that portray this sunrise industry in India are:
The retail value of the Indian pet market currently stands at Rs 2,773.2 million
and is expected to reach Rs 4,827.5 million by 2014;
• It is experiencing a steady 15-20% annual growth, year-on-year;
• Only 30% of the products are imported, representing a largely untapped market
for import;
• Reduced import duties on premium pet products (from 40% to current 30%) are
encouraging trade;
• Total pet expenditure on dog & cat food in 2009 amounted to Rs 1721.8 Million

Future outlook and trends (Scope in India for Pet

fragrance, Industry forecast)

2007-08
Total number of domestic dogs in India (registered) 22,00,000 dogs
Expected customer base for grooming products 22,000 dogs
(1%)
Avg. spend per customer on dog grooming products Rs. 10,000
per annum
Market size Rs.
22,00,00,000
2009-10
Total number of domestic dogs in India (registered) 34,92,720 dogs
Expected customer base for grooming products (26% 55,450 dogs
growth) (1.5876%)
Avg. spend per customer on dog grooming products Rs. 14400
per annum (20% growth)
Market size Rs.79,84,80,00
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