MARKETING PLAN PART I COMPANY ANALYSIS

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MARKETING PLAN PART I COMPANY ANALYSIS
http//www.deloesteequine.com/
6/28/10
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Introduction

• It is a hospital for horses.
• Specialty veterinary medicine and surgery
• Location Eugene, Oregon.
• Veterinarians
• Richard Mosier partner, started in 1974.
• Chris Camp partner, started in 1994.
• Brett Lemhouse associate, started in 1988
• Kathy Connell associate, started in 2008

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Goals Objectives
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Goals Objectives

1. Provide healthcare to horses of Lane County.
2. Maintain a high level of capabilities through
   cutting edge technologies, equipment and
   education.
3. Have the facilities and equipment available to
   provide a high level of care (varies by horses
   and owners).
4. Provide basic animal health services as well as
   higher end procedures.
5. Maintain a well trained staff that is customer
   focused.

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Services Signatures
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Services

• Routine maintenance dental, vaccinations, sheath
  cleaning, etc.
• Lameness exams.
• Breeding work.
• Emergency services.
• Examinations and diagnostics for animal health
  and well being.
• Field calls, aka Farm calls

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Signature

• Focusing on carving out a niche
• Lameness work
• Performance horses
• Customer service.
• Length of service 35 years.
• Quality reputation within the community.
• Service ability to perform a wide array of
  services with top notch equipment and staff.
• 4 doctors multiple perspectives, practices and
  personalities.

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Strengths Weaknesses
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Strengths

• Quality of service.
• Staff and veterinarians have a strong commitment
  to continuing education.
• Ability to service a wide spectrum of clients.
• Recognition of the changing market and
  demographics of horse owners.
• Reputation
• Dedicated clientele

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Weaknesses

• Facilities are old and hindering.
• With multiple personnel it is difficult to
  maintain a consistent front when a client is seen
  by different veterinarians (difference of
  professional opinions).
• Cost of some services.
• The routine business has been eroded by low cost
  providers.

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Strategic Plans
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Strategic Plans

• The Image
• Full service facility that practices high quality
  medicine and surgery in conjunction with customer
  care.
• Promote the interests of both animal and client.
• Staff dedicated to the health and well being of
  animals and their owners.

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Strategic Plans

• The Position
• Demonstrate a professional quality that clients
  will come back to after shopping around.
• Want to be more of a referral based clinic.
• Aspire to be the premier provider of veterinary
  services in the region.

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Market Share
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Market Share

• Large animal veterinarians are viewed in two
  perspectives for emergency services, or
  scheduled services.
• Largest practice in the local area, most likely
  has the largest market share of any company.
• The number of overall clients is decreasing, but
  the frequency of visits among retained clients is
  increasing.
• The overall market is in a downward turn due to
  the economy.
• Decreasing because unhappy customers leave, and
  typically give no reason.

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THANK YOU QUESTIONS / COMMENTS?
6/28/10