Republic of the Philippines

POLYTECHNIC UNIVERSITY OF THE PHILIPPINES

Office of the Vice President for Campuses

AUSSIE POOCH MOBILE

CASE STUDY

Prepared by:

Acbang, Daniella S.
Alarcon III, Orlando Neil B.
Manalo, Jessa Mae M.
Oxina, Glaiza Mae M.
Velasco, Nathaniel F.

Submitted to:

Prof. Sheryne M. Villazon, MBA

June 20, 2024

MARK 102

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POLYTECHNIC UNIVERSITY OF THE PHILIPPINES
Office of the Vice President for Campuses

CASE 09 Aussie Pooch Mobile

CHRISTOPHER LOVELOCK AND LORELLE FRAZER

After creating a mobile service that washes dogs outside their owners’ homes, a young
entrepreneur has successfully franchised the concept. Her firm now has more than
100 franchises in many parts of Australia, as well as a few in other countries. She and her
management team are debating how best to plan future expansion.

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POLYTECHNIC UNIVERSITY OF THE PHILIPPINES
Office of the Vice President for Campuses

TABLE OF CONTENTS

FACTS OF THE CASE ................................................................................................................... 4

b.) Main Proponents ........................................................................................................................ 4
c.) Industry ...................................................................................................................................... 5
d.) Key Details of the Business ....................................................................................................... 6
e.) Location, Time, Sales, and Expenses ........................................................................................ 6
STATEMENT OF THE PROBLEM .............................................................................................. 7
OBJECTIVES ................................................................................................................................... 7
SWOT ANALYSIS ........................................................................................................................... 8
COURSES OF ACTIONS................................................................................................................ 9
COURSE OF ACTION 1: DIVERSIFY AND ENHANCE SERVICE OFFERINGS .................. 9
COURSE OF ACTION 2: STRENGTHEN PARTNERSHIPS AND COMMUNITY
ENGAGEMENT ........................................................................................................................... 10
COURSE OF ACTION 3: STRENGTHEN DIGITAL MARKETING AND ONLINE
PRESENCE................................................................................................................................... 10
RECOMMENDATION.................................................................................................................. 11
IMPLEMENTATION .................................................................................................................... 13

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FACTS OF THE CASE

a.) Key Elements of the Case

Aussie Pooch Mobile is a mobile dog wash and care service that operates through

franchising, with 185 franchises across Australia by 2020. The company focuses on providing dog

washing and grooming services at customers' homes using a trailer equipped with hydrobath

equipment for thorough cleaning. The founder of Aussie Pooch Mobile decided to refocus the

business on the Australian market for further growth potential after attempting international

expansion. Franchisees are required to pay an upfront franchise fee and ongoing royalties for the

right to operate under the franchise system within a defined geographic area, with total start-up costs

varying based on the industry sector. The company initially did not sell dog food or pet supplies,

aiming to specialize in dog bathing services and provide exclusive products driven by customer

demand, while working closely with vets and pet shops for additional support. The transfer of

ownership of Aussie Pooch Mobile occurred during the COVID-19 pandemic, allowing the new

owner to focus on sustainable growth in the domestic market.

b.) Main Proponents

The main proponents of the case are Christine Taylor, David McNamara, Paul Walters, and

Megan Walters. Christine Taylor founded Aussie Pooch Mobile (APM) and later passed it on to Paul

and Megan Walters.

Christine Taylor

Christine Taylor is the founder of Aussie Pooch Mobile, a mobile dog wash and care service

that started in Australia and later expanded internationally. She established the business model of

providing dog washing services at customers' homes through franchising, leading to significant

growth and success for the company.

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David McNamara

David McNamara is mentioned as the husband of Christine Taylor, the founder of Aussie

Pooch Mobile. Together with Taylor, McNamara invested profits into expanding the business by

purchasing additional trailers and growing the number of mobile units to six.

Paul Walters

Paul Walters was the long-term general manager of Aussie Pooch Mobile who eventually

purchased the franchise from the founder in mid-2020. He started his career with APM in 2009 and

played a significant role in the management team, overseeing operations, sales, recruitment, finance,

and marketing within the company.

Megan Walters

Megan Walters is the wife of Paul Walters and a former franchisee of Aussie Pooch Mobile.

She became involved with the company when her husband started working with her in 2009,

eventually leading to their ownership of the franchise in mid-2020.

c.) Industry

APM, or Aussie Pooch Mobile, operates in the pet service industry, focusing on providing

mobile dog grooming services through trailers parked outside customers' homes. APM specializes

in offering dog washing services using hydrobath equipment installed in specially designed trailers

parked on the street outside customers' homes. The trailers are equipped with a hydrobath that uses

warm, pressurized water to clean dogs thoroughly, ensuring flea and tick removal, skin

improvement, coat cleaning, and odor elimination. APM's business model emphasizes specialization

in dog grooming services, avoiding diversification into selling pet supplies to maintain expertise and

quality in their niche market. The company's commitment to providing professional dog care

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services is evident through training programs for franchisees on operational procedures, grooming

techniques, and dog health and behavior information.

d.) Key Details of the Business

- Aussie Pooch Mobile (APM) initially started its operations with a single trailer and gradually

expanded to six mobile units by plowing profits back into the business and leveraging the franchising

model.

- The company's expansion began in Brisbane and later extended to other regions in Australia,

including New South Wales, South Australia, Australian Capital Territory (ACT), and Victoria, with

further growth into Western Australia in mid-2004.

- By mid-2020, APM had a significant presence with 185 mobile units across Australia, where they

bathed over 20,000 dogs monthly, showcasing the company's substantial reach and impact in the pet

service industry.

- The company's membership in the Franchise Council of Australia and the presence of a structured

management team, including key roles like managing director, operations manager, sales and

recruitment manager, finance manager, and marketing manager, underscored APM's commitment to

professionalism and industry standards.

e.) Location, Time, Sales, and Expenses

Location

Aussie Pooch Mobile (APM) initially focused its operations in Brisbane, Queensland, before

expanding into other regions across Australia, including New South Wales, Victoria, South

Australia, Western Australia, and the Australian Capital Territory.

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Time

By mid-2020, APM had been in operation for approximately 30 years, showcasing a long-

standing presence and experience in the industry.

Sales

APM had a significant monthly dog bathing volume, with over 20,000 dogs bathed each

month, contributing to an annual turnover of around 7.5 million by mid-2020.

Expenses

The company's expenses and financial details are not explicitly mentioned in the provided

contexts. However, it can be inferred that as a successful franchise business with a substantial

turnover, APM would have incurred various expenses related to operations, marketing, franchise

management, and other business activities to support its growth and service provision.

STATEMENT OF THE PROBLEM

Question to addressed:

What strategies should APM implement to effectively deal with the anticipated increased

competition from other providers of dog washing services as the franchise expands?

OBJECTIVES

 To assess the strengths and weaknesses of APM's existing operations and service offerings.

By systematically identifying these internal factors, the researchers aim to provide APM with

insights into areas where improvements are needed and where APM excels.

 To develop actionable strategies that APM can implement to effectively counter increased

competition.
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 Recommend the best course of actions for APM to thrive and succeed amid anticipated

increased competition from other dog washing services as the franchise expands.

 To create a detailed plan for implementing the proposed strategies and to identify potential

risks associated with the implementation of new strategies.

SWOT ANALYSIS

Strength: APM is Australia's biggest mobile dog bathe and care organization, with more than 100

franchises, thus establishing a firm brand name and trustworthiness. With rapid expansion, higher

profits, and expanded operations both locally and internationally, the franchised system has proved

effective. In fact, instead of employing old-fashioned methods of washing dogs, mobile service

makes it possible for pet owners to have their dogs washed at home using hydro-bath equipment.

Franchisees receive full support from founder Christine Taylor, who’s a wealth of knowledge due to

her past experience coupled with a dedicated management team, ensuring ultimate customer

satisfaction and resulting in continued patronage of such novel programs as “pooch parties.”

Weaknesses: APM has focused mainly on dog washing and grooming, limiting the range of services

they offer. The service's success relies a lot on how well each franchise owner performs.

Additionally, while the company is expanding, its reach is still limited, particularly in some regions

of Australia and internationally, highlighting geographic limitations.

Opportunities: The business could become more attractive to a wide-ranging consumer base by

adopting new services like pet sitting, dog walking, or broadening its grooming service. By boosting

the company’s online presence and digital marketing, brand awareness can improve, attracting both

new customers and franchisees. Moreover, the visibility and loyalty of consumers can be increased

by tightening ties with local vets, pet stores, and community events. And if the business enters

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untapped markets or areas where APM has not yet established a presence, particularly through

further international expansion, then it could grow considerably.

Threats: As the market for pet services grows, new competitors, including other mobile pet service

providers and traditional pet stores, could pose a threat. Economic instability could reduce consumer

spending on non-essential services like dog grooming. Changes in franchising regulations or pet care

standards could impact operations and profitability. Additionally, managing a large number of

franchises and ensuring consistent service quality across all locations can be challenging.

COURSES OF ACTIONS

COURSE OF ACTION 1: DIVERSIFY AND ENHANCE SERVICE OFFERINGS

APM can expand its range of services to include additional pet care options such as grooming, pet

sitting, training, and veterinary check-ups. By broadening the scope of services, APM can attract a

wider customer base and offer more comprehensive pet care solutions. Diversifying and enhancing

service offerings can help APM stand out in a competitive market. By providing a variety of pet care

services, APM can differentiate itself from competitors who only offer dog washing. This

differentiation can attract more customers, who will appreciate the convenience of a one-stop-shop

for all their pet care needs. Additionally, offering more services can create new revenue streams,

helping APM maintain profitability despite increased competition.

Pros: Offering a variety of services sets APM apart from competitors, enhances customer

satisfaction through a one-stop-shop experience, and creates new revenue streams by attracting more

customers and meeting diverse pet care needs.

Cons: This strategy requires higher operational costs due to investments in new equipment, staff

training, and potentially larger facilities. It also adds complexity to management and poses a market

risk if the new services do not gain the expected traction.

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COURSE OF ACTION 2: STRENGTHEN PARTNERSHIPS AND COMMUNITY

ENGAGEMENT

APM can build and strengthen partnerships with local businesses, animal shelters, and community

organizations. By engaging with the community, APM can create a network of support and increase

its visibility and reputation. Strengthening partnerships and community engagement can help APM

build a loyal customer base and gain a competitive edge. Collaborating with local businesses and

organizations can lead to mutually beneficial promotions and events, increasing APM's visibility in

the community. Community engagement fosters a positive brand image and builds trust, making

customers more likely to choose APM over competitors. This strategy can also help APM create a

support network that can be leveraged to navigate challenges and maintain customer loyalty in a

competitive market.

Pros: Building partnerships and engaging with the community can enhance APM's visibility,

reputation, and customer loyalty. Collaborative promotions and events can attract new customers

and foster a positive brand image.

Cons: Developing and maintaining partnerships and community engagement efforts require ongoing

effort, time, and resources. Success depends on the strength and relevance of the partnerships and

the effectiveness of the community engagement initiatives.

COURSE OF ACTION 3: STRENGTHEN DIGITAL MARKETING AND ONLINE

PRESENCE

APM can invest in digital marketing strategies, including social media marketing, search engine

optimization (SEO), online advertising, and content marketing. A strong online presence can help

attract new customers and engage existing ones. Strengthening digital marketing and online presence

can help APM reach a broader audience and compete more effectively with other dog washing

service providers. Digital marketing strategies can target specific demographics, ensuring that

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APM's promotions reach the most relevant audience. A strong online presence can also improve

customer engagement and satisfaction, as customers can easily find information, book services, and

interact with APM online. This visibility and accessibility are crucial in a competitive market,

helping APM attract and retain customers.

Pros: Digital marketing can reach a larger and more diverse audience, is cost-effective, and improves

customer interaction through direct engagement and feedback.

Cons: Effective digital marketing requires expertise and staying updated with current trends, which

can be resource-intensive. It also necessitates continuous adjustments to strategies due to frequent

changes in online platforms and algorithms, and managing potential negative feedback is crucial to

protect the brand’s reputation.

RECOMMENDATION

Based on the problem statement, the best course of action for APM to handle increased

competition is to ENHANCE ITS DIGITAL MARKETING AND ONLINE PRESENCE.

Utilizing digital marketing techniques such as social media marketing, search engine optimization

(SEO), online advertisements, and content marketing can help APM reach a larger and more diverse

audience. These methods make it possible for APM to connect with potential customers outside the

local area, expanding its reach significantly. By targeting specific customer groups, APM can attract

those who are most likely to use its services, increasing the effectiveness of its marketing efforts.

Digital marketing is often more affordable than traditional marketing methods, making it a cost-

effective solution. This means APM can spend its budget more efficiently while still reaching a wide

audience. Furthermore, digital marketing strategies are scalable, allowing APM to adjust its

approach as the franchise grows. This flexibility ensures that the marketing efforts remain effective

and relevant over time. A strong online presence also improves customer interaction through

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platforms like social media, where customers can engage directly with APM. This engagement helps

build a sense of community and increases customer loyalty, as customers feel more connected to the

brand. Online platforms also provide an easy way for customers to find information, book services,

and leave feedback. This convenience enhances overall customer satisfaction, making them more

likely to return and recommend APM to others. Having a strong digital marketing strategy can

differentiate APM from competitors who may not have a strong online presence. Positive online

reviews and engaging content can enhance APM’s reputation, making it more attractive to potential

customers. This advantage can be crucial in a competitive market, where standing out is key to

success. Digital marketing strategies are also highly adaptable, allowing APM to quickly respond to

changes in market trends and customer behavior. This adaptability ensures that APM stays

competitive and relevant as the market evolves. By staying updated with current trends and

continuously refining its strategies, APM can maintain its edge over competitors. This

comprehensive approach makes it the best way for APM to handle increased competition and achieve

long-term success.

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IMPLEMENTATION

1. Strategy Development

- Define target demographics and key messaging

- Outline digital marketing channels and goals

- Allocate budget and resources

2. Social Media Marketing

- Platform selection and setup

- Content calendar creation

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- Launch initial campaigns

3. Search Engine Optimization (SEO)

- SEO audit and website optimization

- Keyword research and content optimization

- Implement technical SEO improvements

4. Online Advertising

- Google Ads setup and campaign creation

- Social media ad campaigns

- Monitor and adjust ad performance

5. Content Marketing

- Blog creation and content strategy

- Video content production

6. Customer Engagement and Interaction

- Implement online booking system

- Integrate live chat feature

- Social media engagement strategy

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7. Performance Monitoring and Optimization

- Set up analytics tools

- Regular reporting and analysis

- split testing and optimization

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