Strategic Business Plan objectives, KPIs, and Milestones
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Comments by Trainer & Assessor
Strategic & Business Planning, Assessment No.2
Page 8
v1.2, Last updated by MM on 24/01/2019
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Strategic Business Plan
Harriott and Hound
Email: [email protected]
PO Box 392, Killara NSW 2071, Australia
Prepared by: Milda Guze
Position: Sales Assistant
Date: 01.03.2019
Strategic & Business Planning, Assessment No.2
Page 9
v1.2, Last updated by MM on 24/01/2019
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EXECUTIVE SUMMARY
Communication Pitch on organisational strategy review:
T
his report provides an analysis and evaluation of the currently existing online shop
Harriott&Hound. As founder and owner Gillian Harriott describes, this is “Australia’s finest luxury
doggy perfumes - crafted to pawfection”. Harriott&Hound has created only two kinds of pet
perfumes: “Black diamond paw Homme” and “White pearl paw Femme”).
Organisation is
relatively small. Apart business start up services like: website designer, IT specialist, product
designer and photographer - all monthly work is done by the owner of the company.
Target market of the product is very specific - dog owners age of 25-55 years old, spending at
least $300 for pet care per month. Even though there are 4.2 million dogs in Australia, with 39% of
households owning at least one dog, they are Australia’s most popular pet, however they are not
permitted to be kept in many strata title properties (ACAC, 2002). And that means, Australian
market is too small for luxury pet perfume business growth. The main mission is to go
global
finding distributors and retailers in EU, US, Asia.
Methods of Harriott&Hound business analysis include SWOT and PESTEL analyses as well as
e-marketing strategies, budgeting and technical issues. Other calculations include rates of return and
income. Results of data analysed show that all ratios are equal industry averages. In particular,
comparative performance is good in the areas of profit margins and inventory management.
Key objectives for Harriott&Hound e-marketing plan are: excellent performance on social media
and customer service; reach celebrities for dog perfume promotion; global distributors and retailers
research; strategical, technical or budgeting issues elimination while monitoring plan.
Harriott&Hound Mission: To create and become the leading luxury, beautiful, dog-safe range of
perfume and cologne brand with the motto in mind: "If it's good enough for humans it's good
enough for my dog”.
Analysis of growth strategy and expansion:
China is Tasmania’s largest market with over $873 million in exports (2015–16), rising from $487
million in 2014–15. Taiwan is the second largest export market followed by Malaysia, US, Japan,
Vietnam, Indonesia and the Republic of Korea. Shipping good by sea its very convenient and cheap
way. As perfume cant by shipped by air, ships are great opportunity for Harriott and Hound. Main
idea is not to expand business specifically in Tasmania, but get cheap access to Asian market.
