Table of Contents
Executive Summary…………………………………………………………………………………………………………………………………3
Situation Analysis 4
Market Summary 4
Pet Industry Analysis 3
Pet Market Trend 5-5
Market Trends 5-6
Demographics 6-7
Market Psychographics 7-8
Market Needs: Cruise Travel and Pets 8
The Competitive Environment - SWOT analysis 9
Strengths 9-10
Weaknesses 10
Opportunities 11-11
Threats 12-12
Competition 12-13
Service Offering 13
Keys to Success 14
Marketing Strategy 15
Mission 16
Marketing Objectives……………………………………………………………………………………………………………………… 16-17
Financial Objectives…………………………………………………………………………………………………………………………......17
Target Market………………………………………………………………………………………………………………………………….18-19
Financial…..………………………………………………………………………………………………………………………………………19-27
Controls………………………………………………………………………………………………………………………………………………..27
Conclusion………………………………………………………………………………………………………………………………………28-29
References……………………………………………………………………………………………………………………………………..29-30

Executive Summary

Furry Pet Spa & Resort is a Private Limited Company that aims to provide a world class spa for pets while owners travel with them. Since people are engaged in more travel, there is an excellent opportunity for some travelers to take their pets with them on vacations. Research now suggest that pet owners in many instances would prefer taking their pets with them, but the travel industry has been reluctant to allow pets to accompany their owners on some modes of transportation and lodging facilities.
Furry Pet Spa and Resort is a privately owned company that is licensed to operate throughout the United States. It is owned and operated by Fadila Dawuni and Marvin Mills. Both owners have ten years of specialized experience with pet therapy and wholistic care and possess business management degrees. Dawuni and Marvin are recent graduates of the Keller School of Management and have earned MBA degrees. Furry Pet Spa’s personnel include three staff members who have earned certificates in pet care and training.
This business intends to target those pet owners who are willing to spend money on their pets. Research definitively shows that the pet industry is recession resistant, and pet owners are willing and able to afford the goods and services offered by Furry Pet Spa & Resort. The target market will range from ages 47to 70 and middle class upper and higher. Another reason this group is targeted because these pet owners are still willing to spend sums of money on their pets without being concerned about the impact on their income. This group consist of persons who are financially capable of affording exclusive vacations.

Situation Analysis
Market Summary
This section aims to describe Furry Pet Spa & Resort’s potential target clients and why a need for a pet day spa is necessary in today’s market. People are always traveling for business or pleasure, however, most travel destinations do not allow pets on their premises and those who do, do not give pets the uttermost care their pet owners would like for their family members, pets, to have. As such, Furry Pet Spa & Resort believes by changing the way pets are viewed at travel destinations and providing exceptional experiences for pets, the company will not only create comfort in the hearts of pet owners while they vacation on cruise ships that their pets are receiving the best care, but most importantly, the company will also give pet owners an opportunity to see their pets while they are on vacation should they chose to.
Pet Industry Analysis

In 2010 and 2011, Gould and Manning respectively, reported an upsurge in pet travel where pets were no longer treated mainly as pets, but as part of the family. Whereas in the past pets would be sent to boarding schools or had a pet sitters who had the pets interacting with other pets, pets are now frequently spending vacation time at luxurious hotels and resorts whenever their owners travel.
Depending on how much money the pet owner wants to spend and how much income the pet owner has at his or her disposal, pets can now experience healthy attention from mediocre to the most lavish.
Pet Market Trend

According to Gould (2010), the table below illustrates how much money, in billions dollars, people in the US have spent on their pets from 1994 to present.

Years Dollars (Billions)
1994 17
1998 23
2002 29.5
2006 38.5
2010 47.7

For over decade, from 1994 to 2010, trends in pet expenditures have increased dramatically from $17 billion to $47.7 billion (Gould, 2010). While pet owners spend their incomes on vets fees and food, majority of pet owners on are spending their incomes primarily on pet pampering and lodging expenses indicating that a huge trend and market in this segment of the pet industry.
Market Trends

In January 2009, the Travel Industry Association of America (TIA) reported dogs to be the most popular animals to travel due to their “happy go” lucky attitudes and ability to adapt quickly to new environments compared to other household pets. The TIA also reported that the most popular places for pets to stay while their owners were on vacation were usually with a friend who the owners were already familiar with, or at hotels. A survey conducted during the TIA research also showed that 32% of pets stayed with friends the pet owners knew, 29% of pets stayed at hotels, 16% of pets stayed in recreational vehicles or tents, and 10% of pets stayed in cabins or vacation homes. These trends in pet travel and statistics indicate the popular destinations pets stay while their owners travel is evident that there is a huge trend in how owners are treating their pets, and which locations are now increasingly becoming popular locations for pets. (Gould, 2010)
Also, the APPA National Pet Owners Survey conducted for 2011-2012 showed that 62% of U.S. households own a pet, which are 72.9 million homes. In this survey, APPA discovered that out of the household in millions that owned pets in the U.S., dogs were 46.3. This percentage is also an indicator that more and more households over time are obtaining pets and thus the pet industry is a huge market for Furry Pet Spa & Resort to tap into.
Finally, pet boarding and lodging is no longer about training and grooming dogs only, but rather pet boarding and lodging has evolved into a business where dogs are now being pampered with the best services possible. These services can range from pawdicures, massages, surf lesions, catered meals, spa baths, veterinary services, charm schools, limousine pickups, to photo shoots (Manning, 2011). The idea now for the pet industry is not to treat ones dog as a pet, but rather as a family member who has feelings and as such should be treated with the uttermost care. Capitalizing now on marketing to pet owners that “a happy pet is a healthy pet,” pet owners are now willing to spend more on their pets if they have the means to do so.
Demographics
Travelling pet owners are looking for happy, comfortable, safe, and luxurious places to keep their pets. For these pet owners, they expect that the kind of treatment they receive when they travel should be given to their family members as well, in this case, their pets. In addition, since Furry Pet Spa & Resort’s target market will range from ages 47 to 70 and middle class upper and higher (Askin), we can expect that this demographic group will be the business main segment from which the business can obtain its target market. Another reason why this group fits Furry Pet Spa & Resort’s demographic group is because this group is the group which owns the most pets and this group is likely to go traveling on vacation the most.
According to Dillon (2011), regardless of the economic recession, U.S. consumer spending within the four segments of the pet industry continues to grow indicating that the pet industry is "recession resistant." Despite the pet industry being recession resistant, there is a shift in demographics revealing that patterns of the core demographic groups are changing (Dillon, 2011). Since the pet industry is recession resistant, Furry Pet Spa & Resort can expect to market its goods and services because the pet industry is not gravely affected as other industries are as some pet owners are still willing to spend a lot on pets without worrying too much on the impact the pets cost will have on their income. Since many pet owners go on vacations and seek comfortable destinations to house their pets while they enjoy their vacations, Furry Pet Spa & Resort aims to market the services of the business to pet owners prior to their travel trips on cruises by offering pet spa services and luxury lodging for their pets. Therefore, since Furry Pet Spa & Resort sells its services to pet owner’s prior to boarding cruises, the pet owners will know what services the company’s offers and use the information obtained to determine which services they would like to purchase for their pets
Market Psychographics

As stated earlier, Furry Pet Spa & Resort target market’s age demographics makes this group more likely to purchase the services because this age bracket is most likely to have more household income and savings, and will also be more willing to spend more on their pets. For example, the older Furry Pet Spa & Resort’s clients are, the more likely they will spend more on their pets due to reasons such as being lonely and viewing their pets as family members. As such, Furry Pet Spa & Resort can expect that pet owners will feel a need to splurge on them.
Also, some pet owners have a lot of wealth and some do not know what to spend their money on. For these pet owners, spending on their pets at the spa will help them to feel their money is spent on a good cause especially if they value their pets.
Finally, the kind of lifestyles the pet owners have may also dictate the lifestyle that the pet owners expect for their pets. If a pet owner is accustom to a lavish lifestyle and acquires a pet, our company believes those pet owners will seek a similar lifestyle for their pets.
Market Needs: Cruise Travel and Pets

According to Petsonthego (2009), formerly pets were not allowed on board cruise ships because of health and sanitary reasons in relation to guests and also because of inadequate rooms and not meeting sanitary conditions in relation to housing pets. However in recent years, this trend of not allowing animals on board cruise lines ships is slowly changing. Pet owners need a place where their pets can stay comfortably while their owners enjoy their vacations. At the same time, some pet owners who view their pets as family believe that when they travel on vacation, their pets should not be separated from their family. As such, Furry Pet Spa & Resort services will be enticing for the company’s target market because of the target group, pet owners, need to have their pets close and have their pets experience the same comfortable environments as their owners.
The Competitive Environment - SWOT analysis

In this section, a SWOT analysis is conducted by Furry Pet Spa & Resort to determine its strengths, weakness, threats, and opportunities.
Strengths
In this section Furry Pet Spa & Resort conducts an internal analysis to determine the company’s resources and capabilities and how these strengths can be used to develop a competitive advantage for Furry Pet Spa & Resort. The strengths of Furry Pet Spa & Resort include:
 First Mover’s Advantage in Offering Dog Spa Services on Cruise Trips o Furry Pet Spa & Resorts is a business that prides itself by ensuring that man’s best friend receives a spiritual, physical, and psychological experience that the pampered pets will never forget. As stated earlier, pets are usually not allowed on cruises due to sanitary reasons. Some cruise line companies are now changing this trend by allowing dogs aboard cruises. Also, on some cruise ships, a common trend is having cruise cabin mates share their rooms with pet owners if they bring their pets on board. Furry Pet Spa & Resort believes that although there are many pet lovers out there, not everyone would love to live with a pet especially while on vacation. Since having a luxurious dog spa resort is not common on cruise ships Furry Pet Spa & Resort believes that by being the first company to start a pet resort on board cruises, the company will gain first movers advantage. By gaining first movers advantage, Furry Pet Spa & Resort will not only be boarding pets (dogs), but the company will also be pampering dogs with the best meals, sanitary conditions, massage and relaxing treatments, and fun dog games.

 Assisting Pet Owners in Family Bonding o Although pet owners are on vacations, they hope to be close to their families (dogs). By creating a business that allows pet owners to stay in contact with their pets, Furry Pet Spa & Resort will be assisting pet owners and will successfully create a brand image which will be known for promoting family ties and bonding among pets.
Weaknesses
In this section Furry Pet Spa & Resort conducts an internal analysis to determine the company’s weaknesses and how these weaknesses can affect Furry Pet Spa & Resort’s ability to successfully gain entry into the pet spa industry. The weaknesses of Furry Pet Spa & Resort include:
 A Weak Brand Name o Since Furry Pet Spa & Resort is a new start up, the business does not have a strong brand name or track record to prove that its services are the best. As such, Furry Pet Spa & Resort should expect to market twice as hard as the leading dog spas out there and provide its customers with reasons why they will need to opt for Furry Pet Spa & Resort services verses the completion.
 High Start Up Cost o In addition, Furry Pet Spa & Resort should also expect to incur a substantial cost during the start up stage because besides marketing to potential clients, the company will need to ensure that it acquires the best talents in the industry to cater to the needs of the pets. Since Furry Pet Spa & Resort is a new company, the company should expect that obtaining and retaining talent such as a chef, veterinarian, and spa amenities will be extremely costly.
Opportunities
In this section Furry Pet Spa & Resort conducts an external environmental analysis to determine the company’s opportunities and how these opportunities can assist Furry Pet Spa & Resort to gain profits and growth. The opportunities of Furry Pet Spa & Resort include:
 Cat Owners on Cruise Ships Seeking Spa Treatments for Cats o Over time after Furry Pet Spa & Resort establish our business as a leader in the pet industry on cruise ships, the company can expect to expand its spa services beyond dogs to cats. Cats are also recognized as pet owners as family and therefore, cats should be treated as such. By tapping into the cat sector, Furry Pet Spa & Resort can expect to capitalize on revenues and expand its target reach as well as adapt the business’s product offerings to meet the expectations of cat owners.
 Future Ships Built With Animal Lodging o In the future, technology will improve which means new cruise ships will be designed to lodge pets and the accommodations that come with spa needs on cruise ships. After building a reputation as a leader in the dog spa industry, in the future Furry Pet Spa & Resort can negotiate the type of amenities the company wants aboard cruises. This move will lower the cost the company will incur to build amenities aboard already made cruise ships.
Threats
In this section Furry Pet Spa & Resort conducts an external environmental analysis to determine the company’s threats and how these threats can affect Furry Pet Spa & Resort ability to generate profits and grow. The threats of Furry Pet Spa & Resort include:
 Prolonged Weakened Economy o Although the pet industry has proven to be recession proof, people are not traveling as much as they use to and some are saving their money for purposes other than travel. If the economy does not improve or even deteriorates further, there is a possibility that spending on dogs spas may reduce because pet owners will be travelling less frequently.
 Competition Raises Barrier to Entry o Since companies such as the Barkley Pet Hotel & Day Spa, Every Dogs Day, and Amber’s Luxury Pet Hotel, Corona, CA are already offering dog spa services to high clientele, Furry Pet Spa & Resort entry into this market will be challenging. The company will have to work harder than the competition to differentiate the company’s services from its competitors.
Competition
Every business has competition and needs competition to remind the business why it started its business in the first place. The pet industry has been booming to the point that opportunities for innovation on product services and offerings have emerged. Due to the diversity of the pet industry, Furry Pet Spa & Resort has recognized a need for pet owners who travel a lot and aims to offer solutions to meet these needs and wants.
Some competitions that Furry Pet Spa & Resort should expect to face are the Barkley Pet Hotel & Day Spa, Every Dogs Day, and Amber’s Luxury Pet Hotel, Corona, CA. Currently these companies exist as pet spa hotels and lodgings for pets in hotels and many of the service offerings are similar to the dog service offerings. Furry Pet Spa & Resort plans to provide its customers.
Service Offering
Furry Pet Spa & Resort is a dog spa that aims to provide luxury lodging services to dogs. Furry Pet Spa & Resort’s goal is to improve the bonding ties between pet owners and pets and to create a healthy lovable living environment for pets while their owners are on vacation. The services to be offered by Furry Pet Spa & Resort include:
 Pawdicures
 European and oriental pet massages
 catered meals
 spa baths
 veterinary services
 photo shoots
 gym and relaxation exercises such as pilates
 dating services
Due to a need of some pet owners to find hotels that offer luxury services to pets, Furry Pet Spa & Resort will be able to meet this need and offer a unique service that its customers will find only on board cruise trips. By meeting the need of its customers, Furry Pet Spa & Resort’s can expect that its services over time will gain popularity and encourage more cruise trips because of the special treatment pets receive and being the only spa business to operate on board cruise ships.
Keys to Success
There are some factors that will contribute to the success of Furry Pet Spa & Resort. Some of these success factors include:
 Few Competitions in Dog Cruise Spa Industry o Since Furry Pet Spa & Resort is one of the few dog spa businesses operating on cruises, Furry Pet Spa & Resort will have a first mover’s advantage. Having the dog spa on board will not only make our clients feel their pets are in safe hands, but knowing that their pets are a walk away from them will fill the void that our clients feel when they are separated from their pets due to pet policies of cruise ships that previously prevented pets on board.
 High Income Clientele o Also, Furry Pet Spa & Resort’s demographics are those who earn high income and are willing to spend it on their pets, therefore, the company can expect to gain high revenues from this venture. Since Furry Pet Spa & Resort plans to have the most luxurious amenities from top class chefs to massage therapists, the company believes that the brand image will over time speak volumes to its clients. With the revenues Furry Pet Spa & Resort earn, the company can expect to continue to improve its services by providing different and unique services for each cruise depending on the time of the year via season and religious holiday customization of services.

Marketing Strategy Based upon considerable research and documentation, Furry Pet has carefully analyzed existing pet services that attempt to accomplish what is being projected within this market plan.
An examination of other such companies have substantially contributed to the development of this market plan which seeks to profoundly improve the quality of life for pets while simultaneously allowing pet owners to enjoy their vacations. Several strategies both general and specific are formulated with the expressed purpose of meeting the needs of pets and their owners. First and foremost, the major strategy is to seek name recognition of the service. Every effort will be made to saturate the local communities with a lucid description of the offerings of Furry
Pet via internet, local television stations, correspondence and word of mouth. Specific and general strategies which are all viable will be employed to gain early dominance and establish strategic advantage over other competitors. Market-entry timing is key and essential, which is critical for Furry Pet to acquire the lead into the industry. According to Marketing Management by Philip Kotler, the “first firm entering a market usually enjoys the ‘first mover advantages’ of ocking up key distributors and customers and gaining reputational leadership.” Initially, consideration was given to a parallel entry or even a late entry, but neither one of these alternatives generated the maximum advantages. However, the late entry did provide three potential advantages. First, the competitor would bear the associated cost of providing the education to the market. Secondly, the competitor’s product could reveal certain deficiencies that
Furry Pet could avoid which would result in substantial savings. Thirdly and lastly, to come into the industry as a late entry could provide an opportunity for Furry Pet to size up the market and overtake the competitors. In spite of the apparent advantages of a late entry, stakeholders in the company deemed the first strategy of an early entry as the strategy most likely to gain control of the industry and by offering a comprehensive service unparalleled with existing pet services. Mission Due to the strong desire of pet owners to travel abroad on cruise ships with their pets, Ferry Pet Spa & Resort realizes that a strong need and desire for a dog day spa on board cruise ships is crucial in today’s world. At Ferry Pet Spa & Resort, providing a spiritual, emotional and healthy experience for pets is vital. Ferry Pet Spa & Resort’s vision is to be a leading company that assists pet owners to provide healthy lifestyles for their pets. The mission of Furry Pet Spa & Resort is to foster family relationships between pet owners and pets on board cruise vacations. Therefore, the company’s core value is to provide a business that provides luxury pet spa treatments to pet aboard cruise ships while pet owners enjoy their vacations. In doing so, Ferry Pet Spa & Resort will foster relationships and increase frequent interactions between pet owners and their pets as they will be in proximity to each other. as a result of research that validates the fact that pet owners desire to travel on ocean crews with their pets. Marketing Objectives The marketing objectives for promoting Furry Pet Spa & Resort are lucid, concise and very straight forward that will lead immediately to sales. The objectives are measurable and have a specific stated time to be accomplished. Within a five year time frame the objectives will be viewed and evaluated for improvement.
• Furry Pet Spa & Resort will enter the business industry as a for profit corporation. This corporation plans to acquire 20 % of the market y the end of year 1.

• Acquire market share of 40% by the end of year 2.

• Acquire market share of 60% by the end of year 3.

• Acquire 80% of market share by the end of years 4 through increase advertisements, customer retention incentives and innovative changes to services.

• Acquire 100% of market share by the end of year 5.

Financial Objectives The goal of any success driven business is to make a profit. Furry Pet Spa &Resort has a goal of generating substantial profits, and will provide a five year projection of those profits. Based upon current research data, Furry Pet Spa & Resort expect to generate revenues by 100% at the end of the fifth year. Profit Targets:
• Furry Pet Spa & Resort will enter the business industry as a for profit corporation. This corporation plans to increase revenues by at least 20 % at the end of the first year.

• Increase revenue by 40% by the end of the second year.

• Increase sales by 60% by the end of the third year.

• Increase sales by 80% by the end of the fourth year.

• Increase sales by 100% by the end of the fifth year.

• The marketing plan does not project the hiring of additional personnel which will avoid an increase in operational expenditures.

• To reduce interest payments, Furry Pet Spa & Resort will repay loans within six to twelve months. Sales Growth: Furry Pet Spa & Resort will initially focus on sales growth followed by an emphasis on market share gain. Sales growth will substantially increase as consumers perceive the value of the service and the name recognition are firmly established in the industry. A steady increase of sales and revenues will enable the corporation to utilize its profits for research & design, advertisement, marketing for innovative products and services to increase and retain customers.
The sales projections for the next five years are as follows:
• Increase customers by 20% after the first year and by 20% each year thereafter.

• Increase transactions from existing customers by 10%.

• Prices will be stabilized for the first year only but continue to increase annually as long as the profit margin increases respectively.

• Sales growth of 100% is expected by the end of the fifth year.
Target Markets Furry Pet Spa & Resort will emerge as a for profit corporation with shareholders. By using this entry strategy the corporation will achieve immediate start up monies to commence operations. Initially, the focus will be on locations that are in close proximity of the coast and frequented by cruise ships. Based upon research and surveys, Furry Pet Spa & Resort has elected to group the target market into three distinct segments; they are primary, secondary and open. Primary Target Market The primary target market consists of clients who are between the ages of 67 to 87. This group contains largely the retirees, who are lonely and most likely able to afford the luxury life style for themselves and their pets. This is a conservative group who are more apt to care for their pets and allow the pets to enjoy a better life. This group is interested in a carefree and relax life style. Secondary Target Market The secondary target market is comprised of clients between the ages of 47 to 67. This group contains retirees but primarily individuals who are effecting plans for retirement. This group travels but not as frequently on leisure trips as the primary target group. Open Target Market The Open Target Market contains clients between the ages 27 to 47. This group may contain a small number of retirees, but basically is constituted by current employees. This group will lack the resources of the other groups and have limited time for recreational and leisure travel. This group tends to be sociable, open-minded and trendsetters. Furry Pet Spa &Resort segments its market on demographic and psychographic variables that include age, gender, income and lifestyle. Significant attention is paid to income and lifestyle since these variables determine in large measure their likelihood to utilize the services of Furry
Pet Spa & Resort.

Financial Data and Projections
Initial Expenses

According to pawsdogdaycare, and estimated amount of $145,000 is needed to start a new small business in the USA. Since Pet Spa & Resort is a luxury business, an estimated amount of $2,300, 000 in capital will be required to start up the business. Besides covering operational costs, this capital is expected to cover costs such as licensing, insurance, cruise room cost, equipment, supplies, interior design labor fees, costs of interior designs, and brand development. The costs for each operation is illustrated below:

Operational Costs

Licensing fees ($7,000) - According to the Licensing & Registration Act under the
Animal Welfare Act, boarding kennels are exempt from paying boarding & shelter licences. However since Furry Pet Spa & Day Spa will set aside some funds for any legal fees associated with licensing and lawyer fees
Insurance
Cruise Room Cost ($ 2, 000, 000) - On an average rentals of cruise suite range from $1200 to $4200 while purchasing of cruise suites can range from $1.8 million plus $ 2,500 a month to $8.8 million plus $5,500 a month depending on the cruise line Ferry Pet Spa & Resort will purchase from. Since Furry Pet Spa & Day Spa plan on designing the rooms to suite it will be in the company's best interest to
Equipments ($250,000) - The equipment and machinery required to build the Spa and Resort facilities

Supplies - ($20,000) - The supplies will include catered meal ingredients, pet games and TVs.

Interior Designer fees ($10,000) - The interior designer fees will include fees costs associated with the interior decoration and the interior designer

Brand Development ($10,000) - Furry Pet Spa & Resort will hire a team to develop and design the brand for the company.

Initial Expense Distribution

Pie Chart
*The pie chart is a total of the whole cost and using math to calculate the percentage*

Operational Expenses

Furry Pet Spa & Resort expects to have an estimated annual expense of 2,300,000 which will include staff, rent & utilities, marketing department, grants, loan revenues made over the years, the business expects to eventually be able to meet its operational obligations as well as debt obligations. To illustrate Furry Pet Spa &
Resort's Operational expenses, a 5 year plan detailing expected income and growth is illustrated below.

Expense
Year 1
Year 2
Year 3
Year 4
Year 5

Staff
$800,000
$800,000
$600,000
$500,000
$400,000

Rent & Utilities
$81,000
$81,000
$81,000
$81,000
$81,000

Marketing
$150,000
$150,000
$75,000
$75,000
$75,000

Loan
Repayment
$200,000
$200,000
$200,000
$200,000
$200,000

Interest
$50,000
$40,000
$30,000
$20,000
$10,000

Totals
$,000
$,000
$,000
$,000
$,000

Implementation Plan

Gnatt Chart

**I need to do a Gnatt chart but I am not able to. Can you do the calculation and put in in *
Promotion Schedule
In order for Furry Pet Spa & Resort to gain presence in the market, it is necessary that an implementation schedule be put in place to assist the business to become successful. Discussed below is a promotion schedule and strategy from stage 1 through 4, which is outlined to illustrate how the business expects to achieve a strong implementation strategy. Five months prior to opening the business, Furry Pet Spa & Resort plans to use paid advertisements, magazines, and affiliations to gain brand awareness. In the high peak season months, usually summer time, Furry Pet Spa & Resort plans to reintroduce these promotional strategy to remind customers of the business and build more brand awareness. Below is Furry Pet Spa & Resort's promotion strategy which will include the following:
Paid commercials, magazine articles, and advertisements to generate sales and create brand awareness. Sponsor a grand opening event to create brand awareness.
Create affiliations with sales corporations, veterinaries, cruise ships, senior centers, and cruise travel websites to capture both offline and online sales market.
Implementation Strategy
Stage 1
Furry Pet Spa & Resort plans to use advertisements on cruiseprofessionals.com, cruise.com, carnival.com and crystalcruises.com with links which will redirect customers to the company's website and provide consumers with more information about the company and its services. During this stage, Furry Pet Spa & Resort plans to reach the company's target audience, inform them of a new service and how they will benefit from the company's services which will include reward points for loyalty customers. This stage is initial stage and very important because it introduces customers to a new business and product.

Stage 2

Furry Pet Spa & Resort's plans to inform the company's affiliations about the company's product offerings. For Furry Pet Spa & Resort, this stage of the promotional schedule is an another extremely crucial stage because the company will rely heavily on the company's affiliations to properly inform cruise travel customers so they can make informed decisions when planning and purchasing their cruise itineraries. In addition, through this stage company can eventually begin to build brand image and brand awareness based recommendations the company's affiliations provide to consumers.

Stage 3

During this stage, the company will send out invitations, magazines, covert advertising, radio advertising, and fliers to inform the public about the Furry Pet Spa & Resort's upcoming expo to enable the company to reach a vast majority of the company's target market. The purpose of the expo will also be to further promote brand awareness.

Stage 4

After Furry Pet Spa & Resort's grand opening, the company will continue to advertise through television and celebrity branding to reach the company's target market.
Evaluation and Control
Since Furry Pet Spa & Resort is pet business it is essential that extremely strict hygiene protocols are followed and measures to ensure the best care and services offered at the company remain high class. An extensive quality control managment, risk analysis, and evaluation plan has been included in this plan to depict how the company plans to achieve high quality controls.
Quality Control
At Furry Pet Spa & Resort, ensuring that company achieved Total Quality Management (TQM) will be an ongoing process. The company plans to run the business in accordance to the Animal Welfare Act, Animal Control Act, and Humane Care for Animal Acts to ensure that pets rooms are suitable and hygienic for pet stay, adequate precautions against fire and other emergencies such as spreading of infectious diseases amongst pets are taken, and pet meals are cooked under the best hygienic conditions (Illinois Department of Agricultural Animal Welfare, 2001). To achieve TQM, Furry Pet Spa & Resort will demand that the company's team leaders and management staff, after every meal, morning, and evening, pets on board are supervised to ensure that all their needs and wants have been met.
Risk Analysis
Furry Pet Spa & Resort plans to ensure that a 24 hour veterinary assistance will be available in case a pet becomes and necessary supplies for pet care in case they fall sick are available to the veterinary to administer. Furthermore, if an disease out break occurs the necessary steps will be taken to evacuate the unaffected pets to a safe room, and quarantining the affected animals and have the affected animals air lifted to the nearest veterinary hospital. In regards
Evaluation Analysis
To ensure that our clients are satisfied with our service offerings, Ferry Pet Spa & Resort plans to conduct quarterly evaluations to determine the target market expectations and how to improve market share and consumer satisfaction. In addition, Key Performance Indicators (KPI) will be administered monthly to main high excellence of service to ensure that employees go over and beyond their job roles. To determine the company's sales performance, a sales analysis will be conducted twice a year, during the second and fourth quarters to determine how the company is fairing in terms of sales and making teh necessary improvements to create more brand awareness in areas of the advertising phases where more advertising, promotion, and public relations are required. Conclusion
Furry Pet Spa & Resort marketing plan outline is structured to be implemented. It is an organization that provides specialized care for the needs of pets. The business is poised to meet all of its goals and objectives in an effort to accomplish the mission and aim. As stated previously the mission is to foster family relationships between pet owners and pets on board cruise vacations. Furry Pet Spa & Resort has identified and selected a targeted market highly suitable and viable for this establishment. The situation analysis of this business has been completely scrutinized and is quantitatively measurable. In addition, the marketing strategies and controls are equally measurable and attainable through empirical measures. The financial projections are realistic and the expectation of profit is based upon measureable data.
The salient focus of this business venture is satisfying customers, stakeholders while offering consistent quality and reliability. Ferry Pet Spa & Resort will strive towards perfection in satisfying our customers and their pets with excellent, compassionate and professional care. References

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