situation analysis for service hospital and spa for pet

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Ngô Quốc HuyLý Gia HiếuThiều Vĩnh Tiến

Trần Tịnh Minh Tú - LeaderPhạm Quốc Hưng

Nguyễn Thị Thúy HằngHoàng Vũ Minh HuyTrần Minh Kiên

<b>UNIVERSITY OF INFORMATION TECHNOLOGYTHE DEPARTMENT OF INFORMATION SYSTEM</b>

<b>Situation AnalysisFor Service Hospital and Spa for Pet</b>

<b>Instructor: MA Văn Đức Sơn Hà</b>

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<b>A. </b>

<b>Role Digital</b>

Làm cho Aware+Engage th nha.

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<b>B. </b>

<b>Expected Result + Budget</b>

<b>1. 5S's Objectives3.1.1 SellObjectives:</b>

- Increase pet care service revenue by 20% in the first year.- Increase pet product sales revenue by 20% in the first year.- Attract 200 new customers per month.

- Increase lead conversion rate to 15% per month.

- Create a professional website with integrated online booking and payment system.

- Provide useful and updated information about services, products, and promotions.

- Reduce average customer waiting time to 15 minutes.- Achieve 95% customer satisfaction rate.

- Answer 95% of customer inquiries immediately.

<b>Customer relationship management (CRM) system:</b>

- Use CRM to store customer information and track medical history.- Personalize customer experience and provide tailored services.

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- Become the main sponsor for a local animal welfare organization.- Participate in 3 pet fairs per year.

- Publish 1 blog article per month on pet care.

- Partner with pet influencers to promote the brand.

- Collaborate with animal welfare organizations to organize community activities.

- Increase Facebook followers to 5,000.

- Achieve 100-200 interactions per social media post.

- Receive 50 positive customer reviews per month.

- Share useful and engaging content about pet care on social media.

- Publish monthly blog articles on topics related to pets.

- Organize contests and promotions on social media.

- Interact with customers and answer their questions on social media.

<b>Advertising: </b>

Run targeted social media ads to attract potential customers.

<b>3.1.5 SaveObjectives:</b>

- Reduce operating costs by 5%.

- Save 10% on procurement costs.

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- Increase energy efficiency by 15%.

<b>Strategies:Online convenience:</b>

- Encourage customers to use online services like booking appointments, making online payments, and accessing pet records.

- Minimize printing and shipping costs.

<b>Efficient operations:</b>

- Use a management system to optimize processes and reduce waste.

- Negotiate better prices with suppliers.

<b>Energy saving:</b>

- Use energy-saving equipment.

- Turn off lights and electrical appliances when not in use.

<b>Electronic communication:</b>

- Use email, text messaging, and other electronic communication methods to save printing and postage costs.

Partner with suppliers to find cost-saving solutions.

<b>2. The Marketing Goals (SMART model):3.2.1 Increase Website Traffic:</b>

We aim to increase website traffic by 20% within the next six months. To achievethis, I will analyze our current tactics and develop new strategies to target ouraudience effectively. Additionally, I will prioritize creating engaging content toattract visitors and encourage their return for more interactions.

Increase 10% website traffic

Traffic can be measured using analytics tools like Google Analytics.

It is feasible to achieve a 20% increase in website traffic within six months.

Enhancing website traffic isapplicable to themajority of businesses with an online presence.

The target should be achieved within six months.

Table: SMART model for the goal of Increase Website Traffic

<b>3.2.2 Expanding marketing outreach across diverse channels such as Facebook, TikTok, YouTube, Instagram:</b>

We aim to expand our marketing efforts across multiple channels including Facebook,TikTok, YouTube, Instagram,... within the next six months. To achieve this, we willevaluate our current strategies and devise new approaches to engage our target

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audience effectively on each platform. Additionally, we will allocate resources tocreate tailored content that resonates with users on these channels and encouragesthem to interact with our brand.

This goal clearly outlines the expansion of marketing efforts across various social media platforms.

Success can be quantified by monitoring metricssuch as follower growth, engagement rates, and website referrals from eachplatform.

Expanding marketing efforts to additional channels is attainable within the designated timeframe.

Utilizing multiple channels aligns with theevolving landscape of digital marketing andenables us to reach a wider audience.

The objective must be achieved within the next six months.

Table: SMART model for the goal of Expanding marketing outreach acrossdiverse channels

The objective is to boost engagement rates across allsocial media platforms.

Engagement rates will be quantified through metrics like likes, shares, and comments.

By investing more resourcesand exploring various strategies, we can feasibly increase engagement.

Elevating engagement rates strengthens connections with followersand expands our brand's presence.

This goal is set to be accomplishedwithin a 5-month timeframe.

Table: SMART model for the goal of Enhance Social Media Engagement

<b>3.2.3 Enhance Social Media Engagement:</b>

We aim to elevate engagement rates across all our social media platforms within 5 months. This entails dedicating additional resources to content creationand sharing, alongside experimenting with diverse social media marketing strategies to foster more meaningful interactions with our followers.

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<b>3.2.4 Increase Brand Awareness:</b>

We aim to elevate brand recognition by 20% within four months. This will be achieved through the implementation of display ads, influencer outreach, and video campaigns to promote our products and services.

Utilize display ads, influencer outreach, and video campaigns as targeted actions.

Track progress towards a 20% increase in brand recognition over the designated timeframe.

Given adequate resources and budget allocation, this goal is feasible.

Enhancing brand recognition aligns with the overarching objective of expanding our brand's presence.

Anticipate achieving this goal within a four-month timeframe.

Table: SMART model for the goal of Increase Brand Awareness

<b>3.2.5 Improve Search Rankings:</b>

We aim to enhance our organic search rankings by 10% within 6 months through the optimization of URL structure, meta descriptions, and titles for SEOpurposes. This initiative is integral to our overarching digital marketing strategyas it will bolster our visibility on search engines.

The goal outlines specific actions to be taken to boost organicsearch rankings.

Progress can be tracked by monitoring changes in rankings over time

Achieving a 10% increase in organic search rankings within 6 months is feasible.

Improving organic searchrankings is crucial for enhancing visibility on search engines.

The goal must be

accomplished within a 6-month timeframe.

Table: SMART model for the goal of Improve Search Rankings

<b>3. Budget</b>

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