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Hazel Mihriban Karaca SRH Hochschule Heidelberg
4 Legs EnterprisesBusiness Model
Business positioning and strategic logic
Vision&Missioncomplete change of dogs awareness of life
future, in which dogs profit from modern life
modifiy the role of the dog
enable a new interaction between dogs and humans
dog as a technological companion
GoalsKeeping position as a market leader
Growth of market share
Worldwide influence
Widen range of products
Optimize cost structure
ValuesPure natural materials
Fair wages and working conditions
Sustainable production
Legal formatLLC (Limited liabilty company)
Low financial risk
Low start budget
More freedom of decision
Geographic set upHeadquarters in Heidelberg, Germany Municipal rate: 400%
Production in Shanghai, ChinaStill low wagesGood infrastuctureReduced corporate tax (15%)
Strategic target system
Wide environmental factors of influence
political&legal issues: Rise of taxes for dogs can have a influence on the amount of dogs in the society
ecological issues: Decline of greens areas leads to shorter walks
macro-economical issues: competitors from other countries (with better cost structure), which offer the product for a lower price
Narrow environmental factors of influencecustomers: See the equipment as a status symbol; they care about their dogs above-average willing to pay a high price
competitors: few competitors; constitute a keen competitor
value partners: politic supporters from the green party
Stakeholder conceptUse of just already tested materials and products, which are also approved by animal rights groups
Frequent donations to animal rights groups
Engagement in animal rights groups; Prototype
Highlight advantages of the coat
10 years growth development scenarioMarket development:
New markets
Today5 years10 yearsKey accounts: Flagship storesE-businessProduct development:
Introducing new products
(leashes, neckband etc.)Coorperation with upscale brands
(Dior, Gucci, Prada, D&G etc.)
Widen the product range for ther animals
12
Corporate product portfolio
Stay in the cash cow sector
Every 2-3 years new versions of coats and other gadgets
Thank you for listening!