Marketing and Management Report: Fielding Family Vet Analysis

This report presents a competitor and SWOT analysis for Fielding Family Vet, a veterinary practice in Cairns, Australia. The analysis examines the business's unique selling proposition of providing mobile veterinary services. The competitor analysis identifies key players like Boongarry Vet and RSPCA Cairns, assessing their strengths, competitive advantages, and service offerings. The SWOT analysis evaluates Fielding Family Vet's strengths (veterinary experience, mobile services, avian medicine specialization, and acceptance of all health funds) and weaknesses (lack of business experience, funding procurement). It highlights opportunities such as capitalizing on the mobile service USP and Dr. Lauren's avian medicine expertise, while acknowledging threats like competition and financial instability. The report underscores the importance of marketing strategies to overcome challenges and achieve success in the Cairns market.

Running head: MARKETING AND MANAGEMENT
MARKETING AND MANAGEMENT
Name of the Student
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Author Note

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Competitor Analysis
The competitor analysis will be done on the organization of Fielding Family Vet, the
business in the city of Cairns, in the region of the same name in Queensland, Australia. As
the real life business is going to be introduced to in Cairns, by a married couple, who are
excellent veterinary background as well as experience. They do not have any business
experience, and want to open a small animal practice in the city of Cairns. Their unique
selling proposition will be providing veterinary services at home, which is not done by most
of the businesses like this. It has been found that there are a good number of business entities
who are engaged in providing veterinary services to the pet animals along with other animals
found in the region (Howell, Mornement & Bennett, 2016).
One of the major competitors for Fielding Family Vet in the region of Cairns will be
Boongarry Vet, who possess a brand name in that region, who are engaged in providing
veterinary services to a number of animals, which includes reptiles, birds, fish, unusual and
exotic pets. Apart from these, they also provide captive animal management to the breeders,
zoos and wildlife parks and hobbyists, wildlife consultancy or national as well as
international crocodile farms parks, government and non-government conservation agencies.
The business entity also provide veterinary services in the remote areas in the region of
Cairns, along with providing training and health program management, through which the
people are getting benefitted by managing emergency situations in case of domestic pets as
well as other animals like stray dogs or birds, who can be treated in such scenarios and will
be able to save their lives (Hudson et al., 2016). The competitive advantage that is enjoyed by
them is the brand value possessed in the veterinary service providing market, along with the
size of the business and reach of their services to the customers in and around the region of
Queensland. Apart from these, Boongarry Vet also provides wildlife research training and

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indigenous animal management, which helps to trace and save the life of the animals which
are very rare to found, and may be extinct if proper care is not taken on them (Mullineaux,
2014).
Another key service that is provided by them is the wildlife health and conservation
research, through which the life of many endangered species of animals are tracked and
saved. Apart from Boongarry Vet, another major competitor is present in the region of
Cairns, and will provide a tough competition to Fielding Family Vet. They are RSPCA
Cairns, or RSPCA Cairns Animal Care Centre, who rescues the lost animals and send them to
their respective homes or shelters. They also get the advantage of the location of their
business, as it is located just 10 minutes away from the Cairns International Airport, along
with the 7 days-a-week service to the people of Cairns. Apart from these two, there are a few
entities engaged with these kind of profession and challenges have to face from the by
Fielding Family Vet in providing services to different kinds of animals present in the city of
Cairns (Zourkas, Ward & Kelman, 2015).
SWOT Analysis
Strengths
The major strength of Fielding Family Vet is the experiences of the owners of this
business entity. Both john and Lauren are excellent veterinary professionals and possess an
experience of 10 years, which is regarded as a healthy one in this profession of dealing with
different types of animals. Experiences matter a lot in treatment of the animals, as the animals
cannot speak and it is hard to find out the problems abort what they are going through. It is
only the experience of a veterinary person to find out the problem and heal it accordingly.
Another major strength that is possessed by them is providing mobile services, that is,

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services at home. This is not performed by any of the business entities present in Cairns and
the surrounding areas. Dr Lauren is also specialized in Avian Medicine, which is required to
deal with the birds, and is not so popular among the practices done by the veterinary persons.
They will also accept All Health funds, which will help to maintain a steady financial
relationship with their customers (O’Loughlin et al., 2017).
Weaknesses
The primary or the major weakness which will be faced by the couple while opening
the business in Cairns is the lack of experience of opening and maintain a family business
like them. As they both are not from any marketing background and do not have any business
experience in any kind of field. They only know one thing and that is they have to perform
something out in the city of Cairns to get out their name as a household one, required in the
treatment of different kinds of animals in and around the region of Cairns. Procurement of
funds will also be another issue which will be faced by the couple.
Opportunities
The major opportunity which the couple will be providing to the people who have
pets in their houses is providing veterinary services at home. This will be treated as their
unique selling proposition, and will help to gain the competitive edge over others. No other
business entities provide this kind of services to the families that stay there, and this should
be cashed on by the couple, in order to earn profit as well as earn fame and reputation in the
city of Cairns. The experience possessed by Dr Lauren in Avian Medicine will be another
opportunity that will be required in the treatment of birds.
Threats
The major threat that will be faced by the couple while opening the family business
Fielding Family Vet is the tough competition from the business entities like RSPCA Cairns

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Animal Care Centre and Boongarry Vet, apart from other small and medium entities present
in and around the city of Cairns. As the couple do not have any marketing experience, so it
will be tough to cope up with the marketing plans and strategies that are taken by the rivals
present in the market place. Financial instability can also be a threat for the couple who are
going to start their family business (Cornish et al., 2016).

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References
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Hudson, E. G., Dhand, N., Dürr, S., & Ward, M. P. (2016). A survey of dog owners in remote
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Mullineaux, E. (2014). Veterinary treatment and rehabilitation of indigenous
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O’Loughlin, M., Mills, J., McDermott, R., & Harriss, L. (2017). Review of patient-reported
experience within patient-centered medical homes: insights for Australian health care
homes. Australian Journal of Primary Health, 23(5), 429-439.
Zourkas, E., Ward, M. P., & Kelman, M. (2015). Canine parvovirus in Australia: A
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