Castlerock Veterinary Clinic

Paper Summary:

The writer of this paper proposes a marketing plan for the Castlerock Veterinary Clinic in Maine. According to the author, from being the leading facility in the area, the clinic has seen a gradual decline and is now in need of revitalization. The writer gives an overview of the clinic and discusses the key issues facing it in its quest to regain its market status. The writer also discusses the strong and weak points of the practice and finally makes a number of recommendations that, in his opinion, will help reverse the downward trend of the clinic's business.

Table of Contents:
Overview
Key Issues
Discussion of Key Issues
T.O.W.S. Analysis
Threats
Opportunities
Weaknesses
Strengths
Recommendations
Justifications/Rationale
Obstacles/Risks
Bibliography

From the Paper:

"Because of the friendship and the long-term business relationship that exists between the clinics, competitive advertising has been considered inappropriate in the veterinary community. Advertising is crucial for consumers to learn more about an organization and its products and services. Advertising allow consumers to become more aware of the organization, build a reputation within the market, and create a preference amongst consumers. Because Castlerock wants to maintain their relationship with the other clinics, failing to advertise keeps the organization from gaining a competitive advantage within the market."

Sample of Sources Used:

• Daniel, H., Griffin H. & Tarasewich P. (2004). Strategic Management. New York, NY: The McGraw-Hills Company.

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