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NAME:OLWALA MARGARET JUDY AKINYI

REG NO.:JKC-B01-0014/2009

COURSE:BSC I.T

UNTI CODE:BIT 2208

UNIT NAME:MARKETING MANAGEMENT


Introduction
Background and purpose
The founder of Makerry’s Pet Photography has a long history as a successful photographer. A
graduate from Strathmore University, Bachelor of Commerce (Management Science option) and
holds a Diploma in Fine Art and Design from Maseno University. Her architectural photographs
have been displayed at the Kisumu Museum. The founder owns all of his equipment; therefore,
no financial outlay is required for photographic equipment. Because Makerry’s Pet Photography
is a home-based business, overhead is low. Salary for the owner will be withdrawn from the
year-end funds once the business is established and profitable. The owner is investing Ksh
1,500,000 from his personal savings, along with another Kshs.610, 000 from a personal friend.

All photographs taken by Makerry’s Pet Photography will carry proper copyright notice. This
notice of copyright will offer protection against a claim of "innocent infringement" on the part of
a client. Some clients of Makerry’s Pet Photography will require copyright release forms; this
will primarily involve breeders and pet specialty show organizers who will need to use the
photographs for publication.

The company will offer a wide variety of products, such as: formal studio portraits, location
portrait sessions, holiday candid photographs, portrait finishes, and framing.

Makerry’s Pet Photography will aggressively seek out local vendors to form strategic alliances in
order to reduce the cost of supplies and offer more services to the client.

Many of today's white-collar professionals, between the ages of 26 and 60, have at least one pet
in the household.

Executive Summary
Anything valuable to human being ought to be a subject of study and made part of history, that’s
our origin. However, we cannot maintain our history if we don’t aid our memory. This is what
makes our world go around. We are aware that there are many photographic studios around us
but how many will consider photographing a pet?
Makerry’s Pet Photography is aimed at bringing a smile to every pet owner's face when they see
their beautiful family member captured in a stunning portrait.

The keys to success will be providing high quality portraits, competitive pricing, and excellent
customer service as our chief drive.

At Makerry’s Pet Photography, pets are the only business and not a hobby. They are dedicated to
capturing a moment you can remember forever to preserve a special relationship. With many
years of experience, and a gentle approach in an unhurried environment, they shall preserve your
memories in a beautiful piece of photographic art. Their strong commitment to client satisfaction
is showcased by the perfect photograph that captures the personality of the pet and the loving
relationship between the pet and owner.

It will have a staff of two, with plans to expand to a full-time operation within the next five
years. The venture is established as a home-operated, part-time sole proprietorship. It is the
intention of the venture to develop sales and broaden the client base so as to become a full-time
business. They shall offer a full range of custom portrait packages. Portrait sittings are available
in either the well-equipped studio, the comfort of the client's home, or in an outdoor setting. The
owner, Miss Emma Kerry, serves as the head photographer, and will require one assistant.
Makerry’s Pet Photography is invested in the community.

Makerry’s Pet Photography are in a unique position of competition. It competes against the
standard portrait studio that may photograph pets, but only deals in photographing people. It is
set and ready to compete against Eastman Kodak Company (Kodak) which provides imaging
technology products and services to the photographic and graphic communications markets.

The benefits and drawbacks of each of our competitors, compared with the services it offers, are
hardly a match in quality and price.

The critical threats to this business venture are:

• Sudden negative change in the local economy, since this is a luxury item.

• Increased competition in the Kenyan Market.


Makerry’s Pet Photography offers an array of services, flexible scheduling, and have the latest
technology to produce beautiful photographic portraits. They are patient, and heirr number-one
goal is quality results.

Data suggests that the best way to reach Makerry’s Pet Photography's target audience for portrait
photography is through the pet-related services they use. Makerry’s Pet Photography will
establish working relationships with businesses such as specialty pet stores and veterinary
clinics.

Another strong marketing opportunity is available through the local area pet shows and local
breeder associations.

By beginning on a smaller scale, Makerry’s Pet Photography has the foresight to grow at a rapid
pace to keep up with demand. They wish to maintain a steady rate of sales growth. They expect
rapid increases during holiday seasons that will boost sales, and then allow that growth to level
off at a steady rate.

Objectives
Their goal of superior customer service and satisfaction will take dedication on the part of all
staff members and vendors. The vision manifests itself in three ways:

• Produce the same outstanding quality results time after time.

• Be recognized as the top pet photographer in Kenya.

• Be steadfast to our commitment for customer service and satisfaction.

Mission
Makerry’s Pet Photography strives to be the best choice for the client. Providing high quality
portraits, competitive pricing, and excellent customer service is our drive.

Keys to Success
The key to success includes their commitment to quality and customer satisfaction. They will be
responsible for ensuring a high degree of professionalism in three areas:

1. Consistent fulfillment of the client’s expectations.


2. Competitive pricing for the quality and array of services offered.

3. A fair and reasonable profit on each portrait.

Company Summary
Makerry’s Pet Photography was planned in 2008 to be a part-time business venture when the
founder was then going on with her education. It will be a small business designed to meet the
needs of its clients and their pet family members. They are currently located in Kisumu, Kenya.
Makerry’s Pet Photography will have a staff of two, with plans to expand to a full-time operation
within the next five years. The owner serves as the head photographer, and will require one
assistant. Makerry’s Pet Photography is invested in the community.

Venture Ownership
Makerry’s Pet Photography is established as a home operated, part-time sole proprietorship. It is
the intention of the business to develop sales and broaden the client base so as to become a full-
time business. Portrait sittings are available in either the well-equipped studio, the comfort of the
client's home, or in an outdoor setting.

Start-up Summary

The founder owns all of his equipment; therefore, no financial outlay is required for
photographic equipment. Since Makerry’s Pet Photography is a home-based business, overhead
is low. Funding is provided from various sources: a short-term loan, the founder's savings, and
an investment from a friend. Below is our start up summary.

Company Locations and Facilities


Makerry’s Pet Photography is located within Kisumu city, just behind the Nakumatt Mega City
Retail premise. It has portrait gallery, office, and a 500 square-foot studio and a client reception.
Depending on the client’s choice, portrait sitting can be done in the studio, on location in the
client's home, or in an outdoor setting.

Our office is equipped with just the most needed in business technology: telephone systems,
computers, fax machines, copiers and printers. We promise to maintain a high degree of
professionalism by using only the highest-quality photographic equipment and film to produce
its portraits.

Requirements Funding
Start up expenses Kshs. Funding
195 Investment
Legal ,000 1,500,
25 Emma Kerry 000
Stationery ,000 610
140 Allan Kerry ,000
Brochures ,000 2,110,
70 Total Investment 000
Consultants ,000 Current Liabilities
90 300
Insurance ,000 current borrowing ,000
Total Funds 2,410,
Rent - Allocation 000
140
Expensed Equipment ,000
Total Start-up 660
Expenses ,000
Start-up Assets
Needed
945
Cash ,000
105
Start-up Inventory ,000
700
Other current Assets ,000
1,750,
Total current Assets 000

Long-term Assets -
1,750,
Total Assets 000
2,410,
Total Requirements 000

Legal Considerations
Makerry’s Pet Photography will be operated as a sole proprietorship. This creates simplicity
since little is required to begin operations: there is minimal paperwork, and no legal counsel is
necessary to create set-up documents. Taxes will be paid via the personal return of the owner.

Constraints
We encountered a difficulty in obtaining outside financing during start-up; however, the owner
already owns a full array of professional photographic equipment and is investing kshs.1,500,000
from his personal savings, along with another Kshs.610,000 from a personal friend. This limits
the short-term debt to kshs.300, 000 from the KeKoBi-Kenya Kountry Business Incubator, for
which the business is already pre-approved.

Copyright: All photographs taken by Makerry’s Pet Photography will carry proper copyright
notice. This notice of copyright will offer protection against a claim of "innocent infringement"
on the part of a client. In addition to this information being printed on the back of each
photograph, the sales contract will include the same information.

Products and Services


Makerry’s Pet Photography offers a variety of products and services to meet our client's needs.
Specific information on each of our products is offered to the interested client. This is a strategy
mainly put in place to guide our clients. For example it could help them decide if they wish to
incorporate other family members in the animal’s portrait e.t.c. In addition, it also helps the
client to appropriate place of settings such as a studio session, home session, or outdoor location
for the portrait. Moreover, instruction with regards to each choice of setting is provided.

Product and Service Description


Formal Studio Portrait:
The studio is a controlled environment, free from distraction, where the pet can be comfortably
pmaosed and lighted to enhance the beauty of the final image. A variety of props and
backgrounds will be used to stage a setting that will highlight the pet's features and coat color.
Moreover, owner is provided with an immediate digital image to ascertain conformity of the
captured picture. A sample of 5 proof-quality photographs shall be provided to the client within
two days of the photo session. This is meant to assist her make a final selection.

Location Portrait Session:


For clients preferring in-door location, our staff is ready to cooperate and shall travel to the
location prior to the portrait session to select an area that is best suited for the session and is most
acceptable to the owner.

However, upon selection of a photo session is in a public park, the pet’s owner, shall be legally
responsible for the behavior of the pet. In addition, fee charged for a photo session in the home is
more than the studio due to extra costs in transporting, staging and break down of the equipment.

Makerry’s Pet Photography will be available in Kisumu city to offer special holiday- candid
photograph during Valentine's Day, Mother's Day, Father's Day, Christmas Day,1st January,
Necessary Public Holidays and so on. However, Makerry’s Pet Photography shall retain
negatives from these photo sessions should the client wish to have reprints made.

Additional Services:
Makerry’s Pet Photography is aware that a pet portrait is an investment as well as a cherished
memory. We offer custom and ready-made framing for all portraits. In addition, we have a
variety of framing materials displayed in the studio for custom frame construction. This best
suits one of our objectives: “we are committed to customer service and satisfaction.”

Competitive Comparison
We are training to be more experts in working with pets to make them comfortable and to bring
out the inner quality and personality of the pet. We also work with the other family members to
include them in the portrait session, if that is the desire of the client. Our scheduling and location
flexibility are specifically geared to be client friendly.

The fee charged on our portraits is competitively priced. We believe and are sure that no other
area photographer offers the flexibility and array of services provided to the client at Makerry’s
Pet Photography as our business is a new idea in the market. Our commitment to customer
service and satisfaction is unequaled.
We as an organization are coming up with long term strategies that will enables us remain above
our employees at the arrival of other competitors.

The critical threats to this business venture are:

• Sudden negative change in the local or national economy, since this is a luxury item.

• Increased competition in the metropolitan Nairobi market once the competition hikes.

Supply: We use only local suppliers who are dedicated towards excellence; thus, we add back to
the economy of the area. In addition, we aim at providing casual jobs to a few committed
individuals in our environment with jobs such as sculpture work, stones and wood carvings

Technology
Among others, we use high-resolution printers make a print of the image readily available--no
processing of film is required. The software to control and manipulate the digital images can
remove unwanted objects and shadows, and enhance other qualities.

In as much as we certainly believe that digital imagery is an enhancement to the portrait


photographer, and its application in portrait photography will increase, we do not believe that it
is a replacement for artistic talent.

Market Analysis Summary


Our target market is any household where a pet is regarded as friend, museums, national theaters
and archive centers. We will fill an existing need for our client by specializing in pet
photography. Currently, our advertisements are done through posters, brochures, museums one
on one advertisement and also establishing working relationships with pet organizations and pet
specialty businesses.

Market Segmentation
The breakdown for the market for Pet Photography is somewhat diverse, as are the products
designed to meet those needs. We strongly believe that the demand for the products will be very
high as dictated by individuals and respective households. As a result, our market segments have
been broken down into:
• Individuals (characterized by a certain age group: 15 and above.

• Rural markets vs. Town centers- this is to facilitate pricing.

Target Market Segment Strategy


Our target markets are middle- to upper-middle class families, couples, individuals. We chose
these groups because they are most likely to have pets that would be considered a member of the
family, and because they are most able to afford high-quality studio portraits of their pets. In
addition, we have incorporated the low income earners and will provide relative to their income
brackets. This however does not imply provision of low quality products.

Considering the rise population, coupled with the increased spending, we shall remain optimistic
that the demand for pet photography services will too increase.

Strategy and Implementation Summary


They shall accurately use marketing databases to target our market. While working closely with
local pet show organizations, specialty pet stores, and other pet service businesses, we will place
well-designed advertising material in these locations to illustrate our capabilities. The portrait
studio will maintain flexible hours and scheduling to accommodate and expand our client base.

Marketing Strategy
Makerry’s Pet Photography will establish working relationships with businesses such as
grooming salons, specialty pet stores, local shops, agricultural show grounds and veterinary
clinics. They hope to place brochures and framed pet portraits in these locations.

This marketing strategy is aimed at increasing their studio and on-location portrait business.

Promotion Strategy
We shall use specialty pet show events to broaden our client base through direct marketing to
individual pet owners and breeders attending the shows. We are soon releasing our websites
www.makerrysfoundation.com,where all their advertisements shall be aired. On this link they
will feature information about their services, pricing, location, and showcase examples of
previous work.They will advertise their services by placing brochures and finished photographic
works of art in pet specialty stores, grooming salons, and veterinary clinics.

Sales Strategy
Makerry’s Pet Photography's sales strategy is based on actions and not just words. We will
present all our portrait photographs to act as proof to the client's consideration; however, we will
select and highlight the portraits that capture beauty and personality. We will take the time to
discuss the proofs with the client and ensure that the customer is satisfied with the results.

Management Summary
Makerry’s Pet Photography shall be managed by the founder. In addition, the staff for the mean
time will consist of one part-time individual who will serve as an office and photographer's
assistant. Later, upon completion of studies, this position will be upgraded to a full-time
assistant.

It is possible that the business will need additional staff and therefore, the management is
working on expanding the capacity of staff.

Management Team
The management team shall be composed of:

• Miss Allem Kerry Emma, C.E.O

Founder of Makerry’s Pet Photography

P.O Box 8021, Kisumu

Tel: (+254) 721 936 614

E-mail: alemkerry@yahoo.co.uk

Mr. Allan Kerry Joel, Assistant Manager

Makerry’s Pet Photography

P.O Box 8021, Kisumu


Tel: (+254) 735 705 740

E-mail: joellansk@gmail.com

 Personnel Plan
Because the business is small, there is no need for an elaborate personnel structure. The
receptionist/photographer assistant position will initially only be needed part time.

The duties and job description for this person would include:

• General reception duties, including phones, mail, and greeting customers.

• Tracking inventory and supplies.

• Handling books of accounts

• Assist photographer in portrait sessions.

• Assist with marketing strategies and plans.

Financial Plan

Photography businesses usually require an enormous initial investment in equipment and


facilities. The owner of Makerry’s Pet Photography has been a determined photographer for
many years and possesses professional-level photographic equipment to get the business off to a
good start with minimal debt. In addition, there will be a home-based business, with no rent or
lease commitment.

Conclusion
Makerry’s Pet Photography are geared to creating a great change in the Kenyan economy not
only to themselves but also to the government by providing an additional source of revenue; to
their clients through availability of quality and affordable services and goods; to the society at
large through the provision of casual jobs to the people around and above all, they are geared to
cooperate with all their stakeholders in upgrading the living standards of the whole society
around.

In addition, they aim at creating memorable moments with pets.