SlideShare a Scribd company logo
Hazel Mihriban
Karaca
SRH Hochschule
Heidelberg
4 LEGS ENTERPRISES
BUSINESS MODEL
BUSINESS POSITIONING AND
STRATEGIC LOGIC
VISION&MISSION
 complete change of dog‘s 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
GOALS
 Keeping position as a market leader
 Growth of market share
 Worldwide influence
 Widen range of products
 Optimize cost structure
VALUES
 Pure natural materials
 Fair wages and working conditions
 Sustainable production
LEGAL FORMAT
 LLC (Limited liabilty company)
 Low financial risk
 Low start budget
 More freedom of decision
GEOGRAPHIC SET UP
 Headquarters in
Heidelberg, Germany
 Municipal rate: 400%
 Production in Shanghai, China
 Still low wages
 Good infrastucture
 Reduced 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 INFLUENCE
 customers:
 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 CONCEPT
 Use 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 SCENARIO
 Market
development:
 New markets
Today 5 years 10 years
Key accounts:
- Flagship stores
- E-business
Product
development:
Introducing
new products
(leashes,
neckband
etc.)
Coorperation
with upscale
brands
(Dior, Gucci,
Prada, D&G
etc.)
Widen the
product range
for ther animals
CORPORATE PRODUCT
PORTFOLIO
→Stay in the cash
cow sector
→Every 2-3 years
new versions of
coats and other
gadgets
Thank you for listening!
4 legs entrepreneurs
4 legs entrepreneurs
4 legs entrepreneurs
4 legs entrepreneurs

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4 legs entrepreneurs

  • 1. Hazel Mihriban Karaca SRH Hochschule Heidelberg 4 LEGS ENTERPRISES BUSINESS MODEL
  • 3. VISION&MISSION  complete change of dog‘s 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
  • 4. GOALS  Keeping position as a market leader  Growth of market share  Worldwide influence  Widen range of products  Optimize cost structure
  • 5. VALUES  Pure natural materials  Fair wages and working conditions  Sustainable production
  • 6. LEGAL FORMAT  LLC (Limited liabilty company)  Low financial risk  Low start budget  More freedom of decision
  • 7. GEOGRAPHIC SET UP  Headquarters in Heidelberg, Germany  Municipal rate: 400%  Production in Shanghai, China  Still low wages  Good infrastucture  Reduced corporate tax (15%)
  • 9. 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
  • 10. NARROW ENVIRONMENTAL FACTORS OF INFLUENCE  customers:  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
  • 11. STAKEHOLDER CONCEPT  Use 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
  • 12. 10 YEARS GROWTH DEVELOPMENT SCENARIO  Market development:  New markets Today 5 years 10 years Key accounts: - Flagship stores - E-business Product development: Introducing new products (leashes, neckband etc.) Coorperation with upscale brands (Dior, Gucci, Prada, D&G etc.) Widen the product range for ther animals
  • 13. CORPORATE PRODUCT PORTFOLIO →Stay in the cash cow sector →Every 2-3 years new versions of coats and other gadgets
  • 14. Thank you for listening!