Objective:
- To apply practice and expertise to 'real world' environment
- To practice techniques and explore for new opportunities and applications in new settings and environments
- To evaluate new opportunities
- To make judgements based on the information provided and professional judgement
- Understand the challenges involved in developing and growing a small veterinary practice
- Appreciate the need to develop a strategic marketing plan to deal with growing competition
- Apply marketing theories to propose a strategy for addressing the challenge now facing "Cromlyn Vets" and determine the way forward.
Overview
By providing a case study that details changes in the life of a vet practice, students can explore the running of the practice and, acting as group of consultants, advise the Vet practice on their next steps.
Activity
This activity can be discussed within the group or set as an assignment.
To explore the issues in a lecture theatre, issue the case in advance and then draw comment from the group to collectively respond to the challenge.
Use techniques such as "think-pair-share" to engage learners with the case material and share comment with the wider group.
As tutor you will lead the discussion, using the case notes to assist your thinking but give credit and reward for innovation and creative thinking.
An assignment can be created from this case study.
The idea is to use the findings from the SWOT analysis to help decide on the best growth strategy for the practice. Growth is important, because in the face of such strong (corporate) competition Cromlyn need to attract new clients and maintain their existing ones. The arrival of a corporate competitor, with presumably considerable marketing resources at their disposal, is a significant development in the competitive marketplace. Cromlyn will have to work hard to retain their client base.
The resulting outline business plan that each team develops will probably focus primarily on Cromlyn's marketing efforts (both current and future) - as well as the resources required to implement such efforts – in relation to either the Lisburn site or the referral centre. Plans should show evidence of drawing on Cromlyn's key strengths, one of which will be their experience and reputation in the local marketplace. Strategies that aim to capitalise on their established client base and customer loyalty should be discussed in the plan, alongside strategies to attract new customers. However, your team may have come up with other equally viable growth strategies that build on some of the business' other strengths (i.e. exploiting the team's specialisms,creating new clinics, etc). There is no 'wrong' answer here, but students are required to provide a solid rationale for your ideas.
Skill Development:
Learners are given the opportunity to be creative within a clear problem solving task. Evaluating and exploring the options collectively further develops the interpersonal skills of the students, whilst they bring their professional expertise and creative insight to create a solution. This solution can bepresented or pitched to also enhance communication skills.
Resources:
Case Study - Veterinary Business and Enterprise - Theoretical Foundations and Practical Cases (2013) by Colette Henry FRSA, FISBE, Norbrook Professor of Business and Enterprise at the Royal Veterinary College (RVC), London, UK.
http://coursewareobjects.elsevier.com/objects/companion_sites/enterprisingvet/casestudies/story.html?partNo=2&story=3
http://www.enterprisingvet.com/
References:
http://coursewareobjects.elsevier.com/objects/companion_sites/enterprisingvet/casestudies/
Henry, C (2013) Veterinary Business and Enterprise - Theoretical Foundations and Practical Cases London Elsevier
Downes, M.J; Clegg, T.A; Collins, D.M; McGrath, G., and More, S.J. (2011). "The spatial distribution of pet dogs and pet cats on the island of Ireland", BMC Vet Res, 7:28. Available from:
http://www.ncbi.nlm.nih.gov/pmc/articles/PMC3141403/?tool=pubmed, last accessed 4th March 2012.
Lantra. (2011). "Veterinary activities factsheet, 2010-2011." Available from: http://www.lantra.co.uk/Downloads/Research/Skills-assessment/Veterinary-activities-v2-(2010-2011).aspx, last accessed 14th November 2012.
Northern Ireland Statistics and Research Agency. (2012). "2011 Census outputs information event", available from: http://www.nisra.gov.uk/archive/census/2011/Outputs/2011_Census_Outputs_Event_Jan12.pdf, last accessed 4th March 2012.
PFMA – Pet Food Manufacturers' Association – http://www.pfma.org.uk/pet-population/, last accessed 19th October 2012.