Development of a marketing strategy and increasing the efficiency of a private veterinary clinic

UDC 339.13
DOI: 10.26155/vet.zoo.bio.202002007

Authors

A.V. Obrazumova
Senior Lecturer, Department of Epizootology and Organization of Veterinary Medicine, Moscow Veterinary Academy of Veterinary Medicine and Biotechnology - MBA named after K. I. Skryabin,
S. E. Isaeva
Assistant of the Department of Epizootology and Organization of Veterinary Medicine, Moscow Veterinary Academy of Veterinary Medicine and Biotechnology - MBA named after K. I. Skryabin,
O. Yu. Meshcheryakov
Candidate of Veterinary Sciences, Associate Professor of the Department of Epizootology and Organization of Veterinary Medicine, Moscow Veterinary Academy of Veterinary Medicine and Biotechnology - MBA named after K. I. Skryabin

Abstract

The article provides a brief analysis of ongoing marketing activities to improve the performance of a private veterinary clinic, identifies the features of the market of veterinary services in a large city, gives recommendations for improving the performance of a veterinary clinic, in particular, shows the need to adjust the business plan in accordance with the planning of events to implement ideas clinics with the lowest costs, which guarantee the economic efficiency of the veterinary business. Recommendations on market segmentation and analysis of competitor services are given. The article shows the need for risk assessment (entrepreneurial, commercial, financial), which will allow taking measures to prevent them. The importance of marketing activities, primarily such as market research, improving the quality of services provided, determining the correct pricing for services, and conducting an effective advertising campaign, was emphasized.

Keywords

marketing strategies, veterinary services (work), private veterinary service, methods of economic research.