Aussie Pooch MobileSummaryAussie Pooch Mobile was founded and has been a continuously growing business since its founding in 1991. Dog washing with value-added accessory services allows Aussie Pooch to become a dominant company in the market. . The introduction of the franchise system quickly increased profitability and the company continued to follow its successful franchise strategy. Aussie Pooch Mobile planned to become a more international company and expand internationally. Different questions must be considered in the expansion process: where, when and from what should the company grow? What products and services are also needed to succeed in the future? Increasing competition can influence every decision Australians make, so they need to be aware of the demand and their opportunities in different countries, before expanding internationally. Situation AnalysisAussie Pooch Mobile is Australia's largest mobile dog washing and grooming company, providing such a service that is transported directly to customers' homes. Their image in the market is very good with this mobile service and the addition of additional free services to customers regarding dog nutrition, health care and skin problems. Depending on the technology, they use special hydro bath equipment that allows operators to clean dogs more thoroughly. than is possible in a basic domestic garden. They found that such a special bath could reduce and eliminate fleas and ticks, improve the condition of his skin, clean his coat and alienate odors. Their goal is to niche down in the dog bath industry and try to go international. Of Australia's population of 19.387 million (2001), 40%, or 7.4 million households, owned at least one dog. There...... middle of paper ......vice• The service industry is growing• Changing household model (two-income families who don't have time)• More and more of people decide to have a dog Threats: • Growing competition (Jim's Dogwash and Hydrodog) • Recruitment problems in other markets (the problem of the Jim's group in the American market) • Unknown potential of international markets (lack of information )Table 2Top three suppliers of dog washes in Australia, 2002Name Country operations Number of franchisees Dog wash fees Additional services Franchise fee (including GST) Average franchise territory (based on number of households)Aussie Pooch Mobile Australia, New Zealand, New Caledonia, Malaysia, United Kingdom $14015-30 Yes $26,400 12,000Jim's Dogwash Australia, New Zealand 74 $28-38 No $11,000 2,000Hydrodog Australia 69 $15-40 Yes 24 $500 10,000Referenceshttp://www.appma.org/press_industrytrends.asp