Dogmart International

Dogmart International is a UK based pet store franchise which is expanding into Canada. Dogmart provides food, supplies, and toys, predominantly for dogs. They also provide services such as dog washing. Dogmart also sells puppies of various types. There are currently two stores in Canada, one in Toronto and one in Vancouver.

A UK based NGO, Dog Breeding Reform Group, contacted the Vancouver store by phone with questions about where puppies are sourced from for the Canadian stores. The conversation was heated and the representative of Dog Breeding Reform Group threatened to report the Vancouver store to the news papers for being a puppy mill that does not care for the safety standards of the dogs being bread. The staff person at Dogmart tried to explain that the Dogmart doesn't breed puppies but merely resells dogs from local breeders. The next day a reporter from the Vancouver Sun newspaper called the store and requested an interview.

Dogmart is an associate member of the Canadian Kennel Club, a non-profit association which promotes the following values:

Passion: We are dedicated to purebred dogs with the belief in the value of dogs as an integral part of our lives, our society and the contributions dogs brings to our humanity.

Preservation: We are committed to the preservation of breed characteristics while producing healthy well-socialized dogs, with a commitment to continuous improvement and well-being of purebred dogs.

Knowledge: We educate and expand public awareness of the contribution purebred dogs bring to society. This includes the vast array of activities and opportunities for purebred dog enthusiasts...as well as a commitment to the principles of responsible breeding practices and responsible dog ownership.

Commitment: We protect and enhance the interests of our members, breeders, associated clubs and the public, supporting them with openness, honesty and compassion.

Integrity: We uphold the integrity of our registry, the high standards of governance and management of the Canadian Kennel Club.

In 1-2 pages (APA format essay) discuss this situation according to the concepts we have learnt in this class. Particularly, the strategy you believe Dogmart should follow, the stakeholders involved, the ownership and liability of Dogmart, the communications plan of Dogmart, and the relation of this issue to Corporate Social Responsibility.