Sales Opportunities for Acme Pet Products - Case Study Example

REPORT ON STUDY OF SALES POTENTIAL OF ACME PET PRODUCTS IN THE REPUBLIC OF FELINACANERIA FOR GEORGE McILLICUDDY, CEO BY ALBERT HORATIO EISENSTEIN FOREIGN MARKETING ANALYST NOVEMBER 30 2006 ABSTRACT In order to asses the sales opportunities for Acme Pet Products, a two week study was carried out in the Republic of Felinacaneria, a small island in the North Atlantic Ocean. The island is 166 square miles in area with a population of 360,000 approx. The economic, political, religious and cultural aspects of the country were examined, the better to understand and assess marketing needs and sales potential. Because the main religion is Buddhism, the culture, politics and ethics are driven by the tenets of this faith. Therefore it is a peaceful, non-threatening environment in which all creatures are valued and cared for. The population as a whole is animal-loving, with each household owning at least one dog and two cats, which may well be the result of the historical legacy of British rule, which ceased in 1922. The problems arising from such high numbers of pets include hygiene issues, straying animals and over-population particularly in the case of cats. These findings signify that the market there is ripe for products which will assist in addressing these issues in a humane and cost effective way. Acme Pet Products is extremely well placed to meet these needs. TABLE OF CONTENTS Introduction Findings Conclusions Recommendations References 1. Introduction: Recent tourist and media reports have expressed concern about the numbers of dogs and cats encountered, with their accompanying waste products, when vacationing in the Republic of Felinacaneria. The government there were also reported to have consulted various animal welfare organizations for help in addressing the problems. Because of the Buddhist faith, the cultural ethics and general animal-loving nature of the population, both central and local governments were unwilling to accept suggestions of restricting, neutering or culling pets. As foreign marketing analyst for Acme Pet Products, my purpose was to determine the scope of the problem, the views of the key players and the possibilities of utilizing our products. I also hoped to forecast sales opportunities available there. This project was proposed, authorized and agreed by CEO, George McIllicuddy and was limited to a budget of $5000 US and a timespan of two weeks. This was not a problem, as the price of a two week stay in one of the best hotels in the capitol, Animallia, amounted to under $750 US and the cost of living is very low. Before traveling, I made appointments by telephone with the Minister for Tourism and Culture and the mayors of the five main coastal resorts, who were all agreeable to meetings with me in Animallia. Findings: A small country, covering 122 square miles, the island Republic of Felinacaneria lies 65 miles off the North West African Coast, in the North Atlantic Ocean. The climate is hot to warm, year round, with little rainfall and an arid terrain. The main income is derived from tourism, some fishing and wine. The currency is the bonio, worth 50 cents US, and while the economy is sound, wages are low, comprising $600-700 US per month. The population is 362,000 with 100,000 living in the capitol. There are five main tourist resorts and these, together with Animallia, provide most employment for the working population, about two fifths of overall population. As mentioned earlier, each family owns at least one dog and two cats. (See Table 1.) 2. Pets and Population Distribution Figures -Table 1 Place Families Dogs Cats Animallia 20,000 1 2 Candia 10,200 2 2 Chocola 9,200 1 2 Marshmalla 9,400 1 3 Angelica 9,600 1 2 Hershia 9,000 1 2 Rural Areas 5,000 2 4 Source 2005 Census, Government House, Animallia As can be seen, the cat and dog population is large and ever growing, constituting a lot of waste and possible health and hygiene threats. The Minister and all five mayors had increased sanitation budgets over the past two years, but the main problems stemmed from animals running free and from the increasing cat population. In particular, the temples and tourist areas, where restaurants draw the animals, were most affected. I visited the main temple in the capitol and found that several families of tame cats lived happily there, being fed and petted by temple officials, worshipers, tourists and pet owners. The dogs seemed to have set up their own walking groups, meeting daily on street corners and wandering happily around, fouling the streets as they pleased. It must be pointed out that they were completely tame and friendly and dogs and people got along very well. The shop, bar and restaurant owners cleaned up after them when possible, but in a busy city or tourist resort this did not always happen. Street cleaning crews worked early mornings and evenings but could not keep up with the problem. This is a beautiful and peaceful place, with little crime and no violence, but it sure did smell bad at times. Those I spoke with wanted help which would not harm the animals but which would assist in controlling the problem. My response was to suggest a publicity campaign in newspapers, local TV and radio plus posters on local buses transport is mainly an excellent bus service or bicycle. 3. The products I discussed included the Remote Control Dog Whistle (RCDW), the Superduperpooperscooper, the Pooch Potties with Social Sweetening Sacs (PPSSS) and the Chocolate Cat Contraceptive range. I produced figures on effectiveness in various locations, using our Annual Report and Company magazine, copies of which I distributed to all and left at Government House and each of the resort Town Halls. The Minister was positively impressed and interested in purchasing all products, vowing to set aside an annual budget of $600,000 US, with a potential order to be placed within one month of acceptance of this report. Together with the five mayors, he agreed a distribution process, using Town Halls, and in rural areas, the Spring and Summer Festivals. Pooch Potties and SSSs would be set up on all main thoroughfares immediately following the publicity campaign, to encourage everyone to participate in the clean-up. Conclusions: There is a viable market for all products mentioned, with Pooch Potties and SSSs the most urgently required. The Chocolate Cat Contraceptive is a feasible sales opportunity, with a potential to generate further revenue. The Superduperpooperscooper would be a positive asset in assisting the street cleaning teams and helping deal with the health and hygiene issues. Our RCDW would allow owners to have more control over the whereabouts of their dogs, calling them home and thus ease the fouling problem. This country depends on the tourist industry and has a situation here which all interested parties are eager to address with the help of Acme Pet Products. Recommendations: Marketing Analyst to return to assist with publicity campaign Ship the requisite number of Pooch Potties and SSSs immediately order is received. Marketing analyst to stay and help with installations Provide and ship required supply of Chocolate Cat Contraceptives. Marketing analyst to stay and assist local veterinary staff with pill administration 4. RCDW and Superduperpooperscoopers to be shipped when quantities agreed. Marketing analyst to assist in process, then stay to monitor use and effectiveness. Marketing analyst to spend one year at least as 'Quality Controller' and mystery shopper and address any problems, assisting with the re-ordering process at a future date. Reference List Batchelor, S. Buddhism Without Beliefs A Contemporary Guide to Awakening. 1997 Published by Riverhead Books, USA and Bloomsbury Books, UK 1997. Cricket, J. Give a Little Whistle 1966 . Published by Doggydoda Publications, CA. 1990 Galore, P. Feline Sexuality: Quality, Not Quantity. 1999. Published by Catacomb Books, Rome Italy, 2001. McFurr, D. It's Raining Cats and Dogs. 2000. Published by Creatures Inc. London, 2002 New York Sanitation Department Handbook of Practice Excellence in Effluence Control 2004. New York City Hall Publications The Felinacaneria Tourist Board, Government House, Animallia. All Reference and factual material available on request. Read More