Marketing Plan: Marketing Objectives, Marketing Strategy, and SWOT Analysis - Essay Example

Marketing plan Marketing objectives We will be the market leaders of pet care for the y community by providing a constructive environment for the pet that we house. Our procedures will instill in owners assurance, in our ability to take care for their pets in the correct ways. The business will control a significant market share and intensify profit as it grows and expand. The business will develop conservatively, financing its growth through operational revenue. The main objective of the marketing strategy will be: 1. To make our customers think that their pets are treated as family and that they are cared on their well being and health. 2. All of our end users get high quality and stylish expectation. 3. Services adopted by the relevant commercial market, pet care professionals, design and government agencies will bring about brand establishment recognition and acceptance. 4. To increase sales by 25% per year in the first and the second year while also becoming more profitable. Profits will be used in new product development and improvement of existing services, and to expand foreign marketing and sales efforts. Marketing strategy Within the first year of the business operation, the marketing strategy will be concentrated on pet care professionals, design professionals and government agencies. The marketing efforts will comprise design contest entries, participating in trade shows and advertising in lifestyle magazines and industry (Pride, 2011). Product Strategy – business will be its own label which it puts on its grooming services. We will also market our partners services. We will provide loving and attending service to all pets being brought into our stores for grooming, training, or medical care. We will also steer away from the "warehouse" perspective and work to make our stores brighter and more attractive (Pride, 2011). Price Strategy: we will aggressively market our prices to be cheaper than independent pet shop tattlers and to compete against other well known boxes retailers and stores. Sales will be competitive, and we will have a supply discount card which provides more savings to the customers. We will also compare our competitors’ prices and ensure that our prices are either lower or the same price with better services. Regular customers may be offered special price tags as well as the customers who have docile and tolerable pets (Pride, 2011). Distribution (Place) Strategy: Stores will be well stocked with fresh - raw materials, and also products that provide animals with specific dietary needs (weight control, skin allergies, sensitive stomachs, urinary health, etc.) as well as natural, grain free products. Safe transport services will be provided in case of door to door pet collection and delivery (Pride, 2011). Promotion Strategy: Internet marketing, radio advertisements, television advertisements, word of mouth, public relations (through animal foster and animal shelters groups). In subsequent years, the business will expand its marketing endeavors to include individual consumers reachable through lifestyle magazine advertisement and through cable televisions, sponsoring pet competitions and shows and participating in regional pet events (Pride, 2011). Target market We have preferred our target market to be those with the ability to own pets. This is because we understand that our services are luxurious and not a necessity. Therefore, we anticipate attending to upper – classing residents within our geographical region. Most customers will be from double income households with high profile jobs requiring considerate amount of time away from home. The target market consists of women and men primarily aged from 35 to 65. They live in classy suburbs surrounding the metropolitan region. Our market slice customers will lead to a lifestyle in which the pets play a bigger role, and these pets may often be appreciated as “children” their owners. SWOT analysis Strength: Demand Many busy people own pets and do not feel that they enough time to groom or take care of them properly. These people have more money than time and are willing to pay services rendered to their pets on their behalf. Particularly if, the business is located in a highly populate d area, many people from a shorter distance would likely pay for their pets to look to their best. To add the current demand, the business will seek new customers through customer to customer marketing. This will happen if the served customers get satisfied and going ahead to bring with them their friends as new customers. Weakness: safety and liability While many of the pets brought by the customers will be docile and well trained, some pets can be erratic creatures and there always stands a larger risk of being attacked, or risking other docile pets from attacks and bites of the hostile ones. Employees with unconfotability with pets will not be introduced as caretakers of these pets since some pets can easily sense fear and become more aggressive to people who are not confident. New clients will be asked to accompany their pets before the agreement of the pet accommodation to access the pet’s personality. Proper management of the business will be executed by maximizing profits while minimizing losses and risks (Pride, 2011). Whenever you take another person’s pet for care or grooming, you get responsible for the welfare and health of the animal. While there exist a minimum risk on the pet, there is always acknowledgment of risk. These risks include loosing the dog, bites by other pets, sickness, death or any other health threatening factor. However, the business should be under insurance cover to protect itself incase of any risk to compensate the owner (Pride, 2011). Opportunity: expansion We also target to open up a branch in the future in middle class societies where we will focus on pet grooming rather that care since in most cases, middle class households take care of their pets. However, they may lack the knowledge of pet grooming. Since middle class families live in relatively densely populated areas, we expect the sales turnover to be high in spite of lower payments from the customers as compared to the rich, flamboyant counterparts (Pride, 2011). Threat: competition To start in this business, we have to identify the direct competition such as Alpo, Puppy Chow, Pedigree, and Premium Dog care. These brands already have the market control of pet care. This competition makes each day more difficult to become successful in this field. To get in the business, we have to cultivate the same type of marketing strategy that the competitors use such as price, telemarketing, web page, media advertisements, yellow pages and banner advertisements in a more appealing way while providing better services than the competitors. By doing this, our business will get to the same level of popularity and publicity. Reference Pride, W. M. (2011). Marketing. New York: Cengage Learning. Read More