Description
the business is a dog walking service. The report is only 5 pages long so ignore page counts on description below.
Research Design:
Background
The Background section provides the context and focus for the consumer analysis. Secondary research is expected for this section, drawing on information from company reports, online sources, (Not Wikipedia) news articles, etc. The section should include:
Marketing Strategy Problem:
In 2 pages, describe the current situation, and identify the specific marketing/business strategy problem.Use course concepts in your explanation.For example, from the organization's perspective and the consumer's perspective, explain whether this problem is one of affect and cognition, behavior, environment, or a combination.
Research Project
The secondary research element:
The student is expected to use research methodology to better determine who they think their target market will be for the customer. Content will be 4 pages
Consumer Analysis
Use a form of primary research to gain information on and understanding of the consumer.This may involve observation research, a focus group, interviews; survey monkey is a good tool to use for this part of the paper.Describe your research objectives, method and findings in 4 pages.What did you want to know?How did you study it?What did you learn?
Customer segmentation
In 2 pages, describe the customer segment that is most relevant to the marketing problem you identified.Explain the segment's current or potential value. You will need to define and analyze the current target markets, and specifically who is the current targeted customer. Having the basis of who the customer is, now create a profile of who the customer should be, and how do you define, target, and segment that customer. I fully expect that the paper will approach this from a different position than is currently being used.
Recommendations
Conclude the report with 3 pages of recommendations, based on the secondary and primary research you conducted.The recommendations should address the marketing problem you identified, and may involve aspects of segmentation, positioning, and marketing mix decisions.Be specific.Suggest how your recommendations could be implemented.Also, identify what additional research you recommend.
This is intended to be an individual project, and provide the student the opportunity to demonstrate their understanding of consumer behavior, and the relevancy to the marketing environment that we are exposed to every day.
Customer Analysis Components:
Consider using this list as a check list to insure you are including relevant detail in your final project for your business plan.
The Challenge
Provide a brief description of a product or service to be marketed and associated goals, such as sales figures and strategic goals. Situation Analysis and company Analysis
* Goals
* Focus
* Culture
* Strengths
* Weaknesses
* Market share
Customer Analysis
* Number
* Type
* Value drivers
* Decision process
* Concentration of customer base for particular products
Competitor Analysis
* Market position
* Strengths
* Weaknesses
* Market shares
Macro-environmental PEST analysis:
* Political and legal environment
* Economic environment
* Social and cultural environment
* Technological environment
SWOT Analysis
A SWOT analysis of the business environment can be performed by organizing
the environmental factors as follows:
* The firm's internal attributes can be classed as strengths and weaknesses.
* The external environment presents opportunities and threats.
Market Segmentation
Present a description of the market segmentation as follows:
* Description
* Percent of sales
* what customers want from the product
* How customer uses the product
* Support requirements
* How to reach the customer
* Price sensitivity
Alternative Marketing Strategies
List and discuss the alternatives that were considered before arriving at
the recommended strategy. Alternatives might include discontinuing a product,
re-branding, positioning as a premium or value product, etc.
Selected Marketing Strategy
Discuss why the strategy was selected and the marketing mix decisions (4 P's)
of product, price, place (distribution), and promotion
Product
The product decisions should consider the product's advantages and how they will
Be leveraged. Product decisions should include:
* Brand name
* Quality
* Scope of product line
* Warranty
* Packaging
Price
Discuss pricing strategy, expected volume, and decisions for the following
pricing variables:
* List price
* Discounts
* Bundling
* Payment terms and financing options
* Leasing options
Distribution (Place)
Decision variables include:
* Distribution channels, such as direct, retail, distributors &intermediates
* Motivating the channel - for example, distributor margins
* Criteria for evaluating distributors
* Locations
* Logistics, including transportation, warehousing, and order fulfillment
Promotion
* Advertising, including how much and which media.
* Public relations
* Promotional programs
* Budget; determine break-even point for any additional spending
* Projected results of the promotional programs
Short & Long-Term Projections
The selected strategy's immediate effects, expected long-term results, and
any special actions required to achieve them. This section may include forecasts
of revenues and expenses as well as the results of a break-even analysis.
Conclusion
Summarize all of the above. A final paragraph should be included to summarize if
you think your Marketing plan will be successful. Do you need to make
changes based on your research, or perhaps this won’t work, and you need
to evaluate a different direction.
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Explanation & Answer
Attached.
Running Head: DOD WALKING SERVICES
1
Dog Walking Services
Name
Institution
Date
DOG WALKING SERVICE
2
Background
Dog walking services in the U.S, are continually on the rise as many pet owners are
trying to put more focus and emphasis on their pets most especially dogs. Over the past five
years, pet ownership and increased pet spending in the U.S, has seen the dog walking industry
thrive. Many people regard dogs as companion animals and for this case, the consumer of dog
walking services is on the increase most especially in the U.S, the United Kingdom and even in
China. By the year 2012 pet spending in the U.S was at $53, 33 billion and this was an increase
as compared to the previous year where only $50, 96 billion was used in the pet spending
(Westgarth, Christley & Christian, 2014). The consumer analysis has been in the increase and
this according to scientists, is attributed to the fact that many modern parents choose to have
fewer children and therefore they end up buying dogs which they regard as family. short and
long-term projections should be determined in order to increase the effectiveness of the dog
walking services.
Choosing an effective brand name is effective for the growth of any company,
establishing pricing strategies are all important aspects to consider in a business. Therefore the
target market would include most families with few or no children, young adults who love the
company of dogs, old people might be unable to offer proper care to their dogs, and all the
working families who don't have time for their dogs. All these people might be in dire need of
dog walking services and our advertising channels, for example, the use of social media,
brochures, print media and even word of mouth would be efficient in order to reach them. The
services offered in the dog walking industry will save families time and will enable them to do
other tasks like interacting with their loved ones, knowing that their dogs are in under proper
care and protection. The use of cost-friendly services is a major customer attraction as well as
DOG WALKING SERVICE
3
offering services which are of high quality that satisfies the expected need of the dog owners.
The number of the target market to be reached will depend on the efforts put towards reaching
them. The use of effective advertising channels and making appropriate decisions about the value
of products and services used will to a great extent inspire the target market. The brand name,
services, quality and the effectiveness of the product lines and services would enable the target
market to be incr...