Due Week 3 and worth 200 points
My Input: The business I would like to create is a pet gourmet food store. Also this store will incorporate dog clothing and costumes. I am providing the outline that the teacher is asking for in the class assignment. In addition I am providing a couple of follow up emails from the teacher regarding the assignment. One key to this project is that they HYPOTHETICAL business needs to have a store location. The store location needs to be researched to be the most logical, Resourceful and profitable location for this business. For example, We are targeting mainly dog owners (Millennials) who have two and three dogs in some instances. Please see the services that we will provide instore:
- Pet Grooming
- Snacks
- Nutrition and Gluten Free
- Apparel and Accessories
- Adoption/Rescue
- Doggy Spa
- Self Serve Dog Washing
This store is to be accompanied with an ecommerce sight and an Amazon.com presence. I would like to create a vendor relationship with Amazon. Amazon has a special section for businesses who want to sell to them directly and it is called vendor express.
Class Instruction
For this assignment, you will document your hypothetical company’s background information and mission statement, your company’s short- and long-term goals, an environmental analysis, and a SWOT analysis.
Note: You should create and / or make all necessary assumptions needed for the completion of this assignment.
Instructions
Create the first part of your marketing plan:
- Write an introduction to your company. Describe your hypothetical company, its location, and the product it makes or the service it provides, and introduce the contents of your marketing plan.
- Develop your company’s mission statement.
- Decide the main goals that you would like to achieve within the next year (short term) and the main goals that you would like to achieve within the next five years (long term). Determine the most appropriate ways to measure both short- and long-term goals.
Note: Consider the following metrics: tracking downloads of website content, website visitors, increases in market share, customer value, new product /service adoption rates, retention, rate of growth compared to competition and the market, margin, and customer engagement.
- Develop an environmental analysis that includes competitive, economic, political, legal, technological, and sociocultural forces.
- Develop both a SWOT analysis and needs analysis for your product / service. Each analysis should examine three strengths, weaknesses, opportunities, and threats for your company.
- Use at least three academic
resources as quantitative marketing research to determine the feasibility
of your product / service. These resources should be industry specific and
relate to your chosen product / service.
Note: Wikipedia and other websites do not qualify as academic resources.
Your assignment must follow these formatting requirements:
- Be typed, double-spaced, using Times New Roman font (size 12), with one-inch margins on all sides; citations and references must follow APA or school-specific format. Check with your professor for any additional instructions.
- Include a cover page containing the title of the assignment, the student’s name, the professor’s name, the course title, and the date. The cover page and the reference page are not included in the required assignment page length of 8 to 12 pages.
The specific course learning outcomes associated with this assignment are:
| Analyze marketing environments and strategies used to strengthen product or service positioning. |
| a. Evaluate data and information on customer/consumer behavior. |
| b. Evaluate marketing research tools involved in the marketing process. |
| c. Examine the marketing science of customer behavior and products in the marketing exchange process. |
| Evaluate marketing strategies used to create/communicate customer value. |
| a. Analyze the marketing framework through a situation analysis. Create an effective marketing plan. |
| a. Develop recommendations based on market analysis and strategy. b. Develop strategies to assess performance and achieve marketing goals. c. Develop dynamic strategies for competing. |
Grading for this assignment will be based on answer quality, logic / organization of the paper, and language and writing skills, using the following rubric found here.
