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Marketing Research Paper

5135 words - 21 pages

IntroductionPetSmart is marketing the new service of dog walking for and enhancing a doggy day care service. The dog walking service will be enhanced by marketing pick-up service (door-to-door service), walking service while a customer shops (just drop your dog off for exercise while you shop or run errands), and even a doggy daycare while you work which will provide your pet with socialization. This paper will address an organizational overview, new product description, a SWOTT analysis, marketing research, segmentation, differentiation and positioning, stage of the product life cycle, marketing mix, a budget and ways to control and monitor the marketing plan. The following paper will define and identify how PetSmart plans to market and target additional customers, and maximize profits for shareholders.Organizational OverviewIn 1987, the first two PetSmart stores opened their doors in Phoenix, Arizona. Our mission is to provide total lifetime care for pets and customers. Currently PetSmart Inc. is the number one retailer in the Unites States for pet supplies with more than eight hundred stores in the United States and Canada with over 12,000 different products. PetSmart offers brand name merchandise and our own line of products. These products are available in store, via the internet, and through catalogues. Many of our retail chain locations offer services such as low cost veterinarian services, grooming, adoption facilities, boarding, and obedience training. This culmination has led PetSmart to net over 182 million dollars for 2005 (PetSmart, 2006).Description of New Service(s)The following new services offer different options for the dog pet owner. First, a dog walking service for pet owners who wish to have their dogs exercised during the day. There are three options available for this service. One option is for a member of the PetSmart team to pick up the dog at their residence and walk the dog in the neighborhood for intervals of 15, 30, 45 or 60 minutes. Another option is that the owner can drop his or her dog off at one of our stores that offer the service. Walking time will be the same regardless whether the location is the dog's neighborhood or the store. A third option is a daily Doggie Daycare center. The pet owner has the option of dropping off the pet for care during normal store hours.The Doggie Daycare center will provide daycare for dogs for a minimum of one-hour. Added to this option is the fact that the pet owner will tailor the care to his or her desires and the needs of the pet. Standard daycare will consist of an indoor kennel, called a "Doggie Den," with unlimited access to an outdoor section. Each Doggie Den will have a luxury dog bed, new dog toys, and a free flowing supply of fresh drinking water. The animals are watched according to the customers' desired schedule and each 4-hour stay will include a 15-minute interval of individual dog walking at no charge.Additional services for a dog's stay will include a "Doggie...

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