Pets 101 has identified our target market as school age children, under the age of 18 with the idea that their excitement about pet care and responsibility will persuade their parents to purchase new pets. The typical school age children have parents between the ages of 25-54, which makes up 70% of the major market segment (IBIS, 2014). Pets 101located in Port Orange Florida, has its competitors in a 25 mile radius of Volusia County.Pets101 has four brick and mortar direct competitors (serves the same target market with similar products and services) in a 25 mile radius. These competitors are Petco, Petsmart, Pet supermarket, Pet supplies plus, and Mr. Petman supermarket. All of these competitors are supermarket style pet shops that offer their customers quantity in a one stop pet shop atmosphere. Their target market is the same as ours but lack the personal touch and extensive education that will be offered at Pets101.Here we will give a comparative analysis of each store.
• Pet Smart The largest pet supply store in the USA, with stores country-wide as well as the major online pet supplies store Petsmart.com which has been online since 1996.
They offer a very broad range of over 12,000 products including the major brands for dogs, cats, birds, fish, reptiles and all sorts’ pets, all at everyday low prices which are very competitive, presumably because their large volume allows major buying power.
PetSmart is the benchmark Pet Supplies Store online, and the one to compare all other offerings to (net top20.com, 2014). On Petsmart website customers have many choices and options to choose from when deciding to pick and choose the items or pets they want to purchase. Petsmart offers many types of pets such as amphibians, arachnids, birds, fish, reptiles, and small animals. A customer can go on-line choose one of the above categories by price, experience, or life-span. Customers can also get limited information on what each pet is and how to care for them online as well as in the store. Petsmart carries a vast variety of pet care products for every type of animal they carry as well as high end pet foods. Petsmart offers its customers a doggy day camp, overnight boarding for cats and dogs, cat and dog grooming, and dog training, as well as onsite visionary services at most stores. They also have a rewards program called petperks that is free to join and gives customers exclusive in-store discounts on pet essentials, personalized coupon offers and shopping rewards, customized deal alert emails. Petsmart advertises through commercials, local ads, and word of mouth. They also offer gift cards, e-gift cards, and a no hassle return policy. Petsmart uses social media such as Facebook, Twitter, Google Plus, and YouTube to keep their customers informed and in the know (Petsmart,2014).During the 2013 calendar year Petsmarts annual sales was 6.9 Billion and its annual service sales was 766 million dollars. Petsmart continues to be the industry leader in the pet...