Marketing and Strategic Management Concepts

Running head: MARKETING PLAN OF PET STORY
Marketing Plan of Pet Story
Name of the Student:
Name of the University:
Author Note:

1MARKETING PLAN OF PET STORY
Executive summary:
The aim of the report is to develop a market plan of a new pet company to determine its new
initiative that it is going to undertake in the Canadian market. The report analyzes the market
structure for the company prevailing in the country and establishes the pet company, named as
Pet Story into the scenario. It connotes the strengths, weaknesses and threats that the company
can have and identifies the various opportunities it has to sustain in the market. The report
analyzes the current situation of the company with all the products and services it would be
selling to its customers. It will focus on acquiring fame for the quality of its products and healthy
customer relations that would be beneficial for it to be progressive in its operations. The report
also depicts that the new germ-detecting product that the company is going to launch would be
very effective for both the customers to render proper care for their pets and the company to
expand its business. The market strategies that are dealt in the report suggest that the company
will slowly but steadily progress in its business proceedings that would enable it to establish
itself on stronger grounds in the future.

2MARKETING PLAN OF PET STORY
Table of Contents
Introduction......................................................................................................................................3
Discussion........................................................................................................................................3
Current Market Situation.............................................................................................................3
SWOT Analysis...........................................................................................................................4
Objectives....................................................................................................................................7
Marketing strategy.......................................................................................................................8
Target customers......................................................................................................................8
Product strategy.......................................................................................................................8
Price strategy...........................................................................................................................9
Promotion strategy...................................................................................................................9
Place strategy.........................................................................................................................10
Action plan.................................................................................................................................10
Projection...................................................................................................................................10
Controls......................................................................................................................................11
Conclusion.....................................................................................................................................12
References......................................................................................................................................13

3MARKETING PLAN OF PET STORY
Introduction:
The Canadian pet market is a functional market in the nation, where pet shops, pet
producing markets, veterinaries and such other associated businesses are operational. It has been
reported that the continuity in the sales of the products and services that are non-medical will
promote sales in the Canadian pet market to about $9.2 billion by the year 2019 (Agr.gc.ca,
2018). The market has shown a steady growth by a rate of 4% since the last 5 years. However,
the veterinary services in the market have gradually shown a fall with a stark decline in visits by
the pet owners.
The Pet Story will offer the various products associated with pets. The company is
founded by Brandon Adams in Oakville, Ontario. The company will start its operations from
Oakville and have distributors at many different places in Canada. The company’s products
would include natural pet foods, concerned with the health of the pets. They will provide
supplements, vitamins, toys, and accessories for training pets, cages, rubber chains, aquariums
and all the necessary pet related items. The company also aims to provide medical and dental pet
products to its customers and serve to people having cats, dogs, fishes, birds, mini pigs, or any
small animal. The company will have one primary retail location with multiple distribution
channels and will be launching another retail store in Edmonton, Alberta. It has been developing
a 24-hour online store to reach to its customers from all around the country. The report will
briefly over-view the market strategies and plans of the emerging company with special attention
to the germ level detector for pets that is being launched by Pet Story.
Discussion:
Current Market Situation: