Comprehensive Business Plan for TranFURmation Pet Care Company

This report presents a detailed business plan for TranFURmation, a pet care company. It begins with an introduction and background analysis, outlining the company's establishment and product offerings. The report then delves into market analysis, including target market identification, market segmentation based on demographic, behavioral, and geographic factors, and the identification of target customers. Marketing objectives are defined using the SMART framework, followed by an exploration of marketing strategies and the marketing mix, encompassing people, purpose, practices, and process strategies. Action plans and budgets are outlined, including a promotional budget and timeline. The report also discusses organizational implications, such as value-added services and digital marketing tools. Finally, it presents an evaluation and monitoring plan, media evaluation, message content analysis, and sales evaluation, concluding with a summary of key findings and recommendations. The report leverages the Ogilvy theory of communication and the AIDA process to assess marketing effectiveness.

Running Head: BUSINESS PLAN
Business Plan

2
BUSINESS PLAN
Table of Contents
Introduction................................................................................................................................3
Background Analysis.................................................................................................................3
Market Overview.......................................................................................................................3
Targeting Market....................................................................................................................3
Target customers....................................................................................................................5
Marketing Objectives.................................................................................................................6
Marketing Strategy and Entrepreneurship Marketing Mix........................................................6
Marketing mix strategy..............................................................................................................6
People Strategy.......................................................................................................................6
Purpose Strategy.....................................................................................................................7
Practices Strategy...................................................................................................................7
Process Strategy......................................................................................................................7
Action Plans and Budgets..........................................................................................................7
Budget........................................................................................................................................7
Timeline.....................................................................................................................................8
Organisational Implications.......................................................................................................8
Evaluation and Monitoring plan.................................................................................................9
Media Evaluation..................................................................................................................10
Message content...................................................................................................................10
Sales Evaluation...................................................................................................................10
Conclusion................................................................................................................................11
References................................................................................................................................12
Appendixes...............................................................................................................................15

3
BUSINESS PLAN
Introduction
This report discusses the background of TranFURmation. It also explains target market and
target audience for TranFURmation pet care comapny. This business plan presents the
marketing objectives of TranFURmation. It also discusses the marketing strategy and
marketing mix that can be significant to improve the performance of the organization. This
report also demonstrates the action plan and budgets for TranFURmation. In addition, It
presents the recommendations for making a distinguish image of organization in the
marketplace. This business plan shows the monitoring plan for TranFURmation pet care
company.
Background Analysis
TranFURmation is establishing in 2000, which influenced large numbers of consumers to use
their product and services. It offers many product and services for a pet such as raw food, dry
food, dog rolls, and natural remedies. Further, the company has planned to launch their
product and services in Newzeland. The company has selected Newzeland to launch their
product and services because there is a large number of people who loved to pet. In addition,
TranFURmation provides the premium goods and services with the attractive benefit that will
influence a large number of the consumer (TranFURmation, 2017).
Market Overview
Targeting Market
TranFURmation is implied undifferentiated marketing strategy to make a different image in
the marketplace. Through this strategy, an organization can generate one product and covers
all their consumers through single marketing mix (Kubacki, et al., 2015). This strategy can
support the organization to cover the whole marketplace and avoid the fluctuation issue. The
company can help to handle uncertainty and market fluctuation issues by using one marketing
strategy (Hollensen, 2015). In addition, the marketing strategy can also help the organization

4
BUSINESS PLAN
to influence the buying behavior of the consumer. As a result, the company can improve their
financial condition of the organization. Through the targeting strategy, the company can
influence a large number of consumers. In the target marketing strategy, the company can
consider the media tools to easily attract a large number of consumers. The major purpose of
this strategy is to introduce the product and services amongst a large number of consumers
(Sheth, et al., 2015).
Market segmentation
TransFURmations Pet Care Company can classify its consumer on behalf the different
elements that can influence the buying behavior of pet caring product and services
(Srinivasan, et al., 2016). These elements are discussed below:
Demographic factor
TransFURmations Pet Care Company should emphasize on providing quality product and
services to targeted consumers. Through this, the organization should classify the consumers
on behalf of their income level. In addition, it can provide 25% discount to the government
workforce at weekend. Through this factor, an organization can also classify the customers
on behalf age like it can classify the 17-27 and 27-37 years of individuals (Armstrong, et al.,
2015).
(Source: Armstrong, et al., 2015).
In addition, an organization can select this age group of people because it influences both
middle and business class through providing the low price and quality pet products to the
potential consumers. An organization can classify the consumer as per the need of people as

5
BUSINESS PLAN
it can be effective to encourage the consumer buying behavior (Keller, et al., 2016).
Behavioural Segmentation
TransFURmations Pet Care Company can classify the consumer on behalf their behavior
towards the pet care products such as like raw food, dry food, dog rolls, and natural remedies
from the organization. Through this approach, an organization can concentrate on classifying
the loyal consumers but there is requested to provide discount and reasonable price of per
care products to the government workforces. Consequently, the company can be able to
influence the buying behavior of consumers (Foxall, 2014).
Geographic Segmentation
TransFURmations Pet Care Company can classify the market into regional, international, and
national wise for influencing a large number of consumers. In addition, it can also be said that
there are certain components that might be considered by pet care companies such as income,
occupation, and business. It can contribute to enhancing the sales (Miquel-Romero, et al.,
2014).
Target customers
TransFURmations can target the consumer on behalf of different components like
demographic, behavioral, psychographic, and geographical. Through the geographic factor,
TransFURmations Pet Care Company will categorize the consumer who comes from the
urban regions of Newzeland. On behalf of the demographic factor, the organization will
target both genders of customers like male and female because the pet care products and
services are taken by both of gender (Chernev, 2014). In addition, the organization will also
consider the 17-27 and 27-37 years of individuals to enhance the awareness about the
personal factor that may affect the customer purchasing decision. TransFURmations Pet Care
Company can also consider both upper and medium class people to determine the impact of
individual factor on the consumer buying behavior. On behalf of a psychographic factor,

6
BUSINESS PLAN
TransFURmations Pet Care Company will consider the consumer who gives more preference
to the product quality rather than quantity (Huang, et al., 2014).
Marketing Objectives
SMART objective means specific, measurable, attainable, realistic, and timely defined
objectives. Following are smart marketing objectives are discussed as below:
 To enhance the consumers demand by 30% within 90 days by offering the added
value and advantages of the products and services of the organization.
 To increase the existing and potential consumers than the competitors by 25% within
60 days.
 To attract the consumers who had never tried the brand of TransFURmations Pet Care
Company by 10% within 60 days.
 To analyze the impact of promotional techniques on the consumer behavior.
Marketing Strategy and Entrepreneurship Marketing Mix
Marketing mix strategy
The marketing strategy can be imperative for an organization due to influencing a large
number of consumers. The entrepreneurship marketing mix considers four factors such as
practices, purpose, person, and process (Armstrong, et al., 2015). It is discussed as below:
People Strategy
The people can direct impact on the performance of the business, therefore, the organization
should concentrate on the people. Through this strategy, an organization can consider certain
factors such as employees, management, customer services, and culture. In addition, the
workforce can be significant for the company because they deliver the goods and service to
the consumers. Therefore, the company should hire the appropriate person and train them for
offering superior service to the consumers (Fan, et al., 2015).

7
BUSINESS PLAN
Purpose Strategy
The purpose strategy can also a direct impact on the growth of the company. Hence, an
organization should focus on the purpose strategy for making distinguish image in the
marketplace. Through this strategy, an organization can introduce their product purpose
amongst consumers that will enhance the awareness of goods and services. In addition, the
main purpose of this company is to offer healthier product and services for pet animals. It can
support to gain the productivity of organization (Khan, 2014).
Practices Strategy
An organization is used the practice's strategy to influence the consumers towards the product
and services of the organization. It can be vital to enhancing the awareness of goods and
services in the marketplace. Through this strategy, an organization can consider certain
factors such as advertising, special discount, user trails, endorsement, free gifts, joint
ventures, and competitions (Helm, et al., 2014).
Process Strategy
The structure and procedure of company can impact on the implementation of services.
Therefore, an organization should need to make a well-tailored structure for minimizing the
cost. Under the process strategy, an organization can focus on the way by which the service
can be consumed by consumers. From this strategy, an organization can consider different
factors like sales, distribution system, pay structure, and other structure to operate the
business in a systematic way (Aghaei, et al., 2014).
Action Plans and Budgets
Budget
For completing the marketing objectives, the budget can be estimated by TransFURmations
Pet Care Company that is relied on the initial investment. The promotional budget for

8
BUSINESS PLAN
TransFURmations Pet Care Company is estimated $ 500,000 as it could be effective to meet
the ROI of $ 5,000,000 within 180 days.
Timeline
Organisational Implications
TransFURmations pet care company can imply the added value service to their potential
consumer. Through the value added, an organization can offer additional benefit to the

9
BUSINESS PLAN
consumer before launching their product and services. It can be supportive to make a
distinguish image of the company in customer mind. In addition, an organization can increase
their profitability by using this strategy (Barrett, et al., 2015). Besides this, an organization
can also use the digital marketing tools to increase the awareness regarding the product and
services. In addition, there are different types of digital marketing tools such as Facebook,
Snapchat, email, Twitter, and Instagram that are used by the company to attract a large
number of consumers. Moreover, though this strategy, the company can directly
communicate with consumers and understand their needs to attract a huge number of
consumers (Davari, et al., 2014).
Evaluation and Monitoring plan
The evaluation and monitoring plan of TransFURmations Pet Care Company includes the
assessment of techniques practiced in the media mix. Further, an organization can determine
the message content and sales effect for managing the future risk. The Ogilvy theory of
communication is also used by the organization to determine the business activities of the
firm (Kraus, et al., 2016). This theory is significant for catching the attention of consumers
and develops the positioning of the brand in the marketplace. It also examines the consumer
buying behavior that is effective for the organization to comprehend the brand preference and
activities of potential consumers. It will also support the organization to enhance the growth
of the business through marketing strategies. The media assessment model is associated with
AIDA process as it can support TransFURmations pet care company to address the
effectiveness of marketing tools in business (Lee, et al., 2014).

10
BUSINESS PLAN
Media Evaluation
Message content
Message content can be imperative factors in the business operation. It is made by
TransFURmations pet care company by using many techniques such as post-testing and pre-
testing. The pre-testing can use by the organization wherein it considers two strategies like
storyboard and blueprint (Talpau, 2014). An organization can use such strategies to present
the product and services through modern techniques. Through this strategy, an organization
can be capable to collect the views and opinion of consumers. For completing this survey, an
organization can acquire a large number of participants for gathering the adequate data
towards the goods and services (Akgün, et al., 2014). An organization can be capable to get a
feasible result when they properly utilized the media tools. The post-testing research is also a
part of message content. Through this stage, the company can offer the last message and
concept regarding product and services to the organization. From this, an organization can
fulfill the needs of
Specified consumers and obtain feasible outcome (Sinapuelas, et al., 2015).
Sales Evaluation
This stage analyses the sales of the company as it can be supportive to provide the sales data.
The depth understanding about the sales can improve the performance of the organization in

11
BUSINESS PLAN
the marketplace. The sales evaluation can also support to meet the marketing goal of the
organization and improve the sales volume of the company (Bahadir, et al., 2015).
Conclusion
On behalf of the above interpretation, it can be summarized that TransFURmations pet care
company provides a wide range of goods and services. In addition, it can also be illustrated
that an organization can develop use the marketing mix strategies to promote their goods and
services in the market. Moreover, it can be evaluated that organization practices STP
strategies to classify the consumers as their product and services. It can also be concluded
that there are many media mix strategies are practiced by the organization such as Google
Adwords, SEM, Facebook, SEO, and Twitter to promote the organization. Finally, it can also
be concluded that evaluation method is practiced by the organization to address the media
mix and content strategies.

12
BUSINESS PLAN
References
Aghaei, M., Vahedi, E., Kahreh, M. S., & Pirooz, M. (2014). An examination of the
relationship between services marketing mix and brand equity dimensions. Procedia-
Social and Behavioral Sciences, 109, 865-869.
Akgün, A. E., Keskin, H., & Ayar, H. (2014). Standardization and adaptation of international
marketing mix activities: A case study. Procedia-Social and Behavioral
Sciences, 150, 609-618.
Armstrong, G., Kotler, P., Harker, M., & Brennan, R. (2015). Marketing: an introduction.
USA: Pearson Education.
Armstrong, G., Kotler, P., Harker, M., & Brennan, R. (2015). Marketing: an introduction.
USA: Pearson Education.
Bahadir, S. C., Bharadwaj, S. G., & Srivastava, R. K. (2015). Marketing mix and brand sales
in global markets: Examining the contingent role of country-market
characteristics. Journal of International Business Studies, 46(5), 596-619.
Barrett, H., & Weinstein, A. (2015). Corporate entrepreneurship, the marketing mix, and
business performance. In Proceedings of the 1997 Academy of Marketing Science
(AMS) Annual Conference (pp. 144-150). Springer, Cham.
Chernev, A. (2014). Strategic marketing management. USA: Cerebellum Press.
Davari, A., & Strutton, D. (2014). Marketing mix strategies for closing the gap between green
consumers' pro-environmental beliefs and behaviors. Journal of Strategic
Marketing, 22(7), 563-586.
Fan, S., Lau, R. Y., & Zhao, J. L. (2015). Demystifying big data analytics for business
intelligence through the lens of the marketing mix. Big Data Research, 2(1), 28-32.
Foxall, G. (2014). Strategic Marketing Management (RLE Marketing) (Vol. 3). UK:
Routledge.