IdPet's Market Plan: Strategic Models for Personalized Pet Products

This report outlines a strategic market plan for IdPet, an e-commerce organization based in Melbourne, Australia, specializing in personalized pet products. The plan focuses on segmentation and targeting pet owners across various demographics in Australia. It also discusses differentiation and positioning strategies, emphasizing the customization options offered by IdPet. The report explores different strategic planning models, recommending the real-time model due to the dynamic external environment. Ultimately, the market plan aims to guide IdPet in expanding its business and reaching its target audience effectively. Desklib is your go-to platform for accessing similar solved assignments and study resources.

Running head: MARKET PLAN OF IDPET
Market Plan of IdPet
Name of the Student
Name of the University
Author Note

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MARKET PLAN OF IDPET
Executive Summary
The aim of this report is to make a marketing plan for the newly opened coffee shop that
wants to expand its business beyond its country of origin. IdPet located in Melbourne,
Australia is selected for the purpose. This is e-commercial organization sells products for the
pets.

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MARKET PLAN OF IDPET
Table of Contents
INTRODUCTION......................................................................................................................3
MARKET PLAN.......................................................................................................................3
Segmentation and Targeting..................................................................................................3
Differentiation and Positioning Strategy................................................................................4
Models of Strategic Market Plan............................................................................................4
CONCLUSION..........................................................................................................................5
REFERENCES...........................................................................................................................7

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MARKET PLAN OF IDPET
INTRODUCTION
A market plan is a document that provides a detailed planning of the business. It
includes the description of the company in the present market, a detailed description of the
target market of the business and the details of the marketing mix, which includes the details
of tub products, pricing of thru products, promotional strategies adopted by the business and
the place where the products are distributed (Filistrucchi et al. 2014).
IdPet is located and operated from Melbourne, Australia and was founded by Katrina
Thomson with the inspiration of opening a shopping site for the pets (Idpet.com.au. 2018).
This site offers personalized products such as feeding bowls, blankets, beds, collars and
clothes for both dogs and cats.
MARKET PLAN
Segmentation and Targeting
The firm will be targeting the pets of different the sizes, breeds and age groups. The
firm concentrates on the pet lovers, especially the pet parents and those who are deciding to
be a parent. The firm does not stick to a single age group nor does it have a range of age
group, but serves the people of all the age groups having pets in their houses. The pets as well
as the pet parents living in Australia form the main target group of the firm.
Differentiation and Positioning Strategy
IdPet is different from the other such firms in respect to that the customers, the pet
keepers, or the pet parents can customize the items they wish to buy according to their
choices. In order to bring the idea of differentiating the firm from the others, the firm should
encourage the people of Australia to keep pets at their homes. It is seen that keeping of pets
help the people stay free from different types of diseases (Cassidy 2016).

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MARKET PLAN OF IDPET
Models of Strategic Market Plan
Conventional Strategic Planning
The conventional strategic planning is the most common model. The model is the
ideal for those organizations having sufficient resources and has high ambitions of missions,
visions, goals and objectives (Wolf and Floyd 2017). The organizations having a stable
external environment and do not have a lot of current issues that needs to be addressed follow
this model of planning. The model develops the mission and the vision or the value
statements of the organizations and assesses both the external and the internal environment.
The outcome of the analysis is the development of the strategy of the organization for a long
period (Osterwalder and Pigneur 2013).
Issues-Based Strategy Planning
The issues-based planning is the best for those organizations having very limited
resources and several issues of the firm that needs to be addressed. The model has been
formulated in such a way that it identifies most of the important and current problems being
faced by the firm and suggests action plans so that the issues arising within and outside the
firm can be solved. The model promotes the prevention of occurring the issues for a long
period (Smith 2013).
Organic Strategic Planning
The organic model is primarily based on the assertion that an organization or affirm is
able to achieve the vision for a longer period. The model stats that with a large number of
persons gathering such as the community or generation, this model can well express the
vision and the organization can work towards it. Each of the persons who are involving in the
vision of an organization a realistic action is taken into account prior to the meeting or
gathering of the group of members or persons. The model further states that people do meet

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MARKET PLAN OF IDPET
on a regular basis and report about the actions they have taken and the knowledge they had
gained from the same (Wolf 2017).
The organization in discussion, IdPet, should adopt the real time model as the external
environment of the firm is changing continuously and the managers exercises very less
powers in relation to the external environment. There are many competitors and the laws of
the country of Australia are changing.
CONCLUSION
Market plan refers to those documents that provide a detailed planning of the
business. A good plan will always include a list and details of the actions that needs to be
implemented into an organization. It is completely based on the position that a company
wants to reach in the future. The organization, IdPet offers a wide range of products for the
pets or the furry friends. The products ranges from bowls to clothes. The main target of the
firm are the pet families living in the country of Australia.

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MARKET PLAN OF IDPET
REFERENCES
Filistrucchi, L., Geradin, D., Van Damme, E. and Affeldt, P., 2014. Market definition in two-
sided markets: Theory and practice. Journal of Competition Law & Economics, 10(2),
pp.293-339.
Osterwalder, A. and Pigneur, Y., 2013. Designing business models and similar strategic
objects: the contribution of IS. Journal of the Association for information systems, 14(5),
p.237.
Smith, R.D., 2013. Strategic planning for public relations. Routledge.
Wolf, C. and Floyd, S.W., 2017. Strategic planning research: Toward a theory-driven
agenda. Journal of Management, 43(6), pp.1754-1788.
Cassidy, A., 2016. A practical guide to information systems strategic planning. Auerbach
Publications.
Idpet.com.au. (2018). About Us : IDPET, Personalised Pet Products for Dogs. [online]
Available at: https://idpet.com.au/index.php?main_page=about_us