PAT: Strategic Analysis & Digital Marketing for Growth in the UK

This report provides a comprehensive analysis of PAT, a non-profit organization offering therapeutic services with dogs in the UK, focusing on its current market position and potential for growth. The report includes a SWOT analysis identifying the organization's strengths, weaknesses, opportunities, and threats, along with a Porter's Five Forces analysis to assess the competitive landscape. It highlights opportunities for PAT to expand its services, such as animal boarding and dog training, and leverage social media platforms. The report also recommends digital marketing tools like affiliate marketing and display advertising to enhance PAT's marketing communications and increase brand awareness. A customer journey map illustrates the stages of customer engagement, emphasizing the importance of understanding customer behavior to improve the overall sales process. The report concludes by suggesting that PAT utilizes social media marketing (SMM) to increase brand visibility and customer engagement, while also acknowledging the potential risks associated with negative online feedback. Ultimately, the report underscores the need for PAT to develop a well-defined marketing strategy to achieve sustainable growth and enhance its organizational performance.

Summative assessment

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY..................................................................................................................................3
Situational Analysis.....................................................................................................................3
Opportunities for PAT.................................................................................................................4
Digital marketing tools to enhance PAT’s marketing communications......................................5
Customer Journey........................................................................................................................6
PAT can use digital technology...................................................................................................7
CONCLUSION................................................................................................................................7
REFERENCES................................................................................................................................1

INTRODUCTION
The present report is based on PAT which is non-profit organization that provides
therapeutic services to dogs with the motive of providing well beings to animal. The
organization has been currently operating in UK and trying to expand their business in other
market area. Along with this, the report will discuss about situational analysis of the company
that helps in knowing about the market threats and opportunity.
MAIN BODY
Situational Analysis
SWOT Analysis
Strength: The major strength is of the company is that it has good brand image despite of non-
profit organization. Most if the people contribute in the organization so the financial structure is
very good and they are able to invest in some of the small task for enhancing the growth. Along
with this, it is specifically focus on treating dogs only and work for their wellbeing so to keep
them safe from diseases. There are various services provided by the organization in hospital,
nursing and care homes across UK from Orkney to the Channel Island. Along with this, it has
good customer bases and due to that there are in demand and productivity increase.
Weakness: The organization is focused on only giving dog services and due to that scope of the
company is not able to increase. Along with this, there is lot of competition in the market area
and it is one of the major weakness of the company. Some of the allegation has been made on
the company such as it has mistreated dogs and there is no proper care given to pets. Moreover,
some of the services are of high cost so majority of the customer cannot afford it.
Opportunity: The organization can hire professional living away from home alone and it
prefer keeping pet so targeting such consumer will be very appropriate for them. Along with this,
it can expand their network of animals and reach to people by opening flag ship store as growth
strategy.
Threat: One of the major threat is health disease present in anima so it will be risky for
professional. Along with this, large scale development is low because of competition laws as
most of retail stores has already taken.
Porter five force

It is known as holistic strategy which helps the organization in making the decision in proper
way and analysing present competition.
Threats of New Entrants: It can be seen that retail and other types of organization are coming
up with the innovative ideas so that it can deal with the competition level. Along with this, PAT
has to bring new services so to attract new customer and to satisfy old ones. The threat of new
entrant is high because there is various pet store who are providing same services and also
gaining extraordinary profits.
Bargaining power of suppliers: The power of suppliers is high because PAT store is small
and non-profitable organization so there are only few suppliers who are contributing them in
developing their resources. Along with this, for reducing the power company need to come up
with multiple suppliers and experiment with their product design using various material so in
case their increase in price of one raw material firm can shifty to another.
Bargaining power of buyers: Customers are demanding a lot as they want to buy good services
with minimum price as possible. Along with this, PAT is trying to increase their profitability in
the long run. The smaller and most powerful customer base of PAT the higher will be the
bargaining power of the organization and their ability to seek increase in discount and offers.
Threats of substitute:
When a new product or services meets a similar needs of customer in different ways so that
profitability suffers. Along with this, threat of substitute of products and services are high so it
need to offer value proposition which is different from presenting the industry with offering.
Opportunities for PAT
PAT have various market opportunity which will help in increasing their growth and
profitability in better ways. Along with this, the organization wants to be well known national
brand in coming five years for that it need to come up with good marketing strategies. Moreover,
it can have diversified their services such as it can make use of animal boarding in which pets
will have an opportunity to travel and get interact with other people and animals. This type of
services has been asked by luxury pets hotels. PAT can charge a high price for this services by
giving the verities of full day and day care facilities to dog.
Another opportunity that company can have is giving training to dog as many people have
longer duration of job and it is not able to spend more time with their dogs. So giving dog
training services will be very beneficial and it can be start at low cost and minimal tools. It will

contribute in increasing credibility with customers by having a professional dog training
certification. One of the benefit company will have is it do not require a lot of office space it can
be done at client’s home or partnering up with dig store on boarding facility.
PAT can make use of social media pet personality as there are various social accounts which
are dedicated to animal’s care. On such sites many accounts question related to animal care so
that reader can read and gain knowledge. If account have enough follower’s organization can
start monetizing their account through content, ads and more. Services like health, maintenance,
training or other aspect for raising an animal. It can be done through making us of sites like
YouTube and Blogging. Thus, Social media will help in increasing the market area and to
enhance their growth rate.
Digital marketing tools to enhance PAT’s marketing communications
The company can make use of Affiliated marketing techniques which is known as process of
sharing content on other person social sites in order to earn commission. In simple words it is
known as promoting of products and services in order to gain profit on each sales. It is one of the
greatest way to drive sales and generate online revenue as well as it is extremely beneficial to
both the brand. It will be beneficial for PAT because affiliated programmes so not require lot of
advertisement team of purchase of space. In this process affiliates will come up with their
content and little efforts will be require form the market so it is one of the most popular method
of marketing. In this type of marketing there is low chance of risk like payments are only made
when there is perfect business with tight budget. The company in this process will have an
opportunity to target their customer range in order to increase the cells of products and service
useful. This is one of the biggest reason big companies joining affiliated marketing as it customer
can be connected with the brand more easily.
Along with this, display advertising can be used by organization in order to attract the
audience through social media sties and digital methods for taking a particular form of action.
Along with this, there are content with images, video advertisements that encourage customer to
go and check the page an as well as motivate them to make purchase. In addition to this, most
display and online advertising campaigns are charged with cost per clicks basis so every time a
user click on the ads company will get the amount based on bidding strategy. There are various
types of display advertisement used by PAT such as Banner ads, interstitial ads and rich media.
One of the benefits of displaying ads is diversity as there are various format that will help in

achieving goals of company in effective manner. Through this way company can target right
audience through placing ads on the right website and it include demographic and geo targeting
audience with specific interest.
Customer Journey
Figure 1 Customer Journey
A customer journey is known as understanding the process of the purchaser. It is known as
marketing tool that helps in creating and invaluable to future strategy. Along with this, constant
change is known as technology and the new ways in which people buy the services. Moreover,
customer journey analyses the behaviour of customer thoughout the entire sales process. It helps
in making the decision to stay focused on the customer as well as to make helps in buying the
experience easier for potential leads. In addition to this, first phase is awareness in were user has
a problem or need to look for an answer. At this stage customer seek educational about services
that could solve their problem. Consideration phase customer compare one organizations
offerings to its competitors. The company has to blog content, success stories and webinars to
events recitations. In the first stage customer need to be aware about the company through radio,
online ads and public relation. That second step is known as consideration in which customer
check review of the company and it can share review through blog. It is necessary for the

organization to increase the overall growth of the company through fulfilling the needs of
customer.
PAT can use digital technology
PAT make use of social media technology in order to increase the overall growth of the
organization in effective manner. Along with this, it can make use of Instagram in which it can
share pictures and details of the company on the sties in order to attract customer and to
increase the sales. Moreover, Instagram has business features in which data analysis of view on
post and reach of account can be find that will help in knowing about the performance of
company on social sites. SMM is one of the most useful and good marketing techniques that help
in increasing the brand name of organization in effective manner. In addition to this, tools like
Facebook also contribute in increasing the sales through marketing and advertisement as well as
sharing it on groups and to customer personally. Some of the features of SMM is hashtag that
helps in attracting the attention of customer and the post related to it will be showcase on the
time line of consumer. Along with this, PAT can make use of this sites for advertising about their
organization and giving details regarding the services they are launching. It has been seen that
one of the feature is targeting specific range of customer in advertising. This type of feature
helps in attracting customer and to increase the sales of company. One of the benefit of
SMM is to increase the brand name of the organization as well as to enhance the overall
productivity of the company. One of the weakness is that any negative commnet on the
organization can decrease the brand name and may lower potential customer rate in negative
way. Although it is one of the great source of generating income in better ways but it also
require some investment for using particular features.
CONCLUSION
From the above report it can be concluded that PAT store need to develop appropriate
marketing strategy in order to enhance their organization performance in better ways. Along with
this, study has summarized about situational analysis in which different factors has been
identified that can affect the growth of the company in positive and negative way. Moreover,
various opportunities have been described to the organization such as it can have diversified their
services in order to increase their overall growth and productivity. In addition to this, it has
depicted about various types of communication tools such as pay per click and affiliated

marketing. Lastly, customer journey map has been described so that PAT can select right
audience and increase their sales.

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