ENT5A2.R_T1: Detailed Micro Market Analysis Report for Pet Bank

This report provides a comprehensive micro market analysis for a proposed Pet Bank, examining various aspects critical for its success. It begins by estimating the market size and value based on cash flow projections over several months, detailing both cash inflows and outflows. The analysis then delves into market segmentation, considering geographic, demographic, psychographic, and behavioral factors within the UK. The report identifies target profiles and personas to guide marketing efforts, emphasizing innovation, segmentation, and continuous improvement. Finally, it outlines market positioning strategies, focusing on providing quality services, emergency medical care, and competitively priced pet products. The report references relevant literature to support its findings and provides a well-rounded overview of the Pet Bank's potential in the market.

Running head: BUSINESS
Business
Name of the Student:
Name of the University:
Authors Note:

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Contents
3.0: Micro Market:...........................................................................................................................2
Part 3.1:........................................................................................................................................2
Part 3.2:........................................................................................................................................4
Part 3.3:........................................................................................................................................5
Part 3.4:........................................................................................................................................5
References:......................................................................................................................................7

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3.0: Micro Market:
Part 3.1:
Estimated size of the market is calculated below:
Viable micro market volume
Months Volume
Jan
Feb
Mar
Apr
May
Jun 500
Jul 1000
Aug 1500
Sep 2000
Oct 2500
Nov 3000
Dec 3500

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Expected market volume 14000
Note:
It is important to note that the size or volume of the market in this case is the size of the market
calculated for the micro market in accordance with the cash flow statement.
Estimated market value of the viable micro market on the basis of cash flow statement is
calculated below.
Estimated value
Months Total cash inflow Total cash out flow Total market value
Jan -
Feb 40,000.00 40,000.00
Mar 2,000.00 2,000.00
Apr 2,000.00 2,000.00
May 2,000.00 2,000.00
Jun 7,250.00 2,550.00 9,800.00
Jul 14,500.00 2,550.00 17,050.00
Aug 21,750.00 2,550.00 24,300.00
Sep 29,000.00 2,550.00 31,550.00

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Oct 36,250.00 2,550.00 38,800.00
Nov 43,500.00 2,550.00 46,050.00
Dec 50,750.00 2,550.00 53,300.00
Expected market volume 266,850.00
Note:
It is important to note that the estimated market value of the market has been calculated by
aggregating both cash inflow as well as cash out flow.
Part 3.2:
Segment analysis:
The segment analysis is provided below with the help of classifying the segment on the
following bases:
Geographic:
From the perspective of micro economics the geographical segments can be divided on the basis
of small regions of the United Kingdom. Thus, small regions of various cities of the UK are to be
considered for market analysis for Pet bank.
Demographic:

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The population demographics show that the 50% of the adults of the UK own pets. This
information will be helpful in establishing the pet banks and making appropriate strategy to
ensure the idea of pet banks work effectively in the future.
Psychographic:
24% of the UK adults have cat as their pets while 26% adults of the country have dogs as their
pets. In addition to that 2% of the adults have rabbits as their pets.
Behavioral analysis:
With the huge population of the country owning a pet the market for pet care products is
expected to expand further in the future. Thus, this behavioral patter must be kept in mind while
establishing pet banks (McCann, 2019).
Part 3.3:
Target profiles/ personas/ pen portraits:
The adults of the country must be the focus of attention for the pet banks to successfully expand
all over the country. Marketing will play an important role in ensuring that the idea is reached
across the country. The following 3 models shall be helpful in establishing the business of pet
banks and sustaining it in the future.
I. Innovation.
II. Segmentation.
III. Continuous up-gradation.
Part 3.4:
Market positioning:

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The pet bank will offer the following services to the pet owners to establish the business and
position itself in the market.
I. Providing quality services to the pet owners as and when needed.
II. Offering top quality medical services to the pets at emergency basis to ensure that the
health of pets improve will enable the business to achieve desired success.
III. Providing top quality pet products at relatively low prices will help the business to
make its mark in the market and position itself differently (Greenstein, 2017).

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References:
Greenstein, S. (2017). Micro economics: contrasting opinions about convergence. IEEE Micro,
18(7), pp.7-8.
McCann, J. (2019). Market Segment Response to the Marketing Decision Variables. Journal of
Marketing Research, 14(7), p.399.