Pets at Home: Comprehensive Marketing and Business Plan Analysis

This presentation offers a comprehensive analysis of Pets at Home's business plan, focusing on its marketing strategies. It begins with an introduction and then delves into market segmentation, exploring different types and identifying the target market. The presentation examines Pets at Home's positioning strategy, differential advantage, and integrated marketing communications. A SWOT analysis is conducted to assess the company's strengths, weaknesses, opportunities, and threats. The 4Vs of marketing are discussed, and tools for developing high-level service quality are explored. The presentation concludes with a summary of key findings and references to support the analysis.

Pets at Home building a
plan for the future

Content
 Introduction
 Market Segmentation for Pets at Home
 Types of market Segmentation
 Target Market for Pets at Home
 Positioning strategy of Pets at Home
 SWOT analysis
 4vs of marketing
 Tools for develop a high level of service quality
 Conclusion
 References

Introduction
The Power Point Presentation is based on the case study of Pets At
Home which is a pet supplies company having its headquarters in United
Kingdom. The presentation covers the future business plan for the
organization consisting of segmentation, targeting and positioning
strategies, differential advantage and integrated market communications
strategy.

Market Segmentation for Pets at Home
Market segmentation can be defined as the comprehensive procedure of
dividing the marketplace into small sections which have exponential
potential (Strengers, 2016). It is impossible for an entity to target the
whole market and thereby it segments the market in order to identify a
market segment which can be profitable for the business in the long run.
In this relation, it is acknowledged that market segmentation is of 6
types.

Types of market Segmentation
• Geographic Segmentation
• Demographic Segmentation
• Behavioural Segmentation
• Firmographic Segmentation
• Psychographic segmentation
• Smart customer segmentation

Target Market for Pets at Home
Apart from segmentation, it is acknowledged that targeting is yet another
crucial process that needs to be taken into account by companies with
a view to identify their target audience. Targeting is the process
whereby special offers are provided to those individuals selected
within segmentation procedure (Kleawsirikul, Mitake and Hasegawa,
2017). Such offers hold the capability to influence the purchase
behaviour of customers and make them undergo the consumption of
products and services offered by the entity at market place.

Positioning strategy of Pets at Home
Positioning can be defined as the procedure applied by companies
for placement of organizational offerings within the target
market (Strengers, Pink and Nicholls, 2019). Pets At Home
currently positions its offerings within the selected target
market with the help of multi channel marketing. The channels
selected by the entity at present are acknowledged to be
broadcast media and print media.

Market share of Pets at Home

Differential advantage that Pets at Home

Value Proposition communicated to
customers
Pets At Home will communicate about the recent development of its
services to customers so as to gain their attention towards the
products and services offered by the entity at market place (Fevurly,
2018). The services of the entity are such that they bring the
experiences to life and the same is communicated to customer base
so as to instil a sense of trust within them and build their loyalty
towards the respective pet services brand.

SWOT analysis
In order to conduct an effective company analysis businesses are
required to conduct an SWOT analysis which helps them in
determining their core strength, weaknesses opportunities and
threats. With reference to Pets at Home, the respective
manager of the company conducts effective SWOT analysis
which is specified as below:

Current operations strategy for Pets at
Home
It is observed that operational strategy is used for developing and
managing the way of delivering food to pets. The use of online pet
delivery is helpful for managing and treating the dogs in effective
manner (Chadwin, 2017). It is useful for the pet business to provide
online service so that they can reach the potential clients and
customers. The subscription based online delivery is based upon the
owners who are having the convenient way for getting delicious food
to the pets.