MKT 113: Final Project Part I Final Submission
Meghan Beckett
Southern New Hampshire University
BEST BUDDIES ALL NATURAL DOG & CAT FOOD
The primary purpose of this paper is to introduce a new pet supply store for the south end of
Concord, New Hampshire. Pet Life is a pet supply store that is centered around the health and
happiness of all pets. It offers organic and natural foods, such as as the latest product being
launched, Best Buddies All Natural Dog & Cat food. It's 100% natural food for both dogs and
cats and only offered at Pet Life
SWOT Analysis-Best Buddies All Natural Dog & Cat Food
Strengths
Weaknesses
Food can be fed to both cats and dogs
Possibility of allergies to certain dogs and cats,we never known how an animal may react Dog vs. cat owners may be suspicious to the fact that it can be used for both species, which could decrease the number of sales Only offered at one pet store,not available in grocery stores yet
All natural, no preservatives
A healthy pet =a happy owner
Good price
Different types of food (wet, dry, treats, etc.)
Promote the food in other convenient locations such as a supermarket
Competition with other pet foods may be a problem,and owners may put up an argument as to why Best Buddies is the best pet food
Possibly devise a section strictly for both cats and dogs instead of segregating them
Availability Other foods may be tastier
If sales are popular,slowly increase the price
Competition may have lower prices
Opportunities
Threats
The SWOT analysis above portrays the strengths, weaknesses, opportunities, and threats of Pet
Life's Best Buddies All Natural Dog and Cat food. Best Buddies aims at the health and happiness
of a pet, and pet owners love to see their pets live a long, healthy, and happy life. People with
multiple pets, such as both cats and dogs may be spending more and more money on different
types of food for both animals. According to the American Pet Products Association (APPA),
Americans spend a total of $23.04 billion on pet food (Josephson, 2016), not to mention the extra
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BEST BUDDIES ALL NATURAL DOG & CAT FOOD
costs on trips to the vet, toys, litter, etc. Best Buddies can provide food for two species and saves
money for owners.
The target market for Best Buddies is broken down between demographic, psychographic
and geographic segments. The demographic aspect of the market that it is targeting are
teens/young adults and older who have pets, could be men or women, with an income level of
$25,000 or higher. No previous education is required. The psychographic segment includes pet
owners who promote health in not only themselves, but the lives of their pets as well. They want
to spend their money on food that won't hurt their animal and will give them a long, happy and
healthy life. When it comes to the psychographic aspect of the market, the company hopes to
find consumer