5-2 - Cats.Birds.Dogs Pet Supply Product Overview
MKT 113: Final Project Part I Final Submission
Cats.Birds.Dogs Pet Supply Product Overview
Tiffanie Nixon
Southern New Hampshire University
2
5-2 - Cats.Birds.Dogs Pet Supply Product Overview
Cats.Birds.Dogs Pet Supply is a new business just opening the last year 2019 in Southern
California at Laguna Beach. This pet store specializes in CBD products for all your pet needs.
They are currently launching there new monthly subscription for CBD treats for your pets. This
box can be customized for your specific animals' needs. Before each monthly shipment, you can
choose the variety of treats you wish to get. You can choose Anxiety, Mobility, Coat and Nails,
Wight Management, etc. If you would like a variety pack you can also choose that as an option.
In order for Cats.Birds.Dogs Pet Supply to successfully launch there new product they
needed to make a SWOT analysis so they can focus on what there strengths, weaknesses,
opportunities, and Threats:
Strengths CBD is a growing market Has multiple products from pain relief to natural foods. Web and Store based Available for various of animals not just Dogs and Cats Available for customization
Weaknesses New to the market Need more training for employees
Products in box might not be products customers would normally buy. Use social media as a tool for
Large number of growing competition Getting product at the right price. Law suits for reactions to pets.
Opportunities
Threats
Figure 1:SWOT analysis for Cats.Birds.Dogs Pet Supply
Cats.Birds.Dogs Pet Supply has great strengths located in this SWOT to focus on. The largest
is the new growing market for CBD products. Along with they are not just in-store-based but
also have a growing number of online customers. With the strengths also looking at the growing
5-2 - Cats.Birds.Dogs Pet Supply Product Overview
market comes a growing number of competitors. This is where the company is trying new ways
to get people to try their product by launching the new subscription.
The target market for Cats.Birds.Dogs Pet Supply Product in the city of Laguna is the middle
age and empty nesters. With the median household income being $95,965 and no kids in the
house they are more likely to spend on their pets. According to statista.com, 82% of people ages
30-49, and 69% age 50-64 are using social media. The primary target used for instore sales
would still apply to the new product launching online. This age groups in known to spend more
time "researching products and services before they purchase"(Clement, 2020) Getting
customers to review their products on websites like Yelp and Facebook are going to be crucial.
The "Boomers" target group 50+ not only has the money to spend but the time as well. As
Brandybury Identified in the AARP article "As people age, taking care of their health becomes
more of a daily focus, and there's a good chance that this mindset will extend to the care of their
pets" (2020) from this I would market the health benefi