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MKT 113: Final Project Part I Milestone Two
3-2 Final Project Part I Milestone Two: Target Market Analysis
Bryan Baur
Southern New Hampshire University
The purpose of this target market analysis is to consider the market, customer base and
location of sales for our new product. Bloodhound is a new veteran owned company launching a
new all natural, additive free pet food line. This is a made in the USA product in which a portion
of all proceeds will also go to benefit military charities. Bloodhound is looking to capitalize on
the recent veteran owned business boom by understanding customer needs, characteristics, and
possibilities in which we can develop a marketing strategy for our new line of healthy pet foods
Our product's target area of Watertown, New York is a small city with a high military/veteran
population with a close proximity to Fort Drum. According to the U.S. Census Bureau,
Watertown, NY, has a population of about 38,000 people. The median household income is
$48,365 with a poverty level of 20.2%. (United States Census Bureau, 2017) Watertown lies in
one of the fastest growing counties in New York State which is Jefferson County. The area has
recently experienced an economic boom as a result of the recent expansion at Fort Drum. The
growth at Fort Drum has helped bring diversity to the area, and a variety of good schools, safe
neighborhoods, affordable housing, and job opportunities. (Relocation)
The community here in Watertown, New York, is a very military friendly group that supports
the soldiers and their families with programs and events throughout the year. These events
present a good opportunity to capitalize on. During the summer months, there are several
military themed community events such as tough mudder's and compotation style running
events. These events are a good opportunity to hand out free samples, coupons and other
information about our new products. This is also a good way to become engaged with the
community and help gain their trust. The community here wants to support our military so
buying our product that donates a portion of proceeds to military charities is a good way of doing
so.
In conclusion, bloodhound is a veteran owned, military friendly product looking to grow in a
military friendly community. We would accomplish this in several ways by becoming engaged
and earning the trust of the local community. Attending and participating in these events is a
good way to do so. This is just another way in which the military can continue to help this
community grow. Our product is an all new all natural, additive free pet food line that is a health
alternative to other pet foods and benefits military charities.