MKT-113: Final Project Part I Milestone Two Market Analysis Nichole Catania Southern New Hampshire University Professor Rob Tropea July 17, 2022
Market Analysis
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The purpose of this paper is to analyze the market in which SNHU Pet Supply will be
interacting with upon the launch of their new all-natural, limited ingredient dog and cat food
SAVOR by SNHU. This company has built a trustworthy reputation over the past few years with
consumers and is looking to revamp their products with SAVOR by SNHU as the leading
product with a slogan that states 'a premier food for a premier pet'. This product is made in the
USA, has limited ingredients, has raw inclusions, and is recommended by veterinary practices.
The target market for SAVOR by SNHU will be pet owners in Portland Oregon who are
between the age of 18 to 45. Portland Oregon is a "60 out of 100 when it comes to being pet-
friendly (Metz, 2022) with a population of "666,453 (U.S. Census, 2021). The median income
of this area is "$95,998 (U.S. Census, 2021) and "59% (AMVA, 2020) of individuals in this
area own a pet. In fact, "85% of these individuals think of their dogs and cats as family (SMU,
2021). They will have an "attachment with his or her pet that shows the degree of affection"
(Boya, 2019) and also utilize their pet for "interaction and human substitution (Boya, 2019)
This target market wants a pet food that is manufactured in the United States with limited
ingredients that are all-natural. This target market needs a premier food that can be purchased in
store, online, or through delivery services such as Doordash; furthermore, this target market
needs a recommended and reputable food for their beloved pets. As SAVOR by SNHU is
recommended by veterinarians, consumers can rest easy knowing that their pets will be receiving
a 'premier food for premier a pet'. SAVOR by SNHU follows several trends in pet food, such as
limited ingredient based, organic based, and raw diet inclusivity. In fact, "organic pet food
continues to gain popularity, seeing $22.8 billion in sales in 2020 (Bates, 2022)
This paper is meant to educate the target market of Portland Oregon about SAVOR by
Market Analysis
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SNHU and the benefits this diet will have for their pets. Owners can rest easy knowing their pets
are receiving a limited ingredient, organic, and all-natural based diet that is manufactured within
the United States and recommended by veterinarians. SAVOR by SNHU follows several food
trends in the pet food industry such as being an organic, limited ingredient, and all-natural based
pet diet for both dogs and cats with the option to add raw inclusions to kibble.
References