Eli's Organics
MKT 113: Final Project Part I Milestone Two
Southern New Hampshire University
Eli's Organics as a pet supply company located in California and has been in business for 2
years and specializes in healthy food to make your pet feel amazing inside and out. We also offe
a line of great tasting meals made with fresh whole-food ingredients and balanced with our
nutrients blends to meet the long-term nutritional needs for your pet. What separates us from
other pet food stores is our weekly delivery service to ensure your pet is getting fresh meals
In order for Eli's Organics to prosper, a SWOT analysis was conducted to identify the
strengths, weaknesses, opportunity and threats.
Strength
Weaknesses
Referral Service Organic ingredients Delivery Service Globalization distribution
Supply and Demand + No advertisement Expensive Manufacturing
Internal
Opportunities
Treats
Profit gain/website online sales Free Shipping Support from PETA Larger delivery area
Rising cost of materials Other Organic Co's Recalls + Rising cost of fuel
External
Positives
Negatives
Eli's Organics has established itself in the short two years in business with our organic
ingredients, delivery services and loyal repeat customers. With our repeat customers, there is the
word of mouth as well as our referral program. For every referral we receive for our delivery
service, the referring customer will receive one free meal in their next delivery.
My target customers are busy families and professionals. As lives get busier with growing
families with children who have extracurricular activities and busy professionals working long
hours, this takes the worry away from running to the pet store to pick up fresh organic meals.
When choosing a location to set up Eli's Organics, I chose Corona Del Mar in California for
several reasons. Even though Corona Del Mar is small in comparison to other neighboring beach
towns I feel this little town has a lot to offer. I targeted an affluent area. The average house is
over $2,000.000 with an average household income of $233,336.00 and an estimated 5804
households and an average of two pets per household. Eli's Organics home delivery service
although fairly priced, it is more expensive than picking up food from our location. The general
demographic population is 12,148 with a median age of 56.2. (Point2Homes 2020)
Southern California is known for mild weather all year long which makes it a great location
for dogs. The average high is around 67degrees with a nighttime average low is 57 degrees. (Liz
Osborn 2020) and with such close proximity to beaches, dog parks and many hiking trails,
Corona Del Mar makes this an ideal spot for active pet owners who know how important it is to
make sure their pets live an active life. This also includes many pet friendly restaurants that offer
patio seating. (Visit Newport Beach 2020) If you are blessed enough to live here, it comes with
certain responsibilities and the most important one, is that you must acquire nothing but the best.
Residence of this little seaside town love