Running head: RENAE'S ORGANIC DOG FOOD PRODUCT OVERVIEW
MKT 113: Final Project Part I Final Submission
Renae's Organic Dog Food
Renae Davis-Plummer
Southern New Hampshire University
RENAE'S ORGANIC DOG FOOD PRODUCT OVERVIEW
This is a product overview for SNHU's Pet Supply Store. The company has seen
significant growth over the past three years, and we are happy to introduce a new product line,
Renae's Organic Dog Food. To assist the growth of the company, we will respond to the
increased competition by selling pre-packaged dog food and treats for quick on the go dog walks
or travel. One of the primary target markets of the pet store is millennials, so SNHU hopes to
pique the interest of these pet owners. SNHU believes that this new product line will separate
them in the market and set them apart from the competition.
To help SNHU Pet Supply Store make decisions regarding their new product, Renae's
Organic Dog Food, a SWOT analysis on the product is recommended. SNHU can use this
analysis to identify the company's strengths, weakness, opportunities, and threats to effectively
Strengths
Weakness
All-natural Dog Locally grown and fresh ingredients -Different types of food (wet, dry, treats) Smaller Company which means better quality products
-Competitors can offer similar products quickly -Limited startup cost -Limited flexibility in pricing
Opportunities
Threat
-Use of social media to promote the product -Development of wholesale distribution relationship Continued expansion for online sales
-Insurance cost are constantly increasing -Product are already sold by competitors -Changes in regulations can impact the business
Figure 1: SWOT analysis for Renae's Organic Dog Food
evaluate how to best take advantage of the market. Renae's Organic Dog Food has several
strengths to highlight in its marketing activities. SNHU Pet Store has a good reputation for
providing healthy, all-natural dog food with ingredients that are fresh and locally grown. These
RENAE'S ORGANIC DOG FOOD PRODUCT OVERVIEW
strengths will reinforce the opportunities that are identified on the SWOT analysis. Our first
opportunity is the use of social media to market the company. This is a no cost way to set up a
platform for the company to promote the brand. The second opportunity is developing
relationships with larger corporations to expand on locations where we can sell the product. Also,
the third opportunity is to sell the products online which will increase sales and attract customers
who are unable to obtain the items in stores.
The primary target markets for the new SNHU's dog food product are millennials and
baby boomers. Millennials are the largest group of pet owners and are getting a lot of attention
due to their pet food shopping behaviors in stores and on-line. (PetfoodIndustry 2018). Our
specific area of focus is Buckhead, Georgia because this group is among the wealthy, and their
income ranges from $133,929 to $1,718,679. Buckhead is one of the richest neighborhoods in
Atlanta, Ga (homesnacks, 2020), so they can afford to spend a bit extra on their pet food. Their
demographic trait is metro mixed o