Marketing Plan for Caninantics' "Pooch Pantry" Situational Analysis

It is well documented that Americans love their animals and dogs lead the popularity charts for pets (Watters & Ruff, 2013). Indeed, many people grieve over the loss of a dog to the same extent they do over the loss of a close human loved one (Watters & Ruff, 2013). It's estimated that 70-80 million dogs are owned in the United States. The American Society for the Prevention of Cruelty to Animals estimates that there are around 80 million dogs in the United States and that nearly half (47%) of all households in the United States own at least one dog (Facts about pet ownership, 2014).

The dog food-dispensing product developed by Caninantics provides busy pet owners with the ability to feed their dogs during their absences. The device, known as "Pooch Pantry," automatically opens dog food cans and empties the contents into a dog food bowl on a timed basis or through mobile user initiation and then dispenses the can in a trash receptacle. The device has an approximate 3- to 6-day limit (six cans), depending on the size or number of dogs. A SWOT analysis of Caninantics' Pooch Pantry is provided in Table 1 below.

Table 1

SWOT analysis

SWOT category