Strategic marketing plan for MBA study

Strategic Marketing Plan

The name of the company is "Roaring Petfood." Our logo is simple, "We are here for you to meet your pet needs." With the motto, the company believes that the pet should come first, so that he or she can live a long life (Blue Seal, 2011).

This report consists of what one needs to do in order to run "Roaring Petfood." Research has shown that with the right amount of food and nutrition a cat, dog, bird and so forth can live a prosperous life with the help of their owner (Rompala, 2011). One discusses a marketing plan and all the different aspects of what it takes to get others to buy the food needed to take care of his or her pet. This requires much research and for an individual to understand what ways in which to do so effectively. Trends are discussed as well as ways in which to ensure that people buy the correct food needed for their pet. Everything is discussed from the previous year on what took place and the recommendations needed for improvement. One mentions the customer base and the services provided. A number of environment factors are explored. In what ways the Internet has affected the petfood industry. A person is able to understand the competition that has occurred and the various markets that are getting reached in order to make a profit that is valuable to every party involved. A SWOT analysis is conferred (Rompala, 2011).

All of these are considered when it comes to meeting and exceeding customer needs. By having this marketing plan in place, "Roaring Petfood" is able to make a difference in the community and world in which they serve. Petlovers come from all sorts of backgrounds, and a passion to enjoy their animal in any means possible. This may mean getting the most expensive brand of food available in order to get the most of the time with his or her pet (Rompala, 2011). According to Rompala, one is able to help their pet eat healthy through a balanced diet (2011).

Main Body

Imagine the possibilities of owning a petfood company. A person is able to do a number of marketing tactics in order to reach as many individuals and families. After all, people love animals, and it is a matter of finding the right person in order to make it all happen. Businesses can make a positive or negative impact in the world in which they serve because of the kind of food that is manufactured and the quality that is offered to the consumer to buy. These are factors worth considering; however, when marketing out the actual food to pet owners, this is an important detail that cannot go unnoticed (van der Veen, 2011).

Target Market

The target market is that of those who are pet owners. They range from 18 to 65 years of age. These individals are prominent within that of the United States and Austraila because in Asian countries animlas are eaten rather than enjoyed in that part of the world (van der Veen, 2011).

Positioning Statement

"Roaring Petfood" is located in New York, New York. This was done as a means in which to reach the east coast individividuals and families that have pets.

Offering to Customers

Custoemrs are offered a number of products to meet their pets needs. He or she is able to buy food for their fish, bird, dog, cat and so forth. These are a means in which to have the best available in order for the animal to live a long life. While at the store, the customer is also able to make sure that he or she can get a flea collar or anything related to this or to get toys for their pet to play with on a regular basis. One is also able to buy food and water bowls as well as beds for their pets to sleep in at night or anytime during the day when the animal is less active (Rompala, 2011).

Price Strategy

The pricing strategy is important when it comes to "Roaring Petfood." The small quantities of food that are at least 8 pounds and are hard will cost a minimal of $10.00. When it comes to the 16 pounds, these are $20.00. This will go for all pets that require this kind of food, such as cats and dogs. However, these animals have soft food as well to eat. The cans will cost $5.00, and the 8 oz. cans will cost $12.00. This provides much flexibiilty and it keeps it within market price for each of the pet owners who come in to the store seeking to get more food for their animal (Rompala, 2011).

Now when it comes to fish and bird food. This pricing is quite different. Management will have the prices varied as well. The cans of fish food will cost $15.00 for 16 oz. In regards to the bird food, the price of this is at $20.00 for 20 oz. A person is paying $1 an ounce, and this makes it fair becaue it costs that much to make the can. (van der Veen, 2011).

The price strategy goes with that of the demand set forth by customers and how much is bought daily within the company. This means that the company will keep track of sales through the UPC code and will determine what needs bought next. By approaching it in this manner, the organizatin is able to save money, rather than constantly spending it on unnecessary items. Not only that, but if inflation should occur, then everything will go up at least $1-$3 dollar. Many customer will have to adapt and plan accordingly in order to take care of his or her pet(s) within the household itself besides those that are outdoors. These are all areas the company has to consider because it is a means in which to ensure that the products are made of high quality, and to meet the demands of customers dailly. Management will request feedback from customers on what they think of the prices, but this may not change due to the micro and macro environment of the pet food industy (Rompala, 2011).

Distribution

The distribution is critical when it comes to selling petfood. "Roaring Petfood" will do the following. Management will ship around the globe in order to meet the needs of others. We will begin in New York and distribute locally for the first two years and then after that the organization will expand to other various markets. These will include China, Thailand, Laos, Myanmar, India, Russia, UK, Austrailia and many places that have animals. This does consist of Africa and South America (Rompala, 2011).

Since each location is taxed on sales. Our company will negotiate the exchange rate of our goods and services. We will have distribution centers worldwide on each of the continents except Antartica and the North Pole; since no humans live there unless they are researchers. This indicates that our company is that of an MNE (multinational enterprise). "Roaring Petfood" will also have translators available for the different locations for our executives who are seeking to do business abroad or located their to work in that partiuclar part of the worl for short or long-term assignments. Through these efforts, the organization is able to communicate to its employees what needs done in order to have the food done according to FDA (Food and Drug Administration) standards as well as international laws (Rompala, 2011).

The distribution is quite simple. "Roaring Petfood" is going to use ship and mail large quantities of food to various locations around the world. This will enable us to have a competitive advantage over other businesses within our industry. In fact, the exhange rate should not affect us much because of us having a team of marketing and accounting experts within our busiess. Marketing is based off the culture and the langauge of the people as a means in which to ensure that people get what they need to take care of their pet effectively. If needed, our employees will deliver it in person if a person requested a specific brand of food for their pet (Rompala, 2011).

Sales Strategy

Roaring Petfood will sell the products in a variety of ways. For example, we will use the Internet as a means of reaching those worldwide before distribution centers are in place. This means that we will adapt to various situations around the globe and do whatever is needed to get consumers to know how good our products are for them to buy (Rompala, 2011). After all, 90% of our customers are pet owners, which indicates how much of need is prominent in other countries (van der Veen, 2011).

On the company website, we will have available the different types of food available. This is quite strategic. Our products are categorized based off animals. These consist of equine, canine, feline, widlife, bird, caged pet, fish, livestock and poultry. When customers see this, they will notice that they will have to go down a specific aisle at the market or store in order to get the correct item. Through this, people will grasp immediately that they will have a number of options available to them at that time; however, if they should go to the store itself, more products are available at a higher cost, which is about an extra $3-$5 more. The reaon for this is that it is cheaper to buy online than in person with every business around, and this is true of those within the actual pet food industy (Rompala, 2011).

The other part of the sales strategy is to go according to market price. This will mean that if inflation or a recession occurs; the prices could go up or down based off the demand for that product. If the demand is low, then the price will increase; however, if the demand is high, then the price will decrease. Roaring Petfood adapts to market conditions in order to remain competitive within our own industry. Through this, we make much revenue and are able to pay management and employees (van der Veen, 2011).

Service Strategy

One needs to discuss the service strategy of this particular organization. Our employees wil greet each customer at the door upon entering the store. This will make us similar to others stores who do this, but we will go out of our way to ask them what it is they are looking for at that time. Anyone who notices this will become amazed at our approrach because of staff becoming servant-leaders. However, if a person wants to know the price of a specific item, he or she can scan at in each aisle, instead of having to ask someone at the store for additional help.

All of our employees will undergo leaderhsip training every year. This will allow them to get promotions within the organization and to one day become management. Through this endeavor, empowerment will occur, and we will continue go grow worldwide because of how pleased the worker is with the company. Regardless, this will show in our service strategy to our customers around the globe and will set us apart from others within our chosen industry.

Each person who works for Roaring Petfood will have a nametag on for the customer to identfy when seeking for additional help. At least one person who works for the company will assist one customer at a time with a 1:1 ratio. This will distinguish us because normally it is diffiuclt to find help in a big store that is designed to help owners take better care of their pets. Regardless, their needs are met through this process (Rompala, 2011).

Everyone who comes to work that day will have a positive attitude. If anyone brings their problems to work, customers will notice and may not return. This can hinder our sales process and the amount of revenue that is accumulated throughout the day. The goal is for the employees to remain motivated and for the customer to find what he or she needs while in the store (Rompala, 2011).

Promotion Strategy

The promotion strategy defines ways in which to reach as many customers as possible with the pet food products and services with Roaring Petfoods. Those in the marketing team is able to do a number of items when promoting the products. They will use real pets in the commericals and billboards in order to have customers in awe of how cute the animal is; consequently, this will bring in a plethora of people online and in the store to buy what it is they need on a regular basis. Many flyers will get distributed as well as brochures to let others know what it is we sell on a regular basis. Through these efforts, consumers will become aware of what is they need and will come in a purchase it (Rompala, 2011).

A number of possiblities are worth mentioning when it comes to using the World Wide Web. Roaring Petfood will utilize social networking sites, such as Facebook and Twitter in order to let others know that we do exist. We will have our website registered on a search engines in order to make sure that people are able to find us at the top of the list of those within our industry. Furthermore, advertisements will occur through the search engines and social networking since thousands and millions of individuals use them on a regular basis for a number of reasons. The company will have the capabilities of reaching more people because of the Internet than without it (Rompala, 2011).

Throughout the year, Roaring Petfood will offer discounts and coupons to our loyal customers. They will receive this as a means through emails and in their mailbox on a weekly basis for them to know what is avaialble for purchase. During holidays, the customer will receive up to a 20% discount on items that marked down, so that management can replenish them with current food products that will help their pet to grow and enjoy life to the fullest (Rompala, 2011).

SWOT Analysis

The strengths of our company are important. We are an MNE, which brings us up to millions of dollars a year from our customers worldwide. Not only that, but Roaring Petfood is current with technology and adapts to it on a regular basis, especially since it is becoming smaller and smaller. Our customer base is done through mass marketing efforts in order to reach people of all ages (Blue Seal, 2011).

Our weaknesses are important. Since the company is not fully into the market but is currently attempting to enter, we will have to find more creative ways in which to reach our customers by making it more kid-friendly for families to have some fun when entering the store. The website can also have an education section in order help the child understand more about pets and how to take care of them (van der Veen, 2011).

Roaring Petfoods has many opportunities for growth. Over the next two years while getting ourselves established in New York, and since it is highly populated we will have the capabilities of reaching residents and visitors who live and come from all over the world. The company will use "Green" products, such as lightbulbs, plastic and paper products that will allow our customers to come in and re-use these bags to receive a discount. Over time, the organization will become an MNE, which will enable us to make distribution centers worldwide (Rompala, 2011).

A number of threats do cause much competition but could require us to change our strategy in the future. For example, many stores have pet food within them, such as Wal-Mart and Dillons. Not only that, but Petsmart and Petco are our main competitiors. They all sell similar products as us, and Roaring Petfood will have to adapt to the changing market conditions with those compete directly and indrectly on a regular basis (Rompala, 2011)

Goals

In the beginning years of Roaring Petfoods, many goals are imperative to our success as a company. This will take years to establish, but it is crucial that we maintain these on a regular basis. Our first one is to get a place to buy in New York. This is not going to cost cheap by no means, but this will help us to gain a means in which to have customers to buy from us. Before we can consider opening, we will need to have suppliers to make the product for us. We will provide them the recipes needed and establish a legal contract. By this effort, Roaring Petfoods is able to avoid lawsuits from those that give them the means in which to grow their business, and to do joint ventures with other established companies. The next area is that of hiring a lawyer in order to get all the legal aspects finalized to make us a for-profit company. One has to note that this could take years to achieve before fully entering the market with our products. When all of these foundational areas are achieved, the company can focus in on goals for marketing; although, one has to note that the strategy involved in getting established is much a part of the future advertisement efforts.

The marketing goals are as follows. Roaring Petfoods will have the bags and cans as a "green" as possible in order to save money on a regular basis. When customers come in and see this effort, they will become ambitious and loyal knowing that we are wanting to save the environment. Another marketing goal is to reach people worldwide in all countries with our food products for pets. This will give us a competitive and comparative advantage over those that are already established. We will use real pets in our efforts; therefore, a goal is to keep them safe and well taken care of between photo sessions and filming with those who specialize in this in New York. The last is to make sure that the market price is as affordable as possible to bring in as much revenue as possible (Rompala, 2011).

Implementation Tactics

Much is worth mentioning on implementing the strategies proposed for marketing. In order for the company to remain prosperous through the years, the website will get implemented immediately after the company has found a means in which to get established. This will help the organization get a world-wide audience to buy products online before the stores come into existence. However, a marketing team will get built over a period of one year, but the Chief Executive Officer is the one who will put together all of the policies and procedures needed before hiring employees. He or she will make the petfood themselves, and gain full customer support during this time frame. Many will choose to contribute financially in order to help the business to become an MNE in the years to come (van der Veen, 2011).

When management is hired, each person will know their job description, especially that of the marketing team. For those individuals who do the marketing, they will implement the strategies in accordance with what the CEO recommends and will provide new ways of differentiation within the selected market. This will take a minimal of two years to accomplish, so that people will know that the company exists and is available to meet their needs regularly. Regardless, social networking sites will continue to flourish because of the possibility because of the petfood industry and many other businesses as well (Rompala, 2011).

The last part of the implementation is the most difficult and that is staying current with technology and training employees. This is because of using the servant-leadership model set forth by Greenelaaf. One believes that this could take up to five years to get management and employees into understanding the importance of excellent customer service and a means in which to have people become better leaders in the workplace. Our company will set the pace for the rest of the business world (Rompala, 2011).

Short and Long-Term Projections

Here are projections that are worth mentioning. In the short-term, Roaring Petfoods hopes to have at least 100 loyal customers in the first two years. Through this, the company is able to meet more needs in an efficient manner. As a result, people will have a means in which to tell their friends of how wonderful the products and service are to their family and friends in New York. Also, one has to consider the diversity of the market that is getting reach. At least 50% of those that become customers are from ethnic backgrounds. Each of them will tell the people they know abroad, and they will check out the website and buy from there. Because of the hard work from the employees, the staff will continue to grow to at least 50 in one store that is established from 2011-2015. Management will become a staff of one to 30 from 2011-2013. The diversity will consist of 75% of employees with many of them legal residents who have either immigrated or are were born in the United States (Rompala, 2011).