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Executive Summary Todays pet industry is doing very well Pet Market has been a specialty retailer for the last 10 years Our current product line includes large and small breed dogs pet food supplies grooming products toys and vitamins Changes in the external environment called for Pet Market to develop a new marketing strategy Pet Market conducted a SWOT analysis and performed quantitative research to identify areas of opportunity The results helped us decide on these strategic changes 1 eliminate large breed dog inventory only sell small breed dogs 2 develop new products pet gift baskets and 3 add delivery services Our competitors carry a wide variety of pets such as large and small breed dogs cats birds fish reptiles and rodents The four major differences between Pet Market and the competition are that the competition does not 1 deliver pets or pet products 2 create personalized gift baskets 3 offer personalized internet sales and 4 provide a full 30-day money-back guarantee for products and services The target market for Pet Markets brand new products and services are within a 100-mile radius of any one of our three store locations in both Missouri and Illinois We plan to market products and services to our target market groups via various mass marketing personal selling and direct mailing techniques While making a profit Pet Market will continue to provide quality and value to its customers Additionally customers can shop at Pet Market for products and services not offered by other retailers Therefore we can charge higher prices for these products and services until our competition enters the market Once the competition enters the market our contingency plans includes adding stores enhancing Pet Gift Baskets creating a new pet food line and broadening our product line to increase variety of small breed dogs Analysis of Current Situation Market Situation Todays pet industry is doing very well Major retailers are experiencing consistent growth through demand for dogs and basic
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