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Step-Up 4 Paws Executive Summary

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This paper is recommending a marketing strategy for the SNHU Pet Supply Store to introduce their all-natural dinner pet food line named Step-Up 4 Paws. Step-Up 4 Paws will have two brands of pet food; Purr-fect Paws for cats and Pampered Pooch for dogs. This is an all-natural, fresh, high-quality ingredient product line that has been tested and the flavor is greatly desired by pets. The SNHU Pet Supply Store has enjoyed great success in the pet supplies and food market and have expanded operations by opening stores across the United States. Adding an all-natural pet food line will give SNHU Pet Supply Store a unique, profitable share in the U.S. natural pet food market. According to Wall (2017), “…natural pet food sales reached $8.2 billion …show more content…

After the first year, the distribution will be expanded based on product sales. Further, this market analysis recommends the Step-Up 4 Paws natural pet food should be added to existing pet products websites to expand sales. According to Packaged Facts (2016), 46% of pet owners buy pet products online.
Pet ownership in the United States has increased and 68% of U.S. households own a pet, which equates to 84.6 million homes (APPA, 2018). This market analysis will target households with and without children. Per the American Veterinary Medical Association (2007), there is a correlation between pet ownership and annual income, as income increases so do pet ownership. Since the price for Step-Up 4 Paws will be 10% higher than existing natural food brands, the initial product marketing will be to households with disposable/discretionary income. The initial market segmentation will focus on geographic, demographic, and psychographic segmentation using location, age, lifestyle, income levels, and social status. The target …show more content…

The housing is predominately single-family homes with very few apartments and condominium complexes. Over 70% of the residents have some college education and 37.7% have college degrees. Most households have two incomes and consist of married couples with children. The median age is 36.6 and the median income is $84K. Approximately 37.5% of the population is over 45 years old. Homeownership is 85.5% of the population and 14.5% are rentals. The median home value is $248K and goes up to $1M. Homes within this area come with larger than normal yards. Major retail outlets and a shopping mall are within a 10-minute

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5.2) Competitive Advantage Golden Foods™ will have a nice competitive advantage over the others in the market, the products that Golden Foods™ offers are absolutely much healthier than the other competitors in the market, Golden Foods™ looked around the rivals products and noticed that the agent BHA/BHT is available is almost all of their products, this is known to be a major carcinogen agent that could turn to be deadly for most pets, on the other hand Golden Foods™ ensure that this agent will never exist in any of its product to ensure again ultimate healthiness for their consumers pet. Another thing that Golden Foods™ noticed immediately is that the other rivals in the region sell pet food that contains grain and animal by-products as the primary ingredient, again grain is not an ingredient that cat specially could benefit from as it only fills them without adding any nutritional value, the same goes for by-products, by-products consist of the hair, skin, and bones of animals this really adds nothing to their daily nutritional needs again but companies choose to take less care of their consumers. Golden Foods™, while sells products at a higher price, but makes sure that the primary ingredient is real meat, and taurine , that is an essential protein source for the animals muscles to function properly, and other important ingredients that makes the consumers worry less about their pet

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