Mms Marketing

Potential pet-food market opportunities in UK for ‘PETRITION MEEOWW’

A Report to the company Chief Executive of ‘Petrition’ brand on the potential market opportunities in the UK for the launch of new product for ‘Petrition’ brand.

Asif, W. Kausar, S. Hussain, S. Ahmed, H. Ahmed, A

11/18/2011

Contents

EXECUTIVE SUMMARY 3

Report Objective: 3

Analysis of the Market: 3

Strategic Recommendations: 3

TERMS OF REFERENCE 4

BUSINESS MISSION 4

MARKETING AUDIT 4

EXTERNAL MARKETING AUDIT 5

Macro-environment 5

Micro-environment 7

INTERNAL MARKETING AUDIT 8

Strategic Issues Analysis 8

SWOT ANALYSIS 9

Strengths 9

Weaknesses 9

Threats 9

Opportunities 10

STRATEGIC RECOMMENDATIONS 10

MARKETING OBJECTIVES 10

CORE STRATEGY 10

Target Market 10

Competitor Targets 10

Competitive Advantage and Strategies 11

MARKETING MIX DECISIONS 11

Product 11

Promotion 13

Price 15

Place 15

References 17

Bibliography 17

Appendix 18

EXECUTIVE SUMMARY

Report Objective:

The purpose of this report is to give the company Chief Executive of Petrition brand the UK market analysis and the opportunities to launch new products in the UK pet-food market.

Analysis of the Market:

Our research in UK market has shown that the pet food market is predicted to increase by 5% per year”. This suggests that the number of people owing pet is increasing which benefits us as we can sell more products. Also the survey which we took out shows that 42% pet food buyer buy healthy pet food which shows that our organic product will sell most and have competitive advantage.

Strategic Recommendations:

After carrying out a survey we were able to identify the most popular buyers of cat food, this has enabled us to select our target audience which are working class who are aged of 21-49 as they adequately fit into the bracket of working class purchaser.

After carrying our research we came to a conclusion that our main competitors are Iams cats as they sell...