Marketing Research Paper

Essay by sb5350University, Master'sA+, September 2006

download word file, 20 pages 4.1


PetSmart is marketing the new service of dog walking for and enhancing a doggy day care service. The dog walking service will be enhanced by marketing pick-up service (door-to-door service), walking service while a customer shops (just drop your dog off for exercise while you shop or run errands), and even a doggy daycare while you work which will provide your pet with socialization. This paper will address an organizational overview, new product description, a SWOTT analysis, marketing research, segmentation, differentiation and positioning, stage of the product life cycle, marketing mix, a budget and ways to control and monitor the marketing plan. The following paper will define and identify how PetSmart plans to market and target additional customers, and maximize profits for shareholders.

Organizational Overview

In 1987, the first two PetSmart stores opened their doors in Phoenix, Arizona. Our mission is to provide total lifetime care for pets and customers.

Currently PetSmart Inc. is the number one retailer in the Unites States for pet supplies with more than eight hundred stores in the United States and Canada with over 12,000 different products. PetSmart offers brand name merchandise and our own line of products. These products are available in store, via the internet, and through catalogues. Many of our retail chain locations offer services such as low cost veterinarian services, grooming, adoption facilities, boarding, and obedience training. This culmination has led PetSmart to net over 182 million dollars for 2005 (PetSmart, 2006).

Description of New Service(s)

The following new services offer different options for the dog pet owner. First, a dog walking service for pet owners who wish to have their dogs exercised during the day. There are three options available for this service. One option is for a member of the PetSmart team to pick up the dog...