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Dog Food Marketing Report ACS 320a - 002 Fall 2003 TABLE OF CONTENTS Historical Perspective 1 Marketing Strategy Analysis Target Market Analysis 1 Product Analysis 2 Price Analysis 2 Place Analysis 3 Promotion Analysis 3 International Perspective 4 Legal Issues 5 Conclusion 5 References 6 Appendix (if necessary) 7 HISTORICAL PERSPECTIVE Since the first commercial pet food, a dry dog biscuit was developed on the early 1860s by James Spralt, of Cincinnati Ohio (Report of Feb, 1997). Like other high volume commercial products today, the marketing of dog food developed from the Production Orientation to Marketing Orientation period in hundred years. From 1860 to 1945, the marketing management philosophies of dog food focused on the Production Orientation. Consumers could only purchase low quality dog food and supplies from the pet store. However, after World War II, the market expanded sharply. In the 1960s, dog food products became closer to their present forms (Report Aug15, 2001). Since the 1970s, new technology has spawned new ingredients from dry foods to semi-moist, new textures and nutrients for pet foods. This is a sign that the market was developed into the Marketing Orientation. During the same time, more and more business became aware of the concept of Market Segmentation including the pet food industry. Dog food companies target the consumers from who purchased the general products to who consumed the specific requirements of dog foods. In recent years, the Positioning of most dog food companies transferred from supplying the fundamental products to the premium and super premium quality items. In addition, the dominant marketing trend in the pet food is the industrial consolidation. MARKETING STRATEGY ANALYSIS Target Market Analysis Market segmentation: Successful dog food companies choose the Multi-segment Targeting Strategy. They use a variety of bases for positioning, such as Price, Quality and product class e.g wet dog food vs. dry. They mainly Segment consumer markets by Demographic segmentation. For example, the typical purchasers of pet...
pages: 11 (words: 2899)
comments: 1
added: 10/18/2011
[b]Business Studies Marketing Report[/b] URBAN HYPE URABN HYPE INC. Phone 123 456 789012345 Main Street Fax 123 098 7654Southridge, WA 12345 Proposal on Marketing research URBAN HYPE ideal proposal on market research. Chapter 1 PROPOSAL ON MARKET RESEARCH Proposal Marketing, the all-embracing function that links the company with customer tastes to get the right product to the right place at the right time. Marketing decisions are made through the marketing model , based on findings of market research, and carried out through the marketing mix. At all stages in the marketing process, the firm needs to work closely with the production department and research and development, to ensure that what is promised is delivered. Market research is the main process of gathering primary and secondary data on the buying habits, lifestyle, usage and attitudes of actual and potential customers. The intension is to gather evidence that can enable marketing and production decisions to be made in a more scientific way than would otherwise be possible. Most large consumer goods firms agree on one phrase used by Sherlock Holmes "It's a capital mistake to theorise before one has data". Market research can be subdivided as follows: Desk research Quantitative Qualitative Retail audits Expert opinion Field research Quantitative Qualitative Usage and attitude studies Group discussions Market orientation, the extent to which firm's strategic thinking stems from looking outwards to consumer tastes and competitive pressures. The main alternative is production orientation, where the firm looks inward to its own production needs and limitations. For many years, British firms were criticised for their lack of market orientation, but that changed in the 1980s. However, there is a danger that market orientation results in lost power and status for engineers and production managers, which might affect long-term technological competitiveness. Primary research is the gathering of first-hand data that is tailor-made to a firm's own product, customers or markets. This can be carried out...
pages: 4 (words: 967)
comments: 3
added: 11/10/2011
Executive Summary: This Marketing Report is based on the Rancho Las Palmas Hotel in Palm Springs. The Marriott Hotel group had joined forces with the Sunrise Corporation to develop the hotel in 1979. The report considers the factors influencing the demand for hotel rooms in the Palm Springs area. It also looks at the difference in the mix of demand through the seasons. The winter season is the peak season with summer being the quiter season. Rancho Las Palmas performance in the first year of opening is evaluated from various perspectives including the occupancy rates, the revenue generated and the costs incurred. The positioning of the hotel is considered and the options of 4 versus 5 stars is discussed. The question of whether to remain open in the quiet summer months is also considered. The recommendation is for the hotel to remain 4 stars and to stay open for the summer months. A marketing strategy is then proposed based on the aforementioned recommendation. The marketing mix of product, price, place and promotion is also discussed. Finally a promotional strategy is proposed for the years 2002-2005. An attempt is made at offering an integrated proposal covering the tools of advertising, personal selling, sales promotion, and public relations and publicity. CONTENTS: 1. Factors influencing the demand for hotel rooms in the Palms Springs area. 2. How the marketing mix differs through the season. 3. How well Rancho Las Palmas performed in the first year, as well as the principal competitors. 4. Positioning of the hotel. 5. Marketing Strategy: 1980-1982. 6. Promotional Strategy: 2002-2005. 7. Bibliography 1: Factors influencing the demand for hotel rooms in the Palms Springs area There are various factors influencing the demand for rooms in the Palm Springs area. Most obvious is the CLIMATE, making business quite seasonal with the popularity of seasons being Winter, Fall, Spring and Summer. Those resorts that stayed open in...
pages: 32 (words: 8772)
comments: 1
added: 11/08/2011
The labour mobility problems that are created when a common market for labour is extended to more countries have been a major concern of the European Union when considering expansion because member states have always feared their economies would suffer due to the cheap labour coming from poorer nations. Considering the fact that the recent expansion added ten members eight of which have significantly lower wages than other countries and large labour forces makes this concern even more pertinent. Since labour mobility is part of the core freedoms in the Union, the Treaty of Rome that was put into effect in 1958 committed member states to allow for the free movement of labour. This implied that nothing would stop labour from moving within member states and there will be no discrimination against workers based on their nationality, provided the nation is within the customs union. Even though the European Union has always had a great extent of labour mobility, the reason why the nations already within the union fear the consequences of the extension of the common market for labour after the enlargement are the rising unemployment rates observed in recent years. This is mainly because in the EU the job market has only grown by 0.5% from 1980 to 1993 as opposed to the 1% observed in Japan and the 1.5% observed in the US. This essay will therefore assess the extent to which the fears of the European Union have realistic foundations or not. In order to determine the effects of creating a common market for labour we first must see how wages are determined within these economies and why they differ. Wages are determined by the marginal productivity of the last labour unit employed because a firm can only afford to hire workers if they generate enough output...
pages: 2 (words: 509)
comments: 1
added: 10/20/2011
Assessment task Marketing Plan Apple Ipod Contents Executive Summary____________________________________________3 Situation Analysis -Market Analysis_______________________________________________3 -Product Analysis_______________________________________________4 -SWOT Analysis_______________________________________________ 4 -Competitor Analysis ___________________________________________ 6 Marketing Objectives__________________________________________ 7 Identifying Target Market -Selecting Target Market_________________________________________7 -Target Market_________________________________________________7 Developing Marketing Strategies Marketing Mix: -Product________________________________________________________8 -Price__________________________________________________________8 -Promotion______________________________________________________9 -Place__________________________________________________________9 Implementing the Marketing Plan__________________________________10 Monitoring and Controlling -Developing a Financial Forecast____________________________________10 -Comparing actual and planned results________________________________11 -Revising the marketing strategies____________________________________11 Appendix ______________________________________________________12 Appendix A_____________________________________________________13 Appendix B_____________________________________________________14 Appendix C_____________________________________________________15 Executive Summary The focus of this report is on new Apple Ipod product that has created increasing demands in various outlets. This product allows consumers to download not only their favourite music but also books and other literature which can be read and listened to. Additionally this Ipod can be used in your car and in other mobile settings. This report is for Apple to give a brief description of this product. Within this marketing report there is an insight of the situation analysis of this product, marketing objectives, the target market, marketing strategies that have been used and the forecasted strategies, monitoring and controlling. Situation Analysis Market Analysis Internal Influences • Management: Effective management is required for the training and development of employees for the continue innovation of Apple Ipod and for retraining sufficient funds during competitor introducing new product. • Capital Availability: Competition may cause mishap in the cash flow. Sufficient funds must be available when competitors unpredictably put forward their product in the market. • Technological Adoption: Technology must be adopted to improve overall efficiency. It must be integrated directly into operations (to increase productivity), as well stay on date with the amounts of Ipod's ordered, made and delivered. External Influences: • Competitors: Competitors will regulate what, when,...
pages: 9 (words: 2262)
comments: 2
added: 10/04/2011
Accounting Report is the leading provider of competitive intelligence for accounting firms. It is renowned for its straight reporting and analysis of the news, developments, and trends that have defined the profession for over 20 years. Topics covered include breaking news, in-depth firm profiles, mergers and acquisitions, office closings, auditor changes, key personnel moves, legal and regulatory issues, competitive intelligence, niche practices and product launches, and much more. Here are several comments of what some people say about public accounting report: "Insightful information you don't see anywhere else." Says Sean Egan, Managing Partner, KPMG. "I look forward to every issue." Says Robert Leavy, Partner, Grant Thornton. "Superior job of capturing current events." Says Dennis Hanno, Professor, Department of Accounting, University of Massachusetts. An interesting issued that came across the Wall Street Journal the last month was regarding Internet Financial Accounting Reporting. How can companies improve the usefulness of their financial accounting reporting practices? Many companies are using the power and reach of the Internet to provide more useful information to financial statement readers. Recent surveys indicate that over 80% of large companies have Internet sites, and a large proportion of these companies' Web sites contain links of their financial statements and other disclosures. The increased popularity of such reporting is not surprising, since the costs of printing and dissemination of paper reports could be reduced with the use of Internet reporting. How does Internet financial accounting reporting improve the overall usefulness of a company's financial reports? First, dissemination of reports via the Web can allow firms to communicate with more users that is possible with traditional paper reports. In addition, Internet reporting allows users to take advantage of tools such as search engines and hyperlinks to quickly find information about the firm and, sometimes, to download the information for analysis, perhaps in computer spreadsheets. Finally, Internet reporting can help...
pages: 5 (words: 1363)
comments: 0
added: 01/13/2012
A glimpse 200 years in our past would leave you baffled, the miniature United States and endless frontier land. In those lands, on those plains, up in those snow-capped mountains lay the hopes and dreams of men throughout our small, developing nation. Men young and old, some skilled and some driven by a passion, took it upon themselves to explore this no man's land. Two very lucky men, and 29 of their contemporaries, were able to travel through this vast wilderness under the wishes and orders of President Thomas Jefferson. Meriwether Lewis and William Clark, the commanding officers of a 31 member party, embarked on a mystical and fortifying adventure in which they were to navigate and document what they thought to be the easiest way across the continent of America to the Pacific Ocean. The Pacific ocean was a name without a face, and these men were going to be the first white men to see it tumbling waters, jagged cliffs, and lush sand beaches. These men would be the first to report the mystery of the frontier. On May 13th, 1804 captain Lewis and captain Clark departed on their adventure across the country. The men on their 54 foot boat, and several small canoes started their trek up the great Missouri. The first part of their journey would be to get from their present lodging, Fort Dubois, to Two-Thousand-Mile Creek, home of the Sioux Indian. When these men started off up the Missouri they couldn't look back, they were leaving there country, their families and their friends and now they would be executing one of the most powerful and necessary journeys in American History. The journey from Fort Dubois to Two-Thousand-Mile Creek was a relatively smooth one. Around the men as they rode the current of the Missouri were surrounded by...
pages: 7 (words: 1699)
comments: 1
added: 09/26/2011
The Great Depression Essay On October the 24th, 1929 the New York Stock Exchange (NYSE) collapsed when millions of shares at inflated prices were offered on sale. Over $50 billions were lost on what was called "Black Thursday" when the stock prices returned to their actual value. Soon after the crash, the entire world economy began a period of deflation; prices and wages dropped as the demand for goods was significantly reduced. Because of this lack of need for goods production halted and several factories closed; people lost their jobs and businesses were bankrupt. By 1933, nearly half the nation's workmen were unemployed, and the youths coming out of high school and university had little hope of beginning a career. A lack of unemployment insurance forced many people to rely on relief from the government. The Depression hit most sectors of the economy very hard. One of the hardest hit was the wheat farming industry. Farmers in the Prairie region of Canada saw the price of a bushel of wheat plummet from $1.60 in 1929 to 38 cents in 1932 because of an oversupplied world market. Many farmers were unable to pay off their loans and lost their farms, others were forced to abandon their farms for lack of money to support themselves. Incomes fell 60% in Alberta and 72% in Saskatchewan. Quebec was also hit hard as the demand for manufactured goods and clothes decreased due to the inability of people, farms, and companies to spend money freely. The many ports of Quebec were very inactive simply because there was much less wheat being shipped than before and many workers lost their jobs as factories closed. Also in Quebec, a back-to-the land movement began as priest such as Félix-Antione Savard led unemployed city dwellers to sparsely populate regions such as Abitibi-Témiscamingue. The...
pages: 3 (words: 559)
comments: 1
added: 01/01/2012
Marketing Essay. Take two advertisements for similar products from any magazines of your choice. Write a report on them that includes: (i) A description of the advertisements and how you feel about them. (ii) A description of what you think the advertisement is trying to achieve. (iii) A conclusion and discussion that incorporates what you perceive to be the difference between the ads and how effective you think they are. The two products that I chose to do my report on are Heineken and Carlsberg; both are lagers that compete in the same market. I found the Heineken advertisement in the UCD Student Union Fresher's guide from the Year 2001 and the Carlsberg ad was taken from GQ magazine. The Heineken ad features a police line up of various types of bottle openers. This familiar scene is probably most famous for the film The Usual Suspects, a hit movie staring Kevin Spacey. There are five bottle openers in the line up, which has the typical height markings behind the 'suspects' to add to the authenticity of the scene. Each bottle opener is unique and each one would fit right in, in any bar or at any party. To the left of the last bottle opener is the reflection of a Heineken bottle, which is obviously in the one-way-mirror-room picking out the 'culprit' from the line up. Below the picture, which takes up the majority of the ad, is the Heineken slogan "The last word in beer" and an opened Heineken bottle cap. The Carlsberg ad I took from GQ magazine, a monthly 'lad' mag. It was one of four Carlsberg ads in the magazine, all of which are from the same advertising campaign. Carlsberg play on their slogan "Probably the best lager in the world". They do this by having Carlsberg delivery vehicles pictured around the world...
pages: 10 (words: 2557)
comments: 1
added: 07/01/2011
MARKETING ASSIGNMENT 1 Q1. Explain what is meant by the marketing concept and illustrate your answer by using an example of a market led organisation. A. The marketing concept is about matching a company's capabilities, with the wants and needs of the customer. The marketing concept is used by organisations in an attempt to satisfy this need. Marketing facilitates an exchange which satisfies the relationship between seller and buyer. Money, Credit, Donations Goods and Services A need is a basic requirement that has to be satisfied. Examples of basic needs are food and drink. One good example of an organisation that takes advantage of one of these basic needs is Coca Cola. Coca Cola use peoples' thirst as a way of selling their products. One way that Coca Cola were led by market demand was that people became increasingly aware of the detrimental effects of sugary products and they are deemed to be unhealthy and fattening, Coca Cola addressed the situation with the launch of Diet Coke. Q2. Compare and contrast the selling and marketing philosophies – using company examples of your choice. The main comparison between marketing and selling is the exchange relationship. The marketing philosophy aims at fulfilling consumers' needs and meeting organizational objectives. The selling philosophy emphasizes aggressive selling techniques. By using a selling philosophy it is believed that consumers will not buy enough of a product if left alone to do so, therefore the organisation will undertake an aggressive selling and promotion effort in order to coax the consumer into making a purchase. An example of companies that uses this approach would be those who supply double glazing. Very often they use 'cold calling' as a method of selling. Definition of 'cold calling' is calling a customer without prior appointment. Starting Focus Means Ends Point By using a marketing philosophy the provider believes the key to achieving success...
pages: 7 (words: 1696)
comments: 1
added: 06/29/2011
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