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1Assessment 3: Digital Marketing PlanAssessment 3:Digital Marketing PlanPayton R. BartkusCapella UniversityMBA-FPX 5012Marketing ManagementProfessor Shayne NarjesAugust 22, 2020
2Assessment 3: Digital Marketing PlanSituational AnalysisCompetenciesOur current product line and competencies include both dried and wet pet foods, supplements, and refrigerated pet foods that appeal to almost all types of consumers. These products are available in supermarkets and pet stores around the U.S. We’ve built a reputation and value with consumers that says our products are high quality, competitive in price, and readily available. Even further, we’ve taken strides to be as inclusive to all pet needs as possible. We’ve done this with additions of refrigerated pet foods, specialized diet foods, as well as consistently adding new supplements.While our current capabilities suggest high competencies in production, a weakness to acknowledge is potential learning curves due to a lack of experience with a product like Raw Nutrition. Additionally, there are no other companies to model our product after. This weakness can very easily be an opportunity for MSH Brand. Finding a niche in a very young market will easily create competitive advantage for a trusted company. Current threats are low because no other large companies like MSH Brand have competencies allowing them to move forward in this market. Unfortunately, after releasing the product threats of entry may be high as competitors will have a successful brand to model after.CustomersOur brand strengths include our reputation with consumers, the value we bring because of the diversity in products, and our market share standings. Of the U.S. pet food market, MSH Brands holds 8% of the market share. With 85 million families reporting to own a pet, this breaks down to 6.8 million MSH Brand customers (III, n.d.). A consumer base this large allows for a high probability that everyone at the very least knows someone who uses MSH Brand products. The additional strength to a consumer base this large is a large following on social media platforms being utilized for digital marketing. While our following is viewed primarily as a strength, understanding other companies have just as large of a following identifies somewhat of a weakness. Our company will have to create content that highlights the differentiated value effectively enough to persuade consumers to leave a cost-leading company and switch to a potentially more expensive product. The greatest opportunity moving forward with Raw Nutrition, regarding customers, is the ability to reach a currently unserved population. A study in 2015 concluded 13% of the 1,826 pet owner respondents already fed their pets a raw diet and 37% of pet owner respondents had an interest intransitioning to a raw diet (Pet Food News, 2015). 13% of 85 million families leaves over 11 million families unserved with current pet food options that MSH Brand has an opportunity to reach with Raw Nutrition. Raw foods have been seen as controversial because of the potential