D promotion factors build customers shopping habit 2

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d. Promotion factors Build customer’s shopping habit. 2. Report any potential external factors that may impact the firm or its target market: a. Competitive There are some other manufactories in Texas market b. Social They follow the AVMA’s suggest c. Demographical the increasing dog population
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d. Economic the US medium income is $ 53,482. e. Technological Quick thawing and less freeze space iv. Potential Brand Positioning 1. Potential Brand Positioning a. How could the firm’s brand potentially be positioned relative to the competition? (i.e. How is their image/reputation potentially different than their competition’s image/reputation?) The firm has good reputation in kennel market, but for retail dog food market, they are new. 2. Potential Perceptual Map a. Create a potential perceptual map illustrating the firm’s potential brand positioning relative to the competition (be sure to label the axes). 3. Potential Positioning Statement a. Write a potential positioning statement using the following template: b. For (dog owners in the U.S.) who needs (healthy dog food), the (Breeder’s Mix) is a (dog food manufactory) that (has high- quality). Unlike (other 5 main dog food manufactures), (Breeder’s Mix) is different because (it provides frozen dog food). IV. Competitive Advantages a. Current Competitive Advantages i. Does the firm currently have a competitive advantage? What are they (i.e. mission, brand, core competency, product, price, promotion, place, value proposition, target market, position, etc.)? New market frozen dog food, A professional brand, first come advantage ii. Which are sustainable and why? (i.e. can it be copied by the competitors or new entrants)? The process of make frozen dog food b. Potential Competitive Advantages i. Does the firm have a potential competitive advantage? What are they (i.e. mission, brand, core competency, product, price, promotion, place, value proposition, target market, position, etc.)? quick thawing technology ii. Which are sustainable and why? (i.e. can it be copied by the competitors or new entrants)? Brand, only brand cannot be copied. V. Primary Case Decision a. Identify the primary decision(s) the firm in the case needs to make (the key word here is “primary”. What is the fundamental issue/problem the firm faces? There are usually only one or two fundamental issues. This should be no more than a sentence or two long.) The primary decision is should they accept the frozen dog food proposal. VI. Firm’s Alternatives a. List the options the firm can take when attempting to make the decision. i. The alternatives should be based on marketing strategies from the book (hint - look for typologies and “either/or” concepts)
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ii. The alternatives should be MECE (Mutually Exclusive & Collectively Exhaustive) 1. Mutually Exclusive means the alternatives should not overlap. A good test to make sure they aren’t overlapping - if you do one alternative, then you can’t do the other alternative(s). Collectively Exhaustive means the alternatives together cover all possible outcomes.
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  • Fall '15
  • Marketing, Household income in the United States, dog food

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