The paper 'International Marketing' is a wonderful example of a Marketing Case Study. In the modern-day that we are living with pets has become common and they have become the confidants of most people and mostly the elderly. In countries such as the United States pets are most common among all age groups. Pets in a way provide their owners with both the emotional and physical benefits. The most common types of pets that are usually kept include but are not limited to rabbits, dogs, cats as well as pigs. In countries such as Australia, there are approximately 33 million pets and it has the largest incidences of keeping pets in the world since almost 36% of the households own dogs which amounts to 3.4 million while another 23% owns cats which amounts to 2.35 million (Euromonitor, 2009).
The table below shows the current expenditure on pet care products in Australia. Table 1: consumer expenditure in pet care Type of pet $million % of the total Dogs 3,597 59.7 Cats 1,415 23.5 Other pets 801 13.3 Pet care products 208 3.5 Total 6,021 100 Source: compiled by Rockwell communications Table 2: number of dogs and cats in Australia The very aspect of keeping pets at homes has led to the development of pet care products and services and people seem too willing to spend a lot of money for their pets to receive the best medical treatments. Product and reason for choosing it New and advanced products need to be invented or introduced in new markets so as to cater to emerging needs.
With regard to this case, the new product that will be introduced in the new market is pet care feeds. The feeds that will be introduced will cater for all the different kinds of pets (Wu & Zhao, 2007).
The main reason for choosing this product is based on the fact that this kind of product seems to be offered by very few companies in China. Another major reason for choosing this product is based on the fact that there seem to be changing trends in pet care and the pet care industry seems to have a foreseeable future and thus the need to capture this industry by introducing pet care feeds (Joshi, 2005). The table below shows the most common places where consumers of pet care products to purchase them from Chart 1: major areas where pet feeds are bought Market segmentation and target market and why The market segment for pet care feeds is government agencies, pet care professionals, and individual customers.
Pet care professionals ought to have adequate access to a solution that is customized to their respective clients' needs and wants. The multiple pets feed that are available will meet all the needs of the professionals. The other market segment is government agencies. Fire and police departments usually make use of dogs.
Thus they may benefit from the new product. The last market segment is individual users and this seems to be the largest potential buyer of the new product (Joshi, 2005). Based on a report a great number of Australians homes have pets with some households having even multiple pets. The target market for pet care products is pet care professionals, individual users, and government agencies. The pet care professionals were selected on the basis that they can assure, inform, and at the same time influence the pet owners of the added benefits of these new products to their pets.
The government agencies that use pets such as dogs will tend to benefit from improved levels of the feeding of the pets and thus the pets will accomplish the allocated tasks effectively (Johnson & Tellis, 2008). The three target markets were mainly selected with the aim of ensuring that there is brand credibility, product reliability as well as brand recognition. After the product has been well established in the commercial target markets, it will be introduced to the individual consumers since they tend to think of their pets as a style, status connection, or as a family.
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