Assignment:
Assume you are an assistant marketing analyst for PetSmart, Inc., the largest pet supply company in the United States. PetSmart has posted double digit profit growth for 10 quarters in a row. Mr. Robert Moran, PetSmart's CEO, cites a growing trend of "humanization of pets" as one reason for the increased demand for pet products and services. Pet owners no longer view their cats and dogs as possessions; instead viewing their animals as family members. Mr. Moran recognizes that in order to maintain double digit growth, he must offer the right products to the right target market at the right time.
Your boss, Ms. Linda Smith, has given you the following tasks:
1. Analyze the situation that PetSmart currently faces, conducting a SWOT analysis for the pet care industry. You should use the attached information as well as additional research from library sources. You should identify and explain multiple strengths, weaknesses, opportunities and threats.
2. Recommend at least three niche target markets that PetSmart should consider. Use the statistics and trends in the attached information to justify your recommendations. Don't forget to name your segments and provide a description of the demographics, psychographics, and/or behavioral attributes that make each segment unique.
3. Develop criteria to prioritize the attractiveness of the three segments and apply the criteria to determine which of the segments PetSmart should target first. You should:
o Make a list of at least three decision criteria that PetSmart should consider
o Explain why each of these criteria are relevant
o Develop weights for each decision criterion. Explain why the higher weighted criteria are more important than the lower weighted criteria.
o Use the information you have to evaluate each potential segment that you recommended above on each of the decision criteria.
4. Develop a comprehensive rationale for how you chose the best target and provide justification for your decision. Include a chart.
Attachment:- Assignment.rar