Marketing Plan
Spot’s Barkery Marketing Plan
Kyrstin Stabbs
Keller Graduate School of Management
2.0 Situation Analysis Spot’s Barkery is a new and upcoming bakery geared toward dogs and those who love dogs. The dog treat industry is full of prepackaged dog treats, but there are very few options for dog owners to buy their dogs a fresh healthy treat. This is where Spot’s Barkery comes in. Spot’s Barkery will strive to provide a wide variety of fresh made dog treats at a reasonable price. There is another local dog bakery, but they are in a different part of town and offer somewhat different products. Dog owners want healthy fresh treats for their dogs and want to be able to take their dogs shopping with them as well. Spot’s Barkery will welcome dogs with open arms and ensure both the dogs and their owners have a wonderful experience.
2.1 Market Summary Spot’s Barkery’s market consists of people who love, cherish, and value their dog as a member of their family. The greater the love for the dog the more likely the owner will get their dog a special treat. Another target is those who love their dog, but do not have the time to visit an actual pet bakery. Spot’s Barkery will have fresh treats available to those on the go. The market for dog treats is actually quite large. Based on a survey from the American Pet Products Association ([APPA], 2012) 46.3 million households in the US have at least one dog. Also, 78.2 million dogs are owned in the US. Figure 1 shows the amount pet owners have spent over the last five years. The market for specialized products for dogs is growing. There is a great trend of providing specialized services for dogs. Healthy treats and food are also very important to dog owners. If the dog stays healthy, they will be around for a long time. Spot’s Barkery offers a large variety of health dog treats. They have almost anything a dog could want.
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Figure 1 Total U.S. Pet Industry Expenses | Year | Amount in Billions |
Kyrstin Stabbs
Keller Graduate School of Management
2.0 Situation Analysis Spot’s Barkery is a new and upcoming bakery geared toward dogs and those who love dogs. The dog treat industry is full of prepackaged dog treats, but there are very few options for dog owners to buy their dogs a fresh healthy treat. This is where Spot’s Barkery comes in. Spot’s Barkery will strive to provide a wide variety of fresh made dog treats at a reasonable price. There is another local dog bakery, but they are in a different part of town and offer somewhat different products. Dog owners want healthy fresh treats for their dogs and want to be able to take their dogs shopping with them as well. Spot’s Barkery will welcome dogs with open arms and ensure both the dogs and their owners have a wonderful experience.
2.1 Market Summary Spot’s Barkery’s market consists of people who love, cherish, and value their dog as a member of their family. The greater the love for the dog the more likely the owner will get their dog a special treat. Another target is those who love their dog, but do not have the time to visit an actual pet bakery. Spot’s Barkery will have fresh treats available to those on the go. The market for dog treats is actually quite large. Based on a survey from the American Pet Products Association ([APPA], 2012) 46.3 million households in the US have at least one dog. Also, 78.2 million dogs are owned in the US. Figure 1 shows the amount pet owners have spent over the last five years. The market for specialized products for dogs is growing. There is a great trend of providing specialized services for dogs. Healthy treats and food are also very important to dog owners. If the dog stays healthy, they will be around for a long time. Spot’s Barkery offers a large variety of health dog treats. They have almost anything a dog could want.
.
Figure 1 Total U.S. Pet Industry Expenses | Year | Amount in Billions |
References: America Pet Products Association. (2012). Industry Statistics & Trends [Data Set]. Retrieved from http://www.americanpetproducts.org/press American Veterinary Medical Association (AVMA). (2007). Market research statics: U.S. Pet Ownership—2007 [Data Set]. Retrieved from http://www.avma.org/reference/marketstats/ownership.asp Packaged Facts. (2011). US Pet Owner Buying Trends [Data Set]. Retrieved from http://petfoodindustry.com U.S Census Bureau: State and County QuickFacts. (2012). St. Louis County, Missouri [Data Set]. Retrieved from http://quickfacts.census.gov/qfd/states/29/29189.html