ROSS DOGGY CARE MARKETING PLAN

Student: Jackelinne Bartel
Professor: Andrew Moore
Class: Marketing Management

MARKETING PLAN OUTLINE

1. Executive Analysis
2. Situation Analysis
2.1 Market Summary
2.2 SWOT Analysis
2.3 Competition
2.4 Product (Service) Offering
2.5 Keys to Success
2.6 Critical Issues
3. Marketing Strategy 3.1 Mission 3.2 Marketing Objectives 3.3 Financial Objectives 3.4 Target Marketing 3.5 Positioning 3.6 Strategy Pyramids 3.7 Marketing Mix
3.8 Marketing Research
4. Financials, Budgets, and Forecasts
4.1 Break-even Analysis
4.2 Sales Forecast

4.3 Expense Forecast/Promotional Budget

CONCLUSION

REFERENCES

Executive Summary

Ross Doggy Care is a dog foster-family arrangement in Rossy Sloth's home. Customers are able to leave their dog at the Sloth's home when they go on vacation. The dog is surrounded by people all day, have their own bed, are taken for walks twice a day, and have a one acre fenced backyard to explore. Ross Doggy Care is a superior alternative to a kennel because the dogs get attention all day, have plush facilities, and have ample opportunities to exercise. The guest dogs will typically even sleep in the children's rooms (in the bed under the sheets if they choose). Basically, the dogs become a temporary member of the household. Ross Doggy Care is able to offer this specialized attention because they are equipped to handle only eight dogs at once.
Ross Doggy Care will compete directly with kennels but offer a superior service. Once word gets out about Ross Doggy Care, the schedule is forecasted to be near capacity within the first eight months.

2. SITUATION ANALYSIS
Ross Doggy Care is in its first year of operation. The service has been well received for the owner’s friends and neighbors who know about the business. Marketing is now critical to its continued