SWOT Analysis: Blissful Bites

MKT 113: Final Project Part I Final Submission

Cherol Autry

Southern New Hampshire University

The purpose of this document is to provide information on SNHU Pet Supply’s new product Blissful Bites. SNHU Pet Supply has a reputation for providing quality pet products. SNHU Pet Supply desires to begin producing Blissful Bites, a new, all natural healthy line of food for both feline and canine pets. Blissful Bites is a new product and SNHU Pet Supply needs to find the target market for the new product.

The SWOT analysis shows the strengths for Blissful Bites, the bite that brings pure bliss to your pet. SNHU is a pet supply company that is strongly established and the Blissful Bites brand of pet food will fit into the different options

of pet foods offered by SNHU Pet supply. This will make reduced startup costs for the new line. The staff will be fully trained in processing and certification of organic food, along with consulting with veterinary dieticians. The management team for Blissful Bites has contracted to local organic ranchers and farmers near the production facility to provide the organic ingredients for Blissful Bites. Today’s consumers are more health conscientious and Blissful Bites sees the opportunity for the new product. Pet owners of today treat pets like family members. The meal planner for the family who is eating healthy will extend the healthy eating to the beloved family pet. It is the belief of Blissful Bites that the healthy consumer’s need to put healthy food on the table for their family will extend that offering to their pet’s bowl. Blissful Bites also sees it’s threats and weaknesses, but geared for success they are ready to enter the organic pet food market.

Blissful Bites has a demographic target market of upper middle income, higher earning consumers earning $45,000 to 60,000. Since this product has a higher cost it will not have as much appeal to those who set tighter budgets as to those less budget conscious. Psychographic variables indicate the new product would be more appealing to the consumer who relates high quality to social status. This consumer would take time to research the product and make a decision based on information gained. The target market segment would geographically live in more affluent neighborhoods in Albuquerque, New Mexico and surrounding areas. Consideration as to how the consumer would access Blissful Bites for purchase needs to be taken. SNHU Pet Supply needs to establish themselves in neighborhoods of more affluent residents.
The target market could be called Urban Uptown (Nielsen 2015).

Described as midscale to upscale, college educated and ethnically diverse. This market is made up of Generation X (Armstrong & Kotler 2015). Although this group is diverse in terms of housing styles from stand-alone housing to apartment living and families with no children to families with one to three children, residents share an upscale urban perspective that is reflected in their marketplace choices. Urban Uptown consumers tend to shop at exclusive retailers, making this segment a good target market for Blissful Bites, sold only at SNHU Pet Supply. They appreciate experience and want to purchase food for their pets from an established and reputable company. They need to receive benefit from the product of their choice. They want what is best for their furry family member. Blissful Bites will provide food for their family pets and come from an established company steeped in experience of providing quality pet foods.

Blissful Bites, is the 100% natural pet food. The all natural content of Blissful Bites is perfect for the pet owner who feels their pet is part of the family. It will appeal to the dog or cat owner who cares about their family’s health. Blissful Bites will appeal to both demographic and psychographic segment that make up the target market. Company experience and product quality will cement customer loyalty and bring success with the launch of SNHU Pet Supply’s Blissful

Bites.
The primary marketing channels should be radio and television advertisements.

The people in the target market spend time each day watching television and listening to the radio. (Nielson 2015) Television is still an effective way to advertise according to Adweek.com. (Lynch 2015) SNHU Pet Supply is already advertising on television and radio. Blissful Bites all natural healthy pet foods will be highlighted in SNHU Pet Supply advertisements. An additional incentive to consumers who buy four products and get one of will be promoted in the advertisements. Grooming services offered by SNHU Pet Supply have consumers bringing their pets into the store. Free in store samples will have pets devouring Blissful Bites, proving that Blissful Bites are pure bliss for your pet.

The target market spends time on social media. Advertising with internet ads and social media should be considered. Blissful Bites should appeal to any consumer who wants a healthy choice for their pet food, although due to higher costs it may be beyond the budget of some pet owners. Although internet sales may be effective they might be restricted by high shipping costs. SNHU Pet Supply should continue to evaluate this marketing channel for Blissful

Bites.
SNHU Pet Supply is ready to launch Blissful Bites. The target market is identified and a strategy for marketing is set. Blissful Bites future is promising. By overcoming weakness and realizing resources Blissful Bites future is destined to be successful.

References
Armstrong, G., & Kotler, P. (2015). Marketing: An introduction (12th ed.). Upper Saddle River, NJ: Pearson Education, Inc.
Nielsen. My Best Segments. (2015) PRIZM Lifestage Group, from https;//www.claritas.com/
Lynch. (June 9, 2015) Adweek.com Why TV is Still the Most Effective Advertising Medium