M-U2A

Summarize a Marketing Strategy for Lee's Business, Addressing Each Part. Author's Name The Institutional Affiliation Course Number and Name Instructor Name Assignment Due Date Introduction This report summarizes the marketing strategy for Lee's Doggy Daycare in 6 parts. Notably, the report analyses the gap in existing marketing strategy and then determines a newer one based on market-oriented parameters. Although a dog daycare has significant potential in West Palm Beach City, Florida, it has intense competition. Therefore, the report emphasized developing a sustainable competitive advantage for Lee's Dog Daycare. Part 1-Mission A market-oriented mission statement must emphasize customer needs, value proposition, market positioning, long-term goals, and adaptability (Li et al., 2021). In correspondence, the new mission statement for Lee's doggy daycare is, Dedicated to the well-being and happiness of Florida's beloved canine companion, our doggy daycare brings a thriving experience for furry family members and their owners. At our doggy daycare, we focus on enriching and fostering the four-legged friend you own. We ensure their tails wag joyfully in our loving environment, under attentive care and stimulating activities. If you are a pet parent, you need a trusted partner with the finest service quality. We deliberately create cherished moments by tailoring the unique needs of each furry companion, one paw at a time. Part 2-Situational Analysis Organizational Strengths and Weaknesses Direct Competitors Competitive Advantage Gap Lee's Doggy Daycare Competitive Advantage Dog Day Care * Central Bark * Very Important Paw * Camp Rusty Dog Retreat * Pawsitively Love * Dogs Day * INN the Dog house Location Outdoor activities Indoor activities Experienced staff Security Service-oriented practicesThey all stay with one-size fits all mantra No transparency No solid channels of communication are available Focus on transparency Defined communication channels with the pet-parent Customized service offer Climate-control indoor activities Personalized experience Indirect Competitors Dog Sitting * Pet Paradise Experienced Staff Engagement activities The pet owner has to call the sitter and engage the entire home with the pet. The pet owner is free from all the hustle of calling someone, and they can drop their pets and stay connected. Pet boarding services * The Ohana Pet resort * Posh Pet Hotel * All dogs Rock * Palm Beach Paw Spa Location Outdoor activities Indoor activities Experienced staff They can handle pets well but are a boarding service, so they cannot assist pet parents who want a short-term look after their pets. All sorts of customized pet services are available. Pet Grooming Service * Dogs Day out * Palm Beach Paw Spa Experienced StaffGrooming measuresdecent handling of pets Might need the owner during grooming The owner is free to leave and receive their fur baby later Table 1: Competitive Analysis of Lee's Doggy Daycare Demographics Population, income, and pet ownership are the key demographics stimulating a dog daycare business. The pet ownership rate in Florida's households is 56% (Dogster, 2024). In other words, 5 million households in Florida have at least one pet, commonly a dog (US Census Bureau, 2024). An estimation shows 12.5 million pet owners in Florida. The dog ownership rate is 39.8%, while cat ownership is 24.2% in Florida as of 2024 (Dogster, 2024). There is an increasing trend in pet ownership with an increase in the population of West Palm Beach, Florida. Thus, the market segmentation is quite broad for Lee's induction into the industry. Technological Factors Cloud-computing software, social media, and an extensive customer network are significant technologies used in the dog daycare industry. These technologies can positively and negatively affect Lee's business. Positive impacts include increased efficiency, streamlined operations, and on-point marketing. For instance, Lee can install cloud computing software to let its clients update their pet's information and track them while away. In contrast, the negative impact includes high set-up costs and risk of resistance. For instance, some pet owners do not like to share their pet's information with third parties. Lee has to find a mitigating way to foster positive and minimize negative impacts via customization. Sustainable Competitive Advantage (SCA) According to Lamb et al. (2021), a SCA is the unique tendency of a business that its competitor can never provide. Lee can focus on the gaps in its direct and indirect competitors and design a competitive advantage accordingly. Part 3 Marketing Objectives Varadarajan (2020) states that marketing objectives are real-time miles...