Question one: What is the problem or the key issue in the case? You may list a range of symptoms however you must finish this question with a one or two sentence, marketing related, problem statement....

Question one:

What is the problem or the key issue in the case? You may list a range of symptoms however you must finish this question with a one or two sentence, marketing related, problem statement. (20%)

Question two:

Analyse the environment for the case study andanalyse the main marketing opportunities and threats facing theorganisation. Use an Active/Matrix SWOT in framing your response. (15%)

Question three:

Define the major segments
for
the
organisation and discuss the types of research of the segments you would like to see conducted to assist in
development
of your marketing strategy. (15%)

Question four:

Outline the objectives (SMART) for the organisation. Explain your proposed marketing mix strategy for theorganisation. Justify your proposed strategy by explaining how your marketing mix strategy will overcome the identified problem (Q1) and achieve the stated objective.  You are being asked to prove, with evidence and theory, that your proposed strategy will work. (40%)

Question five:

Discuss any implications you envisage for the implementation of your proposed strategy. (10%)

Take Home Exam – Case Study   Value: 50% Word Limit 3000 words (No appendix) Type Individual Due Date Tuesday November 8th, 5:00pm Submission Electronic File protocol Word document. Filename:  Family name_student_ID Penalty late submission Responses will not be accepted after 5:00pm 7/12/16   · Sign and attach to your exam a Business School Assignment Cover sheet. · Font— Any San Serif font, e.g. Arial. · Size—11. · Paragraphs—fully justified. · Paragraph spacing—one space before and after. · Line spacing—1½ lines. · All tables and diagrams labelled—they do not form part of the word count. (Do not create tables that are larger than one page. Tables can be single line spacing) · APA or Harvard reference style. · Please follow case study method – see The Case Study Handbook: How to Read, Discuss, and Write Persuasively About Cases by William Ellet    It is critical that your responses integrate the theory from this subject. Theory must be referenced. Do not provide a theory dump. This exercise requires you do demonstrate an “advanced and integrated understanding of a complex body of knowledge” AQF Level 9 – Masters http://www.aqf.edu.au/aqf/in-detail/aqf-levels/     Please read the case and provide a one paragraph précis of the case. List the assumptions you are making regarding the dynamics of the organisation and the market.   Question one: What is the problem or the key issue in the case? You may list a range of symptoms however you must finish this question with a one or two sentence, marketing related, problem statement. (20%)   Question two: Analyse the environment for the case study and analyse the main marketing opportunities and threats facing the organisation. Use an Active/Matrix SWOT in framing your response. (15%)   Question three: Define the major segments for the organisation and discuss the types of research of the segments you would like to see conducted to assist in development of your marketing strategy. (15%)   Question four: Outline the objectives (SMART) for the organisation. Explain your proposed marketing mix strategy for the organisation. Justify your proposed strategy by explaining how your marketing mix strategy will overcome the identified problem (Q1) and achieve the stated objective.  You are being asked to prove, with evidence and theory, that your proposed strategy will work. (40%)   Question five: Discuss any implications you envisage for the implementation of your proposed strategy. (10%)   JustFoodForDogs: The World's First Dog Kitchen JustFoodForDogs: The World's First Dog Kitchen Case Author: Stephen M. Rapier & Doreen E. Shanahan Online Pub Date: March 17, 2016 | Original Pub. Date: 2016 Subject: Marketing Management, New Product Design & Marketing, Marketing Strategy Level: Intermediate | Type: Direct case | Length: 4400 words Copyright: Certain material used with permission of Pepperdine University Graziadio School of Business and Management. © 2016. All rights reserved Organization: JustFoodForDogs | Organization size: Small Region: United States of America | State: California Industry: Manufacture of food products| Retail trade, except of motor vehicles and motorcycles| Food and beverage service activities| Veterinary activities Originally Published in: Publisher: Pepperdine University, Graziadio School of Business and Management DOI: http://dx.doi.org/10.4135/9781473972582 | Online ISBN: 9781473972582 javascript:void(0); javascript:void(0); javascript:%20void(0); javascript:%20void(0); javascript:%20void(0); javascript:%20void(0); http://dx.doi.org/10.4135/9781473972582 Certain material used with permission of Pepperdine University Graziadio School of Business and Management. © 2016. All rights reserved This case was prepared for inclusion in SAGE Business Cases primarily as a basis for classroom discussion or self-study, and is not meant to illustrate either effective or ineffective management styles. Nothing herein shall be deemed to be an endorsement of any kind. This case is for scholarly, educational, or personal use only within your university, and cannot be forwarded outside the university or used for other commercial purposes. 2017 SAGE Publications Ltd. All Rights Reserved. This content may only be distributed for use within Swinburne University of Techno. http://dx.doi.org/10.4135/9781473972582 SAGE SAGE Business Cases Certain material used with permission of Pepperdine University Graziadio School of Business and Management. © JustFoodForDogs: The World's First Dog KitchenPage 2 of 12 http://dx.doi.org/10.4135/9781473972582 Abstract Founder Shawn Buckley and partner Rudy Poe opened JustFoodForDogs in January 2011 in a 1300 square foot retail kitchen in Newport Beach, California, where they produced and sold human quality healthy food for dogs. In the spring of 2013, confident in their concept, the two partners decided to open a second location in West Hollywood, California. The site for their new location was 50 miles away from their first location. With limited knowledge of the local market in the new location, the founders questioned if the positioning, messaging strategy and brand elements used in their first location would resonate as well in the new market. Case Introduction Founder Shawn Buckley and partner Rudy Poe opened JustFoodForDogs in January 2011 in a 1300 square foot retail kitchen in Newport Beach, California, where they produced and sold human quality healthy food for dogs. In the spring of 2013, confident in their concept, the two partners decided to open a second location in West Hollywood, California. The site for their new location was 50 miles away from their first location. With limited knowledge of the local market in the new location, the founders questioned if the positioning, messaging strategy, and brand elements used in their first location would resonate as well in the new market. Learning Outcomes By the end of this case study, student should be able to: Define the role that market drivers and trends play in the development of a successful positioning strategy; Identify specific consumer needs or pain points that influence purchase behaviour; Define the message strategy being employed by a company to communicate with their target customers; Recognize that entering a new geographic market necessitates not only understanding local demographic, psychographic, and socioeconomic variables, but also needs to assess the appeal of a firm's messaging relative to the consumer's pain points (positioning); Perceive the importance of the contribution of different marketing elements to the success of an integrated marketing strategy. Case “The single most important element to a dog's life (after the love of his human) is his daily diet. The food you put in your dog's body, more than anything else, will determine his future health, happiness, well-being, energy level and may even have an impact on his vet bills,” states JustFoodForDogs founder Shawn Buckley. In 2007, Shawn Buckley began to wonder what was in the commercial dog food he was SAGE SAGE Business Cases Certain material used with permission of Pepperdine University Graziadio School of Business and Management. © JustFoodForDogs: The World's First Dog KitchenPage 3 of 12 feeding his dogs Simon and Nala. Making food choices for himself based on his values of health and sustainable living, Buckley realized that he knew little about the companies that made the food he bought for his dogs. Over the next few years, Buckley immersed himself in researching the dog food industry. Buckley learned that, “many of the leading brands of commercial dog food are made from food industry by-products, filled with preservatives, contain toxic chemicals, and are cooked at high temperatures reducing and eliminating nutritional value.” His insights led him to believe there was a segment of the market, comprised of people just like him that would want to make better food choices for their dogs given education and opportunity. In January 2011, Buckley partnered with Rudy Poe and opened the world's first retail dog kitchen located in Newport Beach, California: JustFoodForDogs (JFFD). They created the company to achieve one simple, primary objective—to increase the quality and length of life for as many dogs as possible. The founders decided to focus on making three things, daily meals for healthy dogs, veterinary diets for sick dogs, and a line of custom-formulated prescription food for dogs with special health issues. Of utmost importance to Buckley and Poe was ensuring pet nutrition was at the core of their messaging. They sought to position JFFD as a dog nutrition expert. “We wanted to establish the brand as a source for learning, so we made the choice to dedicate scarce marketing resources to building a library of information—provided to consumers in articles, quick tips, and videos—including information on dog nutrition, diet transition, serving sizes, life stages, allergies, ingredient comparisons, and cost comparisons.” A heavy emphasis was placed on inbound marketing—developing content that would draw consumer to the brand. Buckley and Poe were meticulous in their efforts to use consistent brand messaging in their marketing efforts, playing off the word “just” in their communication, e.g., JustCharity, JustCooking, JustEducation, JustNews, JustEvents, and JustSpecials. Another key part of their strategy was to identify and establish relationships with brand influencers—such as local veterinarians. Veterinarians were in a unique position to directly influence trail with owners of sick dogs or dog with special health issues. By their second year of operation, sales had grown double digits over the prior year. Fueled by favorable press and public relations, earned social media, and a growing base of consumer advocates, they quickly reached maximum capacity at their first location. Busting at the seams and confident in their concept, in the spring of 2013 the two partners decided to open a second location. With both partners living in the Los Angeles area, commuting over two hours a day to their Newport Beach location was taking its toll. The two decided that their next location should be in the Los Angeles area. After searching for several months, they decided to open their second location in West Hollywood, California. The new site they selected was over three times the size of their Newport Beach store. The two felt strongly that the location in West Hollywood was an excellent choice, but in many ways it was like starting all over. With their first location over 50 miles away, they had no brand awareness in their new market. With a small marketing budget in a large media market such as Los Angeles, the partners were again planning on using inbound marketing as their primary means for earning attention. With construction nearing completion, the new West Hollywood location was scheduled to open at the beginning of October 2013. Buckley and Poe began to wonder if the positioning and messaging strategy that led to their success in Newport Beach would work in the new SAGE SAGE Business Cases Certain material used with permission of Pepperdine University Graziadio School of Business and Management. © JustFoodForDogs: The World's First Dog KitchenPage 4 of 12 http://justfoodfordogs.com/learning/ West Hollywood location or if their strategy would need to be adapted. Making Better Food for Dogs In March of 2007 Buckley became troubled when news stories broke citing dog food products made in China causing illness and death in dogs. This drove Buckley to dig deeper wanting to understand, “Who are the companies that make dog food? And what is in the food they make?” What he discovered distressed him. The US dog food market was largely controlled by five major companies who collectively produce over 30 brands, including well-known brands such as Iams