| Course | MRKT 3001 Marketing |
|---|---|
| Week | Week 11 |
| Paper type | Marketing plan |
| Length | About 1,040 words, 6 pages |
| Format | APA 7 student paper |
| School | Walden University |
| Program | BS in Business Administration |
| Updated | October 2026 |
Free sample paper for MRKT 3001 Week 11
A Marketing Plan for Second Paw Pet Supply: Making the Store the First Stop for Newly Adopted Dogs, From the Environment and the Chosen Buyers to Product, Price, Place and Promotion, a Calendar and Measures
Student Name
Walden University
MRKT 3001: Marketing
Instructor Name
Month Day, Year
A Marketing Plan for Second Paw Pet Supply: Making the Store the First Stop for Newly Adopted Dogs, From the Environment and the Chosen Buyers to Product, Price, Place and Promotion, a Calendar and Measures
Summary
Second Paw Pet Supply, a composite independent pet retailer with two stores in Madison, Wisconsin, will grow by becoming the place first-year dog adopters go in the first months. These buyers enter the market every year through shelter adoptions, need hands-on help that warehouse clubs and online retailers cannot give, and have not yet formed buying habits. The plan offers them a New Adopter Starter Bundle at $79 with free in-person harness fittings, reaches them through a voucher in the shelter's adoption packet, search ads and a follow-up email series, and keeps them with local delivery for refills. It targets 400 bundles and a 50 percent return rate for the four-week follow-up in the first year.
Who This Plan Does Not Serve
The plan does not design its offer around four groups: households already set up with online auto-refill, bargain hunters buying food in bulk, people living far from either store and anyone keeping exotic animals. These customers remain welcome, but prices, products and messages are not shaped for them. Smith (1956) argued that serving a segment well means shaping the offer to its needs, which also means not shaping it for everyone.
Environment
The environment scan identified two forces that matter most. Tighter household budgets after several years of high prices have put price on every food shopper's shortlist, according to consumer price data for pet food (U.S. Bureau of Labor Statistics, 2024). At the same time, two in three American homes have a pet, and many owners treat that pet as a member of the family (American Pet Products Association, 2024). Both pressures land hardest on new adopters, who watch prices yet need guidance. The steady shift of routine refills to online repeat delivery is the main threat; the store competes where hands-on help matters.
Target Group
The buyers are first-year dog adopters living close to one of the two stores, renters above all. Using illustrative local figures, about 1,200 such households enter the trade areas each year through shelter and rescue adoptions, and each spends roughly $500 on supplies and food in the first year, a segment worth about $600,000 annually.
Position
The position is unchanged from Week 4: Second Paw is where a newly adopted dog gets settled, and in-person harness fitting and food planning are the proof. The warehouse club owns "cheapest bag," the online retailer owns "doorstep delivery" and the veterinary clinic owns "medical authority." No rival owns in-person help during the first months, and Ries and Trout (2001) argued that a position must be one a competitor does not already hold.
The Marketing Mix
McCarthy (1960) organized marketing decisions into product, price, place and promotion, and each follows from the position.
Product. The New Adopter Starter Bundle, set out in the Week 6 memo, packages the walking gear, bowls and a small bag of starter food with two fittings, one at purchase and one four weeks later. The store gives Hearthside, a regional brand with trial packs and a refund promise, a full bay, because its product decisions support the store's advice role.
Price. The bundle is priced at $79, close to the cost of buying items separately at the warehouse club but with fittings and saved trips included. The cost floor is $52, leaving $27 per bundle. The store accepts that price-first buyers will shop elsewhere.
Place. A voucher in the shelter's adoption packet places the store at adoption day; trained fitters on every shift at both stores serve the first weeks; free local delivery of food and litter keeps households once buying becomes routine. The store does not build a national web shop.
Promotion. The adoption packet flyer asks, "Does your new dog's harness actually fit?" and offers a free fitting, following the AIDA sequence. Digital promotion uses search ads on phrases new adopters type, short social videos to the shelter's audience and a follow-up email series built from fitting customers. Every factual claim is matched to evidence the store holds.
Implementation Calendar
Table 1
First-Year Implementation Calendar
| Month | Action | Owner | |
|---|---|---|
| 1 | Agree voucher placement with the shelter; train one more fitter; set up booking codes | Owner and shop manager | |
| 2 | Launch the bundle and flyer; start search ads | Shop manager | |
| 3 | Start social video ads and the email series | Marketing analyst | |
| 4 | Launch local delivery two afternoons a week | Owner | |
| 6 | Review bundles, follow-up returns and cost per booking; adjust keywords and budget | Owner and marketing analyst | |
| 12 | Full-year review against targets | Owner | |
Second Paw is a composite store; schedule prepared for this plan.
Measures
The plan will be judged on four figures: bundles sold (target 400), the share of bundle buyers who return for the four-week fitting (target 50 percent), repeat food purchases inside three months (target 40 percent) and cost per fitting booked through digital ads (target under $15). Kotler and Armstrong (2018) note that a plan's measures should follow its objectives, and each of these measures one link in the chain from first contact to repeat purchase.
Budget
The first-year budget is modest. Digital advertising runs about $600 a month from month 2, or about $6,600 for the year. Printing flyers for the shelter costs roughly $400. Training one more fitter takes about $500 in course fees and paid hours. Local delivery, run with a part-time driver in the owner's van on two afternoons, adds about $200 a week from month 4, close to $7,000 for the year. The total, about $14,500, compares with an expected bundle contribution of about $10,800 plus the margin on follow-up food and supply purchases by households the bundle brings in. If those households buy even $50 more each over the year, the plan pays for itself.
Risks
Two risks stand out. The plan depends on trained fitters, and losing experienced staff would weaken the one thing the position rests on. And a larger chain could add fitting services. The store's defense is its relationship with the county shelter, which is slower to copy than a service menu.
References
American Pet Products Association. (2024). Pet industry market size, trends & ownership statistics. https://americanpetproducts.org/industry-trends-and-stats
Kotler, P., & Armstrong, G. (2018). Principles of marketing (17th ed.). Pearson.
McCarthy, E. J. (1960). Basic marketing: A managerial approach. Richard D. Irwin.
Ries, A., & Trout, J. (2001). Positioning: The battle for your mind (20th anniversary ed.). McGraw-Hill.
Smith, W. R. (1956). Product differentiation and market segmentation as alternative marketing strategies. Journal of Marketing, 21(1), 3-8. https://doi.org/10.1177/002224295602100102
U.S. Bureau of Labor Statistics. (2024). Consumer price index: Pet food and treats. U.S. Department of Labor. https://www.bls.gov/cpi/
What the MRKT 3001 Week 11 instructions ask for
In Week 11 you write a complete marketing plan for one business, drawing on your earlier assignments. Begin with a one-page summary. Include a section naming the groups the plan does not serve and why. Then follow the term's order: environment, target group, position and the marketing mix organized under product, price, place and promotion, with digital work folded into place and promotion. Update tables from earlier weeks rather than pasting them, and describe the target buyers in the same words throughout. Close with an implementation calendar, a budget, a short list of measures with targets and the main risks.
How the MRKT 3001 Week 11 example is put together
The summary states the goal, the buyers, the four main decisions and first-year targets. The exclusions section lists four groups, citing Smith. The environment section updates the scan, drawing on federal price data and the pet products industry survey. The target section restates the segment and its size. The position section quotes the statement and cites Ries and Trout. The mix section, citing McCarthy, covers the bundle and Hearthside, the $79 price and its floor, the shelter voucher and delivery and the flyer and digital channels. A six-row calendar assigns owners, a budget totals about $14,500 and four measures are set, citing Kotler and Armstrong.
Reading the MRKT 3001 Week 11 rubric
A marketing plan is marked on whether it hangs together, covers every part and could actually be carried out. Every section should serve the same goal and the same buyers, described consistently. A clear statement of who the plan does not serve shows strategic choice. The marketing mix should follow from the position, with each decision traceable to earlier analysis. Strong plans update earlier work rather than repeating it and include an actionable calendar with owners, a budget compared with expected returns and a few measurable targets. Risks should be specific. Plans that read as a collection of separate assignments, or that change the target from section to section, fall short.
MRKT 3001 Week 11 help from the desk
Start by writing your goal and your target buyers in one sentence each, and use exactly those words everywhere in the plan. Then go through your earlier assignments and ask what changed since you wrote them; update the figures and tables rather than pasting. Build the mix by asking how each of the four Ps delivers your position. Add a calendar that says who does what and when, a rough budget and three or four targets. Finally, name what could go wrong. Common weaknesses are inconsistent targets, missing budgets and measures that do not match the goal. Share your earlier work and we can help pull it into a plan. Leave time to read the plan start to finish for consistency; that read-through catches most of the problems graders notice. Check that every figure matches across sections.
Get a MRKT 3001 Week 11 example written to your instructions
Send the Week 11 plan prompt with its rubric, plus any earlier sections you want kept, and the assembled plan lands in 24 to 48 hours, the first without charge. The sample holds your chosen group and its exclusions steady from summary to measures. Appendices and a full reference list come with it.
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MRKT 3001 Week 11 questions, answered
Where can I find a free MRKT 3001 Week 11 sample paper?
The whole marketing plan, from summary to risks, is reproduced below for free.
What is the goal of the MRKT 3001 Week 11 plan?
For the store to become the place first-year dog adopters go in the first months.
Who does the plan not serve?
Shoppers already on online auto-refill, bargain hunters buying food in bulk, people living far from either store and exotic pet owners.
How is the marketing mix organized?
Under McCarthy's four Ps: the starter bundle and Hearthside, a $79 price, shelter vouchers, fitters and delivery, and a flyer plus digital channels.
How will the plan be measured?
By bundles sold, follow-up fitting returns, repeat food purchases within ninety days and cost per fitting booked online.