USA: +1(669)289-8683 
Sign in
In this project, you will demonstrate your mastery of the following competency:
- Communicate relevant internal and external market factors to organization stakeholders
Scenario
SNHU Pet Supply
Food, Toys, and Supplies for Your Four-Legged Family Members
You are the assistant to Francis Del Corral, the marketing manager of SNHU Pet Supply, a large pet supply company that sells pet food, toys, and supplies in retail locations and through an online store. Francis, who knows of your interest in pursuing a career in marketing, has asked you to conduct an analysis of the market landscape to identify market factors for a new high-quality pet food line for both cats and dogs.
Directions
Market Research Report Presentation: Your manager, Francis Del Corral, has asked you to conduct an analysis of the market landscape to help inform the launch of the new pet food line. Francis wants you to prepare a presentation of your findings for the board of directors and other important decision makers within the organization. For your 10- to 15-slide presentation, your manager has asked you to explain your methodology, your findings, and an analysis of how these things will impact the marketing strategy.
Note: If this project would be appropriate for a company you work for, you may use that company instead of the one provided in the scenario. If you choose a different company, you must provide a 1-page summary with background information about the company, their overall marketing strategy, and a new product line. Submit your summary in a separate Microsoft Word document along with your presentation. For an example of how to present this information, review the
Communicate Market Factors: SNHU Pet Supply Case Study
.
Read the Communicate Market Factors: SNHU Pet Supply Case Study document located in the
Supporting Materials
section. This case study includes important details about the company. If you chose a different company for your project, provide a 1-page summary with background information about the company, their overall marketing strategy, and a new product line. Use the Communicate Market Factors: SNHU Pet Supply Case Study as an example of how to present this information. Submit your summary in a separate Microsoft Word document along with your presentation.
Once you have researched the internal and external factors, address the following in your presentation:Introduction: Your supervisor wants you to start with background information on the research. What is the purpose of this research? Include the research questions you addressed, and summarize the key insights gained through your research.Methodology: Explain how the research was conducted, describing the resources used and limitations of the study. Consider these questions:How did you collect your data? What sources did you use? Why?What are the limitations of your research? For example: What data are you missing? How could additional primary or secondary sources help you improve your research? What would you like to explore further?Findings: Determine the internal and external market factors that will impact the success of your product. Support your response with evidence from authoritative sources.You may use the SWOT Analysis Template provided in the Supporting Materials section to identify the internal and external market factors.For the internal factors, include at least five strengths and five weaknesses. For the external factors, include at least five opportunities and five threats.Make sure to provide details and information from your research that support each example within your SWOT analysis.Next Steps: Analyze how the external and internal factors will impact marketing strategies for your new product. Consider these questions in your response:How will the internal market factors impact how you market your new product? Think of how these factors could impact your price, place, product, and promotion strategies.What are the most important strengths and weaknesses that the company should consider when marketing the product? Why?How will the external market factors impact how you market your new product? Think of how these factors could impact your price, place, product, and promotion strategies.What are the most important opportunities and threats that the company should consider when marketing the product? Why?As you work on your presentation, keep your audience in mind. You will be presenting to the board of directors and other important decision makers within the organization. Make sure you use a professional tone and communicate your findings with confidence. Specifically, your presentation should:Clearly articulate research findings to stakeholders, utilizing an appropriate tone for internal communications. Ask yourself these questions:Is your presentation supported by evidence?Did you include authoritative resources?Did you use professional verbal and written language?
What to Submit
Every project has a deliverable or deliverables, which are the files that must be submitted before your project can be assessed. For this project, you must submit the following:
Market Research Report PresentationYour manager has asked you to conduct an analysis of the market landscape to help inform the launch of a new product. Francis wants you to prepare a 10- to 15-slide presentation with your findings for internal stakeholders. You can record the presentation (7–10 minutes) or provide comprehensive speaker notes (1,000–1,500 words). If you choose to use speaker notes instead of recording, the notes should reflect what you would say in an audio or in-person presentation. You may include a combination of graphics and text to support your message.
Supporting Materials
The following resource(s) may help support your work on the project:
Citation Help
Need help citing your sources? Use the CfA Citation Guide and Citation Maker.
Communicate Market Factors: SNHU Pet Supply Case StudyThis case study includes important details about the company, the product, and the marketing strategy that will be useful when completing your market research report presentation.
SWOT Analysis TemplateYou may use this template to complete a SWOT analysis to identify the internal and external market factors.
Reading:
How to Design and Deliver an Effective Presentation
This document provides a list of tutorials and resources that will be useful when completing your market research report presentation. These tutorials cover core functionality and tool features, as well as the elements of effective presentation design.
Market Research Resources:The following resources provide information about market trends in the pet industry that will be useful when preparing your market research report. Note that these resources offer a combination of free and paid resources. You are NOT required to purchase any of these resources.
- American Pet Products AssociationPet Industry Market Size & Ownership StatisticsPress Releases
- Petfood IndustryPet Food Market Trends
- Shapiro LibraryThe Shapiro Library offers a compilation of journals and articles related to the pet industry. Enter the Shapiro Library and perform a search using keywords such as “Pet Industry” or “Pet Products.”
Communicate Market Factors: SNHU Pet Supply Case Study
SNHU Pet Supply is a large pet supply company that sells pet food, toys, and supplies in its 10
brick-and-mortar stores located in northeastern United States. Recently, they partnered with
some small local retail stores to sell their products.
All product lines are manufactured locally, and the company has an exclusive partnership with a
regionally based logistics firm for distribution. The logistics company recently reorganized and
was late on several deliveries to distribution centers. With the increase in demand due to new
partnerships, the company needs to grow several departments to handle increased work,
including marketing, quality assurance, product testing, and production.
SNHU Pet Supply gives back to local and national animal welfare organizations and has a clear
statement of its corporate social responsibility. Although several nationwide pet-food recalls
occurred last year, SNHU Pet Supply products were not among them. The company is closely
following actions of the Food and Drug Administration to regulate pet food and plastics in toy
products. The company has also heard from some its farm suppliers that prices may increase as
the result of tariffs.
The company will launch a new pet food line with products for both cats and dogs. Although
the new pet food will be sold for a higher price—about 10% more than a competitor’s pet food
product—it’s a superior-quality product. The product is made with high-protein, all-natural
ingredients. This complete and balanced food option will keep pets fuller for longer, decreasing
meal sizes and feeding times, promoting healthy digestive systems, and supporting healthy skin
and fur growth.
Marketing Strategy
SNHU Pet Supply is interested in increasing sales through its online store. This is a recent
expansion of the marketing strategy, which was initially focused on reaching local customers to
increase foot traffic in the stores. While the company continues to actively grow a local
customer base, it sees the opportunity for expansion through the online channel. It has a robust
website and has recently expanded its online presence to include Facebook and Instagram. It is
also offering a monthly subscription through its website, as well as a one-day delivery.
SNHU Pet Supply and its products consistently receive four- and five-star ratings online. The
company quickly grew a following of 5,400 followers on Instagram and 4,200 on Facebook
when it launched. Conversion rates to online purchases and coupon redemption were above
5% initially but have since dropped to below 1%. The marketing department exhausted content
resources within the first two months of launch and has been struggling to keep up with posts
to attract and sustain the following.
Leadership of SNHU Pet Supply is willing to invest substantially in this effort to launch the new
product line; there are no budget constraints.
SWOT Analysis Template
You may use this template to identify the internal and external market factors for your market research
report. For the internal factors, include at least five strengths and five weaknesses. For the external
factors, include at least five opportunities and five threats. Make sure to provide details and information
from your research to support each example.
Internal Factors
Strengths
Weaknesses
List company and product strengths here.
Remember that strengths are internal.
List company and product weaknesses here.
Remember that weaknesses are internal.
External Factors
Opportunities
Threats
List company opportunities here. Remember that
these are external things the company could take
advantage of.
List company threats here. Remember that these
are external things like competition and
regulations.
