Marketing is a strategy taken by a company to help it realize maximum profits and at the same time provide satisfaction to the clients. It helps a company to create awareness to the public regarding the goods and services being offered (Solomon 2008). This provides the public with the relevant information to enable them make a decision of buying the goods or seek the services being offered. The Pet Smart Company will need to carry out an extensive advertisement campaign in order to ensure that all the targeted elderly people and the hipster consumers are informed of the services being offered. Pet Smart Company needs to ensure that this part of the consumers that are usually neglected by majority of its competitors is reached. Through this elaborate and efficient advertisement plan the Pet Smart Company will be in a position to increase its sales and hence realize high profits.
Through marketing the Pet Smart Company will have a good opportunity of educating the public on the availability of their assistance to the elderly while they walk their pets and also enable the hipsters gain access to walking and sitting services while they are working or travelling. Through this the company will have the opportunity of highlighting the importance of pet walking to the elderly such as the chance to exercise their body while they take their pets for walks (Solomon 2008). Such highlighted importance associated with pet walking will challenge the consumers to give this service a try and in turn this will boost the company’s sales to achieve maximum profits.
Marketing of Pet Smart services to the public will ensure that the existing customers are maintained while at the same time trying to offer the services to new clients (Steel 2006). Most companies carry out marketing strategies that are aimed at getting new clients but they ignore the existing clients. This is very risky to any business venture since as the clients continue using a product or service there are emerging issues that need to be addressed. When the consumers’ emerging issues are not properly handled they may decide to abandon using the service or product on grounds of negligence by the company. However, Pet Smart Company should adopt a marketing strategy that covers the needs of the existing clients to ensure they are maintained.
Pet Smart Company will be part of the many companies that offer pet walking services to the public. This means that there will be a stiff competition from other firms that will automatically lead to the emergence of improper publicity due to propaganda spread in the attempt of trying to edge out other competitors (Steel 2006). However, marketing will enable the company to identify the propaganda created by its competitors in the market through the response obtained from the public while advertising. This means that such propaganda is corrected in due time before it reaches a point of no return and ensure steady market for the services being offered.
Marketing will enable Pet Smart Company realize new clients and penetrate their products in the consumer market. Advertising, trade fares and exhibitions and promotions offered as a way of marketing the pet walking services will attract potential clients and convert them to consumers of their services (Steel 2006). While carrying out a strategic marketing plan the marketing department should know that people travel from and to different destinations in the world. They should take advantage of this to attract and trap the new market without necessarily travelling to the geographical location of the potential clients. They should know that their profits will be determined by the number of potential clients converted to consumers of their products.
References
Solomon, R. (2008). The Art of Client Service: 58 Things Every Advertising and Marketing Professional Should Know. New York: Kaplan Publishing.
Steel, J. (2006). Perfect Pitch: The Art of Selling Ideas and Winning New Business. New York: Wiley.