Marketing Analysis Case: VetsCorp

Paper Summary:

This paper explains that VetsCorp, acting as a wholesaler and retailer, offers a technology based product, which helps make businesses processes more efficient. The author points out that the goal during the company's first years of operation is to build a reputation, which allows individuals to realize that VetsCorp promises and delivers results; whereas, the long-term goal will be to continue to extend the market base and offer other services throughout United States and some international markets. The author presents a full analysis for marketing of VetsCorp products including a SWAT analysis, which points out potential problems and advantages. The paper recommends that VetsCorp work on building an identity in the market. The author stresses that the product line base needs to be increased so as to maintain financial sustainability and increase diversity. The paper warns that competitors can easily overtake the market especially if they have a larger inventory and more clearly defined distribution channel.

Table of Contents:
Executive Summary for the VetsCorp
Business Name and Location
Business History
Business Concept and Mission Statement
Situational Analysis
Sales/Profit Projections
Table 2: Target Market Forecast for VetsCorp Product
Figure 2: VetsCorp's Target Market Growth by Area
Figure 3: VetsCorp's Target Market Growth by Environment
Market Demographics
United States Market.
European Market
International Market
Market Trends
Key Consumer Growth
Defined Market Segments
Defined Distribution Channels
Swot Analysis
Strengths
Weaknesses
Opportunities
Threats
Competitive Analysis
Table 2: Competitor by Growth and Share
Figure 4: Competitor by Growth and Share
Pricing
Promotion
Conclusion

From the Paper:

"The price charged by VetsCorp is based on a simple economic model that includes tries to match its revenue structure with its cost structure. Since there is little or no service and support revenue this is not built into the pricing model. The price chosen is based on additional analysis shown below. VetsCorp products are currently sold using a simple economic model; where equilibrium price and quantity are based on an estimation of current market trends and are competitive. See figure 5 below to understand how equilibrium price and quantity are derived from the intersection of demand and supply."

Sample of Sources Used:

• Alcorta, L., Plonski, G., & Rimoli, C. (1997). The experience of technological collaborations by Mercosur Companies. United Nations University Discussion Paper Series. The Netherlands: Institute for New Technologies.
• Berry, T. & Wilson, D. (2001). The book on marketing plans. Oregon: Palo Alto Software Incorporated.
• Debelak, D. (2000). Marketing plan. Massachusetts: Adam Media Company.
• Gordon, K. (2005). Now playing with internet advertising. Retrieved March 12, 2007, from http://www.findarticles.com/p/articles/mi_m0DTI/is_6_33/ai_n13784691
• Marketing analysis: Cymfony. (n.d.). Retrieved March 12, 2007, 2007, from http://sbinfocanada.about.com/cs/businessplans/a/bizplanmarkanal.htm

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