Fond du Lac Titer Clinic
Situation Analysis:
Where are we now?

Historical Background

Nature of Firm 

Fond du Lac Titer Clinic is a business existing both on and offline, dedicated to the health and longevity of pet dogs and cats. We offer blood titer tests, which we test in our own laboratory, to measure the amount of antibodies present towards various diseases. From there, we are able to make a scientifically-based recommendation to vaccinate at that time or to wait until the present vaccine dissipates even more. If a particular injection is needed at the time of the appointment, we offer those services as well, but we will not give any vaccines without confirming the need for one through a titer test first. Fond du Lac Titer Clinic will also offer educational seminars on pet health to interested consumers.

Sales and Profit History 

Pet Industry 

Projected Annual Sales of 74 Billion Dollars by 2015

Explain Current Marketing

Strategy and Objectives

·         Research consumer demographics, behaviors and decision-making processes

·         Understand the needs and wants of our target market and portray the value to them

·         Attract and motivate consumers to choose our superior products over the competitors

·         Build strong relationships with our customers to show them how much we value them

·         Concentrate efforts on creative, strategic, and effective marketing communications with consumers

·         Continuously update and integrate ideas to keep our brand fresh and relative to the changing needs of our target market

Consumer Analysis 

Who are They? Segments? 

Middle to upper class 

How Many?

73% of Americans own a dog or a cat

Fond du Lac

• 42203
  

United States

• 312 Million

• Pet owners are becoming more conscious about their pets heath
  
  
• Obtain new customers who are tired of vaccinations being required when pets don’t need them
  
  
• Pet owners who are skeptical of the vets intentions (health vs. profit)
  
  
• Seize the opportunity to launch a pet-health related service in a time when the importance of both are intensifying with multiple generations

Vets who provide vaccinations (without testing first)