Reference no: EM133325280

Case: There are almost 29 mi lion pets in Australia today - more than the estimated human population of almost 25 million. Three in five Australian households - or 5.9 million in total - have a pet. 61% of Australian households have a pet today. 90% of Australian households have had a pet at some time. The pet industry has been growing in sophistication. Now there are speciality birthday cakes for pets, health insurance and photography shoots to name a few. For this task, I would like you to think about how the marketing systems around pets has proliferated in Australia. Your job it to identify an attractive group of customers whose needs are currently unmet and suggest how an existing organisation could modify what they are currently doing to meet their needs.

Question 1. Choose an organisation that serves the pet market such as: (RSPCA, Pet Insurance Australia, Pet Barn or the Golden BARKery) Note: If you wish to choose a different organisation, you may do so, but please discuss your choice with your lecturer.

Question 2. Pick an underserved target audience that needs a product or service provided by your chosen organisation (and who can afford it). Ensure you are clear about your target market choices and why.

Question 3. Map the product or service you believe provides an unmet need for the chosen target market using what you have learnt when studying Business Model Canvas. For eg. This exercise is likely to identify some small or large changes you suggest they may need to make to more effectively meet the needs of the underserved target market you have chosen and why.

The following topics should be covered in the assignment:
* Who is the target customer and why you have chosen them
* Identify the customer jobs (relevant to their pet needs)
* Identify the pains and gains
* Changes to the existing offering and why (I recommend that no more than 3 interrelated changes are suggested).
* Pain reliever, and/or gain creator

This short report should contain the following five key topics

1. Introduction - briefly provide an overview of the organisation and outline your suggested response and why

2. Provide a brief description the target market you have chosen and why

3. Critical discussion- explain each steps (customer jobs, identify the pains and gains, changes to the product and service, pain reliever, and gain creator) in the context of selected topic.

4. Reflection- consider the effectiveness of value proposition canvas for marketing professionals working in the pet industry. Write a paragraph and state if you think you would use these tools if you were a marketing professional working in this industry and why, or if not, why not.

5. Conclusion- Highlight the key findings.

All the theories are covered in week 1 and 2. I suggest that you start to work on this assignment after the first class in week 1.
You must use academic sources for citation and referencing. Your reference list should contain at least two academic references (the resources listed here are a good place to start).