MIDTERM QUESTION:

Traveling is becoming an increasing hobby for people in the United States. Also, the pet parenting phenomenon is also growing rapidly. One of the issues, however, is the dilemma of traveling with a pet. There have been many reports of airlines that have lost a pet or the pet did not survive the trip.

Recently, there was a couple who were both professional pilots and also pet owners. Upon retirement, they decided to start an airline that catered specifically to pets. They identified the key routes that commercial airlines fly that also have a smaller airport in the community. For a fee, the traveler can fly his or her pet to the destination city. The pet owner is responsible for dropping off and picking up the pet from the smaller airport. The animals are transported in plush cages in a pressurized cabin. They are provided, for a fee, snacks during their travel.

Reflecting on the above from a Marketing Strategy Perspective, address the following issues:

a.) Develop a target market for this project. Make sure to address at least three market segmentation variables that would be important to consider and how you arrived at the target market you are suggesting for this project.

b.) Develop a customer retention program for this business. Discuss the concept of customer orientation and the importance of a customer retention program and what factors should be considered for this business. Identify the type of information the company needs to design this program and from where the company will obtain this information.

c.) Marketing strategy focuses on solving problems. Many of the problems originate from specific needs. Identifying the appropriate needs assists in the product differentiation process, as well. Identify the Primary Needs and Secondary Needs this product will satisfy. How will this be used in the product differentiation, positioning of the product, and the impact within the consumer buying process?