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PETDOG PRIVATE LIMITEDMarch 27,

2009

I. Introduction

1b. Identify the main characteristics of a marketing orientated organization for

your organization.

Marketing orientation organization is company which is aimed to stay closer to their

customers. There are four major characteristics which define the marketing oriented

organizations including

1c. You should explain the various elements of the marketing concept

The marketing concept includes three elements:

• Customer orientation

• Co-ordination of market led activities

• Profit orientation

a. Customer orientation

The truism that “without customers, you don’t have a business” remains the logic for

maintaining a customer orientation. Satifying customers’ needs at a profit should be the

central drive of any company.

b. Co-ordination of market led activities

c. Profit orientation

1d. Identify and assess the benefits and costs of using a marketing approach to

doing business in Vietnam



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2009

II. Details

2b. You should propose how the market for DITO DOG Food products may be

segmented in your country – and the benefits/ limitations of each method

The first market is the people who feed pet dogs. This is the very potential customers because

they regard dog feeding as a interested hobby. A beautiful and smart dog can make friend

with them, help them clear away stress. Furthermore in some big city such as Ho Chi Minh,

the owner can earn money from selling beautiful pet dogs. The profit from this market is

really big because the owner rarely worry about the money they have to pay to take their pet

dog to new high level. However, the more money they pay for products, the higher quality

they require. The product must help the dog healthy to prevent diseases and then to make

them more beautiful. Moreover, the product must be plentiful and variety in kinds which

suits each types of dog. Customers always want more one choice.

The second market is the people who feed dog for meat. Vietnamese people are fond of dog

meat. It is the reason why in many countries, people feed dogs by dog food so that the dog

grows fast and have more meat to supply to the restaurant. This is a wide market that bring

up stable benefits. This market locates mainly in the North and in some districts of the

Middle. The requirements of this market to the product is not too hard, their needs are the

dog to grow up in the shortest time as possible and have a lot of meat. The problem with this

market is that they are far from city centre so it is difficult to deliver products to the

customer.

The third market is the people who feed dog without any financial purpose. These people

usually have good income but they are also quite busy. They will not have much time to

prepare a meal for their dog so food dog becomes perfect choice because of its convenience.

This kind of customer don’t have any special requirements. The supplier must be sure that

the customer’s dogs are not in bad condition when they use product.



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2009

2c. Outline the factors which will influence the choice of the targeting strategies for

PETDOG’s products.

- Company resources: In Vietnam, the people interested in imported products much morethan domestic products. So products originates from USA like PETDOG would get more

attention than the others.

- The degree of product variability: PETDOG’s products supply the customer many

choices such as three different types – dry meal, canned wet meal and soft-moist foods with

different weight and four flavours in different packets.

- Product’s life-cycle stage is short.

- Market variability

- Competitor’s marketing strategies

2d. Explain how buyer behavior for the products might affect PETDOG’s

marketing activites in the two different markets.

III. Conclusion

I think PETDOG can success in developing their products in Vietnam – a new market with

their products to satisfy customer and dog consumer.



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2009

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