1 Mission Statement A strong mission statement “provides a shared sense of purpose, direction, and opportunity”(Kotler, 1). Pets are family members and should be treated as such. Pooper Scoopers’ services provide homes and communities a high level of care, creating a family feel while protecting the environment to everyone’s benefit. Our services are provided to pet owners and communities with care and consideration while commending our team members for their professionalism, dedication, and performance for those we serve. Our goal is simple – provide customers with value, providing the services they need to take good care of their pets, yards, and homes when life does not allow them to do so. Pooper Scoopers’ future plans are to grow within the local area, expanding outward to other communities while adding area management services for community groups, HOAs, and businesses. At Pooper Scoopers, we endeavor to create a clean, green environment beneficial to people and animals alike. 2 SWOT and Needs Analysis In order to be successful, Pooper Scoopers needs to be aware of those factors that can impact their business, both positively and negatively. By utilizing a SWOT analysis to examine the strengths, weaknesses, opportunities, and threats that are most applicable to the business performance, Pooper Scoopers can grow. Through examination of the internal elements that can be controlled (strengths and weaknesses) and external elements that cannot be controlled (opportunities and threats), Pooper Scoopers can better understand their operational environment. Table 1 shows the Pooper Scoopers’ main SWOT elements. Table 1 SWOT Analysis Strengths • Unique service plan for minimally competitive environment • Flexible services plan availability including weekly, twice monthly and monthly plans • Expanded management plans and services for communities, HOAs and other businesses Weaknesses • Lack of local knowledge for neighborhoods and residents • New presence in service area requiring expanded efforts to reach customer base • Possible lack of experienced personnel in local environment requiring importation of employees Opportunities • Limited competition in the area allows for quicker growth in the initial phase • Ability to quickly expand into neighboring locales, communities and businesses • Ability to expand service types based on the local communities and business (such as golf courses or local parks) Threats • Increase in competition with local small businesses and / or larger national franchisees moving into area • Transient population impacts possible business growth • Financial impacts due to higher numbers of retirees and older residents with limited financial resources Note: Strengths, weaknesses, opportunities, and threats for the Pooper Scoopers Company. Strengths Companies often fail to objectively assess their strengths, neglecting to take advantage of their value .

1. 1
Mission Statement
A strong mission statement “provides a shared sense of purpose,
direction, and
opportunity”(Kotler, 1). Pets are family members and should be
treated as such. Pooper
Scoopers’ services provide homes and communities a high level
of care, creating a family feel
while protecting the environment to everyone’s benefit. Our
services are provided to pet
owners and communities with care and consideration while
commending our team members for
their professionalism, dedication, and performance for those we
serve. Our goal is simple –
provide customers with value, providing the services they need
to take good care of their pets,
yards, and homes when life does not allow them to do so.
Pooper Scoopers’ future plans are to
grow within the local area, expanding outward to other
communities while adding area
management services for community groups, HOAs, and

2. businesses. At Pooper Scoopers, we
endeavor to create a clean, green environment beneficial to
people and animals alike.
2
SWOT and Needs Analysis
In order to be successful, Pooper Scoopers needs to be aware of
those factors that can
impact their business, both positively and negatively. By
utilizing a SWOT analysis to examine
the strengths, weaknesses, opportunities, and threats that are
most applicable to the business
performance, Pooper Scoopers can grow. Through examination
of the internal elements that can
be controlled (strengths and weaknesses) and external elements
that cannot be controlled
(opportunities and threats), Pooper Scoopers can better
understand their operational environment.
Table 1 shows the Pooper Scoopers’ main SWOT elements.
Table 1
SWOT Analysis
Strengths
• Unique service plan for minimally

3. competitive environment
• Flexible services plan availability
including weekly, twice monthly and
monthly plans
• Expanded management plans and
services for communities, HOAs and
other businesses
Weaknesses
• Lack of local knowledge for
neighborhoods and residents
• New presence in service area requiring
expanded efforts to reach customer
base
• Possible lack of experienced personnel
in local environment requiring
importation of employees
Opportunities
• Limited competition in the area allows
for quicker growth in the initial phase
• Ability to quickly expand into
neighboring locales, communities and
businesses
• Ability to expand service types based
on the local communities and business
(such as golf courses or local parks)

4. Threats
• Increase in competition with local
small businesses and / or larger
national franchisees moving into area
• Transient population impacts possible
business growth
• Financial impacts due to higher
numbers of retirees and older residents
with limited financial resources
Note: Strengths, weaknesses, opportunities, and threats for the
Pooper Scoopers Company.
Strengths
Companies often fail to objectively assess their strengths,
neglecting to take advantage of
their value to their customer base. Pooper Scoopers has many
strengths that are beneficial to
3
their customer base when properly understood and applied.
First, Pooper Scoopers’ presence
provides customers with a comprehensive pet waste removal
service provider that is unique to
the area with minimal competition. Pooper Scoopers can create

5. long lasting customer
relationships with their prime market position.
Secondly, the ability to cater to the customers’ needs with
custom service and pricing
plans allows Pooper Scoopers the flexibility to provide
competitive pricing for any local
competition and support for the price conscious customer. This
strength allows Pooper
Scoopers’ customers to recognize they are getting the best
perceived value for the dollar. Lastly,
the ability to provide extended services to community
associations, HOAs and businesses allows
for growth of the business while creating a more inviting,
cleaner environment for patrons.
Weaknesses
Many companies see weaknesses as failures that cannot be
capitalized upon. However,
the reality is that a company can benefit greatly when analyzing
these weaknesses and turn them
into assets, benefitting themselves and the customer base. When
reviewing the Pooper Scoopers’
business model, three major weaknesses have been determined.
First, when creating a business,

6. it is important that the company understands the local area that
they will be doing business in by
doing market research. With Pooper Scoopers opening their
business in a new location, they
must perform the research to be competitive and provide
excellent services. Pooper Scoopers
then becomes more educated and familiar with the locale and
the needs of the populace.
When a new business opens up anywhere, it is imperative that
they reach the customer
base. As a new venture, Pooper Scoopers has limited initial
public exposure. In order to make
the customer base aware of the business, various
communications tools must be employed
including a web site, social media accounts (Twitter, Facebook
and other resources), and local
media (TV, Radio and print). An enhanced media presence will
create customer awareness,
expanding the customer base. Finally, the new market may have
a dearth of experienced
4
personnel, creating the need for Pooper Scoopers to hire from
outside the local area or work with

7. inexperienced individuals until they are properly trained,
providing the excellent service
customers expect.
Opportunities
Opportunities, while external to the business, can be a boon and
create significant
business growth. Successful companies take advantage of the
opportunities as they present
themselves. An immediate opportunity for Pooper Scoopers is
the limited local competition.
While there are small businesses in the area, none offer similar
service packages. The ability to
provide a variety of services and pricing allows Pooper
Scoopers to meet the customers’ needs.
There are a number of communities near the Myrtle Beach area.
Once a beachhead is
established in Myrtle Beach, the company should be able to
expand outward into additional
locales. With limited local competition, expansion should be
easier than in a larger metropolitan
area. In conjunction with the locale expansion, an additional
opportunity is to add services for
managing common areas for communities and HOAs or

8. expanding services to maintain
businesses where wildlife has an impact, such as golf courses.
With a myriad of golf courses
around the Myrtle Beach area, this opportunity is certainly
worth exploring.
Threats
Threats are circumstances beyond the business’ control that
require regular review and
proactive mitigation to prevent negative business impacts.
Competition is one of the largest
threats companies encounter, and this is no different here.
While few local businesses perform
pet waste removal services, two major cities in the state support
a large national company that
performs similar services, potentially impacting business should
they expand. By creating strong
5
customer relationships with excellent customer service and
competitive pricing strategies, that
threat should be mitigated to a level that the company can
accept.
Being a resort community, Pooper Scoopers faces a transient

9. populace as many of the
potential customers are snow birds. Similarly, the Myrtle Beach
area is considered a retirement
destination with retirees often having set budgets with little
leeway when looking at such
services. Per the Journal of Marketing Research, low-income
households should have the
greatest incentive to use all available strategies that save them
money as they make a greater
effort to search for lower prices than their higher-income
counterparts (Orhun, 18). In both cases,
creative pricing and service programs can meet this challenge.
Conclusion
Pooper Scoopers is heading to Myrtle Beach to establish their
pet waste removal
management business. To do so, they need to create a savvy
marketing plan to jump start the
business. Starting with a strong, motivational mission
statement, Pooper Scoopers can then
navigate through a number of short and long term goals while
planning for their future success.
Multiple forces impact the business including competitive,
economic, political, legal,

10. technological, and sociocultural factors. Once these forces have
been analyzed, a SWOT
analysis of the strengths, weaknesses, opportunities, and threats
provide additional data for the
business profile and model.
Mission StatementSWOT and Needs
AnalysisStrengthsWeaknessesOpportunitiesThreatsConclusion
MKT500
Part A: ABC Marketing Plan (Change to your name of business
here)
Your Name
MKT500 Marketing Management
Strayer University
Dr. Your Professor
Date submitted
Introduction
Write an introduction to your company. Describe your
hypothetical company, its location (why did you choose this
location?), and the product it makes or the service it provides,
and introduce the contents of your marketing plan.
Mission Statement
Develop your company’s mission statement (do not confuse a
mission statement with a tag line, slogan, or positioning
statement). Develop your company’s mission statement that has

11. a long-term view, and includes its industry, goals, and values.
Also, your mission statement should resonate with your
consumers/customers as well as with your employees and
stakeholders—remember to see the purpose of a mission
statement and rationalize yours. Do not just state a mission
statement without rationale—answer why.
Goals
Write an introduction to this section here (minimum of three
sentences). Identify the main goals that you would like to
achieve within the next year (short term) and within the next
five years (long term), including the most appropriate ways to
measure them both. Note that your goals should be realistic,
practical, and SMART (that is,
S – specific;
M – measurable;
A – assignable;
R – realistic; and
T – time based). What does your company need to
accomplish in the long and short term? Consider revenue and
profit goals.
Long Term
Decide the mains goals that you would like to achieve within
the next five years (long term). Determine the most appropriate
ways to measure long-term goals.
Note: Consider the example metrics: tracking
downloads of website content, website visitors, increases in
market share, customer value, new product adoption rates,
retention, rate of growth compared to competition and the
market, margin, and customer engagement. For information on
website analytics, visit
Google Analytics.
Short Term
Text starts here: Decide the main goals that you would like to

12. achieve within the next year (short term). These annual goals
should be steps toward achieving the long-term goals.
Determine the most appropriate ways to measure short term
goals.
Note: Consider the following metrics: tracking
downloads of website content, website visitors, increases in
market share, customer value, new product adoption rates,
retention, rate of growth compared to competition and the
market, margin, and customer engagement. For information on
website analytics, visit
Google Analytics.
Environmental Analysis
Develop an environmental analysis that includes competitive,
economic, political, legal, technological, and sociocultural
forces. Include an introduction of these elements. Write an
introduction to this section (minimum of three sentences).
Competitive Analysis
Competitive analysis here. (Who is the competition—direct and
indirect, why do you consider them competition, what do they
do well, what might be a weakness?)
Economic Analysis
Economic analysis here. (Through this factor, businesses
examine the economic issues that are bound to have an impact
on the company. This would include factors such as inflation,
interest rates, economic growth, the unemployment rate and
policies, and the business cycle followed in the country.)
Political and Legal Analysis
Political and legal analysis here. Separate the topics if you have
significant analysis. (Political and legal: Here government
regulations and legal factors are assessed in terms of their
ability to affect the business environment and trade markets.
The main issues addressed in this section include political
stability, tax guidelines, trade regulations, safety regulations,
and employment laws.)
Technological Analysis

13. Technological analysis here. (How technology can either
positively or negatively impact the introduction of a product or
service into a marketplace is assessed here. These factors
include technological advancements, lifecycle of technologies,
the role of the Internet, and the spending on technology research
by the government.)
Sociocultural Forces Analysis
Sociocultural forces here. (With the social factor, a business can
analyze the socio-economic environment of its market via
elements such as customer demographics, cultural limitations,
lifestyle attitude, and education. With these, a business can
understand how consumer needs are shaped and what brings
them to the market for a purchase.)
SWOT Analysis
Develop a SWOT analysis for your product. The analysis should
examine at least three strengths, weaknesses, opportunities, and
threats for your company. The opportunities and threats are
external to the company and should include the external
analysis you completed. The suggestion is to write an
introduction (minimum of three sentences) and create a SWOT
table. Include an analysis, not just the table. Rationalize why
you chose these SWOT elements.
SWOT Analysis
Strengths
· Short bullet
· Xxxx
· xxxx
Weaknesses
· Short bullet
· Xxxx
· xxxx
Opportunities
· Short bullet
· Xxxx
· xxxx
Threats

14. · Short bullet
· Xxxx
· xxxx
Note: Strengths, weaknesses, opportunities, and threats for xxxx
company.
Strengths
Include at least three strengths and explain the importance
(think features and benefits to customer). Strengths are
internal—what you can control.
Weaknesses
Include at least three weaknesses and impact to the business
and/or customer. Weaknesses are internal—what you can
control.
Opportunities
Include at least three opportunities and explain the importance
(think features and benefits to customer). Opportunities are
external—what is happening outside your company you can take
advantage of such as new technology.
Threats
Include at least three threats and impact to the business and/or
customer. Threats are external; what is happening outside your
company that will impact your business such as new
government policies or laws.
Conclusion
Summarize the plan to this point (minimum of three sentences)
and you should not include any new thoughts (just summary).
Sources
Use three credible, relevant, and appropriate resources as
marketing research to determine the feasibility of your product
or service. To receive most points as exemplary, you must meet
the required number of credible, relevant, and appropriate
references.

15. These resources should be industry specific, relate to your
chosen product or service, and be published in the last five
years. A good way to incorporate is by using
Journal of Marketing, as an example, for your theories
and consumer behavior observations.
SWS Guidelines: (delete this from your paper)
This course requires the use of Strayer Writing Standards. For
assistance and information, please refer to the Strayer Writing
Standards link in the left-hand menu of your course and the
Strayer Writing Center.
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