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Overview
This new product is a device that uses pre-recorded voice command to control the movement of pets within homes. This is a wireless device that is fixed on the pet’s collar; it transmits and receives information from another device that the owner carries. The device functions within a limited radius in such a way that if the dog happens to go beyond the pre-determined radius, the recorded voice automatically controls the dog’s movement.
The inclusion of the processor makes the device very interesting to use. This is because it will have the ability to restrict the distance between the dog and the master control radio. This means that the device is very specific and accurate. The part to be attached to the dog’s collar will allow for enough space to avoid choking as experienced in tethering. The tracking function will be necessary in cases where the master fails to respond owing to mechanical problems (Reilly and Millikin 1-6).
Marketing
The exploration of different sales models and prices for other devices indicates that the Rope-less dog lead will be attractive and of benefit to the market.
The findings included the fact that for the company to progress, building a strong brand name will be necessary. This can be done by forming good relationship with retail chains all over the country. The company will mostly target the areas with dense populations and currently the statistics shows that population density is high in city centres (Dwyer, “Pet market Analysis Australia-Dog, Cat”).
The pricing of this device must take into account the costs that the owner incurs on pets and substitute products. The cost of the device should consider training on its operations, it also depends on the type of animal it is used on, for dogs the price should be around $ 100 considering that total cost of owning a dog can be as high as $ 500 annually (Dwyer, “Pet market Analysis Australia-Dog, Cat”).
The population distribution of pets in Australia has experienced a general decline in major cities and towns in the recent years. This might be attributed to ineffectiveness of prior devices to control pets’ movements; this clearly shows that the effectiveness of Rope-less dog lead will attract more customers irrespective of its price. The table below indicates the population distribution of pets collected in the year 2005 (Dwyer, “Pet market Analysis Australia-Dog, Cat”).
Australian Pet Ownership Statistics 2005 (‘000)
The device also minimises the cost of having extra labour during its installation as compared to copper wire perimeter. The use of copper wire will involve extra activities like putting up poles and measuring the distance required for effectiveness of the perimeter wire. The owner is relieved of the tiresome work of always monitoring the pet, with this device the dog will monitor itself by responding to the pre-recorded command.
Competitive advantage
Though several devices have been used in this industry, there is not a single one of them that has tried to apply the technology that Rope-less dog lead uses. The device has got the ability of creating a wireless restrictive perimeter around the home. If assumptions are made that the device can capture at least 5% of the market in the first year and the growth of its demand within the market share stands at 30% then the conclusion is that it will be an attractive profitable adventure.
Currently competition is from Laser pointers whose coming into the market so it replaces the tethering method. Later it was found that the beam from laser pointers was dangerous to the pet’s sight, and that it could only be utilized at night. This provides a loop hole for Rope-less dog lead to utilize since it can be used all the time.
However, Laser pointers which might have posed major competition to this device face some problems with the Australian government. Its sales and importation have been restricted and only certain classes allowed due to its security threats. Empirical survey must be conducted within the cities to determine the responses of the consumers and to establish both negative and positive impacts of the device on the market (Meyers 1).
With the necessary improvements, the device has the capability of controlling large market share despite the presence of the competitors. This will basically rely on the strength of the image of the device through its brand name. The expansion of the device must consider as first priority assisting the owners and increasing on sales. This should also put into consideration the kind of business models to employ that might guarantee profitable returns in case the firm plans to exit.
Works Cited
Dwyer, Bruce. “Pet market Analysis Australia – Dogs, Cats”. May 20th, 2010. Web.
Meyers, Arlen. “Feasibility Analysis”. AAO – HNS Bulletin, April 2008 Denver, Colorado (May 2010): 1.
Reilly, Michael and Millikin, Norman. “Starting a Small Business: Feasibility Analysis”. Montana State University. Mont guide MT 9510 (Aug.1996): 1-6.
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