Scenario

Wanda has been very fortunate to have so much success selling her treats through her Web site, Etsy, and by word of mouth. However, if she intends to expand the business and take on the additional expenses and responsibilities this entails, Wanda will need a marketing plan to support the success and profitability of Salty Pawz. In order to create this plan, Wanda needs to examine what she is currently doing.

When you talk to her about the marketing she is doing now, she talks a lot about advertising, but you know that marketing involves a great deal more than just advertising. You ask her how she is applying the four Ps of marketing to her product, and she just shrugs. Once again, you find yourself walking away, shaking your head, and planning what you will prepare for Wanda to explain this facet of her business.

Your Task

• Evaluate how Wanda is currently applying each of the four Ps of marketing to the products Salty Pawz sells. Capture this in your written document so that Wanda can refer back to it as she begins to draft a marketing plan.
• Once you have evaluated how Wanda is currently applying the four Ps to the products Salty Pawz sells, identify at least one new way that each of the four Ps could be improved. When making your recommendations, be as specific as possible so that she can execute some of your ideas immediately.

Grading Rubric