Case Analysis Shawn Buckley And Rudy Poe ( Partner )...

Case Study Analysis Introduction Shawn Buckley (founder) and Rudy Poe (partner) open JustFoodForDogs (JFFD) in January 2011 in the context of Newport Beach, California to facilitate production and selling of the human quality healthy food for the dogs. In 2013, the two partners sought to expand the operations of their business through opening a second location in West Hollywood, California. In the midst of the limited knowledge of the local market in the new location, the two business partners questioned the capability of the positioning, messaging strategy, and brand elements in the first location to resonate effectively and efficiently in the new market. The purpose of this analysis is to evaluate the problem or key issue in the case,†¦show more content†¦The messaging strategy for the two founders focused on the need to promote the desired pet nutrition as the core of the marketing tool, thus, the platform to position the firm as a dog nutrition expert. From this perspective, the institution focused on the establishment of the brand as the source for the learning through the integration of the library of information to the consumers through quick tips, articles, and videos (Rapier 3). The information sought to highlight the dog nutrition, serving sizes, diet transition, ingredient comparisons, allergies, life stages, and cost comparisons. Similarly, the strategy focused on the identification, as well as the establishment of the relationships with the relevant brand influencers concerning the local veterinarians. It is essential to note that these influencers were in the valuable position regarding the interactions with the owners of the sick dogs or animals requiring unique or special needs based on their different health issues. In the second fiscal year of operation, JFFD had been able to experience substantive growth in comparison to their previous year. The organization was able to achieve the optimum capacity at the first location based on the influence of the favorable publi c relations and press, social media sites, and increasing base of the consumer advocates. The encounter promoted the two business partners to open the second location. The case notes that the two partners were living in Los Angeles area