THE AMAZING
SWITCHAROO
BY: NATHALIE, BORA, MARA, AND SONNET
As a team we decide to create a product that we
thought would succeed in Morocco and in the
United States. We had to come up with a
product particularly for cats and/or dogs. After
group discussions we were able to agree on one
product. This product was to make everyone’s
life easier when traveling with their pet(s). We
agreed upon this product as a team, and in the
end decided to create a product such like a
kettle. This kettle though was for all types of
cats and dogs no matter how big or small, how
fat or thin they are. This is an easier way of
traveling for our pets.
DESPCRIPTION
We have come up with three different materials to use
depending on the customer’s preference, we offer; metal,
plastic, and cloth. This way we make everyone happy and
that special pet feel like a family member. We also thought
about how kettles usually are bulgy and take up too much
space that this kettle will be able to be folded and put away.
It will fold so many times that it can fit into your pocket. In
addition, this kettle will ease the pet from being anxious
throughout the trip since it will be very comfortable.
Description Add-On
This Marketing Project was able to open our eyes. Now, our
team is less ignorant of Morocco, this meaning that with all
the research that we did we were able to find out more
about Morocco. Morocco is a very big country and their
culture is very unique and interesting. We were able to see
more of Morocco when doing all this research. We learned
so much, such as having dogs for security reasons and not
as pets. We also learned how many companies from there
export products to here, United States.
EXECTUTIVE SUMMARY
Technology Forces
Competitive Forces
 Out of 348,280,154 people in
the United States, 273,785,413
use the internet
 78.2 million dogs and about
86.4 million cats are owned
in the United States
 Social media such as
Facebook, Twitter, Instagram,
LinkedIn, Myspace, and
YouTube
 Creating a website our
customer can contact as if they
have any questions or concerns
about our project
 65% of American
households own a pet, and
approximately 78% of pet
owners travel with their pets
 Limited amount of
competitors
Domestic
Marketing Strategy
Sociocultural Forces
 Demographic characteristics – age, gender, race, ethnicity, marital
and parental status, income, and education
 14% of all U.S. adults (29.1 million) say they have traveled with a pet
 Cultural values
 78% of human companions consider their dog an equal member of
the family
 43% of travelers feel guilty about leaving their dog behind
 Consumerism
 Safety of product
 Loyalty for product
Domestic
Marketing Strategy
Economic Forces
 USA has the largest and most technologically powerful economy in the world with per capital
GDP of $49,800.
 It has a market oriented economy. Business and private firms makes most of the decisions. Goods
and services are purchased by the FED government in predominantly private market place.
 Enjoy greater flexibility than Europe and Japan to expand flexibility in decisions to expand capital
plant, layoff surplus workers and to develop new products. Imported oil count for nearly 55% of US
consumption. The total labor force is 154.9 million compare to the world is number 4.
 Labor force occupation
 0.7% – farming, forestry, fishing:
 20% – Manufacturing, extraction, transportation, crafts
 37.3% – Managerial, professional
 24.2% – Sales and office
 8.2%. – Unemployment as of 2012
 15.1% – Population below poverty line
 Total BUDGET is 2.465 trillion dollars.
 Expenditure is 3.649 trillion dollars.
 Agriculture products are: corn, wheat, fruits vegetable, beef, pork, dairy products, fish and forest
products are exported. Taxes are 15.7% of GDP.
Domestic
Marketing Strategy
Legal and Regulatory Forces
 Political-legal forces include the outcomes of elections, legislation, and court judgments, as well as the
decisions rendered by various commissions and agencies.
 Among the most important government actions are: regulation, taxation, expenditure, takeover (creating a
crown corporation, and privatization.
 Political activity my also have a significant impact on three additional governmental functions influencing
a firm's external environment:
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
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* Supplier function. Government decisions regarding creation and accessibility of private businesses to
government-owned natural resources and national stockpiles of agricultural products will profoundly affect
the viability of some firm's strategies.
* Customer function. Government demand for products and services can create, sustain, enhance, or
eliminate many market opportunities.
* Competitor function. The government can operate as an almost unbeatable competitor in the marketplace,
Therefore, knowledge of government strategies can help a firm to avoid unfavorable confrontation with
government as a competitor.
 In general, the impact of government is far-reaching and increasing.
Domestic
Marketing Strategy
Political Force
 Legal system: Based on the constitution of 1787
 Federal legislature: Senate of 100 members directly elected on a plurality
system for a six-year term
 Electoral system: Universal direct suffrage from the age of 18
 Head of state: Executive president elected by popular vote via an
electoral college of 538 members, for a maximum of two four-year
terms.
 State legislatures: Each of the 50 states, except Nebraska, has a
bicameral legislature that essentially follows the model of the federal
legislature
 National government: The administration is appointed by and
responsible to the president
Domestic
Marketing Strategy
Technology Forces
 49% of the population use
the Internet
 The main information
technology indicators in the
information technology
market continue to increase
in Morocco
Competitive Forces
 The people in Morocco
uses their dogs for
security purpose
 Limited competitor
 Use E-market to reach our
customer.
International
Marketing Strategy
Sociocultural Forces
 For the Demographic and Diversity Characteristics we be
looking in to the age, gender, race, ethnicity, marital and
parental status, income, and education
 For the Cultural values we would look into whether or not our
product fit in or consumer lifestyle.
 For consumerism we be looking into safety of or product so
people will not have complaints
International
Marketing Strategy
Economic Forces
 Capitalized on its proximity to Europe and relative low labor cost to build a diverse
open market economy.
 Was heavily indebted in the 1980s.
 Implemented premarket reform over seen by the IMF.
 Built more ports and has a free trade zone which improves competitiveness.
 Key sectors of the economy agriculture, tourism, textiles, and apparel. Despite
morocco economy progress the country suffers high unemployment, illiteracy in rural
areas.
 Major challenges are fighting corruption, reforming the judiciary system.
 GDP 171 billion as of 2012. Per capital is 5,300 dollars. Rank 153 in the world.
 Agriculture is 14%. Industry is 32.8% and Services is 52.6% as of 2012.
 House income highest 10% of the country.
 Import partners are France 13.6%, Spain 11.2%, USA 8.6%, and China 6.5%.
Inflation rate is very low 1.4% ranked 24 in the world.
 Export textiles fabric, telecom equipment, wheat, gas, plastics and electricity to
countries like France 19.7%, Spain 18.2%, India 6.2% and Brazil 5%.
International
Marketing Strategy
Legal and Regulatory Forces
 Legal and regulatory risk is moderate. The judiciary is slow-moving and unreliable.
 Foreign companies in Morocco seldom use the local courts, and are more likely to resolve disputes
through arbitration.
 The creation of new commercial courts has, however, competition policy is not well developed, and
there are few safeguards against anti-competitive practices
 Tax regulations are opaque and time consuming.
 The customs system has been notoriously slow and inefficient, although improvements are being
made.
 Intellectual property rights are not well enforced but this should change with the signing in mid2004 of a free trade accord with the US that came into force in January 2006
 Price controls exist for a number of goods, such as fuel products.
International
Marketing Strategy
Political Forces
 Legal system: Based on French and Islamic law and French legal procedure
 National elections: Bicameral system, consisting of a directly elected 325-seat lower House
of Representatives and a 270-seat upper Chamber of Advisers indirectly elected by an
electoral college
 Administration: There are 39 provinces and eight urban prefectures
 Executive : The king appoints the prime minister, who chooses a Council of Ministers,
which is then approved by the unemployment rate
 Point of Entry to Morocco for Animals and Animal Products:
 Imported live animals, animal products, and by products can enter Morocco only through
specified ports and airports.
 Entry ports: Casablanca, Tangier, Kenitra, Safi, Agadir, Jorf Lasfar, Nador, Al Hoceima,
Dakhla and Layoune.
 Entry airports: Casablanca (Mohamed V), Agadir, Fes, Tangier, Oujda, Rabat-Sale,
Marrakech, Layoune, Dakhla, and Ouarzazate
International
Marketing Strategy
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 STRENGHTS
 Easier way of traveling with pets
 The “hotel” is for all types and sizes of cats and dogs to make their experience comfortable
 Convenience and safe way to travel with your pet
 WEAKNESSES
 Limited marketing budget
 Product not well-known
 No brand recognition
 OPPORTUNITIES
 Growing cats and dogs products in United States
 Growing market in Morocco
 To market our product worldwide in the near future
 THREATS
 New competitors realizing in the market potential
 The economy affecting people ability to travel and purchase our product
SWOT ANALYSIS
 Target Market Segmentation Strategy – concentrated target strategy
 Product Strategy
 Material: metal, Cloth, and plastic
 Pricing Strategy
 Limited time pricing
 Good quality and cost effective
 Pricing varies:metal $15, Cloth $9, and plastic $12
 Distribution Strategy
 Local market
 E-marketing
 Promotion Strategy
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Radio, Television, and internet
Create awareness of or product
demand for our product
Product trial
Marketing Strategies
Question, comment, or
concern