Zambia is an increasingly important market for pet food and has become a key source of sales expansion for dog and cat food manufacturers in recent years. This has been driven by growing disposable incomes, increased urbanization, and rising pet ownership in the country. In Zambia, there is potential for pet food to grow still further, as it is estimated that only 43% of dogs and cats are fed with prepared pet food. Dried pet food is the preferred choice of pet owners in Zambia as it is perceived to be more convenient, have less odor, and to contain higher quality added nutrients than wet pet food. As the market becomes more sophisticated, it is expected that pet owners in Zambia will move away from economy pet foods and start to look for more value-added products, providing more sales opportunities for standard and super premium pet food. By contrast, economic recession in the South Africa has resulted in a slowdown in consumer expenditure on pet food. The penetration of prepared pet food is high and manufacturers are looking at new ways to add value to pet foods to drive growth in this highly competitive mature market. While supermarkets and hypermarkets as well as pet superstores are the most favored distribution points, other channels, particularly other non-food stores, veterinary clinics and pet shops, are becoming increasingly popular as consumers turn to specialty channels for higher-quality pet food. A recent spate of product recalls has increased RSA consumer interest in pet food brands that are positioned as natural, organic or human grade (FDA investigations are ongoing). Pet Delight Inc. is a leading Zambian based manufacturer of premium dried pet food. So far, the company has restricted its marketing activities to the Zambia, with emphasis being placed on the benefits of convenient preparation and wide availability of its product range. Section A: answer both questions based on the case study Q1.

a) You work for Pet Delight inc Zambia as a marketing Director, what type of strategic orientation would you adopt in order to maximize the market potential of pet food markets? 

b) Discuss the sets of controllable variables and uncontrollable variables that Pet delight inc Zambia should be aware of when designing a marketing strategy tap into growing potential of pet food market both locally and regionally. Bring out examples for each. 

c) What are the key marketing channel design issues and options available to the pet Delight Inc brands? 

d) Develop core marketing concept for pet Delight?