Internal and external factors affects the success of a business both positively and negatively. The internal factors can be termed as the strengths and weakness of a business. A business has strengths that make it competitive in the marketplace. In the case of Ola's Nature Grown pet food, its strengths are in the use of natural ingredients as compared to other companies in the same sector. The use of natural ingredients makes the business successful as consumers would prefer natural production. An external factor that adds to the success of Ola's Nature Grown, is the use of online shopping. This makes the business competitive by increasing the awareness of its products. Ola’s Nature Grown targets market includes pet owners who spend much on pets. In the pet food industry, the best consumers are a household married couple and adult children ( Aldrich & Koppel, 2015) . These households spend on average 45% on pets of the household. The spending is also projected to increase, as people are turning pet to source companionship and there is need to take care of the pet.
Ola’s Nature Grown has a weakness in the use of social media as a marketing strategy. The use of social media marketing is one of the best strategy to expand a business. A large number of people today use the social media for interaction and sharing of information (Ashley, & Tuten, 2015) . The use of social media is less costly as compared to other methods of marketing. Another benefit is that there are diverse channels to use in advertising. The best channel should be selected to reach the targeted audience effectively. In the social media, promotion can be done through ads, and this can be an effective way to reach the audience. The content about the product can be updated now and then. This is an effective way of sharing quality information about the product.
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One of the marketing strategies Ola’s Nature Grown should avoid is the use of cold calling. Today, the use of telemarketing is out of date, and this could result in wastage of time. Many people get annoyed by receiving numerous calls for advertisements. It is also not effective to reach a larger targeted audience through calls, because it is costly and time-consuming. One way the use of telemarketing and can be effective is to make sure the potential customers sign up for call list and that the call should be made at an appropriate time.
Reference
Aldrich, G. C., & Koppel, K. (2015). Pet food palatability evaluation: a review of standard assay techniques and interpretation of results with a primary focus on limitations. Animals , 5 (1), 43-55.
Ashley, C., & Tuten, T. (2015). Creative strategies in social media marketing: An exploratory study of branded social content and consumer engagement. Psychology & Marketing , 32 (1), 15-27.
