Assignment on Product Mix Strategy



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PawSwaP is an organization that helps people to find pet-friendly events and rewards. It is not like the typically known organization that rescue animals. This is because it aims at helping the community animals by offering the proper vet care. This is usually done before the organization finds a loving home for these dogs to last forever.

However, the approach that the organization uses is unique. The organization looks forward to keeping the animals at their homes as much as possible. If it becomes impossible to have the animals at their homes, the organization helps the dog owners home their animals safely and responsibly without leaving them in a shelter facility. Therefore PawSwap utilizes the foster homes at the request of the owners or whenever the shelters need assistance. Therefore, PawSwaP of Greater Lafayette is a charitable organization. Most of the animals are in foster homes in and around the Lafayette, Indiana community.

The company has a mobile application that is used as the link between businesses and customers. Initially, the company connected people with a dog in local events. Due to COVID, the company connects customers to businesses. The company acts as the link between interested parties to rescue animals.

The company does not have a physical facility where they keep their animals. All the animals are located in their original homes or at the foster homes until they can find a home where the dog can live forever. The company arranges for meet and greets after receiving the adoption application to connect with interested dog owners. The locations where the pictures and the biographies of the available animals can be viewed are their Facebook page, Pet Finder, or Adopt a


The Beginnings

PawSwap was founded by Aliya Bhatia in August 2017 and has now been in operation for three years and ten months. The company is located in Vancouver, Canada Area. Aliya studied at Ryerson University, where she did a Bachelor of Commerce (B.Com.) between 2006 and 2010. She founded the company based on the need to bring her dog to early work as well as helping her friends to bring theirs too. The founder started to hold up meetings with other people, where she also helped them to connect. The main objective of starting this company was to help the dog owners not to leave their dogs whenever they go to work.

The disgust of the sign “No Dogs allowed.”

She was tired of the signs “No Dogs Allowed” in the workplace. Therefore, from this, she made it the mission of the company to plan, promote, and inspire events, activities, and businesses that include the dogs, which are their four-legged best friends. Therefore, the owners of the dogs can collect points when they visit businesses that are dog friendly, and they can swap these points with rewards that are enjoyed together with their dogs. The Creation of the PawSwap App has become easy to include dogs in events and businesses.

Work Experience

Previously, Aliya worked at Hampton Inn & Suites by Hilton Downtown Vancouver as a General Manager between July 2011 and June 2018. As a Hilton Family of Hotels member, the Hampton Inn & Suites by Hilton Downtown Vancouver offered the corporate and leisure guests award-winning service, accommodations, and lodging at affordable prices.

Her main focus was to renovate an extensive guestroom & hallway, lobby, fitness area, breakfast lounge, and business Centre. She also managed a team of about 60 employees, where she outperformed the market in terms of occupancy and revenue. Through this experience, she gained knowledge on how to manage her own business.


There was the launching of the PawSwap iOS on Apple’s App Store in October 2018 and the Google Play Store. PawSwap has developed its online accounts, which are used to pass the relevant information to prospective clients. These Online accounts collectively include. and all related web pages, App (s), social media accounts, and websites, including unique URL links provided by PawSwap to their customers and any mobile optimized website.

It is the first company that offers services to dog owners where they can leave their dogs in good care. The company makes it easy to plan days in which your dogs can find other dog owners, businesses, and pet-friendly events. Also, the Dog owners can get rewards whenever they visit a business that is dog-friendly and is listed with PawSwap. PawSwap has held countless events which are dog friendly, and they aim at connecting people with each other.

PawSwap Promoters and their Experiences

PawSwap Services Limited is a Social and community Driven company. It is also rewarding to its users. This means that the users can earn points as a reward by checking in to the exclusive events that happen at Paw Swap. These events are usually planned through the PawSwap App. These users can also redeem these points, or they can transfer these points to other users for pet sitting services.  Therefore, users of the PawSwap App are the leading promoters of this company. Through this App, it has become easy for dog owners to access a shelter where they can leave their dogs when they go to work.

Facebook has also played a significant role in promoting PawSwap Services Ltd. It is easy now to know the animals that are available for adoption through the PawSwap Facebook Page. This is where the pictures and the biographies of the animals are posted so that those who are willing to adopt can view them. Through this, it is also easy to find a foster home for the dogs. Users of their Facebook page have experienced an easy time knowing which dog to adopt and where to leave their dog.

Description of the products and Services

PawSwap Services Ltd is a company that uses Social Media accounts such as Facebook, a website, a mobile application such as PawSwap App to provide information to their customers. The information provided is about the PawSwap brand, the products and services, and the rewards. The company also uses intuitive technology to connect the clients with dog-friendly businesses around the Lower Mainland by showing a map of dog-friendly locations to the dog owners. It also gives the users how they can collect and redeem their rewards in the Mobile Application (PawSwaP App, 2021).

Therefore, the Products and Services at PawSwap services Ltd include the Online Accounts, any information provided, Customer service, or any other services related to the company, which is provided through the Online Accounts (PawSwaP App, 2021).




Growth in the pet and pet supplies industry

The Pet and Pet supplies Industry in the United States has shown incredible growth over the past ten years. In 2010, the industry had grown up to 30 Billion dollars which indicated a fast growth of 4.3% in that year (Marketline, 2012). In 2016, there was growth in revenue of up to 63 billion dollars which was nearly 65% of households in the USA that have a pet at home (Erickson, 2017).

Therefore, the fast growth of the industry and continued increase in the number of dog owners continued to create a need and a job opportunity to care for the dogs. The dog owners needed a place where they can leave their dogs when they are at work and have access to dog-related activities and events. This also meant that it is necessary to integrate dog-friendly businesses into a single platform to create a database for the dog owners who wish to know dog-friendly places to visit (University Canada West, 2020).

In the global arena, there has been a growth of the pet care market by $216 billion in 2020 up to $232 billion in 2021. This is estimated to be a 6.1% compounded annual growth rate (CAGR) expected to reach $350 billion by 2027. Currently, the pet industry in the US is worth $99.0 billion, which is a rise from $95.7 billion in 2020. In the Pet Care Market, non-vet-related services and products have been identified to dominate the market, with pet treats and food leading the way (Roberts, 2021).

There is the possibility of an uptick in consumer purchases in North America and Western Europe since there is a ready and mature market relative to the growth experienced worldwide. There is an existence of Space for the development of new products, which includes new channels. There is a lifecycle that is advantageous for emerging brands and can enter and thrive in the market. There has also been tremendous growth in the online pet market since 2013, while there is a slow increase in purchases in the retail stores. There is an upsurge in pet ownership rates which means that the pet industry has continued to expand, allowing new entry points by entrepreneurs (Roberts, 2021).

Therefore, big-box pet stores are experiencing a rise in their fortune. This also means that fearing competition is missing the way forward. Notably, pet food and pet supplies have become the third best and biggest e-commerce category for new entrepreneurs eager to join the market. It is promising to prosper if its focus is on the sectors of natural food, supply, and animal care (Roberts, 2021).

Rise of business opportunities in the industry

Recently there has been an increase in new business ideas in the pet industry. Examples include the promotion of pet items for the fitness industry. New brands are now selling customized dog collars, and bandanas to promote a healthy lifestyle for the dog owners (Erickson, 2017). A survey that was conducted recently showed that 56 % of the Americans prefer travelling with their dog, therefore they will stay in hotels that accommodate their pets (Trip Advisor, n.d).

This has led to the rise of a new category of hotels that are capable of accommodating these pets. These resorts and hotels have resulted in offering unique pet items which are attractive to the pet owners, thus pet gifts have become common in these resorts. The other segment of the pet industry that is increasingly growing is the pet apparel. This involves spending quite some money in buying the clothes for the dog as a person does on their own clothes. New dog owners are attracted to this industry very much since they are motivated to clothe their dogs. This has given way to the development of a big market for the dog owners as well as the companies that make different ranges of the pet-wear (Erickson, 2017).

The Pet Market gap

It is important for businesses to target the single working women who are in the ages between 25 and 38 years. This is because, these women treat their dogs like their own children. Thus there is a genuine need of connecting with the women in this category so that they can form a community. Also, the App should consider the couples who are newly married and do not have children and are both career people. (University Canada West, 2020).






Aliya who is the cofounder of PawSwap has done a great job in getting the company to where it is today. However, there are some few suggestions that I propose will help the company to continue growing. First, the company should change its programs so that they can meet their customers’ needs and the wants of their pets. For example, the company should involve children in the activities that are designed for the pets which will involve a new group of young people. Secondly, the Covid-19 Pandemic situation has continued to improve day by day due to mass vaccination that is taking place in the world. Therefore, the organization should plan to go back to the organization of large activities instead of focusing on small activities. Thirdly, the company should involve the presence of media in their contacts. This will make the company to garner more clients through the media. Also, the company should focus on expanding the business by involving pet distributors in their company.


PawSwap has got no direct competitors since it is the only Pet Company that is found in the B2B and B2C areas. It only have got indirect competitors such as organizes events for specific reasons and get-togethers for a variety of clients. Facebook Marketplace is the other indirect players which does not specialize with pets. Therefore, this an opportunity that PawSwap should consider as it strength to become a monopoly in the field. The company can use this opportunity to create one of the largest company that aggregate the pet related services.  PawSwap should aim at becoming an app that offers all the solutions and satisfying the needs that are pet related like the way Uber is meant for Taxis.


Plans and pricing  

PawSwaP have two type of membership plan and three types of the pricing plan. The membership plan are star Member and Star member plus Reward. In the Star Membership Package, a member receives three points instead of one when they collect points at any establishment after they travel with their dog to the business. A member is able to stand out against their competitors and they receive triple points when they have a star on top of the icon. A member is included in one Instagram contest after four months of membership among other benefits. The Star Membership package plus Reward includes reaping the benefit of points. In this case a member becomes a star and also receives a reward on top of their membership. There is provision of free products, drink, food and a service on the PawSwaP App. Also, there is an increase in the awareness of the brand in order to gain new customers as well as driving more traffic to their business (, 2021).

The pricing plans at PawSwap are listed as follows; the featured Star which is at 49$ for every month. This plan is valid for twelve months. The second plan of plan of rewards of over 15 which is $79 for every month. The rewards are offered on the App which has a total retail value of more than $29 which is valid for 12months together with a reward of seven day free trial. The third pricing plan is the one that consists of rewards that are under 15. The price of this plan is $129 for every month. The reward is offered on the App with a retail value of less than $29 which is valid for 12 months and has a free trial of seven days (, 2021).


The 4P’s in PawSwap: In any business organization 4P’s refers to the Profits, Products, Processes and People. These are the fundamentals that need to be understood in any business so that there will be a change in the business or the organization can undergo a transformation journey (Sabnis, 2018).

Profits: These are the fuel that make an organization to survive so that they accomplish their mission as well as achieve their goals. If the business is not profitable, then the organization will not last for long. The struggle of the business in the market place shows that there is a decline in the profits. However, increase in profits does not mean that the business is stable.  PawSwap earns its profits from the adoption fee that is charged to the interested parties which are meant to administer the pets in their new homes. Also, PawSwap gains some profit from charging the businesses that join its platform when it achieves a certain number (Sabnis, 2018).

Products: These are the good and services that are provided to the customers by an organization. This encompasses the experiences of the customers during any transaction with a given company. These experiences include after sale services and customer service. In PawSwap, the products include offering the proper vet care to community animals, finding a loving and lasting home for the animals. The main focus of the company are the dogs. PawSwap helps communities’ animals with proper vet care. They also rehome the dogs to their owners (Sabnis, 2018).

Processes: These refers to the ways which are predefined where activities that add value to an organization are orchestrated. Therefore, PawSwap targets the qualitative marketing instead of quantitative so as to offer valuable services.  This aims at sustaining the customer base as well as giving them the products and services that they need. It also offers the marketing masterstroke using the ‘Dog Supporting Locals’ initiative which offers opportunities to B2B to all the dog-friendly businesses in their database (University Canada West, 2020).

People: People refers to the employees, clients, consultants, and other parties who play the role of value creation in an organization. In PawSwap, these are the founder of the company, the employees, and the customers who make regular check-in in the organization (Sabnis, 2018)

Dilemma facing PawSwap

Some of the challenges facing PawSwap include;

  • Lack of information at the beginning of any business

Getting the customers and the business in the App

  • Applying the two-sided market place model of the business
  • Awareness creation of the existence of the company to restaurants.


The tools that can be used in analysis of this case include; PESTEL, SWOT and Product Mix


This is a strategic framework used in evaluating the business external environment through breaking down of risks and opportunities to Political, Economic, Social, Technological, Environmental and Legal factors (Corporate Finance management, 2021).


This refers to strengths, weaknesses, opportunities, and threats of an origination. SWOT analysis is a framework that is used in evaluating the competitive advantage of the company so as to develop the strategic plan. It assesses the internal and external factors of an organization together with the current and future potential (Kenton, 2021).


Product Mix:

This refers to the total number of individual products as well as lines of production which are offered by the company. \it is also referred to as product assortment. Product Mix strategy is the process that helps a company to focus its efforts on the products and the product lines that it offers so that there can be an increase in its market share, growth and revenue (ProductPlan, 2021).


  • What are the Strengths and weaknesses of PawSwap?
  • What Products and Product lines that generate revenue for PawSwap?
  • What are the Political, Economic, and Social, Technological, Environmental and Legal factors that affect the growth of PawSwap?


  • PawSwap is an organization that joins pet to potential dog-owners.
  • It was founded on the need to take care of dogs of their owners.
  • The company uses the social and a website to connect the community to customers.
  • It relies on foster homes for the rescued dogs before adoption of dogs in permanent homes.







PawSwap (2021). PawSwaP of Greater Lafayette. Retrieved from;

Erickson, J. (2017). Unleash Profits in the Pet Market. Wearables, 26–28. MarketLine, 2012.

MarketLine Industry Profile: Pet Care in the United States. (2012). Pet Care Industry Profile: United States, 1–35., n.d. PawSwapApp – About Us. Retrieved on January 30, 2021, from

ProductPlan (2021). Product Mix Strategy. Retrieved from;

Corporate Finance management (2021).What is a PESTEL Analysis? Retrieved from;

Kenton W. (2021).Strength, Weakness, Opportunity, and Threat (SWOT) Analysis. Retrieved from;

University Canada West, 2020. A Pet-Friendly Culture. Innovation Fuel Podcast. Retrieved on 30th January 2021 from

PawSwaP App (2021). PawSwaP App Terms of Service. Retrieved From; https://Www.Pawswapapp.Com/Terms-Of-Service

Roberts R. (2021). Pet Industry Trends, Growth & Statistics in 2021 and Beyond: Unleashing Your Ecommerce Pet Marketing Strategies. Retrieved From:

Sabnis H. (2018).The 4Ps of Organizations (and Organizational Change). Retrieved from;




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