The Rise and Decline of a Pet Supply Retailer

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Think of you as a consultant brought to investigate the problem and provide recommendations.
The report quality should mirror a briefing that you would submit to a senior officer in the company- state the problem/issue company is facing, factors that influence the situation, alternate solutions, impact of each alternative and your recommended solution with justification.
Questions at the end of the case are provided to guide you thru the case. Do not submit the report in a Q & A format. Make sure to weave the responses to questions in the report.
Case Question:

Describe the situation faced by Wainwright when she joined Pets.com as CEO.
Should Wainwright have offered a shareholding position to Amazon.com? Assess the rationale behind this decision. What were the advantages and disadvantages of having Amazon.com as a partner?
Pets.com’s growth strategy relied on heavy spending on market communication and low pricing. Critically appraise this strategy. What alternatives did Wainwright have?
Do you think the creation of a brand icon, such as the sock puppet, was an effective strategy for drawing customers to the Pets.com website?
Overall, what do you think are the main reasons for Pets.com’s failure in the market? How would you have done things differently?

Sample Solution

current world, advertising is a large scale business and is a cogent part of the national economy in several sovereign countries.

By definition, advertising refers to a form of communication, whose author or sponsor sends information to a recipient with the denotative intention to sell an idea to the prospective customer. This process has its specialness and it is connected to both propagandistic model of communication defined by McQuail and persuasive concept of communication put forward by the Semiotician Jarmila Doubravová (Doubbravova, 2002). A popular linguist Guy Cook, (2001) examines advertising as a “parasite discourse”, because it takes over the contents, forms, authors as well as recipients of other discourses (similarly as the literary criticism depends on literature and the Sport News – on sport). In fact, Judith Williamson indirectly builds on the idea of “parasite discourse” by Dyer’s characterization of advertising importance as something that uses the elements of real life and aims to create “new world and new language”. “The main purpose of advertising is not to create a new meaning, but to transform signs of the system that is have already known”, writes Williamson.

Visual portrayals are able to communicate co

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