If you were starting a company in an industry with large competitors, which option would you choose to prepare your advertising budget? Explain why.

Working in pet care and education, Michael realized that he was seeing more and more overweight pets. He started Nulo, Inc. in an effort to reverse the problem. His strategy to break into the pet food industry, which is dominated by huge corporations, was to launch an online community, giving pet owners a chance to share information on weight loss and nutrition. Nulo prides itself on offering fresh, simple recipes in small batches with nutritionally rich ingredients. The company stays active on social media. It was also a sponsor in the 2022 “Puppy Bowl” during the Super Bowl.

Instructions

In your initial post, answer the following questions:

1. If you were starting a company in an industry with large competitors, which option would you choose to prepare your advertising budget? Explain why.

2. What advice would you give Michael about building an online community?

Use the attached text. Do not use any other outside resources.

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