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First in Show Pet Food Inc.

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First in Show Pet Food Inc.
First in Show Pet Foods

Strategic Issues & Problems: First in Show Pet Foods, Inc. is a popular, well known producer of dog food for show-dog kennels in the United States (Kerin & Peterson, 2010). This is an understood and established A tier market segment product in the ever popular consumable product segment. The strategic issue on the table for First in Show Pet Foods is marketing a new, premium dog food option called Show Circuit. Show Circuit will be packaged in 15-ounce plastic tubes, with 12 tubs per case (Kerin & Peterson, 2010). This brings up the very viable option during the introduction to the marketplace, offering distribution discounts on bulk buying through case quantity discounts. This allows for high turnover of the product and more people to be on the shelves and in warehouses throughout the United States pet food marketplace, specifically Boston for this promotional, trial release on Show Circuit. First in Show Pet Foods is using only the finest ingredients with no artificial flavors with fresh meat constituting 85% of the products volume, a leader in this volumes per 15-ounce plastic tub, and the remaining 15% is high quality cereal (Kerin & Peterson, 2010). The largest strategic issue, which could also be a problem, that differentiates Show Circuit from its competition is that it is stored in freezers to prevent spoilage and keep it as fresh as it can be. This makes it comparable to people food and the high quality consumers appreciated and want in today’s marketplace. This freezer storage is untraditional to any of the dog foods on the market today. Most large grocery chains or specific pet supply sources have the proper freezer storage for this product. This allows the brand Show Circuit to capitalize on that space in this specific retail sector, focusing on the key groups of consumers that are purchasing frozen food. One of the biggest issues I see facing the brand Show Circuit of First in Show Pet Foods, Inc. is


References: Kerin, R. A., & Peterson, R. A. (2010). Strategic marketing problems cases & comments. (12th ed.). Upper Saddle River, NJ.: Pearson Education. (Kerin & Peterson, 2010)
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