Unit 1 Case‚ 13th edition Breeder’s Own Pet Foods 1. How would you describe the household dog food market? The household food market in the United States is rising significantly. Not only are pet owners becoming more popular threw out the country‚ but owners are becoming more aware of the importance of nutrition that are going into their animals. Many trends are also noticeable among the population‚ such as owners viewing there animal companions as family members. Another factor is the growing
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Marketing Strategy Team 2/Case Study 2 September 15‚ 2015 Breeder’s Own Pet Foods‚ Inc Breeder’s Own Pet Foods‚ Inc is a major producer of dog food for show-dog kennels in the United States. Their executives viewed the retail dog food market as a growth opportunity and would like to begin by introducing their product; Breeder’s Mix dog food into the Boston area in 2011. Breeder’s Mix dog food is a nutritionally balanced‚ frozen dog food that is among the costliest to produce. Their product
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MEMORANDUM To: Breeder’s Own Pet Foods‚ Inc. From: 001-85-3102 Date: March 25‚ 2015 Subject: Proposal – Marketing Strategy Situation: The dog food market in the United States is continuously expanding due to the increasing ownership of dogs. Another trend in the United States is the need for owners to treat their pets as part of the family‚ thus‚ feeding them as if they were their children with high quality products. As the U.S. grows more health conscious with their meals‚ there is a similar
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Breeder’s Own Pet Foods‚ Inc. Case AnalysisEtienne MepriseBellevue UniversityMBA652: Marketing StrategyDr. Doug Brown12/3/2013Breeder’s Own Pet Foods‚ Inc. Case AnalysisCase RecapBreeder’s Own Pet Foods‚ Inc. sees a growth opportunity in the retail dog food market for its nutritionally balanced‚ high quality dog food brand Breeder’s Mix‚ which has been traditionally sold to the show dog kennel market. The dog food consists of 85% fresh meat and 15% high quality fortified cereal with no additives
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Group 1 Breeder’s Own Pet Foods‚ INC. Central issue: Breeder’s Mix is a new kind of dog food and it is totally differ from traditional types dog foods‚ people are not familiar with this product at all. In addition‚ it is very difficult to predict the trend of this product. Dog food industry is considered highly potential in a mounting trend. Firstly‚ the dog food industry has benefited from increasing dog ownership. Secondly‚ pet owners continue to invest their animal companions with
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Case Orienting Questions The following questions are presented to assist you in your analysis of each case. You are expected to incorporate answers to these questions into your analysis‚ since they provide the essence of each case. ZENITH PET FOODS 1. How would you describe the household dog food market? 2. How might one segment the dog food market and where does Show Circuit fit? 3. How might Show Circuit be positioned in the dog food market? 4. What is the market potential for Show Circuit
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PROBLEM STATEMENT Tyler Pet Foods‚ Inc. met with representatives of Marketing Ventures Unlimited to discuss possible entry into the household dog food market in the Boston Massachusetts metropolitan area. The meeting raised the question: "Is there a place for Show Circuit in the dog food market?" COURSES OF ACTION After the meeting‚ Tyler Pet Foods had several unanswered questions: 1. Was the market itself adequately defined and segmented? 2. What position would Show Circuit seek in the market? Should
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Tyler Pet Foods‚ Inc. # 1. How would you describe the household dog food market? Sales of dog food are approximated at $5.6 billion for this year of which $3.1 billion will come from supermarkets. As the previous figures show‚ 55% of all dog food sold in the United States will be distributed through supermarkets. Since there exists such a reliable correlation between human population and dog population‚ we can say that the greater Boston area represents approximately 1.5 percent of the US dog population
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First in Show Pet Foods Case Analysis Central Strategic Issue First in Show Pet Foods‚ Inc is in the process of launching a new dog food product to supermarkets called Show Circuit. Show Circuit is currently the number one dog food for show dog kennels. First in Show Pet Foods is trying to get the product as mainstream as possible. They want people to recognize the product immediately by seeing its logo and they want to make sure that consumers are aware that the pet food is sold in the freezer
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1. What is the total and category dog food supermarket sales potential in Boston at manufacturing prices? | (1) | (2) | (3)=(1) x (2) | (4) | (5)=(3) x (4) | Dog Food Category | Share of Total Dog Food | % of Dogs in Boston Area | Estimated Dog Food Category Sales | Super Market % | Estimated Dog Food Super Market Sales | Dry | 65% x $10 billion= $6.5 billion | 1.2% | $78 million | 36% | $28‚080‚000 | Canned | 15% x $10 billion= $1.5 billion | 1.2% | $18 million | 36% | $6‚480‚000 |
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