Barkefellers Case Study

Petsmart is the largest specialty pet retailer. They provide service and products for the lifetime needs or pets. They became a private company in 2015 (Associated Press, 2015). They sell live animals such as fish, gerbils, and birds. They also partner with adoption agencies for cats, dogs and rabbit. These partners will come once a week to hold an adoption event. Petsmart also offers services such as cat and dog grooming, boarding, training and an on-site veterinarian. Their vision statement according to Petsmart Corporate is “We love pets and we believe pets make us better people. Petsmart will be the trusted partner to pet parents and pets in every moment of their lives.” (2010). The following paper will analyze ways in which Petsmart can increase their ROI by focusing on innovation, sustainability and Six Sigma processes.

PetSmart is one of the largest specialty pet retailers of service and solutions for the lifetime of pets. More than 1008 stores are open in the United States and Canada that provide pet foods and supplies that are priced reasonably. PetSmart provides all types of services for pets including pet training, pet grooming, pet boarding and adoption services. In addition to providing impressive value PetSmart has the broadest, deepest product range in the industry, including thousands of products exclusive only to PetSmart. Every year PetSmart takes care of the grooming for hundreds of thousands of pets in what PetSmart calls its PetSmart Salons. These animals are groomed and pampered by stylist who have

Every day in the United States, approximately 10,000 people and 70,000 puppies and kittens are born. There will never be enough homes for all of these animals, and as a result millions are killed by animal control or die by themselves every year. If people would adopt their pets from a rescue or shelter, and not buy from pet stores or breeders, many lives would be saved and a lot of misery would be averted. Also, you end up with a great animal.

Do you consider your pet more like an extension to the family perhaps another child? Did you know that about ninety percent or more pet owners consider their pets their children (National geographic). Business are taking notice of this positive trend and catering to the expansion of the growing number of people that are now considering animal as children. Today local businesses cater to more than just humans, they have started catering to pets also. Some of these activities include: restaurants with dog menu, dog parks, and malls that offer a place to take family pets. With the growing number of people now having animals for children as an addition to the

Operating in 1197 stores in North America, PetSmart "is the largest specialty retailer of services and solutions for the lifetime needs of pets" (PetSmart.com.PetSmart Corporate: Investor Relations. 2012). The business of pets and pet care continues to be a thriving and growing industry; "the American Pet Products Association, or "APPA, estimated the calendar year 2010 market at approximately $47.7 billion, an increase of more than 180% since calendar year 1994" (PetSmart.com. Investor Relations. Annual Report. 2010). The industry's size and scope provides opportunities for a range of business to compete for the pet owner's discretionary spending; as such PetSmart must constantly innovate and offer consumers value across their business model. The ongoing streamlining of the company's value chain offers insight into two "big ideas" of economics: markets and voluntary exchange, and choices and incentives.

For millions of years dogs have remained a constant companion of man. Bred from the aggressive and formidable Gray Wolf tens of thousands of years ago the domestic dog now lives in many homes across the world. Where in the far distant past the domestic dog was bred as a guard animal, a beast of burden, and even a food source the dogs of today are bred for a far more endearing purpose-companionship and love. Finding a pet dog that is more of a joy than a chore is necessary when asking: How much is that puppy in the window?

The U.S. owned-dog population is 78.2 million and it is growing steadily. With a population so large it is no surprise that the pet

Breeder’s Own Pet Foods, Inc. proposes to adopt a market penetration strategy due to having identified a growth opportunity in the dog food market, for its nutritionally balanced, high quality dog food brand, Breeder’s Mix. This premium product has been sold traditionally, to the show dog kennel market, but company executives are now convinced it can be repackaged and offered as a frozen premium product, to picky pet owners via general retail distribution channels. Since the product is considered premium, it should fetch premium prices because of its ingredients and its claimed benefits to

The over-arching problem that Breeder’s Own Pet Foods has is which marketing-strategy would best serve as a vehicle for entry into the dog food retail business. Additionally, it has to select the most prominent geographic location (s) for distribution of its product. Another root problem component is how to get the supermarkets to stock and distribute this dog food since it is in the frozen category and may not appeal to traditional dog food buyers because they don’t readily associate dog food with frozen goods.

|Weaknesses: •   Lack of availability in all stores •   Lack of appeal to consumers due to thawing time / freezer space (convenience) •   Lack of appeal to supermarkets due freezer location •   Lack of brand equity in retail market •   Premium price | Threats: •   Store Location - Consumer must be educated to find product in different area of store •   Saturated market – sales top 14 million in 2011.   Dog food is also heavily advertised, so the challenge is to entice the consumer to buy Breeder’s Mix. •   Competition - 5 major brand name dog food companies dominate market with 75% of US dog food sales •   Challenge to get supermarkets to give up valuable freezer space for dog food |Evaluation of AlternativesBreeder’s Own Pet Foods product development strategy should be evaluated.   Currently only 1 out of 10 dog owners regularly buy frozen or refrigerated dog food and ¾ of those surveyed expressed no interest in purchasing frozen dog food (Kerin and Peterson, 2013).   This indicates that there is a limited market for dog owners who would be interested in a product such as Breeder’s Mix. Research does suggest however that frozen dog food dollar volume is increasing annually indicating there is a strong opportunity for Breeder’s Own to be the first to tap into the frozen dog food market in the Boston area.   Breeder’s Own Dog Foods needs a strong marketing campaign to convince consumers their brand is superior to

After careful review of each of the elements in launching this product, the following analysis can be determined. Zenith has to answer a specific series of questions in order to decide if their product of Show Circuit dog food will be a viable product. The market was in fact correctly segmented, although Zenith needs to see the shopping behavior of those willing to spend more on pet food. Marketing in a supermarket could inhibit the potential growth of the product. Because the market is already segmented and offered such a variety of dog foods, Zenith will have to market the product correctly and focus in on the benefits to be successful. Show Circuit needs to seek a position of a higher quality product in a different, more convenient location. It is important to play up how the location is a benefit rather than a detriment. This goes along with the sales program being successful. Show

Many pet owners perceive to say that having a pet is the best thing in the whole world. In the United States, about 63% of households have a furry friend to call their own. They come in many different colors and sizes that make them unique and fun to play with. However, owning a pet anywhere can be very controversial. Some people think that owning a pet can throw away most their money that they earn on a day to day basis. Even if that might be true, pets can also benefit people in many ways that is worth spending a little extra money. In my opinion, I think that everyone should have a pet of their own because they can improve health, can provide entertainment, and create a special friendship or companionship with its owner. (6)

For centuries, humankind has enjoyed the unconditional love and companionship of pets. Inclusively, dogs have been stated as “man’s best friends.” By far, pets have become a bigger role in people’s lives. Consequently, pet ownership has turned out to be more popular through the years. Owning a pet can be one of the most rewarding experiences, but there is a fact that many individuals may not know. From what kind of places are people obtaining their pets? The two most presumed options are narrowed down to either buying at a pet store or adopting from a shelter. Even though people can get a pet from either option, there are many reasons why adopting is undoubtedly a smarter choice. Animal shelters serve for a bigger purpose, and that is to help the community and its animals. Prospective pet owners should choose pet adoption because of its health, economic, and life benefits.

Pawsitive Pet grooming offers upscale dog owners a place where they can leave their pets while at work, and away for weekend trips or on vacation. It also offers feeding and exercising, as well as washing, grooming and low-level veterinary services. The location will be a large lot on the outskirts of a high-income residential area. Our projections include a heavy rent because of the location requirements. Customers pay by the day, by the hour, or by the month. Our assumption is that the average customer generates about Php. 50,000.00 per month.

My Company will target many clients. College Students, Women, Men, Parents, Moms, Dads, Individuals who work or Individuals who travel for simple or even simply individuals who want to have a vacation as well as Individuals with disabilities. My Company will offer these individuals daycare and boarding options for their beloved pet in a fun, loving, and trust-worthy, playful environment. This will also help ease some stress off the Clients as well because they know they can trust our Pet Resort facility because we treat everyone, including