Perdue Farms, Incorporated
Purpose/Problem
Perdue Farms, Inc is planning to diversify by venturing into the processed food market. It is specifically looking at entering this new market with Chicken hot dogs. Previously, Perdue has successfully transitioned from selling hatching eggs to live chicken and then to the dressed poultry market. Now with this new idea, Don Mabe called upon Mike Moriarty to decide if Perdue should get into the chicken hot dog market or not.
The purpose of this analysis is to: * Recommend if Purdue should get into the chicken hot dogs market or not * Evaluate the marketing strategy proposed by Moriarty * Suggest if the product has to be introduced as new or as an alternate to the existing meat hot
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* Perdue can easily capture this segment as it is already well known for its quality. Now, by creating awareness and interest about its nutritional lower calorie (in comparison to beef) chicken hot dog, it can easily grow in this segment. Characteristics of Non Consumers * Non consumers also buy hot dogs, but do not consume! This segment accounts for $20,452,000 of the total estimated sales of 1976. * These consumers are highly health conscious and it’s usually the head of the household making the buying decision and the amount bought depends on the household size. These are the DMU’s. The DMP is the nutritional value. * These consumers are highly brand loyal and price is of very little importance for them. * For Perdue to capture this segment, it has to create the same kind of brand image that it has for the dressed poultry. Industry/Competition Analysis: A few major competitors for Perdue in this market are Tyson’s Inc, Bayshore Inc, Long Acre, Holly Farms, Oscar Mayers and Weaver; the strongest competitor among these is Oscar Mayer. The hot dog industry is made up of many small and regional players that make up almost 60% of the market. Since hot dogs are seasonal, small companies seem to make more profits. Also some of the regional players have better brand loyalty. So, when Perdue enters the market, it should try to appeal to customer segments in these regional levels. Company SWOT Analysis: Strengths *
The range of competitors within the overall industry include chain and independent supermarkets (Krogers, Safeway, others); mass merchandisers and super centers (Wal-mart,Target); convenience stores; wholesale clubs (Sam’s); restaurants and fast food chains andnatural food stores (Whole Foods, Wild Oats
And the customer are sensitive to the price since those products are using only few times and need to be change all the time.
Competitors: Our primary competitor is Heinz 57. They have a market share of 16%. The secondary competitors of our business are private labels. They have a market share of 14%. The rest of the competitors towards our company make up the 16% of the market share. A new rising competitor is Lawry’s with new product, steak sauce.
1.Opportunity to be the first to tap into the potentially vast market of frozen dog food in the Boston area
years in the meat market and was indeed very successful. The major problem it was facing in the recent years was that its sales were declining. The reasons behind the decrease in sales were increase in market competition, decreasing market share, failure of the newly launched products and the inability to cater to the customer needs. Other companies were coming
ALTERNATIVE 1: _Eliminate poor performing hot dog brands and re-allocate the funds associated with them to existing brands that are doing well in order to increase their sales._
The company needs to evaluate who comprises its target market. Is the market the entire dog food market? The 10 percent that is currently purchasing frozen food or the 15% that would purchase if it were more convenient to do so? Currently consumers do not associate dog food with frozen food; but even if they did, the product may still not appeal to the average consumer due to time requirements for its preparation and thawing.
Effectively, Breeder’s Own Pet Foods will have to find an effectual manner in which it will overcome objections to frozen dog food, price of their food in contrast to their competition (350 various brands) , targeted geographic location and methodology they will utilize to successfully market their product to the world (Kerin & Peterson, 2013).
Positioned to be perceived by buyer as the only dog food that they would want to purchase for a dog that is considered part of the family
Smackey Dog Foods, Inc. is a familiar story in terms of small business start-ups. They started in a family kitchen, experienced explosive growth, and have had some troubles handling the accounting and business side of the business. My firm, Keller CPA’s, does not have specific experience with auditing a dog food manufacturer, but we certainly have a good bit of experience with similar small business accounting and auditing issues.
|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
operates several fast food brands in Australia. KFC is the major brand that Yum runs. The main product of KFC is made by chicken meat. Therefore, the strength and the weakness of KFC are obviously. People who like chicken meat will highly be attracted by KFC. However, it gives customer who like fast food a limited choice. Just use the one kind of meat will make the brand to be more professional. But it also will narrow its potential markets.
high because they have countless products to choose from. They are not loyal to any one
Indian customers are price sensitive and put a lot of emphasis on value for money.
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