# Situation Analysis on Dr. Tim's Dog Food Essay

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Situation Analysis for Dr. Tim’s Dog Food:

Internal:
What’s going on inside the company?
-Momentum dog food created and directly distributed for mushers

What are the company’s goals and objectives? * Increased distribution to retail stores, the Internet, and global distribution

What boundaries have the company set? * Not many boundaries, other than concern for brand identity, and not wearing the company resources too thin

What is my company good at? * Dr. Tim’s dog food has a focus of being “all-natural, veterinary standard” kibble * Direct link to those Dr. Tim wishes to sell to

Tim’s dog food is organic and a healthier choice for people’s dogs. Because of this, the food is more expensive than regular dog food you would find at a super store like Wal-Mart. Let’s do some math for a second; we are going to use Purina dog food as an example. On Wal-Mart’s Canadian website we found out that for a 2kg bag of dry Purina dog food for adult dogs was \$5.88. If you look at petflow.com, Dr. Tim’s Kinesis All Life Stages dog food is \$10.99 for a 5 pound bag. We have to convert the kg to pounds to have an accurate comparison of price. Keep in mind that 1kg is equal to 2.2lbs.

Purina
\$5.88=2kgs
\$5.88/2kgs=\$2.48
\$2.48=1kg
\$2.48/2.2lbs= \$1.33
So for 1lb of Purina dog food it cost \$1.33.
Dr. Tim’s
\$10.99=5lbs
\$10.99/5lbs=\$2.19
So for 1lb of Dr. Tim’s dog food it costs \$2.19
Economical Continued:
-After looking at the math we can see that Dr. Tim’s dog food is more expensive than the normal food you get at a superstore. Dr. Tim’s has to target consumers that are willing to spend that kind of money for their pet’s health. The best target groups for Dr. Tim’s are people with dogs that