Swot Analysis: First in Show Pet Food Essay

The product will be sold at the store in Little Rock, Arkansas, focusing on the zip code 72212. Considering the small size of my city, the geographic segment will focus on those individuals that live in the suburban neighborhoods in the area. Most of the people in this area are millionaires in their mid-50s without children so they treat their pets like they would their children because they consider them an extension of their family. Since these individuals love their pets much like they would their family members they will spend a great deal of money on them to ensure they have the proper care and treatment. This will hold especially true when it comes to their pet food. From my personal experiences, wealthy individuals have a tendency to purchase the most expensive items on the shelves for the simple fact they think it is better than all the rest. Needless to say, they will not have an issue paying expensive prices for an all-natural pet

1.Opportunity to be the first to tap into the potentially vast market of frozen dog food in the Boston area

The Smackey Dog Food, Inc. is a family owned business. It was started by three sisters, Sarah, Kim and Jillian, in the kitchen of their home. They lived in a suburban area of Chicago, Illinois. Their business is making all natural dog food. After using their own dogs and the neighbor’s dogs as test subjects, it was discovered by local vets, pet stores and grocery stores. These local places began to distribute the dog food. The demand for their food began to increase and they moved their business to a larger facility and hired additional workers. As compared to competitors, Smackey Dog Food, Inc., began to rise

MLF is losing market share due to proliferation of unsuccessful brands such as _Beef Dogs_, _Lean 'n Lite_ and _Burns_. Having too many brands has spread corporate resources thin and has underutilized the Maple Leaf brand name leading to lack of a national identity of their hot dog segment, productivity problems and rising costs, both operational and production.

As this was Keller’s first audit on a dog Foods company, additional research was conducted to gain insight on some the most common risks that occur in the dog Foods industry. The audit team also went to visit the client prior to the audit to gain a clear understanding on how their business works. The audit team consisted of the audit manager Pete, and two audit staffers Maureen and Ben.

SNHU Pet Supply has designed a SWOT analysis to aid them in the best direction of marketing strategies for Pet’s Choice. To take advantages of all the opportunites available, SNHU Pet Supply can refer to this analysis in order to use their strengths for the best of the company and find the best opportunities in the market. The company could use this information from the SWOT analysis on Pet’s Choice products to develop marketing strategies and activities. The company can play on its strengths in order to promote this product so that it is beneficial for the company and the consumers. We will design the product to show the strengths the company has to offer, such as making the packaging stick out and resemble what we stand for. These multi-flavored

Representatives have approached breeder’s Own Pet Foods, Inc. from Marketing Momentum Unlimited, a marketing and advertising consulting firm. The reason for the meeting was to discuss the company’s possible entry into the retail branded dog food market in the Boston market.

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

Caninantics’s mission is to be the leader in introducing innovative, dog food dispensing product to the market. Through close customer contact and excellent relationships, Caninantics, will meet the needs of the customers. Caninantics, LLC, is a privately-held corporation and maintains an office and a small warehouse in a mixed-use area of North Beach. Three of the four investors in the company have full operational responsibility, the co-founders, have both entrepreneurial and industry experience to brings operational management, marketing, and financial skills

|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

Transition your existing pet food product lines to capture market share and dominant market presence in the growing organic and natural pet food market. The primary business objective is to develop new markets in a stalling and business with decreasing profit margins by appealing to the products that appeal to the health and safety of pets and their owners.  Our objective is to use your business’ existing strengths to emerge as the premier organic pet food brand and build a foundation for continued growth.

As a start-up company, Caninantics will largely benefit from conducting marketing research that will support its marketing strategy. The pet food industry has experienced tremendous growth and profitability in the recent past because of Americans constant love for animals and dogs. It is a competitive market that is characterized by numerous attempts by brands to differentiate themselves from other competitors. For individuals who own cats and dogs, the industry or market generates a staple product. Dog owners tend to prefer cheaper dry pet food because wet pet food is relatively expensive.