First in Show Pet Foods, Inc. Case Summary

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First in Show Pet Foods, Inc. Case Summary

Key Issues/Background:
First in Show Pet Foods, Inc. faces the daunting task of introducing a new brand of dog food to the Boston area, and then the rest of the nation. This is a difficult challenge, not only because the brand, Show Circuit is unknown, but also because this dog food is frozen, unlike nearly all other dog food, which is either bagged as dry or canned. This packaging difference affects First in Show because their food will be stocked in the freezer section, away from the rest of the dog food. Show Circuit dog food was originally developed to improve the coats of minks on farms, and then after success, it began to be fed to show-dogs. The product is made of 85% fresh meat, and 15% highest-quality fortified cereal. There is great potential in the dog food market. Across the country, dog ownership is increasing, and often, dog owners consider their pets as part of the family. Because of this, the owners spend great amounts of money on their dogs, which can be seen in the growth trend of super-premium and organic dog foods. A marketing firm - Marketing Momentum Unlimited has offered two different advertising strategies for Show Circuit, ranging from $500,000 to $700,000. First in Show Pet Foods, Inc. must determine a plan to enter the Boston-area, and then national dog food market.

Situation Analysis:
Strengths| Weaknesses|
* Premium high quality dog food. * Unique frozen dog food. * Exclusive past sales to show-dog kennels. * The food improves the dog's coat. * It will be the first organic dog food in Boston. | * New product name in the dog food market. * Highly priced. * Product will be located in freezer aisle; not with other dog foods. * Consumer objection to thawing food.| Opportunities| Threats|

* The growing population of dog-ownership. * The growing popularity of organic dog food. * There is no complete frozen dog food being...
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