The Internal Factors
· Specialty high quality dog food
· Small solid following among “show dog” kennels in Boston, MA
· Freshest dog food in Market; 85% federally inspected beef by-products, beef, liver, and chicken, 15% highest-quality fortified cereal
· Completely balanced frozen dog food
· Used and recommended by professional “show dog” owners for years.
· Located in frozen food section right next to “people” food.
· Record of “Blue Ribbon” winners as current product users.
· Cheaper dog foods that are more readily available.
· Less than one-half of dogs in the US are regularly fed prepared dog food.
· “Show Circuit” is not nationally distributed or marketed.
· Relatively unknown to Target Market, new product to public.
· No microwavable defrost options.
· “Show Circuit” is among the costliest dog foods to produce.
· Available only in Supermarkets refrigerated section.
The External Factors
· Industry trend shows an increase in dog ownership, US owned-dog population...