Zenith

1. ENVIRONMENTAL ANALYSIS

i.Political/legal/regulatory: Unfavorable
ii.Economic                           : Moderate
iii.Technological                   : Favorable
iv.Social/cultural                   : Moderate
v.Demographics                   : Favorable

Overall rating         : Favorable to the industry

2.OVERALL INDUSTRY

i.Threat for new entrants                                                 : Unfavorable
ii.Bargaining power of buyers                                           : Favorable
iii.Threat of substitutes                                                       : Unfavorable
iv.Bargaining strength of suppliers                                     : Favorable
v.Determinants of rivalry among existing competitors   : Unfavorable

Overall rating: Moderate to the industry

3.MARKET ANALYSIS

i.Market size       : High attractiveness
ii.Market growth: High attractiveness
iii.Profit level       : High attractiveness
Overall rating: favorable to the industry

4.CUSTOMER ANALYSIS

i.Target customers: Households whose incomes greater than $25000
ii.Sources of information: Newspaper and Television
iii.Purchase location: Super markets and Mass merchandiser
iv.Market size: 84million

5.COMPETITOR ANALYSIS

i.     Brand recognition: High
ii.     Distribution method:
Manufacturer-Wholesaler-Retailer-Customer
Manufacturer-Customer
iii.     Promotion: 2% of Net sales
      iv.     Media: Newspapers and Television
  v.     Price: $2.29/2pounds and $4.19/5pounds
         
Overall rating: Competition is very high

INTERNAL ANALYSIS

1.STRENGTH
Brand recognition in show dog category
Organic dog food
Premium brand  

2.OPPORTUNITY
Growing popularity of organic dog food.
First to tap the vast market potential of a complete frozen dog food.
Fewer competitors in frozen food type.

3.WEAKNESS
New to household sector.
Need for refrigeration.

4.THREATS
Educating consumers
High competition

  ISSUES:

1.Was... [continues]

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