In this case about Zenith Pet Foods, Inc., a major distributor of dog food for show-dog kennels in the United States, we learn that the company is looking to expand its market into the Boston Area. In the beginning of the case we learned that Marketing Momentum Unlimited, a marketing and advertising consulting firm, is trying to help Zenith with entering in the Boston market. The sale of dog food in the U.S. is $7 billion total sales between the four dog food products offered, dry, wet, semi-moist, and dog treats, therefore allowing an opportunity for Zenith to expand into a new market to assist tapping the dog food industry full potential. Show Circuit, a unique dog food for show dogs is supplied by Zenith and through that company's brand is how Zenith plans on releasing the new frozen dog food..
In order to effectively transition over into the household dog food market, there are certain adjustment that Zenith need to make such as establishing a new means for packaging and distributing the planned products. Due its uniqueness of being frozen dog food and being stored next to human food in the supermarkets, Show Circuit has to effectively distinguish their product label as dog food. Dog owners shopping for dog food in the supermarket are not prone to look in the frozen section for their discovery, therefore causing for awareness mon where to find Show Circuit's unique product.
Enumerate the Decision Factor
Zenith Pet Foods is looking for the best alternative for their products in the Boston area. To determine their options, they divided the major dog foods into four categories as stated before, Dry, Wet, Semi-moist, and Dog Treats and stated their shares of total dog food. The dry food category held the most with 63% or $4.41 billion of net U.S. sales. The wet food held 17% or $1.19 billion of net U.S. sales. Semi-moist held a low 2% of net us sales equal to $140 million and dog treats were $1.2 billion dollars or 18% of net... [continues]
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