FIRST IN PET FOODS‚ INC. SHOW CIRCUIT FROZEN DOG FOOD 1. How would you describe the household dog food market? a. Dog food sales in US; i. Sales of dog food will total about $10 billion in 2009 b. Percentage of households that buy prepared dog food; i. Less than half of the 65 million U.S dog owners c. Dog food distribution channels; sales per distribution channel i. Supermarkets dispense 36% which represents $3.6 billion ii. The other 64% go to mass merchandisers 1. Wal-mart 25% 2
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First in Show Pet Foods Strategic Issues & Problems: First in Show Pet Foods‚ Inc. is a popular‚ well known producer of dog food for show-dog kennels in the United States (Kerin & Peterson‚ 2010). This is an understood and established A tier market segment product in the ever popular consumable product segment. The strategic issue on the table for First in Show Pet Foods is marketing a new‚ premium dog food option called Show Circuit. Show Circuit will be packaged in 15-ounce plastic
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Opportunities: • The growing popularity of organic food with the sales growing by 64 percent from last year. • The dog food industry can benefit from the absence of a completely frozen dog food market in the Boston metropolitan area. • More than fifty percent of the dog food market is still untapped thus there is an immense potential to grow in this market. Threats: • There are almost 50 dog food manufacturers with 350 dog food brands in the U.S. However‚ there are five companies
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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
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AND PROBLEM DEFINATION: First in Show Pet Foods‚ Inc. is a major producer of dog food for show-dog kennels in the U.S‚ and is now a supplier of a high quality dog food for show dogs called Show Circuit. The situation facing First in Show Pet Foods currently is one of expansion. First in Show wants to break into the world of retail branded pet food. The company has to choose the best suitable Advertisement and Trade Strategy. INDUSTRY AND MARKET ANALYSIS: The dog foods are distributed through two
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are not any other dog food in the frozen food isle- Also has a good sales packet to inform them on the industry norms | -Distributed in Boston where person to pet ratio is good- Marketing to a big variety of customers instead of just on- The quality of the dog food is very high | -Advertises directly to customers in Boston- Not one specific breed of dog is going to be advertised- Separating the advertising around in different areas | - The food is the healthiest type of food for dogs- Best type of
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First in Show Pet Foods Case Analysis Central Strategic Issue First in Show Pet Foods‚ Inc is in the process of launching a new dog food product to supermarkets called Show Circuit. Show Circuit is currently the number one dog food for show dog kennels. First in Show Pet Foods is trying to get the product as mainstream as possible. They want people to recognize the product immediately by seeing its logo and they want to make sure that consumers are aware that the pet food is sold in the freezer
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Analysis ledger is for First in Show Pet Foods Inc.‚ new frozen dog food product “Show Circuit”. It displays the Internal and External factors that will affect “Show Circuits” introduction to the pet food market. Although “Show Circuit” will need to reshape its prospective target markets views on conventional dog food‚ it has a researched and proven formula that will provide an improvement in dogs’ coat shine. With the current market trend projecting an increase in dog food sales‚ the high production
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Running head: SWOT ANALYSIS - FIST IN SHOW PET FOOD INC SWOT Analysis - Fist in Show Pet Food Inc Marketing Strategies SWOT Analysis - Fist in Show Pet Food Inc Fist in Show Pet Food Inc SWOT Analysis Internal Strengths and Weaknesses SWOT | Sales Force | Marketing Mix | Advertising | R/D | Segmentation | Offerings | Internal Strengths | Administrators and sales personnel at First in Show Pet Foods‚ Inc have acquired the necessary knowledge and experience from being a major
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Training guide to break even analysis. What is breakeven analysis? Break even analysis is a calculation to show at what point you are making no profit or loss‚ so it is when a businesses total revenue covers total costs so it is to show how much output you will have to produce to cover your total costs‚ within a business. Break even is usually shown in the form of a graph. To work out the break even point of a business you need 3 important components which are: 1. Fixed costs‚ which are not
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