...Adam Tarbell MKTG 489 Breeder’s Own Pet Foods, Inc. Case Analysis Background/Problem Definition: Representatives have approached breeder’s Own Pet Foods, Inc. from Marketing Momentum Unlimited, a marketing and advertising consulting firm. The reason for the meeting was to discuss the company’s possible entry into the retail branded dog food market in the Boston market. After hearing Marketing Momentum Unimited’s proposal, Breeder’s Own Pet Foods was presented with the problem of: Should Breeder’s Own Pet Foods go with the advertisings firm’s proposal, if so, which one? Market/Industry Analysis: The U.S. owned-dog population is 78.2 million and it is growing steadily. With a population so large it is no surprise that the pet food sales were around $14 billion in 2011. The market for dog food is divided into three categories, Dry, Canned, and Treats. In the pet food industry, 36% of all dog food sold in the U.S. is sold in supermarkets, which represents about $5 billion in sales; while the other 64% is sold by mass merchandisers. All of these numbers translate to the Boston market, so the idea of selling Breeder’s Own Pet Foods in supermarkets could be very beneficial for the company. Target Market: The target market for Breeder’s Own Pet Foods is the adult population, age 21-54, single or married, with an income larger than $25,000. The reason for this is because dogs are regarded as parts of the family to this market. So, with that mindset and the income...
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...Breeder’s Own Pet Foods, Inc. Case Analysis Etienne Meprise Bellevue University MBA652: Marketing Strategy Dr. Doug Brown 12/3/2013 Breeder’s Own Pet Foods, Inc. Case Analysis Case Recap Breeder’s Own Pet Foods, Inc. sees a growth opportunity in the retail dog food market for its nutritionally balanced, high quality dog food brand Breeder’s Mix, which has been traditionally sold to the show dog kennel market. The dog food consists of 85% fresh meat and 15% high quality fortified cereal with no additives or preservatives (Kerin and Peterson, 2013). One of the challenges for Breeder’s Own is breaking into an already saturated market. However, based on recent interest from dog food owners in organic, all natural, preservative free dog foods, Breeder’s Own can capitalize on this market share with their product, Breeder’s Mix. Initially, Breeder’s Mix would be marketed in the Boston, Massachusetts’s area since this area is representative of national averages for pet ownership and expenditures for pet products. Breeder Mix would be distributed to supermarkets since 36% of all dog foods sales come from supermarkets (Kerin and Peterson, 2013). Problem Identification Traditionally, dog food is produced as dry, canned, or treats. Breeder’s Mix is a nutritionally balanced frozen dog food. Since the food must be located in the frozen section of supermarkets, one marketing strategy will be to educate dog owners to shop for dog food in a non-traditional location...
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...Breeder’s Own Pet Food Inc. Case Analysis CJ Class:Marketing Strategy September 06, 2014 Breeder’s Own Pet Foods, Inc. Case Analysis Case Recap Breeder’s Own Pet Foods, Inc. proposes to adopt a market penetration strategy due to having identified a growth opportunity in the dog food market, for its nutritionally balanced, high quality dog food brand, Breeder’s Mix. This premium product has been sold traditionally, to the show dog kennel market, but company executives are now convinced it can be repackaged and offered as a frozen premium product, to picky pet owners via general retail distribution channels. Since the product is considered premium, it should fetch premium prices because of its ingredients and its claimed benefits to animals: it consists of 85% fresh meat, 15% high quality fortified cereal with no additives or preservatives and will dramatically improve the coats of animals. (Kerin and Peterson, 2013). One of the major challenges for Breeder’s Own is convincing customers that frozen dog food is the wave of the future. Based on positive feedback from food brokers, the company believes it can carve out a substantial market share with this product. The initial plan involves test marketing in the Boston area and if successful quickly ramping up production to make it available nationally (Kerin and Peterson, 2013). Problem Identification Traditionally, dog food is produced as dried, canned, or treats; since this new product is intended to be frozen, one of the...
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...Breeder’s Own Pet Food Inc. Case Analysis CJ Class:Marketing Strategy September 06, 2014 Breeder’s Own Pet Foods, Inc. Case Analysis Case Recap Breeder’s Own Pet Foods, Inc. proposes to adopt a market penetration strategy due to having identified a growth opportunity in the dog food market, for its nutritionally balanced, high quality dog food brand, Breeder’s Mix. This premium product has been sold traditionally, to the show dog kennel market, but company executives are now convinced it can be repackaged and offered as a frozen premium product, to picky pet owners via general retail distribution channels. Since the product is considered premium, it should fetch premium prices because of its ingredients and its claimed benefits to animals: it consists of 85% fresh meat, 15% high quality fortified cereal with no additives or preservatives and will dramatically improve the coats of animals. (Kerin and Peterson, 2013). One of the major challenges for Breeder’s Own is convincing customers that frozen dog food is the wave of the future. Based on positive feedback from food brokers, the company believes it can carve out a substantial market share with this product. The initial plan involves test marketing in the Boston area and if successful quickly ramping up production to make it available nationally (Kerin and Peterson, 2013). Problem Identification Traditionally, dog food is produced as dried, canned, or treats; since this new product is intended to be frozen...
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...Homework Financial Aspects of Marketing Marketing Strategy Spring 2016 Complete the following problems and homework problems in the book. * Do questions 2, 4, and 8 on pages 51, 52, and 53 (2 and 4 are worth 5 points and 8 is worth 10 points). * Provide the answers for the following two problems (40 points). * Perform the questions in this homework assignment that are associated with the Breeder’s Own Case on page 113 (40 points). Problem 1 A group of Notre Dame students is contemplating pursuing a music career. They have to make their decisions in a hurry because if they are not going to pursue music they have to put a lot of energy into finding a job this spring through career services center here on campus. Currently they are all music, all of the time. They have an incredible band called “The Rock”. Their tunes resemble a mix of the funkier sides of ColdPlay, Sam Smith, and Justin Timberlake. Their music has been described as “soulful rock” with an obvious appeal to mainstream America. Their music provides up-tempo rhythms with short interludes of playful and powerful rap that provides social commentary that resonates with youths and young adults alike. They have been suggested to provide anthems to achievement and goal setting. Beyond that, they have powerful love ballads that will touch even the most stubborn romantic. Their lead singer is absolutely amazing and the musicians are world class. They were in the same dorm as freshmen and...
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...Breeder's Own Pet Foods, Inc. Case overview/situation anaylsis: The Breeder's Mix is a high quality dog food that is made from only the highest quality beef, liver, chicken and fortified cereal. This mix of food is proven to improve the dogs coat as well as its health and well being. Due to its affect on dogs the Breeder's Mix is used on various show dogs and dogs in kennels. The dog market is an already large market and it is only growing. In 2011, sales from manufacturers totaled $14 billion. In terms of the market dog foods are divided into three different groups. Dog food is sold as treats, dry food, and canned food. In addition, the market distribution is divided into many retail sectors. A large amount of dog foods are sold in supermarkets, at Wal-Mart, in pet stores, or in feed stores. There is also a smaller percentage sold through veterinarians and online. Narrowing down the customers, comes down to a very wide range of people. The main target is single and married people between the ages of 21 and 54 with an income of more than $25,000. The campaign of food is targeted in the Boston area due to the high market potential. Dog owners are also seen to have increasing investments in their dogs and this number is only supposed to continue to rise. Along with change in humans, dog owners are also highly valuing the all natural dog food, versus processed. There is a lot of competition in the dog food industry and they heavily compete on price and quality. In...
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...1. Concept behind business opportunities Attributed to the advance in technology, particularly the evolution of Internet, people can access virtually unlimited amount video contents via web streaming such as YouTube. Consequently the purpose and concept about television have been changed. Traditionally it is electronic device that shows fixed channels offered by television broadcasters but more people nowadays want TV that can provide interactive features, for example watching video contents from the web whenever they wish to, accessing Internet, even want to have social network services, Facebook or Twitter. Accordingly many big TV manufacturer acknowledged new demand in the market and it led them to produce interactive TV, so called smart TV, of which is connected to Internet offering wide range of service, such as, on demand video steaming, running applications. Although it is still in infant stage, many people predict it will grow fast to suppress the traditional TV within next five or six years. Concept behind new business opportunities is to make Smart T.V. integrated with motion sensor that is able to recognise human motion or gesture. Basically it is a mix of tablet PC and smart T.V., which can be controlled by human gesture. Its primary purpose is to offer display unit with human interaction, however, upon future advance in technology it is not just limited to household entertainment device but can be extended to other areas .For example, it can be used in...
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...BANGLADESH RESEARCH PUBLICATIONS JOURNAL ISSN: 1998-2003, Volume: 6, Issue: 1, Page: 12-21, September-October, 2011 PROTECTING INTELLECTUAL PROPERTY RIGHTS IN BANGLADESH: AN OVERVIEW S. M. Atia Naznin1 S. M. Atia Naznin (2011). Protecting Intellectual Property Rights in Bangladesh: an overview. Bangladesh Res. Pub. J. 6(1): 12-21. Retrieve from http://www.bdresearchpublications.com/admin/journal/upload/09251/09251.pdf Abstract In this era of globalization and rapid expansion of world economy, intellectual property and the corresponding rights over intellectual property are crucial to the economic, social and technological development of any country beyond doubt. Globalization also has made the Intellectual property rights a subject matter of international concern. All nations who want to promote and project their development in all aspects must protect the rights over intellectual property by granting legal veil through exclusive enactments. Realizing this fact, all industrialized nations and by now most developing countries of the world have enacted laws for the protection of ‘works of mind’. To comply with the international obligations Bangladesh also has introduced intellectual property rights protection system. This research paper explores to seek how enforcement mechanisms in Bangladesh are intrinsically precious, effective and thenceforth, worth in protecting the rights of IP holders. As an obvious flow of discussion the paper reiterates to look beyond the constraint and...
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...features of a product that are produced by industrial means. * Copyrights are the form of IPRs that protects original works of authorship including literary, dramatic, musical, artistic and certain-other technology-based works such as computer programs, electronic databases, and multimedia productions. * Trademarks are the form of IPRs that protects a word, name, symbol/ device to indicate the source of a good and to distinguish it from other goods. * Servicemarks are the form of IPRs that protects a word, name, symbol/ device to indicate the source of a service. * Geographical indications are a variant of trademarks and servicemarks which is signs on a good associated with the origin of the good. * Plant Breeder’s Rights (PBRs)/ Plant Variety Rights (PVRs) are rights granted to the breeder of a new variety of plant/ to another person/ entity that can claim title in the new plant variety. * Sui generis rights provice protection to forms of intellectual property that do not fit into the standard categories of intellectual property provided by a country and also apply to types of intellectual property that are not covered by other forms of protection. * Trade secrets protect confidential...
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...ingredients besides meat) and organic dog biscuits made of unique, non-grain ingredients and offered in distinctive shapes such as miniature cupcakes, pizzas, etc. At present the company does not have an online strategy; it has only a single extremely basic web page referring customers to an email address. All sales are local and distribution is through breeder’s clubs, dog shows, farmer’s markets, and two small boutiquestyle retail stores catering to very high-wealth individuals. Although growth in the local market remains strong, the company is aware of the potential for eventual saturation. More importantly, it is clear based on the success of their existing product line that there is a tremendous opportunity to grow their sales by expanding beyond the Atlanta metropolitan region. As the owner of a premium, very high quality and high margin brand, having limited capital due to its relatively small size (roughly $500K in annual sales), the company does not yet wish to pursue mass production and distribution via retail pet stores. Instead, it is recommended that the company develop an online business expansion 2 strategy. Competitor analysis, online marketing strategies, and the use of social media have been discussed in Part 1 of this report. Here we will cover e-commerce solutions, search engine optimization strategies, international...
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...University of Queensland www.tedi.uq.edu.au Copyright materials contained herein have been reproduced under the provisions of the Copyright Act 1968, as amended, or with the permission of the copyright owner. This material may not be reproduced in any manner whatsoever except for the purposes of individual study. University Provider Number 00025B © The University of Queensland contents Contents Module 1 Introduction to electronic commerce Objectives Basic elements of electronic commerce (EC) 1 1 3 Differences between electronic commerce and traditional commerce 5 New ways of doing business with electronic commerce History of electronic commerce (EC) Planning an e-commerce project Legal, ethical and international issues Case study guidelines 6 8 10 10 11 Module 2 Business decision-making and planning for electronic commerce 17 Objectives Planning an e-commerce project Economic models Competitive advantage and electronic marketplaces Transaction cost economics 17 18 29 30 34 Module 3 Technologies for electronic commerce Objectives The Internet and electronic commerce The general structure of the Internet Internet protocols 37 37 38 39 40 Internet services Intranets and extranets Internet connection options The World Wide Web 43 45 48 48 Module 4 Creating a commercial Website Objectives Introduction...
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...working papers The Role of Intellectual Property Rights in Technology Transfer and Economic Growth: Theory and Evidence UNITED NATIONS INDUSTRIAL DEVELOPMENT ORGANIZATION The Role of Intellectual Property Rights in Technology Transfer and Economic Growth: Theory and Evidence By Rod Falvey Leverhulme Centre for Research on Globalisation and Economic Policy, School of Economics, The University of Nottingham and Neil Foster Department of Economics, University of Vienna In cooperation with Olga Memedovic UNIDO, Strategic Research and Economics Branch UNITED NATIONS INDUSTRIAL DEVELOPMENT ORGANIZATION Vienna, 2006 This publication was prepared by Olga Memedovic, UNIDO staff member from the Strategic Research and Economics Branch drawing on the background paper prepared for the UNIDO Research Project “Public Goods for Economic Development”, by Rod Falvey and Neil Foster. Rod Falvey is Professor of International Economics, Leverhulme Centre for Research on Globalisation and Economic Policy, School of Economics, The University of Nottingham. Neil Foster is Assistant Professor of economics at the Department of Economics, University of Vienna. The publication has benefited from the valuable comments provided by Professor David Greenaway during the finalization of this publication. UNIDO intern Robert Lambertus van Lavieren provided assistance during various stages of preparing this publication. The authors are grateful to Michael Bailey for proofreading the final...
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...OECD INSIGHTS International Trade Free, Fair and Open? Patrick Love and Ralph Lattimore ORGANISATION FOR ECONOMIC CO-OPERATION AND DEVELOPMENT The OECD is a unique forum where the governments of 30 democracies work together to address the economic, social and environmental challenges of globalisation. The OECD is also at the forefront of efforts to understand and to help governments respond to new developments and concerns, such as corporate governance, the information economy and the challenges of an ageing population. The Organisation provides a setting where governments can compare policy experiences, seek answers to common problems, identify good practice and work to co-ordinate domestic and international policies. The OECD member countries are: Australia, Austria, Belgium, Canada, the Czech Republic, Denmark, Finland, France, Germany, Greece, Hungary, Iceland, Ireland, Italy, Japan, Korea, Luxembourg, Mexico, the Netherlands, New Zealand, Norway, Poland, Portugal, the Slovak Republic, Spain, Sweden, Switzerland, Turkey, the United Kingdom and the United States. The Commission of the European Communities takes part in the work of the OECD. OECD Publishing disseminates widely the results of the Organisation’s statistics gathering and research on economic, social and environmental issues, as well as the conventions, guidelines and standards agreed by its members. This work is published on the responsibility of the Secretary-General of the OECD. The opinions expressed...
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...GMO MYTHS AND TRUTHS An evidence-based examination of the claims made for the safety and efficacy of genetically modified crops Michael Antoniou Claire Robinson John Fagan June 2012 GMO Myths and Truths An evidence-based examination of the claims made for the safety and efficacy of genetically modified crops Version 1.3 by Michael Antoniou Claire Robinson John Fagan © Earth Open Source www.earthopensource.org 2nd Floor 145–157, St John Street, London EC1V 4PY, United Kingdom Contact email: claire.robinson@earthopensource.org June 2012 Disclaimer The views and opinions expressed in this paper, or otherwise published by EOS, are those of the authors and do not represent the official policy, position, or views of other organizations, universities, companies, or corporations that the authors may be affiliated with. GMO Myths and Truths 2 About the authors Michael Antoniou, PhD is reader in molecular genetics and head, Gene Expression and Therapy Group, King’s Cols: lege London School of Medicine, London, UK. He has 28 years’ experience in the use of genetic engineering technology investigating gene organisation and control, with over 40 peer reviewed publications of original work, and holds inventor status on a number of gene expression biotechnology patents. Dr Antoniou has a large network of collaborators in industry and academia who are making use of his discoveries in gene control mechanisms for the production of research, diagnostic and therapeutic products...
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...E SSAYS ON TWENTIETH-C ENTURY H ISTORY In the series Critical Perspectives on the Past, edited by Susan Porter Benson, Stephen Brier, and Roy Rosenzweig Also in this series: Paula Hamilton and Linda Shopes, eds., Oral History and Public Memories Tiffany Ruby Patterson, Zora Neale Hurston and a History of Southern Life Lisa M. Fine, The Story of Reo Joe: Work, Kin, and Community in Autotown, U.S.A. Van Gosse and Richard Moser, eds., The World the Sixties Made: Politics and Culture in Recent America Joanne Meyerowitz, ed., History and September 11th John McMillian and Paul Buhle, eds., The New Left Revisited David M. Scobey, Empire City: The Making and Meaning of the New York City Landscape Gerda Lerner, Fireweed: A Political Autobiography Allida M. Black, ed., Modern American Queer History Eric Sandweiss, St. Louis: The Evolution of an American Urban Landscape Sam Wineburg, Historical Thinking and Other Unnatural Acts: Charting the Future of Teaching the Past Sharon Hartman Strom, Political Woman: Florence Luscomb and the Legacy of Radical Reform Michael Adas, ed., Agricultural and Pastoral Societies in Ancient and Classical History Jack Metzgar, Striking Steel: Solidarity Remembered Janis Appier, Policing Women: The Sexual Politics of Law Enforcement and the LAPD Allen Hunter, ed., Rethinking the Cold War Eric Foner, ed., The New American History. Revised and Expanded Edition E SSAYS ON _ T WENTIETH- C ENTURY H ISTORY Edited by ...
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