...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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...Dog food is great By T. J. Dunn, Jr., DVM "What is the best food to feed a dog?" Every day veterinarians are asked that question by dog owners. It's a sincere question because most dog owners want to feed the very best to their furry friends. Good health begins with proper nutrition, regardless of price or convenience of acquisition. Please understand that the entire discussion on this page relates to healthy dogs with no kidney, thyroid, food allergy or other abnormal conditions. Also, the content of this page is my opinion regarding the "best" dry food and how to determine what you think is "best" to feed dogs. A big reason why it i is strictly an opinion, there is no single answer to the question "What is the best diet to feed a dog?" Or if there is an answer it is, "It depends". Over the past 37 years I have been examining dogs and cats in my practices I have made it a point to ask the owner "What diet are you feeding?" I have gotten all sorts of answers but in every case I relate the owner's response to what I am seeing in the patient. And over the years my suggestions regarding what to feed have changed. Originally I took the pet food manufacturer's declarations as fact -- that an assortment of "Complete and Balanced" pet foods were perfectly nourishing because that wording was not legally permitted on pet food labels unless feeding trials demonstrated its veracity. I eventually discovered I was mistaken in the belief that any "Complete and Balanced"...
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...Strengths: • Zenith Pet Foods, Inc. delivers high quality dog food • Freshness is a unique selling point within the dog food market • Zenith has a history of blue ribbon winners Weakness: • The high proposed costs could stretch promotional budget • Not a familiar product • Consumers must go to the freezer section to purchase • Can only be sold in stores equipped to sell frozen products • Zenith has no experience selling to the household market • Kept frozen to maintain freshness Opportunities: • Increase in the number of dog owners • Increase popularity of high quality dog food • Only dog food in frozen people food section • Already an established group of pet owners buying frozen dog food in other markets • The Boston area is ideal for launch relating to the high population of dog owners Threats: • High competition from big name manufacturers • Increase in production costs and ingredients • Competition may imitate Show Circuit Key Issues and Opportunities Through analyzing Zenith pet foods case, the following key issues are noted: 1- Adequately defined and segmented, the market is divided into: dry food 63%, wet food 17%, semi-moist food 2%, and dog treats 18%. 2- The position Show Circuit seeks in the market: The position Show Circuit would seek is the premium segment. The main target is singles and married between the ages of 21 and 54 with a household income greater than $25,000 per year. 3- The ability of giving the food brokers distribution in supermarkets...
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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 Foods, Inc. Case Analysis Traci Walther 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. A...
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...Executive Summary Owners and their beloved pets ... this is what makes our world go around. We are aware that there are many photographic studios, at either end of the spectrum, that will consider photographing a pet. However, they do not openly welcome your furry family members. At Adorable Pet Photography, pets are our only business. We are dedicated to capturing a moment you can remember forever to preserve a special relationship. With many years of experience, and a gentle approach in an unhurried environment, we will preserve your memories in a beautiful piece of photographic art. Our strong commitment to client satisfaction is showcased by the perfect photograph that captures the personality of the pet and the loving relationship between the pet and owner. Adorable Pet Photography is a small business aimed at bringing a smile to every pet owner's face when they see their beautiful family member captured in a stunning portrait. Our goal of superior customer service and satisfaction will take dedication on the part of all staff members and vendors. The vision manifests itself in three ways: 1. Produce the same outstanding quality results time after time. 2. Be recognized as the top pet photographer in the Southeast. 3. Be steadfast to our commitment for customer service and satisfaction. Our keys to success will be providing high quality portraits, competitive pricing, and excellent customer service as our hallmark. Adorable Pet Photography is currently located in Atlanta...
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...Perdue Farms Ine.: Responding to Twenty-First-Century Challenges This case was prepared by George C. Rubenson and Frank M. Shipper, Salisbury University. I have a theory that you can tell the difference between those who have inherited a fortune and those who have made a fortune. Those who have made their own fortune forget not where they came from and are less likely to lose touch with the common man. -Bill Sterling Background and Company History The history seven themes: quality, isgrowth, dominated by of Perdue Farms Ine. geographic expansion, vertical integration, innovation, branding, and service. Arthur W. Perdue, a Railway Express agent and descendant of a French Huguenot family named Perdeaux, founded the company in 1920 when he left his job with Railway Express and entered The authors are indebted to Frank Perdue, Jim Perdue, and the numerous associates at Perdue Farms Inc., who generously shared their time and information about the company. In addition, the authors would like to thank the anonymous librarians at Blackwell Library, Salisbury State University, who routinely review area newspapers and file articles about the poultry industry-the most important industry on the DelMarVa peninsula. Without their assistance, this case study would not have been possible. This case is intended to be used as a basis for class discussion rather than as an illustration of either effective or ineffective handling of the situation. Reprinted by permission of...
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...| VET223: Animal Diseases, Pathology and Immunology Research Project | Cassandra Reid | | | | Student number; 21611523 | December 4, 2013 | | Dirofilaria immitis Dirofilaria immitis otherwise known as canine heartworm disease. It is a parasitic worm that lives as an adult in the right side of the animal’s heart, and large blood vessels leading to the lungs. The mosquitoes are the intermediate host for heartworms. The female adult worms in the heart and vessels microfilariae in the blood, which are immature worms that can live up to three years. The mosquitos feeds on animals and ingest the microfilaria which matures in the mosquito for about two weeks to become an infected larva. When the mosquito feeds on another animal the microfilariae is passed to that animal. There the microfilariae the larva develops over three to six months, and migrate to the right side of the heart. About six months the larva develops into an adult worm. The adult worm can live up to seven years, and produce microfilaria which completes the life cycle. Heart worms a very serious health issue. Which can lead to right ventricular dilation, hypertrophy, heart failure, and death. Clinical signs can occur within six months or latter from the time on infected. The physical signs can be very mild to severe depending on the number of adult worms present. Which can range from coughing, difficulty breathing, and abnormal heart sounds to death. There are several tests that...
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...Care RELIANCE INDUSTRIES LIMITED PET DIVISION DUE CARE FOR USING RELPET – PET RESIN Contents 1. Introduction 1.1 What is PET? 1.2 PET Manufacturing Process 1.3 Characteristics of PET 2. 3. RELPET Grades and their applications Receipt, Handling and Discharge Procedures for RELPET Packages 3.1 Receipt of Material 3.2 Unloading Procedures 3.3 Handling Procedures 3.4 Discharging Procedures for 25 kg and 1 T bag 3.5 Importance of Clean Storage 3.6 Reporting Procedure in case of receipt of damaged bags 4. Processing Guide 4.1 Introduction 4.2 Drying 4.3 Temperature & Other Settings 4.4 Mould Sweating 4.5 Use of Regrind 5. 6. 7. 8. 9. Trouble Shooting for Injection Moulding of Preforms and Stretch Blowing of Bottles Inputs from Customers in case of Complaint. Storage and Transportation of Finished Bottles PET Recycling Due Care Audit 10. Annexures : Annexure - I Annexure - II Annexure - III Annexure - IV Annexure - V Annexure - VI Annexure - VII Annexure - VIII Annexure - IX Annexure - X Annexure - XI Procedure for Transit related damages Procedure for Un-loading of 1 Ton bag. Discharge Procedure for 1 Ton bag Procedure for Start-up of machine Guidelines for supply of PET Bottles to Pharma / food industry Drying of PET Process Parameters for Single-Stage machine Process Parameters for Two-Stage machine Mould Sweat Protector (MSP) Trouble-Shooting guide. Contact information & Disclaimer Page 2 of 40 DUE CARE FOR USING RELPET – PET RESIN 1. Introduction: The purpose...
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...Running Head: Paws and Claws Pet Store Paws and Claws Pet Store: Business Plan Heidi Bell, Jennifer Lakowski, Aubrie Lasby, Miles Pipher and Justin Teplitz Keller Graduate School of Management Table of Contents Executive Summary Page 3 Introduction Page 4 Goals Page 4 Location Page 4 Culture Page 5 Values Page 5 Products and Services Page 5 Mission Statement Page 6 HR Objectives Page 6 Organizational Chart Page 7 and Appendix A Job Descriptions Page 7 and Appendix B Points Factors Page 7 and Appendix C Market Data Page 7 and Appendices D & E Pay Structure Page 10 Performance Evaluations Page 11 and Appendix F Merit Pay Grid Page 12 Employee Benefits Page 14 Yearly Budget Page 14 Conclusion Page 21 Appendix B - Job Descriptions Page 22 References Page 5 Executive Summary It is our idea to open a new pet store in the Phoenix, AZ area. Our research has shown that despite a bad economy, pet healthcare and supplies remain a top priority in people’s budgets. Our store, Paws and Claws Pet Supplies and Services, aims to capitalize on the affection that people have for their pets. We will provide a wide range of quality items and services for pets and their families. We first determined that our goals are profitability, efficiency and growth...
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...When it comes to understanding animals and the diseases they have, contract, and carry there is no limits. From dogs and cats to livestock and exotics it is necessary to learn and understand diseases from metabolic to degenerative or idiopathic, Neoplastic diseases and Toxic poisonings, Congenital and Genetic diseases to Immune related diseases, and Infectious and Contagious diseases to Parasitic Infections. There is a world that one can get lost in when it comes to learning about theses things. Some diseases have been around for years while others are still being studied with new ones occurring today in the modern world. Along with these diseases it is important to study and understand what causes them, what signs to look for, what species to look for them in, how to treat them, and how to prevent them from happening, IF you can even prevent them. Some diseases and conditions have vaccines to help with prevention and some do not, while some diseases are zoonotic meaning that they can be transmitted from animal to human. While there are hundreds upon hundreds of diseases to be looked at, the ten researched below are the ones once prevalent among the veterinary technicians job in the clinic; Hip Dysplasia and Ethylene Glycol poisoning in dogs, Hyperthyroidism and Rabies in cats, Strangles and Equine Recurrent Uveitits in Horses, Cryptosporidium and Fasciola Hepatica in Ruminants and Swine, Idiopathic Epilepsy in Aviaries, and Lymphoma in Ferrets. Hip Dysplasia in dogs is a congenial...
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...Chapter 1 INTRODUCTION Background Euphorbia hirta, belongs to the family of Euphorbiaceae which is a large family of dicotyledons, with about 300 genera and over 5,000 species. Here in the Philippines, the Euphorbia hirta, is commonly referred to as Tawa-tawa or Gatas-gatas in some provinces. It is also known as Asthma weed or Snake weed in the United States. The plants of 3 different species share Phoretic variations, these plants are: (1) Mutha (Cyperus rotundus), (2) Gatas-gatas (Euphorbia hirta) and (3) Botoncillo (Gomphena globosa). Tawa-tawa is usually very abundant in tropical regions such as the Philippines. A simple weed scattered in sunny lawns, waste places and open grasslands. It is pantropic in distribution. The plant is an annual, hairy herb, usually branched from the base, spreading up to 40 cm long. The stem is slender and often reddish and purplish in color, covered with yellowish bristly hairs especially in younger parts. The leaves are oppositely arranged, elliptical-oblong to oblong-lanceolate, 1 to 2.5 cm long, toothed at the edge, and blotched with purple in the middle. In the axils appear numerous involucres, purplish or greenish, dense, axillary, short stalk clusters or crowded cymes, about 1 mm long. The capsules are broadly ovoid, hairy, three-angled, about 1.5 cm. The small green flowers constitute the inflourescence characteristics of the euphorbias. The stem and the leaves produce white or milky juice when cut (Lind and Tallantire...
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...Chapter I The Problem and its Background Introduction Diabetes is a chronic disease that can cause heart disease and stroke. It can also lead to defects like blindness. Because of its horrifying effects on human health, the researchers planned to conduct a study using makopa, a native Philippine fruit, to be a component of a natural medicine for diabetes. Makopa (Syzygium samarangense) leaves have been found to have antihyperglycemic properties. The researchers thought of another way to produce the same result by using the fruit instead of the leaves. The fruit was put into a food processor, to separate the liquid extract and from the pulp. The retrieved extract was filtered using cheesecloth to remove impurities. The pure extract was put into a vial. The pulp of the fruit was sun dried, powdered using a blender. The resulting powder was combined with the pure extract. The extract from the pulp was the tea that can be orally taken by the mice through regulated feeding. Having produced two products, the researchers were able to come up with a pure makopa extract, and be able to apply current discoveries and studies to produce a medicinal product from makopa. Background of the Study The study was conducted to prevent and cure diabetes through makopa. Also, the study was driven by the medical history of diabetes in the families of two out of three researchers. Because of diabetes’ horrifying effects on human health and it is continuous effect on a larger population...
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...Executive Summary My project is on country analysis of Israel focused on its agriculture sector. This project includes collecting information of agriculture activity of Israel, Israel’s geography, main agricultural products produced in Israel etc. but main purpose of this project is to doing a S.W.O.T Analysis of Israel’s agriculture sector to identified its strengths, weaknesses, opportunities and threats. This report includes how Israel makes their agriculture sector superior in compare to world’s other countries. 1|Page 1. Overview of Israel’s Agriculture Israel’s agriculture is characterized by high technological level, pressure irrigation systems, automatic and controlled mechanization and high quality seeds and plants. Israel meets most of its food requirements through domestic production to produce over 5 million tons of field crops, 1.15 billion liters of milk, 1.6 billion eggs and 1.2 billion flowers for export (Ministry of Agriculture, 2006). The total area of arable land is 377,300 hectares with 78% under cultivation. Water scarcity is the main limiting factor in Israeli agriculture and the country depends on irrigation to increase its crop yields; about 50% of the land is irrigated. Of the 1,129 million cubic meters (MCM) of water used by agriculture per year, some 30% of agricultural water is treated wastewater (TWW) for drip irrigation of orchards and non-food crops, while another 16% is saline water. The Ministry of Agriculture and Rural...
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...[pic] Post Graduate Division International College of Business And Technology 31,33, Hotel Road, Mount Laviniya, Sri Lanka. University Center Code: 2526 A COMPREHENSIVE STUDY OF MARKETING MIX FOR THE SUCCESS AND SUSTAINABILITY OF CANINE DE-WORMER TABLETS MARKET IN SRI LANKA By Nirmana Lasith Jayatunge Roll No : 540686708 A project report submitted in partial fulfillment of the requirements for Master of Business Administration Of Sikkim Manipal University, INDIA Sikkim-Manipal University of Health, Medical and Technological Sciences Distance Education Wing Syndicate House Manipal -576119 STUDENT’S DECLARATION I here by declare that the project report entitled A comprehensive study of marketing mix for the success and sustainability of canine de-wormer tablets market in Sri Lanka Submitted in partial fulfillment of the requirements for the degree of Masters of Business Administration To Sikkim-Manipal University, India, is my original work and not submitted for the award of any other degree, diploma, fellowship, or any other similar title or prizes Place : Colombo Nirmana Lasith Jayatunge Date : July 20, 2008 Reg. No: 540686708 EXAMINER’S CERTIFICATION The project report of Nirmana Lasith Jayatunge Titled A comprehensive study of marketing mix for the success and sustainability of canine de-wormer tablets market in Sri Lanka Is approved and is acceptable in quality and form UNIVERSITY STUDY CENTER CERTIFICATION ...
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