...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...
Words: 1718 - Pages: 7
...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...
Words: 1730 - Pages: 7
...Summary: In early 1992, Goodyear Tire and Rubber Company executives were reconsidering a proposal from Sears, Roebuck & Company that was originally made in 1989. The proposal from Sears was for Goodyear to sell its popular Eagle brand tires through 850 Sears Auto Centers in the U.S. This proposal was declined in 1989 because Goodyear management felt that selling their tires through a mass merchandiser such as Sears would undermine the tire sales of company owned Goodyear Auto Service Centers and franchised Goodyear Tire Dealers. However, following a $38 million loss in 1990 and a change in Goodyear top management in 1991, the Sears proposal resurfaced. Two factors apparently prompted Goodyear’s renewed interest in the Sears proposal. First, the Goodyear brand passenger car replacement tire market share in the US had a 3.2 percent decline between the years 1987 and 1991. This share decline represented a loss of about 4.9 million tire units. Second, Goodyear executives believed that nearly 2 million worn out Goodyear brand original equipment tires were being replaced annually at some 850 Sears Auto centers. Goodyear executives believed the failure to repurchase Goodyear brand tires happened by default because Sears customers had such a remarkable loyalty to the company they were led to buy the best tire available that Sears had to offer, which did not include Goodyear brand tires. Problem: Primary: Goodyear’s primary problem lies within their current distribution...
Words: 1240 - Pages: 5
...Mississippi ratifies 13th amendment abolishing slavery ... 147 years late Academics prompt ratification after noticing that 1995 move to accept amendment detailed in Lincoln had not been completed * Share77 * * * 1 * inShare0 * ------------------------------------------------- Email Daniel Day-Lewis in Lincoln. Photograph: David James/AP Mississippi has officially ratified the 13th amendment to the US constitution, which abolishes slavery and which was officially noted in the constitution on 6 December 1865. All 50 states have now ratified the amendment. 1. ------------------------------------------------- Lincoln 2. Production year: 2012 3. Countries: India, Rest of the world, USA 4. Cert (UK): 12A 5. Runtime: 150 mins 6. Directors: Steven Spielberg 7. Cast: Daniel Day-Lewis, David Strathairn, Hal Holbrook, James Spader, John Hawkes, Joseph Gordon-Levitt, Lee Pace, Sally Field, Tommy Lee Jones 8. More on this film Mississippi's tardiness has been put down to an oversight that was only corrected after two academics embarked on research prompted by watching Lincoln, Steven Spielberg's Oscar-nominated film about president Abraham Lincoln's efforts to secure the amendment. Dr Ranjan Batra, a professor in the department of neurobiology and anatomical sciences at the University of Mississippi Medical Center, saw Spielberg's film and wondered about the implementation of the 13th amendment after the Civil War. He discussed...
Words: 15462 - Pages: 62
...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...
Words: 674 - Pages: 3
...was a very realistic view of how teams are made up at organizations. The definition of the word team is a group of people with a full set of complementary skills required to complete a task, job, or project. You have a know it all, a person who doesn’t care, a skeptic, and a person it that it who it never matters to. A team should consist of people who are there to reach a common goal. We are supposed to be a team at my job, but our team was a little dysfunctional. Not being able to work together without one person always wanting to look like the champ. My manager often says our department is a team, but how can you feel like you are part of a team when you have one particular member who’s seems to be working to reach their own goals instead of what’s good for the team and organization. A team is supposed to work together to reach goals not put its members down. We have a team member whose goal it is to make sure they are always looking good, even at the expense of a fellow team member. It’s nothing wrong with looking good, but as a member of a team you should be working to make sure the team’s goal is met and you can look good along with everyone else. What good is it for one team member to look good but the team fails? Of course everyone else knew what the team member was doing, but the manager could not see it because in his eyes her job was always done. The bad part about the whole thing is team suffered, but the organization paid the ultimate...
Words: 425 - Pages: 2
...Team Strategy Plan Patty Haynes 09/08/14 MGT/311 – Week 4 Individual Mr. Gregory Martin University of Phoenix Material - Patty Haynes Team Strategy Plan 1. Complete the following table to address the creation of teams at Riordan Manufacturing. |Strategy |Strengths |Weaknesses | | |When objectives are clear for each employee|More emotion such as encouragement could be| |Setting clear objectives of what is |on what is expected of them, it will |used while setting objectives. If the | |expected when accomplishing goals |eliminate confusion and optimize efficiency|goals are set too high, employees will feel| | |while accomplishing the goals set as a |failure and pressure. | | |team. | | | |Using clear channels of communication can |When the channels of communication are | |Using clear channels of communication |eliminate confusion regarding any |interrupted the team is put in a | | |responsibilities amongst employees. Also, |standstill, this will hault all production,| | |directions...
Words: 866 - Pages: 4
...Introduction Nowadays, improving performance of employees is the one of the most important and significant concerns of all businesses. It is because employee’s performance has direct impact on the business performance and success of the company. According to McCormick (n.d) there are different methods that can be used by a company to improve its employee’s performance such as motivation strategy, employee training and performance management. However, this essay will not discuss about the mentioned methods but to focus on the goal setting method. The main purpose of this essay is to analyze the impact of goal setting in improving employee performance as well as to make some recommendations to enhance the implication and effectiveness of goal setting strategy. Goal setting analysis The manager of the Human Resource department of the company has listed the four key points of goal setting strategy which are: * Goal setting process * Types of goals * Levels of goals * Interim review and feedback This part of the essay will analyze these four key aspects of the goal setting strategy by indicating evidences from previous research and journal articles. Following is the analysis of four key points of the goal-setting strategy. Goal setting process The explanation of the goal setting process from the point of view of the manager is that employees will “be assigned” “specific goals” from managers based on the company’s business performance and annual plan. So...
Words: 2297 - Pages: 10
...not-for-profit service that helps scholars, researchers, and students discover, use, and build upon a wide range of content in a trusted digital archive. We use information technology and tools to increase productivity and facilitate new forms of scholarship. For more information about JSTOR, please contact support@jstor.org. Academy of Management is collaborating with JSTOR to digitize, preserve and extend access to The Academy of Management Executive (1993-2005). http://www.jstor.org 1' Academy of Management Executive, 2004, Vol. 18, No. 4 The benefits motivational goal-setting Gary P. Latham of One beauty of valid theories in the behavioral sciences is that they facilitate predicting, understanding, and influencing one's own actions as well as the actions of others. An excellent example is goal-setting theory. Its underlying premise is goals affect what one that one's conscious achieves.' This is because a goal is the object or aim of an action-for example, to attain a specific standard of proficiency within a specified time limit. Having a specific goal improves performance. Goal-setting theory also asserts that people with specific hard goals (often called "stretch" goals) perform better than those with vague goals such as "do your best" or specific easy goals. Further, the theory states that a goal is a standard for assessing one's satisfaction. To say that...
Words: 3238 - Pages: 13
...This above all: to thine own self be true.” -William Shakespeare It is amazing how many of us are not true to ourselves. Some of us allow others to define who we are as people. Some of us do not accept ourselves and try to act differently. Some of us do not even love ourselves. Shakespeare’s quote “this above all: to thine own self be true” is perfect advice that tells us to act, know, and love ourselves as human beings. The first thing I think Shakespeare was trying to tell us was to not let others shape our personalities. I think that the media and our peers often try to make us who they want us to be or what they think is cool. Shakespeare was telling us not to let that happen. In reality, the coolest you can be is yourself. Others will love you for who you are, not who you act as. If they don’t, they are not the people you should hang around with. The second thing I think Shakespeare was talking about in the quote was accepting ourselves. One of the hardest yet best things to do in life is accepting who you are. We all have flaws, but you need to overlook them in yourself and in others. Before you can accept yourself, you also have to know yourself. I believe that there is good in every single person on earth, and whether you intend to or not, you learn more and more about your goodness every day in your kind actions and thoughts. Therefore, when you truly know yourself, which happens over time, you know that you are good, and when you know that you are good, accepting yourself...
Words: 373 - Pages: 2
...A Room Of One’s Own It has been eighty-three years since Virginia Woolf spoke at Newnham and Girton on the subject of women and fiction A Room of One’s Own, and though the context seems at times irrelevant to the world in which we live today, we must remember our roots in society. In reading the essay, A Room of One’s Own, we are able to better understand the turmoil and frustration of the female artist of the early twentieth century. Woolf’s writing is meant to be understood by all women, in A Room of One’s own the narrator says, “Call me Mary Beton, Mary Seton, Mary Carmichael or any other name you please—it is not a matter of importance”(Woolf 5). This quote is an example of Woolf’s attempt to universalize the words in the essay so that they could potentially apply to every woman who read them. I thoroughly enjoyed Ms. Woolf’s use of the English language as an art from, and I believe this style was key to the essay’s success, and one of the reasons A Room of One’s Own is still in print today. Among other reasons we can still understand and find relevance in A Room of Ones Own, is the groundbreaking ideas in the essay. In her own way Virginia Woolf took on the establishment, and tried to give a voice to those who had none. In correspondence between Woolf and her friend G. Lowes Dickinson, she writes that her goal for this essay is to "encourage the young women--they seem to get fearfully depressed." (Woolf xiv) Throughout A Room of One’s Own, a few major ideas really were...
Words: 1486 - Pages: 6
...To be, or not to be: that is the question". - (Act III, Scene I). "Neither a borrower nor a lender be; For loan oft loses both itself and friend, and borrowing dulls the edge of husbandry". - (Act I, Scene III). "This above all: to thine own self be true". - (Act I, Scene III). "Though this be madness, yet there is method in 't.". - (Act II, Scene II). "That it should come to this!". - (Act I, Scene II). "There is nothing either good or bad, but thinking makes it so". - (Act II, Scene II). "What a piece of work is man! how noble in reason! how infinite in faculty! in form and moving how express and admirable! in action how like an angel! in apprehension how like a god! the beauty of the world, the paragon of animals! ". - (Act II, Scene II). "The lady doth protest too much, methinks". - (Act III, Scene II). "In my mind's eye". - (Act I, Scene II). "A little more than kin, and less than kind". - (Act I, Scene II). "The play 's the thing wherein I'll catch the conscience of the king". - (Act II, Scene II). "And it must follow, as the night the day, thou canst not then be false to any man". - (Act I, Scene III)."This is the very ecstasy of love". - (Act II, Scene I). "Brevity is the soul of wit". - (Act II, Scene II). "Doubt that the sun doth move, doubt truth to be a liar, but never doubt I love". - (Act II, Scene II). "Rich gifts wax poor when givers prove unkind". - (Act III, Scene I). "Do you think I am easier to be played on than a pipe?" - (Act III, Scene...
Words: 457 - Pages: 2
...talks about making a difference in the lives of the people you meet or - even more miraculously - possibly those you have not made personal contact with.(THIS IS OK FOR INTRO ) All this is exactly what I want it achieve; it is my aspiration. Even as a child, the burden of leaving a positive legacy has been engraved in my heart. The subtle want to be able to serve those in need was natural. And so, I chose to be a lawyer as it befitted the talents I have.(TOO SHORT FOR THE BODY DETAIL) And so, it is my greatest joy to say that though the path I walk might be rough, the potential for it seems bright. Who knows what life is to bring on my journey, what obstructions will come my way. However, as William Shakespeare would put it, "To thine own self be true" and I will seek no less of that: Determination to not let down my principles. With that, I find peace that someday my desires and wishes for my world will be fulfilled.OK FOR...
Words: 342 - Pages: 2
...To Thine Own Self Be True By Dong L., Irvine, CA “Do you notice how Rachael always kisses-up to her teachers? It’s disgusting. She’s so fake.” Ten minutes later… “Heyy Rachael! Haven’t talked to you in a while. Wanna go to Starbucks after school?” Fake – this is probably the most commonly criticized and yet most widely adopted trait in everyday life. Everyone openly condemns it, but consciously or not, everyone exhibits it. Consider these daily examples: that convincing smile put on just for a teacher or boss, that superficial compliment uttered to flatter and please, and that boastful exaggeration intended to impress. At this point you might be thinking “I’m not like this. I’m not fake like everyone else.” Really? You’re not? Take a step back and contemplate whether you have altered the way you act/dress/talk over the past few years. And if so, why? Is it because you think Ugg boots are simply gorgeous or because they are the vogue these days? Is it because you are genuinely interested in latest gossip or because high school life has made you attuned to it? And do those expressions on your face always reflect real emotions or are they oftentimes merely a disguise? It seems that while most people understand the importance of individuality, the “individual” they claim to be is really just a well-garnished, phony mask. Therefore this is the pivotal message that is both universally professed and universally ignored: don’t be fake. How hard could that be? In theory...
Words: 565 - Pages: 3
...Joe Polce English 015 Mrs. Wickman How To Roll Your Own Cigarette Is anyone in your life a cigarette smoker? Do you often notice that they are always complaining about their ever-rising price? According to the U.S Census Bureau, out of the 6.7 billion people in the world, 2 billion are smokers of cigarettes or some other form of tobacco. Almost 75% of these 2 billion spend between $1000 - $1500 yearly on their favorite packs and cartons that they just cannot resist. We know its a habit, right? Its also an expensive habit. I am going to show you a quick and easy way to not only cut the cost of cigarettes in half, but also save you hundred of dollars. A select few smokers of the modern world have been fortunate enough to find the solution to the climbing prices of cigarettes. This solution is actually very simple. Why don’t we, instead of spending the $6 plus on an already produced pack of Marlboro Lights, make and produce our own pack of very similar cigarettes? Herein lies the solution; roll your own cigarettes. Most people shy away from such an idea claiming that they would never know where to start, or have no idea where they would buy the equipment, but on contrary the first steps to this new lifestyle are very easy, and the tools needed are readily available. The benefits of rolling your own cigarettes are numerous. First off, its inexpensive. GS Hammack, a man who writes for a website called AssociatedContact.com, said that “smokers that are looking for...
Words: 1797 - Pages: 8
