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Omega Paw Case Study

In:

Submitted By richkell
Words 1128
Pages 5
Name: Date: February 4, 2014
Case Title: Omega Paw Inc.

1. Key Events:
• In September 2012, Ebert invented a self cleaning litter box and had set up a company to distribute this and other pet care products across north America
• In August 2011 after 4 months of advertising in magazines and tv commercial,s, omega sold 2500 units, but there was an issue with the moulds and people who ordered had to wait a few weeks
• In August 2011, they decided to end direct to customer, and targets pet stores. They sold for a few months but the prototypes were not perfect so it damaged the reputation a bit
• By December 2011, the new and improved edition was ready and sold in Canada still. Was also picked up by 6 US distributors.
• By January 2012, Omega began using Manufacturer representatives to sell to distributors.
• Through 2011, Omega continued to add distributors and had secured 60 across North America.
• They had sold about 50,000 of them, making 1million in sales.
• Ebert wants to increase growth and sales each year.

2. Issue(s) (specific decision, problem, challenge or opportunity faced by the decision maker in the near term)
• II Ebert would like to grow Omega in the near future and must decide on how to best do this.
• IV Ebert must decide whether to increase in pet stores, revisit mail order, mass markets, or expand into grocery stores.
Rank each issue above as defined below: LOW IMPORTANCE HIGH IMPORTANCE
LOW URGENCY I II
HIGH URGENCY III IV

3. Situation Analysis:
a. What are the root causes of the issue(s)?
• Ebert is doing well with Omega, but would like to grow it. Aggressive growth won’t be easy

b. What constraints and opportunities impact the decision?
• Direct and indirect competition
• Advertising is expensive, and ebert wants to know if there are other marketing initiatives that could increase sales among pet

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