BREEDER’S OWN PET FOODS
Background and Decision
Breeder’s Own Pet Foods has a niche product aimed at show dogs, which has clear benefits. It is now planning on testing the product in the Boston market, with an eye on a national launch. Breeder’s Own has to evaluate the results now and decide whether it should proceed with a national launch. Part of this process is to come up with the most workable and meaningful marketing strategy and then decide if something will really work.
Analysis
- What does the dog food market look like?
- What is the structure of the competition in this market?
- What are the different segments in this market?
- What is the buyer behavior for this product?[unique_solution]
- What does Breeder’s Own offer?
- Does this appeal to the consumers?
- Which segment may be more appealing to Breeder’s Own?
- What is the best strategy for this product?
- Does it have promise to be successful?
- Calculate the overall contribution, and the fixed costs, and then calculate breakeven.
Make a call on what Breeder’s Own Pet Foods needs to do now.
The Fine Print
This is just a broad outline. This is just a “guide,” and not meant to be a definitive solution. You must come up with additional insights on your own. As usual, combine both—qualitative and quantitative—analyses. I will not be giving any more pointers in this case. Pay attention to the general guidelines for analyzing cases, and follow the case analysis framework.