Breeder’s Own Pet Foods Case Analysis
Arnell M. Carmichael
Bellevue University

MBA 652: Marketing Strategy
Professor Dr. Doug Brown
03/23/2013

Case Recap
There are three main categories of dog food: dry, canned and treats. In 2011 the sales of dog food totaled somewhere in the arena of 14 billion dollars. Endeavoring to bring new dog food to an already established market can be a “daunting” task, especially when that particular dog food is frozen. Breeder’s Own Pet Foods as a whole has realized how diverse the dog food market is; however, brokers within this conglomerate believe that the true organic potential of this marketplace has yet to be “tapped” into effectively. With an ever-changing push toward becoming …show more content…

SWOT Matrix
Strengths:Ø Opportunity to capitalize on growing popularity of organic dog foodsØ Can create “groundwork for Breeder’s National roll-out strategyØ Balanced nutritional comparison in contrast to competitionØ Considerable latitude in pricing selection, which may appeal to all social classes|Opportunities:Ø Opportunity to educate consumers on importance of a well-balanced organic diet and the end-state of pet’s healthØ Breeder’s Own Pet Foods can exploit “unhealthy” contents in other brand names in contrast to its dog food Ø Ability to cause a paradigm shift in the way patrons shop for dog foodØ Can eventually increase their customer base and earn Brand Equity|
Weaknesses:Ø Lack of appeal in supermarkets due to storage location (freezer)Ø No Brand Equity which can be utilized as leverage during media advertisement Ø Must overcome traditional “buying norms” (e.g. dry/canned foods and treats)Ø Targeted geographical location is mainly secluded to the Boston marketplace|Threats:Ø May prove difficult to convince supermarket distributors to stock Breeder’s Mix due to uncertainty of revenue generationØ Society may not care about holistic health benefits of Breeder’s MixØ Must compete with 350 other dog brands that have been established for years.Ø Since frozen, sales may only increase during peak seasons (e.g. June, July August) because of its association with frozen goods and Summer months|

Evaluation of Alternatives
During this phase of the consumer buying