Case Analysis Decision: Tyler Pet Foods (TPF) should not launch their Show Circuit Frozen Dog Dinner (SC) to the household market. This decision is based on an overwhelming amount of variables left either entirely unaddressed or ineffectively addressed.
Company: TPF is a distributor of unique dog foods targeted to the show-dog industry. One of the products they distribute, SC, is a food that was originally developed to improve the coats of minks, but eventually found standing in the show-dog market. SC, which is highly credited with a history of blue-ribbon award winning dogs, is well known within the show dog industry; however, it is relatively unknown to the general public. Unfortunately, TPF seems to lack the necessary skills and experience needed to target, market or distribute their product to this audience. This is evidenced by their overly broad market, uninspired, generic advertisements, and poor distribution plan.
Customer: TPF’s marketing plan is to target single and married individuals between the ages of 21 to 50 with a household income greater than $25,000, a plan which we believe is ill-conceived. To illustrate, although 63% of this target invests money in their dog, it is unknown what portion of this figure is specifically spent on pet food, supplies, or veterinary care. Furthermore, according to the case, pet owners are price sensitive; however, nationwide 5.6 billion dollars will be spent this year on dog food. Of this however only XX% will be spent on canned dog food the market segment that is most similar to that which corresponds to SC....