Tyler Pet Food Case Anaylsis

Case Study Analysis: Tyler Pet Food’s Show Circuit Frozen Dog Dinners

October 23, 2010

Table of Contents

Table of Contents 2

Abstract 3

Introduction 4

Description of the Household Dog Food Industry 4

Table 1: Dog Food Sales 4

Graph 1: Dog Food Market Share 5

Market Segmentation 6

Positioning 7

Exhibit 1: SWOT Analysis 7

Market Potential for Show Circuit 8

Table 2: Boston Market Share 8

Marketing Program Economics 9

Exhibit 2: Estimated Show Circuit Contributions 10

Exhibit 3: Breakeven Calculations 11

Introductory Promotion Program 12

Conclusion 13

References 14

Abstract

The intention of this paper is to investigate whether or not Tyler Pet Foods should expand distribution of their frozen dog food product by entering the household dog food market. Executives from both Tyler Pet Foods (TPF), Inc. and Marketing Ventures Unlimited, a marketing and advertising consulting firm, met to discuss the possibility of entering the household food market in the Boston metropolitan area. After hearing about a similar product being sold in selected pet stores in the southwestern United States, they believe there is potential in selling Show Circuit through supermarkets. The company has been very successful in selling the product to the show dog and kennel markets and has developed a potential market entry program for introducing the product on a limited basis.

The apparent decision facing the company is whether to accept, reject, or modify the proposed introductory marketing program. An implicit question is whether the household dog food market represents an opportunity for the company.

Introduction

In order to make an accurate recommendation as to whether or not Tyler Pet Foods (TPF), Inc should accept, reject or modify the proposed marketing introductory program, it is essential to examine several key factors including the...