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Kendall-VETMAT Case Analysis
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Group Six
Katie Ketner
Charlie Peterson
Glenn Woytowich
Dennis Roehmholdt
Tyler Tilton
Travis Miles
September 28, 2004
Marketing Research Fall 2004
Kendall-VETMAT Case Analysis
Table of Contents
Introduction…………………………………………2
I. The Need for Information………………………..... 4
II. Specify Research Objectives………………………. 9
III. Develop Data Collection Forms……………………12
IV. Designing the Sample……………………………….14
V. Collecting the Data………………………………….15
Processing the Data…………………………………18
VI. Analysis of the Data…………………………………19
VII. Presentation of the Results
Conclusions
❖ Introduction - Kendall-VETMAT
• Company Background
Initially, a manufacturer of non-woven cotton products, the Kendall Company had been through several changes and had evolved into a $650 million industrial marketing/manufacturing company.
Kendall’s sales were originally generated by five divisions: hospital specialty products, fiber products, consumer infant wear, Polyken and the International division. However due to an acquisition in 1997 by Colgate-Palmolive, Kendall’s fiber division was reorganized and what resulted was the formation of the agricultural and veterinary products group. Unfortunately the core product of the division was facing issues which resulted in a declining profit and upper management decided a few drastic changes were in order.
Upper management saw the need for product diversification and in order to diversify they added animal health products and surgical veterinary products as extensions to the division. Upper management also established a product strategy.
Product strategy:
▪ Products would be vended or already established Kendall products.
▪ Emphasis on marketing instead of on R&D.
▪ Animal Health products would be related to the dairy industry.
▪ No increase of personnel was planned to handle new...