Markeing Case

Executive Summary

This case is talk about Michael Ebert, president of Omega Paw, wants to expand its market and “grow the business quickly”. The company is in a hard competition environment but it has enough fund and technological to target a larger market. But Ebert was considering how to expand its marketing initiatives and alternative channels of distribution. Alternative analysis list four main alternatives and analysis those pros and cons. In my opinion, the “A mail order/TV campaign” and sold its “self-Cleaning Litter Box” to mass distribution outlets would help the company accomplish their gold.

Problem Statement

Issues

In September 1996, after being in business for just over a year, Omega had reached a sales level of $1 million. Ebert knew the company could potentially target a much larger market thus he is considering how to expand its marketing initiatives and alternative channels of distribution.

Objectives

By Ebert, his goal was to “grow the business quickly” and the company wants to reach sales of $1.7 million by the company December 1996 fiscal year end, $3 million by the company December 1997, and $5.7 million by the company December 1998.

Consumer Analysis

Segment 1 Segment 2 Segment 3

Who New pet owner Existing cat owner Gray zone

What Need a lot of pet care and maintenance production for their pet Need some pet care and maintenance productions for their pet Need few pet care and maintenance production for their pet

When Any time Some time Any time

Where Local pet stores and the veterinarian’s office Pet stores, the veterinarian’s office, household supply store and grocery stores Local pet stores and the veterinarian’s office

Why Want give high living quality and good maintenance to their pet Have experience at caring for their pet and stock with the traditional pet care equipment Live in country and let their pet free to roam outside

Market size 5% 80% 15%...