1. The assumptions the company has made include that: * It has an established reputation in trade, so channel partners (i.e. companies that sell their product) should be supportive of this venture * The differences between their current capabilities and selling in the pet food market are not that different * The company expects the products to be successful, and that pet owners will appreciate that Wild Foods knows exactly what their animals want to eat * That by using animals that are often pests or unpopular, customers will support their killing, as their removal is making for a sustainable environment
A number of these assumptions appear misguided, as there is the overall impression that the company is relying upon these to justify their entering into this market. In terms of following the new product development process, the company appears to have generated an idea, and has launched straight into design and development, without consideration of market potential and concept testing.
The first assumption that channel partners will be supportive and the second, that selling in the pet food market will not pose a drastic difference, are not inappropriate, as the company is leveraging from their existing supplier relationships and capabilities of selling packaged goods.
The third assumption, however, cannot be verified without market research and should not be assumed outright: research has shown that pet owners are increasingly focused towards the health and wellness of their pets, and like the idea of their pets eating a similar quality diet to their own: will they see a potential risk to the health of their pets if they allow them to eat this product, which is made from animals humans would not typically eat?
The last assumption is perhaps true, however the company should not overestimate this as a selling point: it cannot be assumed that