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Breeder's Own

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Breeder’s Own Case Study
Executive Summary:
Breeder’s Own Pet Foods (BOPF) is a major producer of dog food, primarily for show dog kennels in the United States. The three main categories of dog foods are dry, canned, and treats. Dry foods account for 60% of the market share for dog food, while canned and treats account for 20% each. BOPF is looking to claim their share of the Boston market by introducing a new segment in dog foods; Frozen dog food. The dog food market in Boston is already well established and has many brands within the main three categories. BOPF will introduce their new frozen segment and intends to dominate it. Breeder’s Mix (BM), which is the product that BOPF will be selling, is an all-natural product made with high quality ingredients. These points will make BM highly marketable and it will appeal to many dog owners who seek a healthy alternative to traditional foods.
Problem Statement:
A. Primary
Faced with a well-established dog food market, how can Breeder’s Own Pet Foods effectively launch their new segment in an effort to become a market leader.
B. Secondary
Aside from facing an already well-established market, they must also deal with changing customer expectations when it comes to buying dog food. They must teach customers to shop for their dog food in the frozen food section in order to ensure the customers are familiar with finding their product and begin to create a new habit of it.
Competitive Situation - SWOT
Strengths:
• Breeder’s Own Pet Food’s already has an established customer base within the show dog food market
• Breeder’s Mix will have no direct competition since it is an all new segment in the industry
• Breeder’s Own Pet Foods has a high quality and easily marketable product
Weaknesses:
• Breeder’s Own Pet Food’s is only really known within show dog kennels
• Frozen dog food is not an established segment
•...

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