This Case is about MARKETING
PUBLICATION DATE: October 18, 2012 PRODUCT #: W12266-PDF-ENG
This case scenario depicts the development of Dr. Tim’s Pet Food Business, a modest business centred on providing exceptional nourishment for dogs used for fit and competitive functions. The organization has developed a brand image of superior natural ingredients and top quality, and has slowly expanded its product line while preserving the standard of its own initial formula. Situated in an isolated region of the Upper Peninsula of Michigan, the organization is not easily reachable to bigger people or sales representatives. Additionally, the creator of the company does not want the brand to reduce its high quality or natural picture, and is thus immune to the notion of distributing the products of his firm in substantial discount retail outlets. Additionally, the creator of Dr. Tim’s Pet Food Business runs a veterinary hospital and is thus expecting to restrict the physical growth of his latest entrepreneurial endeavor. At the time of considering all of these limitations in mind, the case explores four growth strategies open to Dr. Tim’s Pet Food Business: penetration, product development, market development and diversification. Pupils are requested to consider which alternative would be ideal to the growth of the company on the basis of the info supplied.