This case describes the development of Dr. Tim's Pet Food Company, a modest company centred on providing exceptional nutrition for dogs used for fit and competitive purposes. The company has slowly extended its product line while keeping the quality of its initial formula, and has developed a brand image of high quality and superior natural ingredients. Situated in an isolated area of the Upper Peninsula of Michigan, the business is not easily accessible to bigger populations or sales representatives.
Moreover, the company's creator does not want the brand to reduce its high quality or natural impression, and is thus immune to the idea of distributing the products of his firm in substantial discount retail outlets. Furthermore, the founder of Dr. Tim's Pet Food Company runs a veterinary hospital and is therefore hoping to limit the physical expansion of his latest entrepreneurial project. While keeping all of these limitations in mind, the case presents four growth strategies open to Dr. Tim's Pet Food Business: penetration, product development, market development and diversification. Students are asked to consider which alternative would be best suited to the expansion of the company's based on the info supplied.
PUBLICATION DATE: October 18, 2012 PRODUCT #: W12266-PDF-ENG
This is just an excerpt. This case is about SALES & MARKETING
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