First in Show

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MK 4900 FIRST IN SHOW CASE ANALYSIS Due Date: Monday, October 24th @ 7:15 PM Your assignment for this case is as follows: 1. Evaluate the program being proposed by Marketing Momentum Unlimited. 2. Provide your recommendation as to whether First in Show Pet Foods should take Show Circuit into the consumer market. You will have to cover some ground in order to arrive at and justify your conclusions. So, think about the following and incorporate them into your analysis. PLEASE NOTE: This is not an essay exam. The questions below are not essay questions, so please DO NOT list them out and answer them as if this were an essay exam. They are areas you need to think about and use in your analysis. 1. How would you describe the dog food market, both overall and in Boston? 2. How might one segment the dog food market and where would Show Circuit fit in with respect to: a. Target Segment(s) b. Distribution c. Pricing d. Closest competitors (with respect to type of product) 3. What is the market potential for Show Circuit? That is, how large in $ sales is the potential market for Show Circuit in the Boston area, given the category into which you place it and the distribution that will be employed. 4. What are the marketing program economics for Show Circuit? a. You are going to have to decide on the price and justify that price. b. What will be the required break even $ amount figured on a case basis. c. What would be the required break-even share of market? d. What about break even in order to achieve their profit goal? e. You can assume that the advertising/promotion budget(s) represent fixed costs. 5. What is your appraisal of the introductory promotion program being recommended by Marketing Momentum Unlimited? That is, what is your analysis of their: a. Target Segment b. Positioning strategy c. Distribution strategy d. Media

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