Tyler Pet Foods Case Analysis

Tyler Pet Foods, Inc.

# 1. How would you describe the household drag nutrition market?         Sales of dog feed are approximated at $5.6 meg for this year of which $3.1 billion will come from supermarkets. As the preceding(prenominal) figures show, 55% of all dog diet sold in the United States will be distributed through supermarkets. Since there exists such(prenominal) a reliable correlation between valet world and dog population, we can feel out that the greater Boston field of view represents approximately 1.5 percent of the US dog population. Due to our human desire for companionship and need for protection, dog ownership is on the rise, which will eventually result in increase bargain in the dog food industry.

        Although there are all over 50 dog food manufactures and about 350 dog food brands in the United States, 83 percent of supermarket dog food sales is held by five companies ? Ralston Purina (30%), Kal-Kan Foods (19%), H.J. Heinz (17.9%), Nestle USA (12%), and Nabisco (4.3%). The remainder of the market (16.8%) is held by other private labels.

# 2. How might ane segment the dog food market and where does study lap covering fit?         One possible way to segment the dog food market would be by categories.



We can reason the different foods in four forms including; canned, dry, semimoist and biscuits/treats ( beguile pie chart attached to see share of market held by each category). The introduction of Show Circuit would add a new category to the list, which would be the frozen dog food form.

        If we look at the accurate dog food market as a get-go point we can see that the price of dog food varies greatly depending on its form. The prices vary form $.63/13.2 oz cans to $9.99/13.5 lbs bags. From this analysis, we can say that Show Circuit being priced...

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