Mkt 113: Final Project Part I Milestone Two Essay

The cost of quality in a manufacturing process and environment are many as you are aware. But the 3 primary costs that we should review on a more regular basis to assure we are creating the most cost effective and quality products are the following: Appraisal, Prevention and Failure, and failure costs should be looked at as internal failure and external failure.

1. Transaction why do people engage in trade? If one trading partner gains must the others involved in the lose an equal amount? Why or why not?

Companies find opportunities in product innovation by providing new products and services to customers. This keeps current customers interested in doing business with the company and has the potential to attract new customers. Sometimes this is done by creating new products, greatly changing an existing product or by just changing the way the current product is presented. Another form of product innovation is branding. By creating a more positive brand image a company can keep the interest of consumers.

The availability of a trusted organic brand creates value for customers, who associate it with food safety, particularly among Chinese buyers (Storm, 2017), and, for shareholders, the reputation of the brand induces greater profitability. With their unique selling point of ‘certified organic’, Bellamy’s can be confident that their strength is rare as organic baby formula is comparatively uncommon across all markets. In addition, as the organic certification requires a minimum of three years of close assessment, as well as ongoing annual audits (Bellamy’s), for another firm to replicate this strength would be prohibitively expensive. Finally, as Bellamy’s exploits this strength, as evidenced by their advertising campaigns and website material, this is clearly a core competence for Bellamy’s.

Baby boomers provide an outstanding overview of this market. To date, baby boomers have the highest median household incomes in the U.S. Baby boomers may have been best known for hippies, flower children and other counter-cultural types, but like

Peyton Approved is a business that manufactures and distributes organic all-natural and hypo-allergenic baked treats for dogs. The company named after our dog (Peyton), was an idea that started at home after realizing the severity of his allergies from the products bought at the store; and what could be done to make all natural products that would not cause any more harm. What started as a home-based idea soon turned into a business after realizing that “Peyton” was not the

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There is more and more demand in the market for organic food. Lots of educated people are going organic instead of buying the regular foods that are full of pesticides and chemicals that are hazardous for human consumption. Since my product is 100% organic it can easily enter that market and satisfy those demands. Even though there are some grocery stores selling organic products there aren’t many suppliers. Therefore, my products have very little competition and I need to expand statewide and nationwide.

1. You recently retired from government contracting work and established a consulting company (fully consistent with government ethics laws and rules, of course) with the primary focus of advising potential government contractors and subcontractors. Mr. Johnny Jones, of The Johnny Jones Flooring and Construction Company has approached you with a question. Jones and his company are potential subcontractors (they, obviously, specialize in flooring) on a federal construction contract worth a little over two million dollars ($ 2,000,000.00) recently awarded to the Jimmy Smith Construction Company (Jimmy Smith, the prime contractor). Neither Johnny nor his company have ever been part of a government contract

Breeder’s Own Pet Foods, Inc. proposes to adopt a market penetration strategy due to having identified a growth opportunity in the dog food market, for its nutritionally balanced, high quality dog food brand, Breeder’s Mix. This premium product has been sold traditionally, to the show dog kennel market, but company executives are now convinced it can be repackaged and offered as a frozen premium product, to picky pet owners via general retail distribution channels. Since the product is considered premium, it should fetch premium prices because of its ingredients and its claimed benefits to

The over-arching problem that Breeder’s Own Pet Foods has is which marketing-strategy would best serve as a vehicle for entry into the dog food retail business. Additionally, it has to select the most prominent geographic location (s) for distribution of its product. Another root problem component is how to get the supermarkets to stock and distribute this dog food since it is in the frozen category and may not appeal to traditional dog food buyers because they don’t readily associate dog food with frozen goods.

|Weaknesses: •   Lack of availability in all stores •   Lack of appeal to consumers due to thawing time / freezer space (convenience) •   Lack of appeal to supermarkets due freezer location •   Lack of brand equity in retail market •   Premium price | Threats: •   Store Location - Consumer must be educated to find product in different area of store •   Saturated market – sales top 14 million in 2011.   Dog food is also heavily advertised, so the challenge is to entice the consumer to buy Breeder’s Mix. •   Competition - 5 major brand name dog food companies dominate market with 75% of US dog food sales •   Challenge to get supermarkets to give up valuable freezer space for dog food |Evaluation of AlternativesBreeder’s Own Pet Foods product development strategy should be evaluated.   Currently only 1 out of 10 dog owners regularly buy frozen or refrigerated dog food and ¾ of those surveyed expressed no interest in purchasing frozen dog food (Kerin and Peterson, 2013).   This indicates that there is a limited market for dog owners who would be interested in a product such as Breeder’s Mix. Research does suggest however that frozen dog food dollar volume is increasing annually indicating there is a strong opportunity for Breeder’s Own to be the first to tap into the frozen dog food market in the Boston area.   Breeder’s Own Dog Foods needs a strong marketing campaign to convince consumers their brand is superior to

After careful review of each of the elements in launching this product, the following analysis can be determined. Zenith has to answer a specific series of questions in order to decide if their product of Show Circuit dog food will be a viable product. The market was in fact correctly segmented, although Zenith needs to see the shopping behavior of those willing to spend more on pet food. Marketing in a supermarket could inhibit the potential growth of the product. Because the market is already segmented and offered such a variety of dog foods, Zenith will have to market the product correctly and focus in on the benefits to be successful. Show Circuit needs to seek a position of a higher quality product in a different, more convenient location. It is important to play up how the location is a benefit rather than a detriment. This goes along with the sales program being successful. Show

Technology has an impact on almost everyone’s lives these days. People communicate with Facebook and text messages other than calling people on the phone or actually going to visit that person. This is becoming a problem, because the more involved with technology we are the less we are involved with socialization. Imagine a world where all we have is computers everywhere and they do everything for us, would people remember how to interact with one another? This is the problem I don’t want to see happening, so many companies are trying to think of the latest and greatest technology and don’t care about the effect on the

Conventional marketing has appealed to consumers based on the idea that the pet food is enjoyed by the animal. Our product marketing will instead appeal to the parental instinct in pet owners, emphasizing health characteristics such as omega-3, senior pet health supplements, and calcium enrichment. Our preliminary research leads us to believe that consumers feel lost in determining which foods are safe, and which are potentially dangerous for their pets. Our campaign will attempt to create a memorable campaign to classify the relative health and safety qualities of a particular product in a simple way.