Tyler Pet Foods, Inc.

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are about 1,000 dog food manufacturers in the United States. Ralston
Purina, Carnation, Mars, Heinz, Quaker Oats, and Grand Met USA, together
capture 83% of all supermarket sales. Traditionally, dog food comes in
five forms: Canned, Dry, Soft-Dry, Moist, and Treats. The prices of these
forms of food can range between, $.60 per can, up to $7.19 per 12 lb. Bag.
Because dog food is heavily advertised, competitors must follow suit to
remain competitive in the industry.

IV. PROBLEMS TO BE ADDRESSED

After meeting with representatives from Marketing Ventures Unlimited, these
questions were left to be answered:

1. Was the market itself adequately defined?

2. What position would Show Circuit seek in the market? Should the
program be targeted toward all dog food buyers or toward specific segments?

3. Could the food brokers get distribution in supermarkets given the sales
program?

4. What should be TPF's recommended selling list price to the consumer for
Show ...

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