Zenith Pet Foods Case Briefing AND Financial Analysis

In no more than two single-spaced pages use the questions on the syllabus to diagnose some of the key issues in the case as well as prepare your own set of recommendations to management. Do not repeat the facts in the case, but synthesize them to show you understand the issue being addressed. Demonstrate that your recommendations “fit” the company’s capabilities or show how your recommendations will augment or challenge the existing capabilities of the company. Follow the format listed below.

Outline and Format for Case Briefings:

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· Company Description: Brief two to three sentences about the company.

· Problem Definition: One sentence problem definition presented in a question form. Company usually wants to resolve something: Who is the actor? What is their goal? What constraint(s) are present?

· Situation Analysis: Internal and External

· Strategy Options: Identification and analysis of at least two solutions to enable the company to solve the identified problem and compete more effectively.

o Your recommendation as to the best suggestion or solution that the company should adopt and follow

· Implementation recommendation

In terms of grading these case briefings, and all other class written deliverables, I consider four different aspects of strong business writing:

The strength of your analysis and your ability to draw out the implications of the situation
The ability to substantiate your positions with facts from the case
The realism of recommendations and an ability to develop solutions that can be implemented
The clarity of your writing and your ability to use the strong business writing conventions.

Questions to Consider:

How would you describe the household dog food market? What is the dollar value of the market? What are the relevant trends?
How might one segment the dog food market and where does Show Circuit fit?
How might Show Circuit be positioned in the dog food market? Estimate a price for Show Circuit
What is the market potential for Show Circuit? Use the chain ratio method to estimate market potential given the segmentation variables given in the case? What is the market potential if you consider competition?
What are the marketing program economics of Show Circuit? Calculate break even for the proposed marketing program costs.

For this case please attach your calculations for the above answers as an appendix to the 2 page case brief.

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