Essays /

Canadian Blood Services Essay

Essay preview

Company Environment
The company
Customers
Competitors
Regulatory Situation
Global Environment
Major developments and general industry Trends
Opportunities and threats
Marketing Strategies
Mission and Corporate Values
Objectives
Strategies
Marketing Functions
Product
Price
Promotion
Place
Analysis and Suggestions
M analysis
G analysis
Conclusion
Bibliography
Appendix

Global Environment
Major Developments

General Industry Trends
According to a survey conducted by the Pet Products Manufacturer Association, more than 71.1 million or 63% of U.S. households have a pet. (Gundersen, 2008) The pet food market has proven to be a very attractive market, according to the 2009-2010 American Pet Products Association, it is estimated that US$47.7 billion was spent on pets in the US in 2010, with US$18.28 billion being spent on pet food alone. The strong spending comes amid price increases in nearly every pet food category, the result of rising costs of fuel, ingredients and transportation for manufacturers. (Taylor, 2010) Opportunities:

One of the biggest advantages NPP has is that it is a subsidiary of Nestle. What this means is that NPP can rely on the substantial and large funds of its parent company in order to expand its line of products, do some more aggressive marketing and pricing and have a cushion to fall back on in case of having sales decrease. The second great opportunity for NPP is the fact that pet owners are seeking for more luxurious products for their pets and they’re getting greater interest in what they feed their pets with. What this means is that the pet food market is expanding rapidly, especially in North America. According to a survey conducted by the Pet Products Manufacturer Association showed that in the U.S. more than half of the households have at least one pet in their houselod. (Gundersen, 2008) Threats:

As in any business, one of the biggest threats is having numerous competitors; this is a big concern to NPP considering that they are not the leading company in the pet food industry. Not only NPP has to compete against the already established big pet care companies but there is a trend that all major pet care retailers are starting their own line of products. Having all these product lines and competitors only mean lower sales as more consumers decide to switch brands. Although North America is a well-established and growing market for pet care products, there are some other markets where customers are not well educated about the products and this may be an obstacle. An example provided by the Datamonitor report about NPP gives an example of owners believing home meals are more nutritious for their pets than commercially prepared food for pets. This is a common misbelief in emerging markets. Company environment

The Company:
The company we decided to research is Nestlé. Nestlé is currently the largest food a...

Read more

Keywords

-2010 -76 /6371.html /aboutus /commitment-to-quality/commitmenttoquality.aspx /company/nestle-purina /coupons-and-offers/couponsandoffers.aspx /history.aspx /shop/weeklyad.aspx 000 12.9 13.3 18.28 1866 1905 20 2008 2009 2010 2012 24 28 328 4 47.7 50 62 63 70 71.1 99 aafco abl accid accord achiev action activ adapt administr adult advantag advertis africa agenc agenda aggress agricultur almost alon alreadi also although alway america american amid among analysi anglo anglo-swiss anim appendix approach approxim area around asia associ assur attempt attitud attract avoid back base becom believ best better beverag bibliographi big biggest billion blood book bought branch brand busi buy canadian capabl capac care case cat categori central cereal certain cham chang channel citat classifi client close co code colgat colgate-palmol come commerci common communic communiti compani compar compet competit competitor concern conclus condens conduct conscious consid consist consum contribut control conveni corpor cost countri coupon cream creat cultur current cushion custom d datamonitor deal decid decreas deliv deliveri demonstr depart design determin develop differ differenti direct discount dish distribut distribution/sales document dog domin door driven driver drug due earn easier educ effici emerg employ employe engag ensur environ environment especi establish estat estim etc europ european everi everyth everywher exampl exceed expand expect explain facil fact factori fall farin farmer fda feed feel final financi find firm first focus food forc friend friski front fuel function fund futur g gain gambl general generat geograph get give global go goe good great greater grewal groceri grow growth gundersen half hand handl headquart health healthi heavili help henri high histori home honesti household houselod howev human ice identifi ill implement import inc includ increas indirect individu industri infant influenti ingredi injuri innov interest intermediari interpret invest item journal keep kind kitkat kitten know label laboratori lacté larg largest later launch lead leader leadership least life line linkedin litter live local locat long look loui lower luxuri m maggi main maintain major make mani manufactur mar market materi may meal mean meet mention merg method middleman milk million misbelief mission missouri moreov multichannel near necessari need nespresso nestl nestlé netl north note npp numer nutrit nutriti object obstacl obtain offer offici on-sit one open oper opportun option order organ orient other outsid own owner pacif pad palmol parent peopl perform pet petcar pharmaceut pharmacist pillar place plan plus point polici possibl prepar prevent price primari privaci problem process procter product profession profil profit promot proven provid puppi purchas purina purina-own purnia purpos qualiti r rang rapid re reach reason recogn recognis refer reflect regul regulatori relat relationship reli renew report research respect respons result retail retriev revenu review right rise rural safe safeti sale satisfi saveonfoods.gsnrecipes.com saveonfoods.gsnrecipes.com/shop/weeklyad.aspx second secur seek sell senior servic sever shop short show singl site situat social sold sort sourc south special specif spend spent st staff stakehold standard start state stay still strategi strong strongest subsidiari substanti suggest supplier sure surg surpass survey sustain swiss switch switzerland system talk target taylor technolog term text therefor threat throughout today top town train transport treat trend tri trust two u.s understand uniqu unit us usda use valu varieti vevey vital want water way websit well well-establish wide within word work world worldwid worri www.linkedin.com www.linkedin.com/company/nestle-purina www.nestle.com www.nestle.com/aboutus www.nestlepurina.com www.nestlepurina.com/history.aspx www.petfoodindustry.com www.petfoodindustry.com/6371.html www.purina.com www.purina.com/commitment-to-quality/commitmenttoquality.aspx www.purina.com/coupons-and-offers/couponsandoffers.aspx year