Market Opportunity of Zenith Pet Food Brand Show Circuit in Boston Area Free Essay, Term Paper and Book Report
EXECUTIVE SUMMARY
Zenith Pet Foods, Inc: The Market Entry Decision
Date: February 28, 2008
Submitted by: TEAM V COMMITTED
Subject: Market Opportunity Analysis of Show Circuit in Boston Area
This summary details the teams recommendation and supporting rationale for Zenith Pet Foods, Inc. to not pursue the market entry strategy for Show Circuit in the Boston area.
RECOMMENDATION
The team recommends rejecting the option to enter the Boston market with the frozen dog food Show Circuit.
CONCLUSIONS
There are two overarching reasons for this recommendation, summarized and developed below:
1. FINANCIAL ANALYSIS
Zenith cannot reach 15% return on sales by Year 2 (Appendices 3, 4 & 5)
o Optimistic (Price Premium = 30% Market Share = 5% Decrease in Ad Budget After Year 2 = 77%)
Zenith does break-even in Year 1
Zenith falls short of 15% goal with a return on sales of 4.66% by Year 2
Year 5 projected return on sales = 29.80%
Conclusion: Does Not Meet Expectations
o Realistic (Price Premium = 15% Market Sha......
Word Count: 1189
Page Count: 4.7 (250 words a page / double spaced)
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