Product details

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Abstract

A small successful family owned firm in the pet food business with historically anterior, but minor, interests in food for human consumption and in animal byproducts, faces the decision whether to increase its resources by the public issue of stock or to reduce its commitments by sales of, or withdrawal from, one of its fields of activity. Relevant considerations include the marketing techniques by which pet foods are sold and, in particular, the scale and nature of the advertising commitment and the degree to which it is consistent with the style of operation and values of the firm, and the scope of the firm for further growth and diversification. Financial data are abundant, and students should seek to establish for themselves the firm''s resources for the several courses of action open to it. The case has been used in the middle of a short (20-30 meeting) business policy course to induce students to consider, in loosely structured discussion, the strategy implications of a somewhat unusual opportunity and challenge for a firm with a scale of operations likely to be familiar to them. Its marketing aspects have also been considered in a marketing course of similar length.
Location:
Industry:
Size:
Small
Other setting(s):
1963

About

Abstract

A small successful family owned firm in the pet food business with historically anterior, but minor, interests in food for human consumption and in animal byproducts, faces the decision whether to increase its resources by the public issue of stock or to reduce its commitments by sales of, or withdrawal from, one of its fields of activity. Relevant considerations include the marketing techniques by which pet foods are sold and, in particular, the scale and nature of the advertising commitment and the degree to which it is consistent with the style of operation and values of the firm, and the scope of the firm for further growth and diversification. Financial data are abundant, and students should seek to establish for themselves the firm''s resources for the several courses of action open to it. The case has been used in the middle of a short (20-30 meeting) business policy course to induce students to consider, in loosely structured discussion, the strategy implications of a somewhat unusual opportunity and challenge for a firm with a scale of operations likely to be familiar to them. Its marketing aspects have also been considered in a marketing course of similar length.

Settings

Location:
Industry:
Size:
Small
Other setting(s):
1963

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