Dr. Tim's Premium All Natural Pet Food: Growth Options and Web Analytics Insights
(9 pages of text)
This case describes the creation of Dr. Tim’s Pet Food Company, a small company centred on providing superior nutrition for dogs used for athletic and competitive purposes. The company has developed a brand image of high quality and premium natural ingredients, and has gradually extended its product line while maintaining the quality of its original formula. Although the company has been very successful and has grown at an ever-increasing rate, its founder is concerned about the difficulties of expansion that Dr. Tim’s Pet Food now faces. Located in an isolated area of the Upper Peninsula of Michigan, the company is not easily accessible to sales representatives or larger populations. Furthermore, the company’s founder does not want the brand to lose its high quality or natural image, and is therefore resistant to the idea of distributing his company’s products in large discount retail outlets. In addition, the founder of Dr. Tim’s Pet Food Company runs a veterinary hospital and is therefore hoping to limit the physical expansion of his newest entrepreneurial project. While keeping all of these limitations in mind, the case presents four growth strategies open to Dr. Tim’s Pet Food Company: penetration, product development, market development and diversification. Students are asked to consider which option would be best suited to the company’s expansion based on the information provided.
This case can be used in an undergraduate marketing class or an MBA marketing strategy class. It is appropriate for complementing the lecture topic of growth in a small entrepreneurial firm. The case presents an opportunity for introducing Igor Ansoff’s Growth Matrix into lecture material and for analyzing examples of the following marketing strategies: penetration, product development, market development and diversification. Specifically, it allows students to gain insight into consumer needs and wants by downloading and analyzing Google web analytics search data using the Google AdWords Keyword Tool. Most importantly, the case gives students the chance to take on the role of an entrepreneur facing expansion and choose which option for growth has the greatest potential for success based on current Google web analytics data.
United States, Small, 2011
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