The purpose of the Zenith Pet Foods case is for you to think about market structure, market segment potential, product positioning and pricing, and the promotion strategy for the market entry strategy. This case will be more effectively analyzed if the potential markets for the product are isolated, competition and potential in these markets is evaluated, and product benefits examined. Once this is accomplished, the match between the market niche and promotional strategy can be evaluated in addition to other elements of the marketing mix.
Specifically, you may wish to consider the following:
• How would you describe the household dog food market?
• How might one segment the dog food market and where does Zenith Pet Foods fit?
• How might Zenith Pet Foods be positioned in the dog food market?
• What is the market potential for Zenith Pet Foods?
• What are the marketing program economics of Zenith Pet Foods?
• What does an appraisal of the introductory promotion......

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Title: Zenith Pet
Approximate Word Count: 322
Approximate Pages: 2 (250 words per double-spaced page)

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