Cat Fight in Pet Food Industry Ralston Purina

In: Business and Management

Submitted By victordatta
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CAT FIGHT PET FOOD INDUSTRY
Ralston Purina

Presented By :
Victor M Datta
Roll No. : 08 FMS XVIth Evening Batch

Guide : Dr. Jadeja

Contents
Scenario of Pet Food Industry in United States Ralston Purina ( NESTLE – PURINA ) PESTLE Analysis Customer Analysis Market Analysis Internal Analysis SWOT Analysis Strategy Formulation Strategy Implementation

Scenario of Pet Food Industry in United States
According to the 2011 – 2012 APPA National Pet Owners Survey, 62% of U.S. households own a pet, which equates to 72.9 millions homes In 1988, the first year the survey was conducted, 56% of U.S. households owned a pet as compared to 62% in 2008 Total Number of Pets Owned in the U.S. (millions) Bird 16.2 Cat 86.4 Dog 78.2 Reptile 3.0 Small Animal 16.0

Ralston Purina ( NESTLE – PURINA )
• Started as feed business in 1894 • Along with pet food, also in business of cattle feed, bakery product, batteries and cereals • USA’s largest pet food manufacturer with market share of 28% • World’s largest producer of dry dog and dry cat and semi moist cat food • Pet food division was the largest profit centre • It was 25% by sales and 45% by company’s profit

Ralston Purina ( NESTLE – PURINA )
• In dog dry food, it had leading brands like Dog Chow and Puppy Chow • Industry leader in price determination • 9 plants across USA • Distribution is done through regional warehouse system • Compete in market as predatory competitor against private label and other competitors

PESTEL Analysis
Political
New Players entering due to High Profit Margin Growth of Premium Products when Economy Grows Private Label Growth due Recession Pet Food should not compete with Human Food Incentives for R & D Strict Anti – Trust Legislation due to M & A

Economic…...

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