Cat Food Industry

MARKET
ANALYSIS
 Market Structure
22,000 MB

10,000 MB 5,000 MB Cat Food

7,000 MB Whiskas
(Mars Thailand)

27%

Me-O
(Perfect Companion)

23%

Friskies
(Nestl Purina)

15%
 PESTN
Analysis

Political Economy Social Technology Natural

Animal Cat food industry Cat fever on social High technology Global
Protection Laws grow by 12% in network in R&D warming effect
Ethics 2016 Online shopping to price of
Increasing demand Increasing of flat & agricultural
for cat food condominium product
MARKETING
ANALYSIS
OF ME-O
 5 FORCES Threats of new entrants
Low in short term because of technology Moderate
limit but in long term will higher
Threats of new entrants
The Bargaining Power of Customers Moderate
Barriers
Customers have many choices

The Intensity of Competitive Rivalry

Many competitors and high competition on High
pricing
Buyers Rivalry Suppliers
The Bargaining Power of Suppliers
Main company in the market with many High
distribution channels

Substitutes Threats of substitutes

Many substitution products with same level High
of price and quality
 Business Portfolio Analysis: BCG Matrix
3 main products of Me-O
Relative Market Share
High Low
1. Me-O Gold
Premium Cat Food
Me-O Gold Me-O Cat Treat

Market Growth Rate

High
2. Me-O
Mid-Priced
Cat Food
Low Me-O

3. Cat Treat
Cat Snack
SWOT ANALYSIS
Strength Weakness
High economy of scale Less variety of products
Many distribution channels Brand image not strong enough
Reasonable price Less communicate with customers

Opportunities Threats
Cat food industry grow by 12% in 2016 High competition on pricing will effect to
Increasing of Flat/Condominium life profitability and competitiveness

Cat fever in social network Government may issue law on looking after
the pet in flat or condominium
Higher demand for specific cat food
MARKETING STRATEGY PROBLEM

Brand Product
Image Variety

Brand image in Less variety of product

customer view is lower than Whiskas
than Whiskas