Driving Strategy and Performance

Driving Strategy and Performance
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Driving Strategy and Performance
Executive Summary
The report conducted an assessment of Kiwi Kitchens’ (a pet nutrition company) driving strategy and performance. It started by analyzing the critical market and industry trends that influence its strategy. The study determined a global demand for natural, premium, and sustainable pet foods, while the internal analysis revealed significant resources and capabilities to meet the same. However, the company has a limited international presence, and given its management deficiencies, the report recommended e-commerce as the primary marketing strategy to establish an international scope. Pet food e-commerce sales are expected to grow and become the main sales channel in place of traditional brick-and-mortar stores. Other strategic options included bringing in a proven senior management team to steer global expansion and devising a comprehensive and cohesive marketing strategy to facilitate global market acceptance. The strategy map revealed significant interrelations between the balanced scorecard’s financial, customer, internal, and learning & growth strategies.
Introduction
Kiwi Kitchens is a New Zealand pet nutrition company that specializes in the manufacture and distribution of dog and cat food. The company is categorized under the Pet Food Industry, which refers to companies involved in producing or marketing animal feed intended for particular pets’ consumption. Pet food manufacturers produce complete and balanced feeds based on nutrition that cater to the needs of the pets as well as the concerns of their owners. The pet food industry started in the early 1940s but mostly manufactured feeds for livestock. However, the close link between pets and their owners over the decades resulted in the development of specific sensory requirements that appealed to both parties.
At the core, manufacturers continued to ensure that pet food is nutritionally well balanced to guarantee a wholesome diet for the animal. However, they also started producing these feeds in more eye-catching shapes and packaging as well as new flavorings to satisfy the owners. Kiwi Kitchens is one of the growing numbers of pet food companies that embody the nutritional philosophy of providing pets with the ideal macronutrient ratio using pure, natural, and simple ingredients, over and above, using colorful marketing in order to appeal to both pets and “pet parents,” who are especially concerned about the health of their pets. The purpose of this report is to conduct a formative assessment of the driving strategy and performance of Kiwi Kitchens as a pet nutrition company.
Analysis
The global pet food market is classified according to animal type (dogs, cats, and other animal types), product type (wet pet food, dry pet food, treats and snacks, veterinary diets, and other products), ingredient type (plant-derived, animal-derived, cereals and cereal derivatives, and other ingredient types), distribution channel (supermarkets/hypermarkets, specialized pet shop, e-commerce, and other channels), and geography (Europe, North America, So...