Omega Case

Issue(s) (specific decision, problem, challenge or opportunity faced by the decision maker in the near term)

1. Indirect and direct competition through similar product ideas

2. The company could target a larger market, to expand its marketing initiatives and consider alternative channels of distributions

3. Omega has to think carefully about the marketing campaign, due to the heavy competition

4. CPD slightly dented omegas reputation

5. Basic models were retailed for $10 to $15 and represented majority of the litter box market. (estimated approximately 90 per cent) “Litter Maid” also made its way into the market and could be purchased via mail order for $129.

6. Omega and had secured 60 distributors across North America.

7. Impressive sales, to continue this favorable trend to reach sales of 1.7 million by the company by December

Rank each issue above as defined below:

LOW IMPORTANCE HIGH IMPORTANCE

LOW URGENCY I II

HIGH URGENCY III IV

Case Analysis:

What are the root causes of the issue(s)?

Competition and marketing strategy

What constraints and opportunities impact the decision?

Constrains

- The cost of marketing

- High level of Direct and indirect competition

Opportunities

• Sell through a national broker, a regional broker and the distribution centres

• To grown and Expand possibly into the USA

• New marketing strategy

• Mass distribution outlets such as Wal-Mart which had 4,200 stores in the United States alone

• Secured 60 distributors

Gather and analyze the required quantitative data. Note any important data below:

• North America was home to approximately 84.2 million cats

o 74 million in the United States

o 10.2 million in Canada

• Estimated to continue growing at an