Mars Inc
Euromonitor International's company profile, Mars Inc offers detailed strategic analysis of the company's business, examining its performance in the pet food and pet care products market. The report examines company shares by region and sector, brand portfolio and new product developments, market and distribution strategies, challenges from the competition and future prospects. Use it to understand opportunities and threats facing the business and the factors driving success .
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Chapters: 6 | Tables: 19 | Publication date: Feb 2008
Table of contents
STRATEGIC EVALUATION
SWOT ANALYSIS
Strengths
Weaknesses
Opportunities
Threats
PROSPECTS FOR THE PET FOODS BUSINESS
CORE BUSINESS
Dry dog food represents a core revenue earner
Mid-priced products dominate company's interests in dry dog food
Consumers in developed markets have weaker appetite for economy dry dog food
Potential within premium wet dog food
Competition between Nestlé and Mars intensifies
Cat food – company desire to cultivate premium positioning
Wet cat food to produce a mixed picture going forward
Global competitive environment in cat food
GROWTH OPPORTUNITIES
Dog treats and mixers offer considerable opportunities
Competitive landscape in the US market – Mars tops the league
Cat treats and mixers also offer promise
Competitive position within cat treats and mixers
LIMITED POTENTIAL
Mid-priced and economy wet dog food to experience declining fortunes
Table 1 Mars Inc: World Sector Sales Performance 2007
Table 2 Mars Inc: Pet Food and Pet Care Products Regional Sales Performance 2007
COMPANY STRATEGY
STRATEGIC OBJECTIVES
Multi-pronged company strategy – acquisition, increased investment and developing high-growth categories
CHALLENGES
Increased international competition for Mars
Regulation follows a spate of product recalls in the US
Lawsuits threaten the image of the industry
Table 3 Mars Inc: World Shares & Rankings in Pet Food and Pet Care Products by Sector 2005-2006
Table 4 Mars Inc: World and Regional Shares in Pet Food and Pet Care Products by Sector 2006
COMPANY STRUCTURE
MARS
Summary 1 Mars Inc: Key Facts
PRODUCTION AND DISTRIBUTION
BRAND ASSESSMENT
BRAND STRATEGY
Acquiring brands to buttress company position in growing categories
Emphasising quality to reassure consumers
PEDIGREE
Top brand – but needs a shift in direction
WHISKAS
Strong brand with solid growth prospects
ROYAL CANIN
Good future prospects
SHEBA
Table 5 Mars Inc: Pedigree Brand Shares in Pet Food and Pet Care Products by Sector 2005-2006
Table 6 Mars Inc: Pedigree Regional Shares in Pet Food and Pet Care Products by Sector 2006
Table 7 Mars Inc: Whiskas Brand Shares in Pet Food and Pet Care Products by Sector 2005-2006
Table 8 Mars Inc: Whiskas Regional Shares in Pet Food and Pet Care Products by Sector 2006
Table 9 Mars Inc: Royal Canin Brand Shares in Pet Food and Pet Care Products by Sector 2005-2006
Table 10 Mars Inc: Royal Canin Regional Shares in Pet Food and Pet Care Products by Sector 2006
Table 11 Mars Inc: Sheba Brand Shares in Pet Food and Pet Care Products by Sector 2005-2006
Table 12 Mars Inc: Sheba Regional Shares in Pet Food and Pet Care Products by Sector 2006
APPENDICES
FINANCIAL SUMMARY
Table 13 Mars Inc: Financial Summary 2002-2006
COMPANY BACKGROUND
Summary 2 Mars Inc: Historical Development
Summary 3 Mars Inc: Subsidiaries
Summary 4 Mars Inc: Pet Food and Pet Care Products Brands
Summary 5 Mars Inc: Company Locations
Summary 6 Mars Inc: Websites