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Case Breif

In: Business and Management

Submitted By mkoltes2011
Words 798
Pages 4
Meagan Koltes
Shoes for Moos Case Brief
Section 02
March 6, 2014
403286237

A. Problem Identification and Justification
The problem in the Shoes for Moos case is the lack of definition of the Target Market. Jim isn’t sure who exactly his target audience is, which could be broken down either by type of cattle, or by geographic location. B. Alternative Identification
A decision needs to be made between the alternatives of targeting towards a specific type of cow, for example, dairy or beef, Or if the product should be targeted towards a geographic location, for example a particular province. A combination of the alternatives is also available. C. Evaluative Criteria
Size of the Market: The number of cows in each geographic location, and the type of cow will be evaluated against each other to figure out the best target audience for this product.
Potential Sales: The sales potential of each segment of the market will be compared against each to find out which market segment is going to be the most profitable.

D. Alternative Evaluation
In table 1.1, I compared how many of each type of cow existed in each province. From there it was decided that the worst case scenario would be that two percent of the dairy cows from each province would become infected with a foot disease and require treatment. This number would help me determine how big of a potential market Shoes for Moos could have. As you can see in table 1.2, Quebec has the potential for having the largest amount of infected cows requiring treatment. Table 1.4 shows the potential sales for each province in Canada based on the potential of injury in that province. I came up with the numbers by calculating the totals from table 1.2 multiplied by the contribution margin of each shoe sold, $20. I decided specify the target market to strictly dairy cows due to the fact that eighty percent of…...

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