K9FuelBar: An Energy Treat for Dogs

Case Solution

Thomas Funk, Carol Hutchinson
Ivey Publishing ()

In 2015, a nutritionist and dog lover developed a new canine energy bar called K9FuelBar. This product is made with totally natural and non-genetically modified organic ingredients. During an investigation, the product developer discovered that there might be a small but sufficient market for his product to be commercially viable. At that point, he had to evaluate and decide the best sales method for his product. He identified several different options, each with different qualitative and quantitative aspects to consider. The owner of K9FuelBar had to decide which option to follow and develop a comprehensive market communication program to support their product.

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