EXECUTIVE SUMMARY Zenith Pet Foods, Inc: The Market Entry Decision Date: February 28, 2008 Submitted by: TEAM V � COMMITTED Subject: Market Opportunity Analysis of Show Circuit in Boston Area This summary details the team�s recommendation and supporting rationale for Zenith Pet Foods, Inc. to not pursue the market entry strategy for Show Circuit in the Boston area. RECOMMENDATION The team recommends rejecting the option to enter the Boston market with the frozen dog food Show Circuit. CONCLUSIONS There are two overarching reasons for this recommendation, summarized and developed below: 1. FINANCIAL ANALYSIS � Zenith cannot reach 15% return on sales by Year 2 (Appendices 3, 4 & 5) o Optimistic (Price Premium = 30% Market Share = 5% Decrease in Ad Budget After Year 2 = 77%)  Zenith does break-even in Year 1  Zenith falls short of 15% goal with a return on sales of 4.66% by Year 2  Year 5 projected return on sales = 29.80%  Conclusion: Does Not Meet Expectations o Realistic (Price Premium = 15% Market Share ......

Word Count: 1189
Page Count: 4.7 (250 words a page / double spaced)

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