Strengths:
• Revamped packaging, new variants and convenient new pack sizes, offering consumers more for their cats’ mealtimes.
• FRISKIES has repositioned the brand through new packaging design and improved product offerings with greater palatability.
• Premium varieties will win out as both mid-priced and economy varieties decline
Weaknesses:
• Slightly Higher price in compare than other cat foods.
• Dog food dominates company focus
Opportunities:
• Friskies is helping SPCA With their dry food consumption. Based on my online survey the perception of people toward a company who is supporting a charity is different, in the end it will helps the Friskies market as well.
Threats:
• They were affected by the pet food recall in 2007, in which 95 different brands of dog and cat foods were recalled due to contamination with rat poison. Also in 2007, FDA learned that certain pet foods were sickening and killing cats and dogs. FDA found contaminants in vegetable proteins imported into the United States from China and used as ingredients in pet food.
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