Royal Canin - Case study
Summary :
Table of Contents
- Introduction
- Analysis of Royal Canin
- Tangible resources
- Financial resources
- Physical resources
- Human resources
- Organization resources
- Intangible resources
- Technological resources
- Innovation
- Brand and culture
- Royal Canin's internationalization problem
- The competitive market for pets' food in the United States
- Pets' culture and consumption habits in the United States
- The Royal Canin communication in the United States
- Recommendations
- A new human resources dynamic
- Educating the consumers
- The business model
- Conclusion
- Bibliography
Abstract
royal canin is the history of dogs and cats loving and wondering. It's the history of a will to improve dog's and cat's nutrition to fit better with their needs and specific problems.
In 1966, a French country vet, Jean Cathary, had decided to manufacture foods for dogs and cats, after considering their feeding was very imbalanced. That's how royal canin was introduced, with a registered brand in 1968.
Since its creation, royal canin has focused on pets and their specific needs all along their life, becoming the specialist of dogs and then cats, with the support of vets and dogs breeders. Even with the different changes in top management and with its acquisition by Mars group, royal canin never changes its vision focused on the respect of pets.
Created in 1966 by a French country veterinary, Jean Cathary, royal canin has always been and is still a "legacy from the past". On this basis, we can determine that the main two strengths of royal canin are its solid culture and history, bringing out then certain legitimacy in his battlefield, and a scientific orientation, due to its permanent technical R&D and very specialized exigencies.
In 1966, a French country vet, Jean Cathary, had decided to manufacture foods for dogs and cats, after considering their feeding was very imbalanced. That's how royal canin was introduced, with a registered brand in 1968.
Since its creation, royal canin has focused on pets and their specific needs all along their life, becoming the specialist of dogs and then cats, with the support of vets and dogs breeders. Even with the different changes in top management and with its acquisition by Mars group, royal canin never changes its vision focused on the respect of pets.
Created in 1966 by a French country veterinary, Jean Cathary, royal canin has always been and is still a "legacy from the past". On this basis, we can determine that the main two strengths of royal canin are its solid culture and history, bringing out then certain legitimacy in his battlefield, and a scientific orientation, due to its permanent technical R&D and very specialized exigencies.
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