Zenith Case Analysis 1. How could the dog food market be segmented? The dog food market can be divided into four segments: dry, wet, semi-moist and dog treats. Dry dog ​​food represents 63% of the total market. Made up of small pellets or larger pieces of food, it is characterized as chewy and well-rounded compared to canned and moist foods. In this sense, dry food offers better value for money because it is cheaper than more expensive alternatives. Dog Chow is the leading producer in this category with 23% share. The wet category represents 17% of the total dog food market share. Canned dog foods are approximately 75 percent moisture and 25 percent solid materials and are generally marketed as complete or supplemental dog food. Six manufacturers have divided the wet food market; the top manufacturer claims 18% and the next five top manufacturers share 72% of the total market, all claiming between 16% and 13%. Semi-moist dog food represents only 2% of the total dog food market. It is available in patty form and contains 75% solids and 25% moisture. They also do not require refrigeration and are manufactured to look appealing to the human eye. Kibble & Bits is the clear leader in this category, accounting for 69% of the semi-moist dog food share. The fourth segment is dog treats and claims 18% of the total dog food market share. Even though they have a wide variety of ingredients... half the paper... an hour for a whole year would get very expensive and I personally wouldn't spend more. An alternative to the frozen product would be a combination of wet and dry food that could be combined in a disposable container and then placed in the microwave. This would allow you to purchase the product in bulk and store it in an unfrozen environment for months at a time. It would also be cheaper than frozen dog food and as long as the dog seems to like it more than just dry food, then you will have improved the quality of life of the canine member of your family. Maybe you can reward him with a dog ice cream bar later. My dog ​​loves them and they are so much easier to store since they are relatively small. Unless you are a championship breeder and attend events like the Westminster Dog Show, frozen pet food would be a lot of money for little reward.