Executive Summary
The President of Omega Paw (Omega), Michael Ebert, wants to grow the business quickly by
implemen ng a new distribu on strategy. Omega is looking at 3 new distribu on op ons – mail
order/TV campaign, mass distribu on (to retailers like Walmart), and distribu on to US grocery
stores. It is recommended that Omega implements the TV/mail order strategy in the short term,
while they properly plan their capital requirements needed to undertake the mass distribu on
strategy needed to meet their desired sales projec ons.
Problem Statement
Omega wants to grow the company quickly and expand into other markets. Omega needs to
ensure their price remains compe ve, the product stands out from the compe on, is available
in a loca on that can reach the most poten al customers and is adver sed e-ec vely to ensure
the market is aware of the product.
Company Objectives
Omega’s sales objec ve are $1.7 million for 2012 year–end, $3 million for 2013 year-end and
$5.7 million for 2014 year-end. Mr. Ebert is unsure if the current marke ng strategy will be
suffcient to a8ain these goals and is looking for alternate marke ng op ons: mail order
channels, mass markets or expand into grocery stores.
Company Background
Mr. Ebert created the “Self-Cleaning Li8er Box” a?er he had spent some me caring for the cats
of his brother and sister-in-law during the holidays three years ago. He felt that there had to be
