I.O.D. is a successful brand in the dog grooming industry. With a rich heritage in competitive dog shows, I.O.D. knows what it takes to make dogs shine. Combining the already successful natural grooming products with a nutritional line of consumables seem to be a perfect compliment. As more and more companies enter the pet industry and the competition increases, I.O.D. must do something to increase brand awareness, differentiate themselves, and gain market share. An analysis was completed to understand the external and internal factors that could affect I.O.D. The SWOTT analysis presented in this paper will cover the strengths, weaknesses, opportunities, threats, and trends that I.O.D. could be facing. It will also help the leadership team to build the strategic plan around the newly proposed division. External Forces and Trends I.O.D. faces a variety of external forces and trends that can affect strategy. Legal and regulatory is the biggest of these when discussing the new consumable product line. Companies are held to stringent standards when it comes to approved ingredients, nutritional guidelines, and …show more content…
is regarded for their constant innovation and differentiation. It is with this continued innovation that I.O.D. has been able to increase market share and brand awareness. The addition of all of the new consumable products will only enhance both of these areas. However, innovation does come with higher operating costs. It is crucial for a company of this size to ensure that they have done all their research and development before launching a new product. A failed product launch could be detrimental to the company. It is the goal that every launch be successful so that the company can see the return on investment, and eventually the increase in revenues and the bottom line. Fortunately, I.O.D. has great processes in place to ensure that their strategy for new product development is