Case Study Of Blue Buffalo

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In general, when it comes to our pets, we treat them as family. More specifically, when it comes to our dogs, they are treated like our children. Decisions made regarding our family’s long term health should not to be taken lightly, and neither should the decisions we make about our pet’s nutrition. If you were to walk through the dog food aisle at your local pet store, the selection can be overwhelming. In the United States alone, combined dry and wet dog food sales exceeded $11.3 billion in 2013, and it is only anticipating a continued growth. (Pet Food Institute, 2013) There are dog food categories for seemingly every size, shape, and age of dog. Every manufacturer stakes their claim and makes a case that their product will provide a greater benefit than…show more content…
However, a lawsuit brought forth by Purina suggests lab tests of Blue Buffalo products do in fact contain between 22 and 24% byproduct meal, egg shells, and feathers. Purina’s civil lawsuit is pushing for Blue Buffalo to release the details of all their product ingredients due to false advertising. Blue Buffalo contends the error occurred at the processing plant due to lack of proper procedures being used. (Brown, 2014) While mistakes in processing may occur, Blue Buffalo did not show due diligence in testing their products to ensure customers were purchasing the quality products being advertised. Researching Blue Buffalo, a quote from William Bishop described the ease he had in entering into the pet food market due to high margins and low entry barriers. Essentially, Bishop stated someone interested in entering the market would only have to outsource the production to a contract manufacturer, put on a label, and determine a slogan. Bishop stated, “There were already a lot of smoke and mirrors in how pet food was advertised, and that was the sort of stuff we were good at.” (Barrett,

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