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Royal Canin Case Study

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About the document

Published date
documents in English
case study
15 pages
2 times
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  1. Introduction
  2. Analysis of Royal Canin
    1. Tangible Resources
    2. Intangible Resources
  3. Royal Canin's internationalization problem
    1. The competitive market for pets' food in the United States
    2. Pets' culture and consumption habits in the United States
    3. The Royal Canin communication in the United States
  4. Reccomendations

Royal Canin symbolizes the love of pets, especially cats and dogs. It's the history of a will to improve dogs and cats nutrition to fit better with their needs and specific problems.

It was founded in 1967 in a village of Gard, France, by the French veterinary surgeon Jean Cathary. The unbalanced feeding of pets inspired him to found his company, which is dedicated to the manufacturing of foods for dogs and cats. The company was registered as a 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 which is focused on the pets.

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