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Royal Canin Case Study

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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.

[...] This is the Business Model of Royal Canin in France and Germany. In the United States, this business model is not executed, which might be the explanation to the low results over there. But we should analyze whether this business model is applicable to such a wide continent. Also we want to evaluate the impact of the retirement of the CEO. This model has been a success in France and Germany. With this model, it was possible for the company to build up a strong brand image. [...]


[...] In terms of culture and even in terms of management, Royal Canin is recognized for its humility and proximity with the pets, with the clients and with its own staff team. The accent which is set on tradition represents strength and a pride, so that it can still impose its reference, while situated in a rural area in the South of France. The company know how to maintain accessibility and simplicity, while being a European precursor and a leader. Through an Identity Prism, we can sum up and classify the different values of Royal Canin. [...]


[...] Thus a swift shift of the human resources strategy has to be overtaken as a new approach for Royal Canin American subsidiary, through hiring, genuine training, and promoting through expert brand ambassadors. Increasing of the sales team To this day, Royal Canin in the United States only counts 24 employees in the sales department, which seems to be understaffed according to the size and value of the American pet food market. Salespersons are considered as the cornerstone of the first step of the new business strategy, since are responsible of creating partnerships with vets and breeders; they should inform them about the Royal Canin products and push them to include the products in medical instructions for the pets. [...]

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