QPC mainly deals in traditional pet food. The organisation is also indulged in the marketing and sales of pet accessories which is responsible for almost 16% of their annual revenue. Due to their gradual decrease in the sales volume as well as increased market competition, the organisation has redecorated their stores and offerings (Case Study). They are widely expanding their products and services which include:The UK wet and dry pet food retail market is one of the highly competitive market which comprises of a number of major payers such as Mars Petcare, Nestlé Purina, Butchers Pet Care, Wagg Foods and P&G. Pedigree, the well-known dog food section of Mars Petcare has secured the leading position in the market as per their brand value. It possesses 19% market share through brand value while other dog food brands such as Bakers of Nestlé and Butchers of Butchers Pet have secured 18% and 11% of the market share respectively (Mintel Group Ltd. Butchers Pet Care has out-performed the market in terms of their sales volume with the assistance of the rigorous marketing campaign and price cuts. Alternatively, Nestlé has accrued the leading position within the cat food market through Felix which covers 27% market share. Apart from Nestlé, Mars Petcare also has secured a strong position in the market through different brands such as Whiskas Pouch, Sheba etc (Mintel Group Ltd.Near about 63% of the population in Britain owns different pets, out of which, a major section is occupied by dogs and cats. The ownership of pets is higher within the population aged between 35-44 years. It has also displayed significant growth within couples with children The tendency of owning dogs or multiple pets is higher within families while the old age population prefer to own cats. The ownership rate of dogs within single and retired couples is significantly low (Siettou, et al.Political and legal factor: The pet food industry in Europe is highly regulated with a number of guidance and industry codes. These codes and guidance influence the pet food manufacturer to concentrate on the manufacturing of safe, healthy and hygienic food items. There are over 50 legislations that are governing this industry out of which few share similar guidance as the human food manufacturing process. Pet Food Manufacturing Association (PFMA) and Federal Food, Drug and Cosmetic Act (FFDCA) are the major units
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