The company focuses on supplying quality products and expects its suppliers to adhere to the same quality standards. To maintain high product standards, the company produces their dog food in their own factory situated in Pietarsaari, Finland. The strategy ensures that it controls and performs every part of the production process effectively. The company selects where its raw materials originate from and it also takes advantage of new and advanced research when developing its products. Some of the products that the company sells include complete raw meals for dogs, complete raw meals for cats, and natural dried treats and snacks. The company’s home page displays happy dogs as shown in Figure 1 to support its core marketing message that its food products are the appropriate products for pets such as dogs and cats.
Figure 1: Happy Dogs on MUSH OY Ltd’s Homepage
MUSH OY Ltd sells its products to resellers, essentially placing it in the business to business market. The company is one of the biggest BARF-product manufacturers in the Nordic countries. The firm is also one of the biggest producers of dog food in the region. The company’s name reinforces its reputation as a business enterprise that manufactures food products that appeal to the natural feeding desires of dogs. The brand name MUSH originates from the sled dog world because “MUSH” is usually a command that the sled dog driver uses to get the dog to move. The company has its own factory that it uses to manufacture the food products. The factory is situated in Pietarsaari, Finland. The factory’s location is in the middle of an agricultural landscape, a factor that contributes to the MUSH brand personality. The brand has its foundation in rural Finland and thus has a rural feel to it. The company aims to grow its revenue and reputation by standing out as the choice producer of BARF dog and cat food products.