1. PETSMART, PETCO,
AND PETLAND
Competitive Intelligence
Project

2. INDUSTRY OVERVIEW
Pet stores sell:
Pet foods.
Pet supplies: collars, leashes,
health and beauty aids, shampoos,
medication, toys, pet containers, dog
kennels and cat furniture.
Pet services: such as grooming,
training, photography, and insurance.
Pets themselves: including dogs,
cats, rodents, reptiles, fish, and birds.

3. PETSMART
EXECUTIVES
Title
Name
Chairman and CEO
Robert Moran
Managing Director
Thomas Malley
Managing Director
Erin Alex
President and COO
David Lenhardt
EVP and CFO
Lawrence
Molloy
Donald Beaver
SVP and CIO
SVP and Chief Marketing
Officer
Chief Information Security
Officer
Chief Security Officer
John Alpaugh
David Eslick
Gary Heuer

4. PETCO
EXECUTIVE
S
Title
President
Executive Vice President and Chief
Merchandising Office
Senior Vice President, Supply
Chain
Senior Vice President, Bus
Development
Senior Vice President,
Merchandising
Vice President, General Counsel
And Corporate Secretary
Assistant Vice President
Vice President Logistics
Vice President / Chief Content
Officer
Vice President Indirect
Name
Charles Piscitello
Brad Weston
Razia Richter
William Woodard
Robert Brann
Darragh Davis
Jimmy Kranz
Stephen Gartner
Greg Seremetis
Reginald Holden

5. PETLAND
EXECUTIVES
Title
President
Vice President
HR Executive
Sales Executive
Exec Officer
Finance
Executive
COO
Chairman
Name
Frank Difatta
Joe Watson
Stacy Hopkins
Jim Whitman
Brian Winslow
Lisa Musser
Greg Hudson
Ed Kunzelman

6. MARKET
SHARE

7. FINANCIALS
Petland Revenue 2014: 13.3 Million

8. STRENGTHS
and Strategies

9. Strategies and Strengths:
Adoption policy. (No puppy mills.)
Pet Hotels. Have 200. Want 400. 12/year.
New locations. 125/last 3 years.
PetPerks Loyalty Program.
Social Networking. PetSmart website has
community feature.
IN 2012 spent $118 million in advertising.
Higher quality food than grocery stores.
Many training classes at various times
and levels.
Most stores have grooming and daycare
facilities.

10. Strategies and Strengths:
Adoption first policy. (No puppy mills.)
The Petco Foundation—companion animal
donations. Supporting animal-welfare groups.
Petco Certified Nutrition—better food
choices.
Sustainable business practices.
Pals Rewards.
New Focus/Re-organization. “Where the
healthy pets go” tagline. New and re-modeled
locations. Focus on natural and organic
products.
Padre Petco ballpark.
Getting into more services like photography
and insurance.
Free puppy play time.

11. Strategies and Strengths:
International Markets: Japan, South
Africa, China, Canada and Mexico.
15 new stores expected this year.
Aquarium Adventure: an aquatics-only
store. 4 locations in larger cities.
Better trained/educated staff. Better store
presentation and sanitation. Better
selection of pets and supplies. –According
to Petland.
Public education on spaying/neutering.
Petland therapy. Children/seniors.
Charitable donations to animal care
groups.

12. WEAKNES
SES
These may make you want to
hug your animals when you
get home.

13. ’s Complaints and Allegations:
Bird Mills.
Mouse-trap and rodent selling (double
standard).
Rainbow World Exotics—Animal Cruelty.

17. There are 4 Facebook groups advocating people boycott PetSmart (one is
specifically about their pit-bull ban), 5 for Petco, and 6 for Petland. There are also
internet petitions asking for Petland to stop supporting puppy mills and a petition

18. CUSTOMER
PERCEPTION
I’m not sure anyone wins.

19. THE
END