CHAPTER 1: INTRODUCTION 1.1 COMPANY (i) COMPANY BACKGROUND Baskin-Robbins is the world’s largest ice cream specialty chain and the most familiar brands of ice cream treats. It creates and markets innovative, first-class ice cream, frozen desserts and beverages, providing quality and value to consumers at over 6,700 store locations in over 50 countries outside the US and there are 56 outlets in our Malaysia. Baskin-Robbins has been created by this two brother- in- law that were Burton “Burt” Baskin and Irvine “Irv” Robbins in the year 1945. Irv opened a Snowbird Ice Cream in Glendale, California with 21 flavors and emphasized high-quality ice cream. Burton's Ice Cream Shop has been opened by Burt in Pasadena, CA, in the year of 1946. In1948, they had 6 store between them. The first dairy was purchased in Burbank by Burt and Irv in the year of 1949 although there were more than 40 stores in Southern California. Snowbird and Burton's had come to an agreement that both of their own ice cream chain joint as Baskin-Robbins in the year of 1953. In the middle of 1960, all over united state, Baskin-Robbins had over 400 stores which had claimed their own ice cream empire. Their company went international by opening various stares in place such as, Japan, Korea, Saudi Arabia and Australia in the year 1970. The initial franchise model that been created decade ago by Burt and Irv is still in used till today. Consequently, the growth of Baskin-Robbins in become the world’s largest chain of ice cream specialty stores, used the franchise model in over 2800 location all over United States and 5800 worldwide. Baskin- Robbins introduced over 1000 unique ice cream flavors. Internationally, original flavors such as Mint Chocolate Chip and Pralines 'n Cream had pleasure millions of consumer. Baskin-Robbins main company objective is widely known as “America’s Favorite Neighborhood Ice Cream Shop" which acted as beliefs at Baskin Robbins. (ii) DIFFERENT PRODUCTS/BRANDS MARKETED BY THE FIRM/COMPANY There are few different products marketed by Baskin-Robbins which are ice-cream , sundaes , beverages and ice-cream cakes . For ice-cream , it is divided into hand-packed ice- cream and pre-packed ice-cream . The types of ice-cream available are rotators , sherbets , no 1
sugar added ice-cream , lighter side ice-cream and low fat ice-cream . For beverages , they are shakes , blast and fruit fusion available . In addition , Baskin-Robbins also offers many different kind of ice-cream cakes , which are individual treats ice-cream cakes , birthday ice-cream cakes , elegant designs of ice-cream cakes , special occasions' ice-cream cakes , holiday ice-cream cakes and ice-cream cakes for kids . Last but not least , Baskin-Robbins ice-cream offers 4 different kinds of cones as well which are cake cone , sugar cone , waffle cone and vanilla soft serve cone.
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