Baskin-Robbins-_Ice-Cream_MktAsm1 - BaskinRobbins(IceCream MKTG1205_16s1Assessment1 Lecturor:JisKuruvilla Group Groupname 1 2 3 TraQuocKiets3574981 4 5

Baskin-Robbins-_Ice-Cream_MktAsm1 - BaskinRobbins(IceCream...

  • RMIT Vietnam
  • MKTG 1205
  • Lab Report
  • Linh65
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Baskin Robbins (Ice Cream) MKTG1205_16s1 - Assessment 1 Lecturor: Jis Kuruvilla Group:   Group name:  1. Nguyen Que Phuong – s3558035 2. Nghiem Tuan Hao – s3577786 3. Tra Quoc Kiet – s3574981 4. Thai Tran An Ha – s3575492 5. Thai Tran Truong An – s3574951 0
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6. Bui Ngoc Hai Vy – s3575158 Contents I. Situation Analysis-----------------------------------------------------------------------------------------------------2 1. Company Description----------------------------------------------------------------------------------------------2 1.1. History----------------------------------------------------------------------------------------------------------2 1.2. Mission Statement--------------------------------------------------------------------------------------------2 1.3. CEO-------------------------------------------------------------------------------------------------------------2 2. Product Description------------------------------------------------------------------------------------------------2 2.1. Function & Feature-------------------------------------------------------------------------------------------2 2.2. Design----------------------------------------------------------------------------------------------------------3 2.3. Market share & Brand awareness---------------------------------------------------------------------------3 II. Marketing Environment----------------------------------------------------------------------------------------------3 1. Micro Environment-------------------------------------------------------------------------------------------------3 1.1. The company--------------------------------------------------------------------------------------------------3 1.2. Marketing Intermediaries------------------------------------------------------------------------------------3 1.3. Customers------------------------------------------------------------------------------------------------------4 1.4. Competitors----------------------------------------------------------------------------------------------------4 1.5. Suppliers--------------------------------------------------------------------------------------------------------4 2. Macro Environment------------------------------------------------------------------------------------------------4 2.1. Demographic environment-----------------------------------------------------------------------------------4 2.2. Natural environment------------------------------------------------------------------------------------------5 2.3. Economic environment---------------------------------------------------------------------------------------5 2.4. Culture environment------------------------------------------------------------------------------------------6 2.5. Political environment-----------------------------------------------------------------------------------------6 III. SWOT Analysis-----------------------------------------------------------------------------------------------------6 1. Strengths-------------------------------------------------------------------------------------------------------------6 2. Weaknesses----------------------------------------------------------------------------------------------------------6 3. Opportunities--------------------------------------------------------------------------------------------------------6 4. Threats---------------------------------------------------------------------------------------------------------------6 IV. STDP-----------------------------------------------------------------------------------------------------------------7 1. Segmentation--------------------------------------------------------------------------------------------------------7 2. Targeting-------------------------------------------------------------------------------------------------------------8 2.1. Evaluating and choosing market segments----------------------------------------------------------------8 2.2. The targeting strategy-----------------------------------------------------------------------------------------8 3. Differentiation-------------------------------------------------------------------------------------------------------8 3.1. Product----------------------------------------------------------------------------------------------------------8 3.2. Service----------------------------------------------------------------------------------------------------------9 3.3. Image-----------------------------------------------------------------------------------------------------------9 4. Positioning-----------------------------------------------------------------------------------------------------------9 4.1. Positioning Map 1-------------------------------------------------------------------------------------------10 4.2. Positioning Map 2-------------------------------------------------------------------------------------------10 4.3. Value Proposition--------------------------------------------------------------------------------------------10 V. Conclusion----------------------------------------------------------------------------------------------------------11 VI. Reference-----------------------------------------------------------------------------------------------------------11 VII. Appendices---------------------------------------------------------------------------------------------------------13 1
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I. Situation Analysis 1. Company Description 1.1. History Being found in about 70 years ago, Baskin-Robbins has strong reputation about the variety of flavors made with ingredients of the highest quality. Therefore, Baskin-Robbins has led the world’s ice cream and frozen desserts market. At the beginning, Baskin-Robbins was started out in separated ventures which one is in Glendale and another is in Pasadena California. In 1948, the concept of Baskin-Robbins was developed with six stores (Baskin-Robbins 2016). Because the founders recognized how the future market would be, they took the opportunities to change the business structure. As a consequence, the concept of franchising was created in the ice cream industry by the founders of Baskin-Robbins. Afterwards, the company has grown faster and reached to 7,300 store locations in more than 50 countries (Entrepreneur 2016). In 2012, through a master franchise agreement, first three stores of Baskin-Robbins opened in Ho Chi Minh City (Thorn 2012). By penetrating deeply into Vietnam market, Baskin-Robbins has successfully achieved 33 stores in March 2016 (Baskin-Robbins 2016). 1.2. Mission Statement Baskin-Robbins relies on operational strategies through twelve core values and principles including honesty, transparency, humility, integrity, respectfulness, fairness, responsibility, leadership, innovation, execution, social stewardship and fun (Farfan 2016). For this reason, the satisfaction of customer always is the first priority of the firm. To illustrate this, the firm created “pink spoons”, as a Baskin-Robbins' iconic, to the customer which they could try the sample flavors until they found one to buy. Moreover, Irv Robbins stated that "not everyone likes all our flavors, but each flavor is someone's favorite” (Baskin-Robbins 2016). As a consequence, the firm had introduced more than 1,000 unique, fun and delicious ice cream flavors to please the customers across the world (Baskin Robbins 2016).
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