16034188[1].docx - BUSINESS REPORT FOR BASKIN ROBBINS 2016 UWE ID 16034188 Date 10th August 2016 Word Count 1516 words Contents 1.0 Executive Summary.3

16034188[1].docx - BUSINESS REPORT FOR BASKIN ROBBINS 2016...

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BUSINESS REPORT FOR BASKIN ROBBINS 2016 UWE ID: 16034188 Date: 10 th August 2016 Word Count: 1516 words.
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Contents 1.0 Executive Summary ............................................................... 3 2.0 Business Overview ................................................................ 4 3.0 Critical Success Factors ....................................................... 5 4.0 The Marketing Mix .................................................................. 5 4.1 Product ................................................................................... 5 4.2 Price ....................................................................................... 6 4.3 Place ...................................................................................... 6 4.4 Promotion ............................................................................... 6 4.5 People .................................................................................... 7 4.6 Processes .............................................................................. 7 4.7 Physical Evidence .................................................................. 7 5.0 Conclusion .............................................................................. 7 References .................................................................................. 8 2 | P a g e
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1.0 Executive Summary This report highlights the general overview of the brand Baskin Robbins, and provides an insight into each and every one of the 7 elements of marketing of the brand. In addition to this, it provides certain recommendations to the brand to improve each of these elements, depending on results derived from a detailed macro and micro analysis of the business environment which was followed by an extensive TOWS analysis. These Critical Success Factors were, to utilize the delivery services which are to be initiated by Wal-Mart through Uber and Lyft and to take a more environmentally friendly approach by providing recyclable paper bags and cone wrappers, as well as the spoons provided. 3 | P a g e
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2.0 Business Overview Baskin Robbins was founded in 1945 by Burt Baskins and Irvine Robbins. Named the number one ice cream franchise in the world and one of the leading chains in hard served ice- cream, Baskin Robbins cater to over 300 million customers a year. (Dunkinbrands.com, 2016). As of 2015, they have a wide reach of over 7600 locations worldwide in over 50 countries. Baskin Robbins offer 31 flavors a month, a new flavor a day, and this is considered to be their main strength, as it means that consumers are offered a variety of flavors to choose from. Their target markets are mainly segmented through demographic segmentation, according to age and income groups. They market their products towards all ages; from kids to old people. They even have special sugar-free ice-creams to cater to the older customer groups who are more health conscious. However, it seems to be the most appealing to kids between the ages of 5 to 10. Baskin Robbins is a relatively high-end ice-cream brand and therefore attracts consumers from middle to high end income groups. Their main direct competitors are brands such as Häagen-Dazs, Ben and Jerry’s and Dairy Queen. Indirectly, they have competition with all businesses that sell food items such as convenience stores, restaurants, bakeries etc. As for suppliers, Baskin Robbins uses facilities owned by Dean Foods to produce the ice cream products in the outlets all over the world. Certain international franchisees rely on third party-owned facilities to supply ice cream products to them, including facilities in Ireland and Canada.[Dun15].
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  • Summer '17
  • Sara pears
  • Business, ........., ice cream, Baskin-Robbins, Baskin Robbins

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