MP-2 - Competition Direct Competition Einstein Ice Cream...

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Competition Direct Competition Einstein Ice Cream will be a one-of-a-kind eating experience that is unlike anything Times Square or Manhattan has seen. Although no one is currently offering the same product or service, ice cream is still ice cream. Einstein’s Ice Cream’s competition will be defined mainly geographically, although market segmentation can further filter the competing eateries. According the Citysearch, Times Square, consisting of the blocks between Sixth and Eighth Avenues from east to west, and West 40th and West 53rd Streets from south to north, is home to twenty-four ice cream vendors. 1 The familiar brands such as Haagen Daz, Baskin Robbins, and Ben and Jerry’s all have at least one location in the area. Einstein’s main direct competitor will be Cold Stone Creamery because of the unique feel or experience both will try to evoke. Both Einstein and Cold Stone have unique ice cream making processes that allow the customers to customize their ice cream. Cold Stone stresses the importance of fresh ingredients to mix with its ice cream on frozen granite stone. 2
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This note was uploaded on 04/28/2010 for the course HADM 2236 taught by Professor Spies during the Spring '09 term at Cornell University (Engineering School).

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MP-2 - Competition Direct Competition Einstein Ice Cream...

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