Strength Being the largest chain of ice cream supplier in the world, with more than 5800 locations, this has always been the strength that Baskin Robbins possesses. It has been an ever-growing network and branches, as they have expanded to over 30 countries. Their well-known 31 flavors slogan was developed to ensure that customers get to eat different flavors of ice cream everyday of any month. This strength has been used to attract customers in coming back for different ice creams every day. Best known for their great taste, quality and flavors, the company has and is still creating more than over one thousand flavors, including low calorie and no fat ice- creams. This caters to the wide range of ice-cream products that satisfies different types of customers’ tastes and preferences. Weakness However, different branches of Baskin-Robbins may not offer similar products. Example, not all branches offer the same 31 flavors, and not all branches have ice cream cakes. Consequently, the company may lose some potential customers due inconsistency of products in different branches. There is also a poor range of toppings available for the customers. Having only the usual toppings like the chocolate sprinkles, hazelnuts and hot fudge, they are losing out compared to their competitors that offers a wide varied range of toppings such as fresh fruits. Baskin Robbins has also said to have poor marketing strategy. They only uses in house promotional operations like Pink Wednesday, where customers get a free scoop
of ice cream for every scoop they buy as long as they can provide anything on them that are pink in color. They are lacking on the customer awareness too, as they should place their products at supermarkets, and customers will than be able to buy their ice creams in tubs whenever convenient. Opportunities There are an increasing number of people who are health conscious in Singapore. This provides opportunity for Baskin Robbins as they produce ice-creams that have fewer calories, less fat and light choices ice cream. Lighter choice ice cream may be more ideal and appealing to consumers. As the younger Generation Y starting expanding, Baskin Robbins can take this opportunity creating more innovative ice-cream combination. In this era, fresh ideas and creativeness attract the youngsters easily. Thus, brings its brand further into the market but also create a trend and awareness to the public with its unique combination of flavors. Furthermore, the Generation Y has a great spending power. Threats The increasing number of fast food chains surfacing, can greatly affect their sales as fast food restaurants are able to offer much lower prices and provide greater accessibility and convenience to the consumers as they cover many locations.
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- Three '16
- Report, ice cream, Baskin-Robbins, Baskin Robbins