3. SWOTT Analysis
A marketing mix plays a major role in Baskin Robbins SWOTT analysis, most often controlled variables of the business, and incorporates together to satisfy a target group. The marketing mix is what most marketing call “the 4 Ps of Baskin Robbins industries; the Product, Place, Price, and Promotion. The three products of Baskin Robbins marketing mix such as beverages, ice creams and cakes. The place of Baskin Robbins marketing mix must consider, such as objectives, channel type, middlemen, and kinds or locations of stores, transportation, storage, and managing or coordinating channels. The prices of the marketing mix of Baskin Robbins are medium to high compared with other ice-cream brands and nearly to the competitor’s prices who is Haagen-Dazs of London Dairy. The promotion part of the marketing mix involves telling target customers that the right Product is available at the right Place, and at the right Price. The SWOTT analysis for Baskin Robbins industries has been completed, by Team B in order to identify the strengths, weaknesses, opportunities, and threats of Baskin Robbins industries (Armstrong & Kotler, 2009). a. Strengths The first part of a SWOTT analysis is to review the company’s strength. The main strengths of Baskin Robbins are that it has many branches in the United Arab Emerald and around 70 stores. The Exhibit 1.2 below illustrates the “Strength” of Baskin Robbins ice cream industry (Baskin Robbins, 2005). Baskin Robbins main competitor Haagen-Dazs of London dairy have only seven branches and Haagen-Dazs do not have any branch in the capital of Abu Dhabi. Exhibit 1.2 illustrates the “Strength” of Baskin Robbins industry. Strengths • 1000 flavors of ice-cream include low fat and no sugar ice-cream. • Reasonable Prices with the quality of the product. • Provide several services for different age groups. - For children they offer birthday club. - For people who are concerned about their health, Baskin Robbins provide
nutritional information and ingredients for all the products line. b. Weakness The second part of a SWOTT analysis is to examine a company’s weaknesses. Baskin Robbins weaknesses are things that Baskin could change in order to improve its business. Exhibit 1.3 below illustrates the “Weakness” of Baskin Robbins ice cream industry (Baskin Robbins, 2005). One of the main weaknesses is the promotion campaigns because Baskin uses the in-store promotion and it did not use other media types for business promotions. Exhibit 1.3 below illustrates the “Weakness” of Baskin Robbins industry. Weaknesses • Not all Baskin Robbins branches offer the same products. For example, Baskin Robbins branch in Abu Dhabi do not offer cakes, but in Al Kaldiyah branch also in Abu Dhabi, offer it.
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- Spring '08
- Marketing, ice cream, Baskin Robbins, The Baskin Robbins