There are many ice-cream companies in Malaysia, so will lead to strong competition in the ice- cream industry. So, all of them need to clearly define themselves in the market. They need to know which groups of customer they are targeting on so can easily know what they needs and want. So, the company can easily produce the ice-cream to attract the target customer and gain profit. Baskin Robbins segments their market in the wealthy middle to upper class adults. It is considered the main target of Baskin Robbins because higher income of people will not too care about how much they pay for a product and they are more willing to spend more money. Due to Baskin Robbins in the maturity phase, it cans shakeout to stable group of competitors. It also can gain more market share in the ice cream industry. Baskin Robbins has the low variable cost and high contribution margins. It also has the profitable market segmentation because it segment on those middle to upper income group. To prevent the Baskin Robbins turn in to the decline stage, it should take some action. The Baskin Robbins should expansion of product line . Baskin Robbins are selling ice-cream, ice- cream cake and also coffee. The Baskin Robbins may need to expand the product line to leverage its position in the market. The Baskin Robbins cans expansion the hot waffle in its product line. Baskin Robbins ice-cream put on the top of waffle, cold and hot dessert. This will be good desserts that can serves to Malaysian. It also can attract the waffle lover. It also can increase the market share of Baskin Robbins in the market. Baskin Robbins should do market research to find
out what is the need and wants for the target group. Follow by the trends; we can know that the yogurt ice-cream is now increasing the market share in the ice-cream industry. The company that selling yogurt ice-cream are the Tutti furtti, Llao Llao and etc. Nowadays, people more concern about the health. So, those yogurt ice-cream will not increase the calories will gain more market sales. This also can draw much customer attention although they are in premium pricing. Nowadays, customer will easily attract by the trends. They are more willing to try and accept new thing. The Baskin Robbins can expand its product line with yogurt ice-cream. So, it can attract that loyal and new customer. With the expansion of product line, the Baskin Robbins can easily attract customer and become the market leader in the ice-cream industry. In addition, is the Baskin Robbins reevaluation of the distribution channels ? The Baskin Robbins is in the maturity phase, so it can begin to reevaluate their wholesale prices with an eye to reducing dealer margins. Baskin Robbins no need pay the dealer to promote their product to the new buyers. For those repeat purchasers, they already know what they want and needs. They will turn become loyal customer. Nowadays, internet has post itself as the new media. So, Baskin Robbins can create an official website or social media account in order to always update customer new status. This is very convenience for both customer and Baskin Robbins. This can
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- Winter '14
- Management, ice cream, The Baskin Robbins