100%(2)2 out of 2 people found this document helpful
This preview shows page 3 - 5 out of 20 pages.
technological, industry laws and practices as well as the competitive aspects of the industry. In that regard, Baskin Robbins should embed these aspects in its strategy so as to deliver beyond the expectations of the industry.Technology remains the most formidable of changes any industry witnesses from time to time. In December 2014, Baskin Robbins contracted Mobivity Holdings Corp, a company with in-depth experience in offering smart receipts and marketing technologies to corporate entities to deliver treats on receipts on its customers. The smart receipt technology operates with a point of sale system. The smart receipt technology personalizes a customers’ shopping experience by ensuring that offers remain relevant even when they are generic and non-targeted (Bhinder, 2012). According to Bill Mitchel, the company’s president, the future of the Baskin Robbins, the technology will not only provide customers with the best experience it would also be the lead driver for its franchisees. A recent research conducted by Euromonitor International shows that
ANALYSIS OF INDUSTRY AND STRATEGY4consumers have a soft spot for exquisite receipts (Euromonitor, 2014). Most companies have a certain bromance with receipts. The research found out that companies like Kraft, Unilever and Nestle have designed a growing suite of apps with a view to appealing to various kinds of audiences (Euromonitor, 2014). The research also found out that the smart receipts are avenues for ensuring that transactions remain transparent throughout the company but also act as huge data insights for consumers. Other ice cream giants in the United States such as Blue Bunny are taking advantage of the information in receipts to retarget the consumers. Baskin Robbins shouldmove a step ahead to be at par with other trend setters so as to maintain a grasp of its market share.According to the KPMG (2014) Food and Beverage Survey Outlook, technology remainsa key driver in the food and beverage industry. The survey found out that most company executives viewed new technologies as the frontiers for growth. These executives also viewed the new ‘sweeping’ technologies as the bearers of new opportunities for business and consumer engagement (KPMG, 2014). Cloud computing has been poised to be the new platform for sharing information, creating new opportunities for growth as well as managing risk (Buyya, Yeo& Venugopal, 2008). The demand for information and consequently the increased value for data provide the necessary justification for the protracted adoption of this technology. Cost reduction remains at the heart of any organization’s strategy, and cloud computing technologies do this taskeffectively. New technologies such as cloud computing are the key drivers of the industry. Baskin Robbins should swiftly align its activities in that direction to be in line with the expectations of the industry and to lower costs of sharing information and analytics.