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Content
Internal Environment Analysis Company introduction Vision-Mission-Objectives Global Presence Global competitors Segmentation ,Targeting & Position Marketing mix of the BR Key success factors Marketing Environment Analysis Industry Growth Distributors and Suppliers SWOT Countries analysis & comparison Why we are selecting Singapore PEST of Singapore Porters national diamond
Content (cont.)
Entry Strategies Short term & Long term strategies Implications & Control
Introduction
A global chain of premium ice-cream parlors. Founded by Burt Baskin and Irv Robbins in the year 1953. Largest ice-cream franchises with more than 6,000 locations in 35 countries. Major markets are UK with 2800 outlets, Japan 800 outlets. Head quarters is in Massachusetts USA.
Vision
Global Presence
http://www.baskinrobbins.com/About/International.aspx
Global Competitors
NAME Born Available in Countries 35 50 OUTLETS in World 6000 900+ Supermarkets 800 app.+ Supermarkets 5900 Country of Origin
1953 1920
1978
1922 1994 1940 1882
19
40 45 22 25
Burlington, US
London, UK Switzerland Illinois, US Philadelphia US
Segmentation
Demographic
- All age group - Higher middle & high income group Geographic - Malls - High foot traffic area Targeting - Higher middle & higher income group
Not everyone likes all our flavors, but each flavor is someone's favorite." Irv Robbins
Quality
Positioning
Low
Price
Low
High
This positioning map exhibits existing global position of BR Before coming to Singapore market.
High
Marketing Mix
Product
High and unique flavor range Variety of Products viz. Ice creams, candy, sundaes, shakes & softy
Price
Premium price because of
innovative and quality products.
Place
in the hands of the company Prime locations Places with high foot traffic.
Promotion
In-store promotional campaigns All sorts of promotional activities
Innovations & New flavors Brand Image Quality control & customer service Global presence Excellent distribution network
Industry Growth
http://www.researchandmarkets.com/reportinfo.asp?report_id=53588
Distribution& Suppliers
Distribution Company engages master franchisors & franchises Suppliers Selected number of suppliers to maintain quality standards
SWOT Analysis
Strength Good brand image Exclusive innovations Exclusive flavors Free testers to every one
Weakness Not all stores sell the same product range Initial investment for opening a store is high. Sells only in stores not in super markets Threats Intense Rivalry Strengthening government rules & regulations Recession Period Increasing price of raw materials Gelato & ice crush
Opportunity Untapped new geographical markets More product innovations and product range Substituting raw materials to reduce cost
http://www.healthyarkansas.com/rules_regs/milk_and_milk_products.pdf http://findarticles.com/p/articles/mi_m3301/is_9_102/ai_79007885/
YES
Singap ore
38972
6.9%
High to Low
Excelle nt
Brunei
53100
0.4%
Good
https://www.cia.gov/library/publications/the-world-factbook/index.html
Why Singapore
http://www.stbannualreport.com.sg/main.html
Political
Government supports FTA No red-tape & bureaucratic
Economical
Per capita income is very high Corruption free environment, an
delays.
Transparent system
Social
1. A multiracial & Multi cultural country 2.High spending nature
Technological
Improving production technology (such as Batch freezers, Continue freezers, pressurizes, Homogenizers) Improved & better logistic
PEST Singapore
Strategies
Short term Strategies
1. Cultural and language problems for employees and customer. We can appoint local employees and expat manager who is multilingual and knows Chinese culture. 2. Economical consumer resist high price product. BR is a premium brand for high middle and higher income group. 3. Brand awareness By opening Kiosks in parks ,schools and good
Thanks