Date post: | 08-May-2015 |
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Mayank ArpanMohit
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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 Porter’s national diamond
Content (cont.)
Entry Strategies Short term & Long term strategies Implications & Control
Impl
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Con
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Internal Environment Analysis
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.
More than 1000 flavors in library & 31 different flavors in
every store.http://www.baskinrobbins.com/About/
Vision, Mission & Objectives
Vision
“The BEST PREMIUM ICE CREAM PLAYER”
Mission
“We exist to thrill customers, define and lead
multi-branding, enrich stakeholder, and build
powerful brand image”
Objectives
Creating Brand awareness
Establishing BR outlets everywhere.
Providing better value to stakeholdershttp://www.baskinrobbins.com/
Global Presence
http://www.baskinrobbins.com/About/International.aspx
Global Competitors
NAME Born Available in Countries
OUTLETS in World
Country of Origin
Baskin Robbins 1953 35 6000 Massachusetts US
Haagen Dazs 1920 50 900+Supermarkets
New York, US
Ben & Jerry 1978 19 800 app.+Supermarkets
Burlington, US
Wall’s 1922 40 - London, UK
Nestle 1994 45 - Switzerland
Dairy Queen 1940 22 5900 Illinois, US
Breyers 1882 25 - Philadelphia US
Segmentation, Targeting, Positioning
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
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Positioning
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Marketing Mix
Product
High and unique flavor range
Variety of Products viz. Ice
creams, candy, sundae’s, shakes
& softy
Price
Premium price because of
innovative and quality products.
Place
Location selection is completely
in the hands of the company
Prime locations
Places with high foot traffic.
Promotion
We sell fun, not just ice cream
In-store promotional campaigns
All sorts of promotional
activities
Key success factors
Innovations & New flavors
Brand Image
Quality control & customer service
Global presence
Excellent distribution network
Marketing Environment Analysis
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
StrengthGood brand imageExclusive innovationsExclusive flavorsFree testers to every one
WeaknessNot all stores sell the same product rangeInitial investment for opening a store is high.Sells only in stores not in super markets
Opportunity Untapped new geographical marketsMore product innovations and product rangeSubstituting raw materials to reduce cost
Threats Intense RivalryStrengthening government rules & regulationsRecession PeriodIncreasing price of raw materialsGelato & ice crush
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Ready for further Expansion?
YES
Country analysis &comparison
Country GDP(per
capita)USD$
Nearest Existing Market
Storage &
Distribution
Industry Growth (Yearly)
Population
Customers
Competitors
(Price)
Infrastructure
Philippines
3300 Indonesia Average 4.6% 97.97 million
Country nationals
Low Low
Singapore
38972 Malaysia Or
Indonesia
Excellent 6.9% 4.6 million
Global customer
s
High to Low
Excellent
Brunei 53100 Indonesia Moderate 0.4% 0.3 million
Moderate Middle & Low
Good
https://www.cia.gov/library/publications/the-world-factbook/index.html
Why Singapore
Per capita income Factor
Government support (FTA)
Global customers in Singapore (10million)
Covered nearby regions
Transportation is easy and convenient from
Malaysia and Indonesia
Ample of Cold storage facilities
Fast logistic & distribution
http://directory.mocca.com/biz/bycategories/I/105819, http://www.huayongmoving.com/, ttp://www.stbannualreport.com.sg/main.html, http://www.singstat.gov.sg/pubn/reference/yos/statsT-income.pdf
Tourism Sector Performance
http://www.stbannualreport.com.sg/main.html
PEST Singapore
Political
Government supports FTA
No red-tape & bureaucratic
delays.
Transparent system
Economical
Per capita income is very high
Corruption free environment, an
educated & determinate workforce.
Business friendly economy in the
world
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
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Porter’s National Diamond- Singapore
Government FDI promotionsCIT reduced to 17 from 18%Price ceilingFree trade agreements
Factors Per capita incomeLabor Tourism Industry growth rate
DemandDemanding Customer Forces firms to Improved Competitiveness via innovative products, high quality
Supportive Ind.Advertisement media TransportationStorage facilitiesHuman Resource
Firm StrategyImproved competitive strategies- Core competencies-Differentiation
Entry Mode & Strategies
Entry Mode
Importing & Franchising
Entry Strategies• Location selection• Promotional Mix• Human Resource & training
Strategies
Short term Strategies
Maintain constant intervals in advertising
Sponsoring in community events
Loyalty programs
Cross branding
Long term Strategies
Increasing number of outlets
Outsourcing in-stores Ads after building up chain
Getting in shelf’s of the supermarkets
Building production unit in Malaysia- raw material &
currency rates.
Implications & Control
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
locations etc as promotion for limited time period.
Thanks…