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Mayank Arpan Mohit

12336093 12329732 12332872

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

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 stakeholders
http://www.baskinrobbins.com/

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

Baskin Robbins Haagen Dazs

1953 1920

Massachusetts US New York, US

Ben & Jerry


Walls Nestle Dairy Queen Breyers

1978
1922 1994 1940 1882

19
40 45 22 25

Burlington, US
London, UK Switzerland Illinois, US Philadelphia US

http://www.icecreamusa.com/about_us/ http://www.haagen-dazs.com/company/history.aspx , http://www.walls.co.uk/uk_en/home/default.aspx http://www.dairyqueen.com/us-en/history/, http://www.breyers.com/#/home/

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

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

Location selection is completely We sell fun, not just ice cream

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

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/

Ready for further Expansion?

YES

Country analysis &comparison


Country GDP (per capita) USD$ Philippi 3300 nes Storage Industry & Growth Distribut (Yearly) ion Indonesia Average 4.6% Nearest Existing Market Popul Custom Competi Infrastr ation ers tors ucture (Price) 97.97 Country million nationals 4.6 Global million customer s Low Low

Singap ore

38972

Malaysia Excellent Or Indonesia Indonesia Moderate

6.9%

High to Low

Excelle nt

Brunei

53100

0.4%

0.3 Moderate Middle & million 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

Political
Government supports FTA No red-tape & bureaucratic

Economical
Per capita income is very high Corruption free environment, an

delays.
Transparent system

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

http://www.oppapers.com/essays/Singapore-Pest-Analysis-For/194357 , http://www.heritage.org/index/country/Singapore , http://www.reports-research.com/marketsurveys/country-analysis-report-singapore-indepth-pestle-insights-p-59460.html

PEST Singapore

Porters National Diamond- Singapore


Government FDI promotions CIT reduced to 17 from 18% Price ceiling Free trade agreements Firm Strategy Improved competitive strategies - Core competencies -Differentiation Demand Demanding Customer Forces firms to Improved Competitiveness via innovative products, high quality

Factors Per capita income Labor Tourism Industry growth rate

Supportive Ind. Advertisement media Transportation Storage facilities Human Resource

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 shelfs 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