Role: Owner of Cool Moose Creamery, Greig Perantinos
* As the owner we have the ultimate decision making power
Issue: Should we purchase a soft-serve ice cream machine for Cool Moose? Is this the best way to continue to grow the business? Should we purchase a single-head or triple-head machine? Should we purchase a new or used soft-serve machine?
Greig Perantino is in his final year of studies at the Richard Ivey School of business and he wants to grow Cool Moose so that it can be a full-time operation for him among graduation. He wants to maintain strong brand recognition as well as a loyal customer base. He is also committed to helping the community, making customers smile and inspiring employees. It is very important for Greig’s employees to maintain personal relationships with the customers of Cool Moose that live in the small towns where Cool Moose is located. In these small towns, almost everyone knows each other, so providing quality service and having friendly relations is crucial for positive word-of-mouth advertising. Ultimately, Greig wants to further grow Cool Moose and make sure that it can provide him with enough money for a full-time income.
All of the towns that Cool Moose is located in are small towns not far outside the Greater Toronto Area. The town of Alliston for example, will attract several occasional and one-time customers through tourists that come to the annual potato festival and to see South Simcoe Railway’s historic steam train. The town will also have many loyal local customers that work near the location or that frequently visit the downtown core.
The ice cream industry proves not very hard to enter, if a busy university student can successfully find time to research and start-up a company for a summer venture. However, the idea of making Cool Moose a full-time, all year round business is potentially risky as sales tend to be seasonal with a lot more...