Baskin Robbins Swot Analysis

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  • Topic: Ice cream, Baskin-Robbins, Burt Baskin
  • Pages : 3 (788 words )
  • Download(s) : 1604
  • Published : August 20, 2012
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Baskin-Robbins is a global chain of ice cream parlors founded by Burt Baskin and Irvine Robbins in 1953, from the merging of their respective ice cream parlors, in Glendale, California. It claims to be the world's largest ice cream franchise, with more than 5,800 locations, 2,800 of which are located in the United States. Baskin-Robbins sells ice cream in over 30 countries, including Nepal, Canada, Japan, Mexico, the Dominican Republic, Colombia, Bahrain, the United Kingdom, Russia, Egypt, Saudi Arabia, United Arab Emirates, Australia, the Philippines, Thailand, Indonesia, Malaysia, China, Bangladesh, South Korea, India, Sri Lanka, Ecuador, Pakistan, Panama, and the Republic of China (Taiwan). The company is headquartered in Canton, Massachusetts.

The Baskin-Robbins ice cream parlors started as separate ventures from Burt Baskin and Irv Robbins, owning Burt's Ice Cream Shop and Snowbird Ice Cream respectively. Snowbird Ice Cream featured 21 flavors, a novel concept for the time. When the separate companies merged in 1953, this concept grew to 31 flavors.

Baskin-Robbins is known for its "31 flavors" slogan. The idea for having so many came from the Carson-Roberts advertising agency (which later became Ogilvy & Mather) in 1953, along with the slogan "Count the Flavors. Where flavor counts." It also was more than the 28 flavors then famously offered at Howard Johnson's restaurants. In addition, the number 31 was chosen so a customer could have a different flavor every day of any month. Burt and Irv also believed that people should be able to sample flavors until they found one they wanted to buy ― hence the iconic small pink spoon.

Strengths

Burton Baskin is a global chain of ice cream selling company. The company has a strong network and has presence in more than thirty countries with six thousand retail shops and franchises. Baskin-Robbins USA Co is today, the largest chain of ice cream supplier in the world.

The company has the famous offering of...
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