Rocky Mountain Audit

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[Rocky mountain chocolate factory strategic audit]|
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Strategic Management & Business Policy

* Table of Contents
1. Executive Summary …………………………………………………………… ...............3 1.1. Organization Background…………………………………………………………3 1.2. Current situation....…………………………………………………………………3 1.3. Strategic posture...………………………………………………………………….4 1.4 .Strategies............................…………………………………………………………5 1.5.RMCF Policies............................................... ………………………………………5 1. Corporate Governance......……………………………………………………………….6 2.4. Board of directors................…………………………………………………….....6 2.5. Top Management…………………………………………………………………....7 2. RMCF External Environment…………………...……………………………………...9 3.6. Competitors......…………………………………………………………………....9 3.7. Natural Environment…......………………………………………………………9 3.8. Societal Environment……………………………………….…………………….10 3.9. Task Environment Forces…....…………………………………………………..10 3.10. External Factors Analysis………………………………………………………...11 3.11. Internal Factors Analysis…………………………………………………………13 3.12. Mission and Objective Review................................................................................13 3. SWOT/TOWS Analysis…………………………………………………………………13 4. Strategic Alternatives............……………………………………………………………14 5. Evaluation and Control................................................................................................................15 6. Strategy Implementation..............................................................................................................16 7. Appendixes 1:10………………………………………………………………………....17-23

Rocky Mountain Chocolate Factory Inc.
1. Executive summary:

1.1 Back ground

Rocky Mountain Chocolate Factory is a chocolate and confectionary manufacturer. RMCF was built around a location and a lifestyle. It began as a Frank Crail's dream in 1981 and two partners and incorporated in Colorado in 1982.

RMCF was successful from the start. The first store was opened in Durango in1982 and the first franchised stores were opened in 1982 in Colorado Springs, and Park city. Over the years, RMCF fine-tuned its chocolate and it strategy.

In February 1986, Crail took the company public, where it is now found on the NASDAQ under the symbol RMCF.

In 2008, RMCF was an international franchiser and confectionary manufacturer. The original shop “still stands on Main Street in Durango, with its sights and smells tempting tourists and locals alike to experience a cornucopia of chocolaty treats before taking part in a scenic ride on the Durango- Silverton Narrow Gauge Railroad or after a white water rafting trip through town".

In March, 2008, there were five company-owned and 329 franchised RMCF stores operating in 38 states (concentrated primarily on the west- coast and the Sun Belt), Canada, and the United Arab Emirates, with total revenues of $31,878,183.

The average store size was approximately 1,000 square feet, approximately 650 square feet of which was selling space. Most stores were open seven days a week. Typical hours were 10 a.m. to 9 p.m. Monday through Saturday, and 12 noon to 6 p.m. On Sunday. Store hours in tourist areas may have varied depending upon the tourist seasons.

The company establishes RMCF stores in five primary environments: 1) regional centers, 2) Tourist areas, 3) outlet centers, 4) street fronts, and 5) airports and other entertainment oriented shopping centers. Each of these environments had a number of attractive features, including high levels of foot traffic. The company, over the last several years, has had a particular focus on regional center locations.

1.2. CURRENT SITUATION

A. Current Performance
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The RMCF franchising philosophy was one of service and commitment to its franchise system, and the company continuously...
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