Strategic Management and Cold Stone Creamery

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MBA 6601 Unit V
Unit V Discussion Board
Write an international mini-plan for a company that interests you (or a product/service that you want to sell yourself). Address the following in your mini-plan: * Location of value-added functions—The choice of where to locate each of the functions that comprise the entire value-added chain, from research to production to after-sales servicing * Location of sales target—The allocation of sales among countries and the level of activity in each, particularly in terms of market share * Level of involvement—The choice of operating through wholly owned facilities, partially owned facilities, or contract arrangements and whether the choice varies among countries * Product/services strategy—The extent to which a worldwide business offers the same or different products in different countries * Marketing—The extent to which a company uses the same brand names, advertising, and other marketing elements in different countries * Competitive moves—The extent to which a company makes competitive moves in individual countries as part of a global competitive strategy * Factor movements and start-up strategy—Whether production factors are acquired locally or brought in by the company and whether the operation begins through an acquisition or start-up. Ice Cream

Franchise
International Mini-Plan

The product that interests me will be marketed and sold in the country of Spain. I have prepared an international mini-plan discussing my overall strategic plan of selling the famous Cold Stone Creamery Ice Cream products in the country of Spain.

Location of value-added functions—we will have Sales and Marketing conducted in Madrid, Spain and possible future expansion to other major cities in Spain. With this being a franchise many of the value-added functions (Marketing & Product/services strategy) are already being managed by Cold Stone Creamery corporation; as their franchise states, “If you are looking for...
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