Preview

Baskin Robbins

Powerful Essays
Open Document
Open Document
7243 Words
Grammar
Grammar
Plagiarism
Plagiarism
Writing
Writing
Score
Score
Baskin Robbins
[pic]

Abu Dhabi Women’s College
E-Business Management

Marketing Management

Prepared for: Iman Finaish
Date of Submission: 12th Oct, 2005

Table of contents

Introduction 4
Company background 5 History 5 Mission 5
Marketing Plan 6 Target market 6 Image 6 Marketing mix 7 Product 7 Place 8 Price 8 Promotion 9 People 9
Industry trends 10 Global trends 10 1. Industry growth 10 2. Political outlook 11 3. Violent actions 11 4. Mad Cow 12 Local trends 12 1. Free trade policies 12 2. Raises in petrol prices 13 3. Industry growth 13 4. Demographic growths 14 5. Working women 14
Customer level of satisfaction 16 Survey results & analysis 16
SWOT analysis 20
Conclusion 23
Bibliography 24 Internet 24 Interviews 25
Appendix A 26

Introduction

UAE has a highly competitive environment where many companies and franchises are there competing between each other. The best way to stay in compete is to find the marketing opportunities for the business in order to enhance the marketing mix and improve the business.
As an employee at the marketing department of Baskin Robbins main branch in Dubai, a marketing research has been requested from the Marketing Department Manager. The purpose of this report is to identify the marketing opportunities for Baskin Robbins in UAE and do analysis for the information gathered.
There are two main steps that should be done in order to identify the marketing opportunities for Baskin Robbins business in UAE. The first step is to do the secondary research for an existing information about Baskin’s background and its mission. This research include collecting information about the target market and the marketing mix of Baskin Robbins.
Information about the local and global ice cream industry trends is one of the information that should be collected in the secondary research step.
Some information are not exist like customer


Bibliography: - "Baskin Robbins opens new outlet in Abu Dhabi." khaleejtimes. 6 Dec. 2003. Khaleej Times. 6 Oct. 2005 . - "Discover Our Benefits" .Adqsr. Dunkin ' Brands. 6 Oct. 2005 . - "GCC states: their value-added market - Gulf Cooperation Council." Find Articles. Oct. 1993. 2 Oct. 2005 . -"Ice Cream Turnaround." ProQuest . July 2005. 2 Oct. 2005 . -"Mission Statement." DDGarwood. 2 Oct. 2005 . - "Our Values and Philosophy." adqsr. Dunkin ' Brands. 3 Oct. 2005 . - Porter, Edwin, Kizirian, Hovaguim and Mohamed Taha,. "Gulf Countries Prefer "U.S.-Made"." FAS online. Oct. 2004. Fas. 3 Oct. 2005 . - "Restaurants ." Jabal Ali Online Directory. JAFZA. 3 Oct. 2005 . - "Something to Eat " .Baskinrobbins. Baskin Robbins. 5 Oct. 2005   . - "Something to Celebrate" .Baskinrobbins. Baskin Robbins. 5 Oct. 2005    . - "Something to drink." Baskinrobbins. Baskin Robbins. 5 Oct. 2005       . - "Something to Share" .Baskinrobbins. Baskin Robbins. 5 Oct. 2005       . -"The World Market for Ice Cream: A 2005 Global Trade Perspective." Mind Branch. Feb. 2004. Mind Branch. 4 Oct. 2005 . - "UAE-US joint trade council meets in Washington." UAE interact. 28 Apr 2004. UAE interact. 4 Oct. 2005< http://82.195.132.90/news/default.asp?cntDisplay=140&ID=21>. -"UAE ranked second among Arab nations in economic freedom ." UAE interact. 10 Apr 2003. UAE interact. 4 Oct. 2005 . - "UAE population increases sharply." UAE interact. 15 Jun 2004. UAE interact. 4 Oct. 2005 . - "United Arab Emirates ". i-cias. 5 Oct. 2005 . - "UAE: Country outlook". Proquest. 16 Aug 2005. Proquest. 5 Oct. 2005 . - "Soft Drink Industry." Free Essays. 3 Oct. 2005 . -"Long-term UAE tourism potential." 4Hoteliers. 21 Sep. 2005. 4 Oct. 2005 .
Continue Reading
View Writing Issues

You May Also Find These Documents Helpful

  • Powerful Essays

    MCD2050: Business Report Plan
    • 3054 Words
    • 13 Pages

    MCD2050: Business Report Plan

    The objective of this assignment is to conduct an early analysis, identify and evaluate all the marketing factors and develop a DETAILED PLAN with key facts, data and marketing points under relevant headings in preparation and assisting with the major assignment. You are required to conduct research, read widely and draw information from current affairs, and from the relevant sections of the material covered in lectures and tutorials.…

    • 3054 Words
    • 13 Pages
    Powerful Essays
    Read More
  • Powerful Essays

    A Storied Market Leader Facing Competitive Pressures: Ice-Fili Case Study
    • 1430 Words
    • 6 Pages

    A Storied Market Leader Facing Competitive Pressures: Ice-Fili Case Study

    Threat of entry is high. Numerous frozen imports companies have emerged as regional ice-cream producers with their cold-storage and production capabilities in pursuance of relatively high profitability in the ice cream industry. Economies of scale are not required for those small regional players. In addition, new entrants can enjoy significant cost advantages over Ice-Fili through more cost efficient equipment.…

    • 1430 Words
    • 6 Pages
    Powerful Essays
    Read More
  • Powerful Essays

    Cool Moose Creamery Case Study
    • 721 Words
    • 8 Pages

    Cool Moose Creamery Case Study

    The main issue at hand is whether the purchasing decision of a soft-serve ice cream machine will prove to be profitable. There are two options for this purchase; new machine with triple-head, used machine single-head. They both their pros and cons:…

    • 721 Words
    • 8 Pages
    Powerful Essays
    Read More
  • Satisfactory Essays

    Syllabus Mkt 421
    • 2286 Words
    • 10 Pages

    Syllabus Mkt 421

    Course Description This course involves an integrated analysis of the role of marketing within the total organization. Specific attention is given to the analysis of factors affecting consumer behavior, the identification of marketing variables, the development and use of marketing strategies, and the discussion of international marketing issues. Policies Faculty and students/learners will be held responsible for understanding and adhering to all policies contained within the following two documents:   University policies: You must be logged into the student website to view this document. Instructor policies: This document is posted in the Course Materials forum.…

    • 2286 Words
    • 10 Pages
    Satisfactory Essays
    Read More
  • Powerful Essays

    Ice Fili
    • 1731 Words
    • 6 Pages

    Ice Fili

    Ice Fili have a strong position in the market but their relative differentiation and cost position left them ‘stuck in the middle’ with respect to some regional and multinational firms. It is clear from the financial statements that the years following the crisis of ‘98 took their toll as we see a steady decrease in sales. Ice cream consumption in Russia continues to grow by an average of 3.5% over past two years (2001-2002) indicating a steady market. However, in order to remain competitive in an increasingly competitive market it may now be the time to reassess the current business model and plan strategic direction for the future.…

    • 1731 Words
    • 6 Pages
    Powerful Essays
    Read More
  • Satisfactory Essays

    Dippin' Dots' Case Study Analysis
    • 464 Words
    • 2 Pages

    Dippin' Dots' Case Study Analysis

    * The power of the suppliers and buyers. As the present competition and potential new competition in the “frozen desserts” segment, have a major effect externally.…

    • 464 Words
    • 2 Pages
    Satisfactory Essays
    Read More
  • Powerful Essays

    Hungry Jacks Research
    • 2201 Words
    • 9 Pages

    Hungry Jacks Research

    For a company to do a marketing research the right way, it is elementary that they observe, compare and evaluate the market constantly. For this, several methods are used. We will try in this essay to identify and explain which methods are used and how companies can use them, using the example of a fast food company, which is Hungry Jacks.…

    • 2201 Words
    • 9 Pages
    Powerful Essays
    Read More
  • Good Essays

    Implement and Monitor marketing activities
    • 803 Words
    • 3 Pages

    Implement and Monitor marketing activities

    IntroductionBBQfun is company specialised in outdoor lifestyle supplies. The company is mainly implemented in Brisbane and its surroundings and aim at growing throughout the country. In order to achieve this goal, BBQfun has established a few marketing strategie. The goal of this report is to analyse these strategies and ultimately their efficiency.…

    • 803 Words
    • 3 Pages
    Good Essays
    Read More
  • Powerful Essays

    Mkt421 Marketing Mix Paper
    • 1364 Words
    • 6 Pages

    Mkt421 Marketing Mix Paper

    Nowadays, for a company to be successful in the business world one must have a good marketing plan to be successful. One way to accomplish a successful business plan is to use something known as the marketing mix or the four P’s of marketing. These four P’s of marketing are known as the product, place, price, and promotion. If one uses these four P’s one will notice that each of these cover their own part in marketing, which will help make a successful marketing plan. In this paper one will see what each of these four P’s are in marketing. Also one will see how each of these four P’s is used in the marketing plan for Dutch Bros Coffee.…

    • 1364 Words
    • 6 Pages
    Powerful Essays
    Read More
  • Satisfactory Essays

    Ice Fili
    • 273 Words
    • 2 Pages

    Ice Fili

    1. How structurally attractive is the Russian ice cream market? How is it likely to evolve?…

    • 273 Words
    • 2 Pages
    Satisfactory Essays
    Read More
  • Best Essays

    Macroeconomics Paper
    • 2239 Words
    • 9 Pages

    Macroeconomics Paper

    Macroeconomics explores trends in the national economy as a whole considering the study of the sum of individual economic factors. Industry is affected by factors such as GDP, unemployment, inflation, interest rates, and consumer price index. Fiscal (government) policy can help guide the economy toward a particular track without dictating a specific ending affecting tax, interest rates, and government spending (McConnell and Brue, 2005). Monetary policy attempts to achieve vast economic goals by regulating the supply of money through influencing outcomes like economic growth, inflation, and unemployment. Both policies attempt to control or regulate the economy. "If monetary policy is doing its job, the government should maintain a relatively…

    • 2239 Words
    • 9 Pages
    Best Essays
    Read More
  • Powerful Essays

    Demographics Ice Cream Industry
    • 1600 Words
    • 7 Pages

    Demographics Ice Cream Industry

    The Canadian demographic for ice cream has been a constant presence of a sweet treat on a hot summer day. Thankfully, Canadians love ice cream, and enjoy it all year around. But, just who is enjoying this delicious milky treat, and what opportunities and threats does that leave the ice cream industry with?…

    • 1600 Words
    • 7 Pages
    Powerful Essays
    Read More
  • Good Essays

    Baskin Robbins Marketing Research Case Study
    • 564 Words
    • 3 Pages

    Baskin Robbins Marketing Research Case Study

    The main purpose of the Baskin-Robbins corporate study was to decide whether or not they should change their logo to gain a competitive advantage. They are also using this study to find out the implications of a change of logo, and a change in the way the stores are designed.…

    • 564 Words
    • 3 Pages
    Good Essays
    Read More
  • Powerful Essays

    Porter 5 Forces Analysis of Tourism in Dubai
    • 8694 Words
    • 35 Pages

    Porter 5 Forces Analysis of Tourism in Dubai

    * 4. Key Performance Indicators WEF’s T&T Competitiveness Report 2011 UAE ranked Regional rank –139 countries 30th 1st Destination Air transport – Government’s Marketing 4th support – 8thCampaign – 1st Rules & Affinity for T&T Regulations – – 25th 38th…

    • 8694 Words
    • 35 Pages
    Powerful Essays
    Read More
  • Powerful Essays

    Comparison Fo Marketing Strategies of H&M and Splash
    • 3698 Words
    • 15 Pages

    Comparison Fo Marketing Strategies of H&M and Splash

    In this term paper we will compare two companies, Splash of Landmark Group and H&M, two leading fashion retailers in UAE. We will individually analyse the marketing strategies of the two companies and compare them to see which one is more successful in the UAE market. We will also suggest some recommendations for developing their strategies.…

    • 3698 Words
    • 15 Pages
    Powerful Essays
    Read More

Related Topics