Strategic Management and Cold Stone Creamery

Satisfactory Essays
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



References: are not included in the required paper length. CSU requires that students use the APA format in writing course papers. Therefore, the APA rules for formatting, quoting, paraphrasing, citing, and listing of sources are to be followed. Your paper must contain at least five references, and may include Internet sources, books, and professional journals or other appropriate resources. Please do not copy or plagiarize others materials. All papers are electronically scanned by turnitin.com. Significant deduction of points may result when copying and plagiarism is evident. Please use the web resources listed in the "External Links" to assist you in your research. Incorporate in your analysis responses to the following questions: 1. What is eBay’s core competency? How does it relate to their chosen strategy? 2. How would you explain how eBay has decided to configure and coordinate its value chain? 3. Would you characterize eBay’s value chain as virtual or real? Why? 4. Consider again your description of eBay’s strategy. Is it different from what it was ten years ago? Why? 5. What implications to the challenges identified in the case have for eBay’s strategy - today and in the future?

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