Mayank Arpan Mohit 12336093 12329732 12332872

Content Internal Environment Analysis Company introduction Vision-Mission-Objectives Global Presence Global competitors Segmentation ,Targeting & Position Marketing mix of the BR Key success factors Marketing Environment Analysis Industry Growth Distributors and Suppliers SWOT Countries analysis & comparison Why we are selecting Singapore PEST of Singapore Porter’s national diamond

Internal Environment Analysis

Company introduction

Vision-Mission-Objectives

Global Presence

Global competitors

Segmentation ,Targeting & Position

Marketing mix of the BR

Key success factors

Marketing Environment Analysis

Industry Growth

Distributors and Suppliers

SWOT

Countries analysis & comparison

Why we are selecting Singapore

PEST of Singapore

Porter’s national diamond

Content (cont.) Entry Strategies Short term & Long term strategies Implications & Control Implementation Control

Entry Strategies

Short term & Long term strategies

Implications & Control

Internal Environment Analysis

Introduction A global chain of premium ice-cream parlors. Founded by Burt Baskin and Irv Robbins in the year 1953. Largest ice-cream franchises with more than 6,000 locations in 35 countries. Major markets are UK with 2800 outlets, Japan 800 outlets. Head quarters is in Massachusetts USA. More than 1000 flavors in library & 31 different flavors in every store. http://www.baskinrobbins.com/About/

A global chain of premium ice-cream parlors.

Founded by Burt Baskin and Irv Robbins in the year 1953.

Largest ice-cream franchises with more than 6,000 locations in 35 countries.

Major markets are UK with 2800 outlets, Japan 800 outlets.

Head quarters is in Massachusetts USA.

More than 1000 flavors in library & 31 different flavors in every store.

Vision, Mission & Objectives Vision “ The BEST PREMIUM ICE CREAM PLAYER” Mission “ We exist to thrill customers, define and lead multi-branding, enrich stakeholder, and build powerful brand image” Objectives Creating Brand awareness Establishing BR outlets everywhere. Providing better value to stakeholders http://www.baskinrobbins.com/

Vision

“ The BEST PREMIUM ICE CREAM PLAYER”

Mission

“ We exist to thrill customers, define and lead multi-branding, enrich stakeholder, and build powerful brand image”

Objectives

Creating Brand awareness

Establishing BR outlets everywhere.

Providing better value to stakeholders

Global Presence http://www.baskinrobbins.com/About/International.aspx

Global Competitors NAME Born Available in Countries OUTLETS in World Country of Origin Baskin Robbins 1953 35 6000 Massachusetts US Haagen Dazs 1920 50 900+ Supermarkets New York, US Ben & Jerry 1978 19 800 app.+ Supermarkets Burlington, US Wall’s 1922 40 - London, UK Nestle 1994 45 - Switzerland Dairy Queen 1940 22 5900 Illinois, US Breyers 1882 25 - Philadelphia US

Segmentation, Targeting, Positioning Segmentation Demographic - All age group - Higher middle & high income group Geographic - Malls - High foot traffic area Targeting - Higher middle & higher income group “ Not everyone likes all our flavors, but each flavor is someone's favorite." — Irv Robbins

Segmentation

Demographic

- All age group

- Higher middle & high income group

Geographic

- Malls

- High foot traffic area

Targeting

- Higher middle & higher income group

High Low Price Quality Low High Positioning This positioning map exhibits existing global position of BR Before coming to Singapore market.

This positioning map exhibits existing global position of BR Before coming to Singapore market.

Marketing Mix Product High and unique flavor range Variety of Products viz. Ice creams, candy, sundae’s, shakes & softy Price Premium price because of innovative and quality products. Place Location selection is completely in the hands of the company Prime locations Places with high foot traffic. Promotion We sell fun, not just ice cream In-store promotional campaigns All sorts of promotional activities

Product

High and unique flavor range

Variety of Products viz. Ice creams, candy, sundae’s, shakes & softy

Price

Premium price because of innovative and quality products.

Place

Location selection is completely in the hands of the company

Prime locations

Places with high foot traffic.

Promotion

We sell fun, not just ice cream

In-store promotional campaigns

All sorts of promotional activities

Key success factors Innovations & New flavors Brand Image Quality control & customer service Global presence Excellent distribution network

Innovations & New flavors

Brand Image

Quality control & customer service

Global presence

Excellent distribution network

Marketing Environment Analysis

Industry Growth http://www.researchandmarkets.com/reportinfo.asp?report_id=53588

Distribution& Suppliers Distribution Company engages master franchisors & franchises Suppliers Selected number of suppliers to maintain quality standards

Distribution

Company engages master franchisors & franchises

Suppliers

Selected number of suppliers to maintain quality standards

SWOT Analysis http://www.healthyarkansas.com/rules_regs/milk_and_milk_products.pdf http://findarticles.com/p/articles/mi_m3301/is_9_102/ai_79007885/ Strength Good brand image Exclusive innovations Exclusive flavors Free testers to every one Weakness Not all stores sell the same product range Initial investment for opening a store is high. Sells only in stores not in super markets Opportunity Untapped new geographical markets More product innovations and product range Substituting raw materials to reduce cost Threats Intense Rivalry Strengthening government rules & regulations Recession Period Increasing price of raw materials Gelato & ice crush

Strength

Good brand image

Exclusive innovations

Exclusive flavors

Free testers to every one

Weakness

Not all stores sell the same product range

Initial investment for opening a store is high.

Sells only in stores not in super markets

Opportunity

Untapped new geographical markets

More product innovations and product range

Substituting raw materials to reduce cost

Threats

Intense Rivalry

Strengthening government rules & regulations

Recession Period

Increasing price of raw materials

Gelato & ice crush

Ready for further Expansion? Y E S

Y E S

Country analysis &comparison https://www.cia.gov/library/publications/the-world-factbook/index.html Country GDP (per capita) USD$ Nearest Existing Market Storage & Distribution Industry Growth (Yearly) Population Customers Competitors (Price) Infrastructure Philippines 3300 Indonesia Average 4.6% 97.97 million Country nationals Low Low Singapore 38972 Malaysia Or Indonesia Excellent 6.9% 4.6 million Global customers High to Low Excellent Brunei 53100 Indonesia Moderate 0.4% 0.3 million Moderate Middle & Low Good

Why Singapore Per capita income Factor Government support (FTA) Global customers in Singapore (10million) Covered nearby regions Transportation is easy and convenient from Malaysia and Indonesia Ample of Cold storage facilities Fast logistic & distribution http://directory.mocca.com/biz/bycategories/I/105819 , http://www.huayongmoving.com/ , ttp://www.stbannualreport.com.sg/main.html , http://www.singstat.gov.sg/pubn/reference/yos/statsT-income.pdf

Per capita income Factor

Government support (FTA)

Global customers in Singapore (10million)

Covered nearby regions

Transportation is easy and convenient from Malaysia and Indonesia

Ample of Cold storage facilities

Fast logistic & distribution

Tourism Sector Performance http://www.stbannualreport.com.sg/main.html

PEST Singapore http://www.oppapers.com/essays/Singapore-Pest-Analysis-For/194357 , http://www.heritage.org/index/country/Singapore , http://www.reports-research.com/market-surveys/country-analysis-report-singapore-indepth-pestle-insights-p-59460.html Political Government supports FTA No red-tape & bureaucratic delays. Transparent system Economical Per capita income is very high Corruption free environment, an educated & determinate workforce. Business friendly economy in the world Social 1. A multiracial & Multi cultural country 2.High spending nature Technological Improving production technology (such as Batch freezers, Continue freezers, pressurizes, Homogenizers) Improved & better logistic

Political

Government supports FTA

No red-tape & bureaucratic delays.

Transparent system

Economical

Per capita income is very high

Corruption free environment, an educated & determinate workforce.

Business friendly economy in the world

Social

1. A multiracial & Multi cultural country

2.High spending nature

Technological

Improving production technology (such as Batch freezers, Continue freezers, pressurizes, Homogenizers)

Improved & better logistic

Porter’s National Diamond- Singapore Government FDI promotions CIT reduced to 17 from 18% Price ceiling Free trade agreements Factors Per capita income Labor Tourism Industry growth rate Demand Demanding Customer Forces firms to Improved Competitiveness via innovative products, high quality Supportive Ind. Advertisement media Transportation Storage facilities Human Resource Firm Strategy Improved competitive strategies - Core competencies -Differentiation

Government

FDI promotions

CIT reduced to 17 from 18%

Price ceiling

Free trade agreements

Factors

Per capita income

Labor

Tourism

Industry growth rate

Demand

Demanding Customer Forces firms to Improved Competitiveness via innovative products, high quality

Supportive Ind.

Advertisement media

Transportation

Storage facilities

Human Resource

Firm Strategy

Improved competitive strategies

- Core competencies

-Differentiation

Entry Mode & Strategies Entry Mode Importing & Franchising Entry Strategies Location selection Promotional Mix Human Resource & training

Entry Mode

Importing & Franchising

Entry Strategies

Location selection

Promotional Mix

Human Resource & training

Strategies Short term Strategies Maintain constant intervals in advertising Sponsoring in community events Loyalty programs Cross branding Long term Strategies Increasing number of outlets Outsourcing in-stores Ads after building up chain Getting in shelf’s of the supermarkets Building production unit in Malaysia- raw material & currency rates.

Short term Strategies

Maintain constant intervals in advertising

Sponsoring in community events

Loyalty programs

Cross branding

Long term Strategies

Increasing number of outlets

Outsourcing in-stores Ads after building up chain

Getting in shelf’s of the supermarkets

Building production unit in Malaysia- raw material & currency rates.

Implications & Control 1 . Cultural and language problems for employees and customer . We can appoint local employees and expat manager who is multilingual and knows Chinese culture. 2 . Economical consumer resist high price product. BR is a premium brand for high middle and higher income group. 3 . Brand awareness By opening Kiosks in parks ,schools and good locations etc as promotion for limited time period.

Thanks…