콜드스톤 마케팅과 제언 (영문레포트)

목차

I. The reason why we chose this brand

II. Analysis of the external environment
1. Market Analysis
2. Competitor Analysis

III. Analysis of the internal environment
1. Market segmentation, targeting, positioning (STP)
2. 4P Analysis of Cold Stone
3. Customer Features of Cold Stone
4. Problems Related to 4P Strategy

IV. SWOT Analysis

V. Solution and Marketing Strategy

본문내용

Cold Stone is a chain of ice cream parlors specializing in premium fresh made ice cream and also offering a complementary of frozen yogurt, cakes, pies, smoothies and other sweet goods. For vision, the company aims to provide happiness and a one-of-a-kind experience to the customers, and be recognized for that premier service throughout the world. Cold Stone was first opened in Arizona of the Unites States in 1988. After seeing a huge success, the firm saw the opportunity to open the first franchise in 1995 and the numbers of franchises rapidly grew in the following years. In 2007, it merged with Kahala, L.L.C., the largest fast food franchise in North America, and became part of its wholly owned franchises. Today, Cold Stone is present in over 20 countries, though its main market remains in the US with over 1000 stores in operation while there are just over 500 stores worldwide, including the 51 stores present in South Korea.
The reason why our team has chosen to study Cold Stone was due to our interest in its vague position in the South Korean market.

참고 자료

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