[마케팅전략영문A+] 베스킨라빈스 마케팅전략 분석(Baskinrobbins Cafe 31s Marketing Strategy)

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[마케팅전략영문A+] 베스킨라빈스 마케팅전략 분석(Baskinrobbins Cafe 31s Marketing Strategy)동일제목으로 레포트도 있습니다 ^ ^

목차

Introduction.
The Icecream Market in Korea...
(1) Historical background
(2) Market Size..
Baskinrobbins and Competition in the Premium Icecream Market4
(1) Customer Analysis
(2) Competitor Analysis..
(3) Market/Submarket Analysis
(4) Environmental Analysis
(5) Internal Analysis
Strategic Analysis Outputs: SWOT Analysis
Creating, Adapting, and Implementing Strategy..
(1) Product-market investment strategies
(2) Customer value proposition..
(3) Positioning17
(4) Functional Strategies based on the 4Ps
Conclusion

본문내용

Corporate Overview
1945 Baskin Robbins founded in California by Irv Robbins and Burt Baskin
1953 Consolidated under the ‘Baskin Robbins 31’ name, offering 31 flavors, ‘one for each day of the month
1970 Baskin Robbins expands internationally
1985 Baskin Robbins enters the Korean market under a joint alliance between Baskin Robbins International and the SPC Group, factory built in Sungname
1992 BR Korea established
1993 Second factory built in Eumsung, BR Korea starts Dunkin’ Donuts in Korea
2007 Currently #1 in the premium ice-cream market with 75% market share with 710 shops in Korea and over 80 different flavors

참고 자료

Money Today Newspaper <April 17, 2007, Baskin Robbins Open Tenth Café>
Maeil Economic Newspaper <February 2, 2007, New Entrants in Premium Ice Cream Market>
Maeil Economic Newspaper <October 10, 2006, Premium Ice Cream Franchise Business>
Maeil Economic Newspaper <May 13, 2007, Summer Ice Cream Gaining Popularity>
Financial News <April 3, 2007, Premium Ice Cream, the Best Four>

http://www.spc.co.kr
http://www.ti-amo.co.kr
http://company.baskinrobbins.co.kr/
http://www.baskinrobbins.co.kr
http://www.wikipedia.org
http://www.natuur.co.kr
http:// www.haagendazs.co.kr/
http://www.redmango.co.kr
http://www.terredeglace.co.kr/