콜드스톤 4P 마케팅 보고서

목차

1. Environmental Analysis of the premium ice cream market
1) Economic Environment
2) Sociocultural environment
3) The technological environment
4) The Demographic environment

2. SWOT Analysis of the Cold Stone

3.Competitor Analysis (4P)
1) Baskin Robbins
2) Hageen Dazs
3) Natuur
4) Red Mango
5) Cledor
6) Ice Berry
7) Canmore

4. STP Analysis of the Cold Stone
1) Segmentation
2) Targeting
3) Positioning

5. Cold Stone's New 4P Marketing Strategy Suggestion

본문내용

1. Environmental Analysis of the Premium Ice cream Market

Economic Environment

 Expand of the Premium Ice cream Market, premium ice cream companies have continued expand sales channels. Premium ice cream entrenched position as favorite food for four seasons

 Purchasing Power - Floating population of the region located the stores

 Exchange rate
Recent U.S. financial crisis and economic recession with a surge in currency exchange rates or import and sell overseas brands, companies that operate internationally renowned chains are facing a crisis. As the exchange rate rose 40% or more, the royalties to the main office also rose more than 40%.

<중 략>

Ice cream from Cold Stone corresponds the current well-being trend. Therefore, it have to put emphasis on such points. There are flavors such as yogurt or sinless sans fat that reduce the content of fat and calories and increase the healthy ingredients such as lactic acid bacteria. And when toppings like wine, raspberry, and mandarin are mixed in the ice cream, customers can get way healthier products than other brands. Also, products are highly hygienic since they create ice creams in the store everyday and mix it right away. Mix-ins are also disposed immediately after passing the expiration date. Also, the second suggestion is to make a new size of the ice cream cup. According to the research that we had

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