분야
hwp1. Environmental Analysis of the premium ice cream market
● Economic Environment
● Sociocultural environment
● The technological environment
● The Demographic environment
2. SWOT Analysis of the Cold Stone
3.Competitor Analysis (4P)
● Baskin Robbins
● Hageen Dazs
● Natuur
● Red Mango
● Cledor
● Ice Berry
● Canmore
4. STP Analysis of the Cold Stone
● Segmentation
● Targeting
● Positioning
5. Cold Stone's New 4P Marketing Strategy Suggestion
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%.
As a temporary measure for companies to withhold payment, and arrange plan and prolonged decline in the won, but it is concerned that there is no effect. CJ FOODVILL that operate Cold Stone each year pay royalties in the first half, so is watching exchange rate. However, if the steep decline in the won continued progress with respect to royalties, to release plans.
