[경영전략] 베스킨라빈스(배스킨라빈스) 마케팅전략(영문)

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레포트 > 경제경영계열
2008.10.16
8페이지 / hwp
1,200원
36원 (구매자료 3% 적립)

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[경영전략] 베스킨라빈스(배스킨라빈스) 마케팅전략(영문)에 대한 자료입니다.

1. Motivation of selection
2. Firm introduction
3. Environment analysis
4. Competitive environmental analysis
5. Consumer analyses (in customer behavior)
6. Marketing Mix (4P)
7. SWOT
8. Suggestion

본문내용

1. Motivation of selection

In 1985, BR started its business in Korea and it has grown up into a representative at the ice-cream market. Therefore the purpose of this research is to analyze how they keep their higher position in the market and to find the marketing strategy for maintaining its competitiveness so that they can make sure their upper position.

2. Firm introduction

To see BR Company, its home base is the Unite States and it is established by Ernie Robbins & Borton Baskin. They named the company as the mixture of their last names and added the number 31 which means they will make you taste the different flavors of ice-cream everyday all the month.

They took the franchise system and made point that “We don’t sell just ice-cream but enjoyment”. The goal of BR Company is to offer the variable flavor of ice-cream. The sales for a year are approximately 70 million dollars. (70 billion won) Especially Korea has around 490 franchises over all the regions.

3. Environment analysis

It is divided as internal, customer and external environment analysis largely. Again, external environmental analysis is divided as macro-environmental analysis and competitive environmental analysis. Intense competition in the first-class ice-cream that is sold at the store for own products is getting busy and customers have influenced on it increasingly. So, we need four parts to analyze the macro-environmental analysis based on how ice-cream industry developed.

First, to see a social environment, it has become easy to purchase an ice-cream because of increasing economical status caused by participation of women in public affairs. Also, change of an eating habit and purchasing of young people power are parts of the environment.

Second, economically, consumers tend to choose premium ice-cream which has high quality and good according to increasing of their income. And, the domestic ice-cream market has been expanded because an influx of foreign brands after permitting free trade.

Third, to see a cultural environment, Now the seasons sales are similar because of an air-conditioner and a hitter are pervasive. Furthermore, because of the rise in using

#the #of #and #cream #icecream #to #is #ice #in #BR

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