1. Motivation of selection
In 1985, BR started its business in Korea and it has grown up into a representative at theice-cream market. Therefore the purpose of this research isto analyze how they keep their higher position inthe market andto find the marketing strategy for maintaining its competitiveness so that they can make sure their upper position.
2. Firm introduction
To see BR
to keep in mind that the “word of mouth” is a critical factor between these groups which can affect the purchase decision.
As analyzed previously inthe environmental scanning, women between 20 and 30 prefer high quality (designer brands), variety, and well-being products. According to an interview, Park Soo Yun (27) responded that the measuring rule in her selection for icecream i
1) enterprise name : Relay international
Company name : RED MANGO
Established date: 2003. 3. 1
2) Enterprise history
2002. 12 established Relay international
2003. 03 Opening first Redmango store in ewha w.uinv
2004. 09 Opening 100th Redmango Store
3) Enterprise’s feaures
Leader of wellbeing yogurt icecream
200 stores in domestic market and 110 stores in U.S
4) Philosophy of e
Ⅰ. 서 론
(1) 선정이유
● 아이스크림도 아이디어시대!
아이스크림도 아이디어 시대이다. 예전에는 막대기에 모두 동일한 모양새로 꽂혀있는 “하드“라면 만족했던 시대가 있었나 싶을 정도로 그 맛도, 모양도 다양해졌다.
얼마 전에 한국에 들어온 “콜드스톤”은 특유의 맛과 모양을 지녔을 뿐
1. Why We Chose Baskin-Robbins?
Trend
Demand for premium icecreamis growing by the day. Being “best practice” company, BRis being bench marked by other franchises inthe market
Purpose
Getting to know Baskin-Robbins franchising system, and finding potential loopholes inthem.
1. Franchise Flow
(1) Low risk of failure
(2) Relatively low budget investments
(3) Reasonable pri