Submitted by: Submitted by huaruofei
Views: 779
Words: 10846
Pages: 44
Category: Business and Industry
Date Submitted: 01/02/2011 12:45 AM
Table of Contents
Introduction 3
Description of Idea 4
Store Layout 4
Vision 5
Mission 5
Organizational Planning 5
Industry Overview 5
Growth Forecast 6
Competition 6
Pricing Strategy 7
Promotional Strategy 7
Environmental Forces 8
Competition 8
Social/Demographics 9
Economy 9
Technology 10
Legal/Regulatory 10
Proposed Marketing Mix 11
Pricing Strategy 11
Customer Service 12
Employee Scheduling 15
Integrated Marketing Communication 15
Viability of the Idea to the Market 18
Target Markets 18
University of Denver Students 18
Metro Renters 18
Value 22
Viability of Idea to the Organization 22
SWOT 22
Strengths 22
Weaknesses. 23
Opportunities 23
Threats 24
Goals 24
Demand Analysis 25
Start Up Costs and Break Even Analysis 26
Conclusion 27
Appendix A: Secondary Sources 28
Appendix B: Layout 31
Appendix C: Direct Competition 32
Appendix D: Indirect Competition 33
Appendix E: Positioning Maps 34
Appendix F: Price List of Products 35
Appendix G: Survey Analysis and Raw Data 36
Surveys 48
Appendix H: Employee Schedule 49
Appendix I: Logo 50
Appendix J: Flyer 51
Appendix K: Posters 52
Appendix L: Yellow Page Ad 56
Appendix M: Punch Card 57
Appendix N: Coupon 58
Appendix O: Price List of Advertising 59
Appendix P: Demand Analysis 60
Appendix Q: Start Up Costs 62
Appendix R: Break Even 63
Break Even Calculations 63
Break Even Chart 64
Fixed Costs 65
Variable Costs 66
Appendix S: Income Statement 67
Introduction
Ice cream is a one of America’s favorite deserts, and for decades it has been the center of many fond memories. Children learn to love ice cream at a young age and the desire for ice cream stays with them even as adults. Of course, it is also the experiences that accompany ice cream that leaves a lasting impression on people. It is these memories that have prompted extensive...