Marble

Critical Issues

1) Location: Thomas has to choose the right location so that it would maximize sustainable revenue stream in the long run. 2) How should Thomas market her store with $10,000 promotion budget to attract maximum attention from the community? 3) How should new store offering catering option so that it can generate additional revenue and be competitive over other MSC stores that also have catering option?

Analysis

Marble Slab Creamery is a strong healthy business that has more strength over weaknesses and more opportunities that could cover threats (Exhibit 1-SWOT Analysis). By selecting the optimum location, MSC could avoid direct competition which is strongly impact the company. Location decision would directly impact the retail store in many aspects, such as customer’s profile, demographic, and revenue stream. MSC products appeals to all ages with a wide range of product lines that target different segments: ice cream and other cold drinks for all ages with different flavors, fat-free frozen yogurt for people with more health concern. Therefore, MSC already has a strong customer base. Since Thomas has to pay 2% of gross sales to national advertising fund that advertise MSC brand awareness, Thomas should focus on promoting her new store awareness and create purchase intent to her store. With limited promotion budget $10,000, the store should have target market, product mix and promotion tools for her new store grand opening. Since catering is the only option that Thomas can have control over prices, catering option gives the flexibility to increase revenue, store’s traffic during winter (slow walk-in) and also the store’s awareness. However, Thomas’s store has to stay competitive since she would not be the only one who offers catering option in MSC chain.

Criteria

1.Location has to be in area with substantial population that can afford the product, and has limited or none powerful competitors 2.Target market has to be substantial,...