Baskin Robbins

STRATEGIC MANAGEMENT

Firm Strategy Analysis Project

Analysis of the environment:    

The company’s rich history began in 1945 and was founded in California by two brother-in-laws who had a passion for great tasting ice cream and the conviction of providing customers with a assortment of flavors. Burt Baskins and Irvine Robbins envisioned a new approach to delivering ice cream – allowing people to sample flavors without cost and providing a creative ambience, driven by constant innovation. Over the past 65 years, Baskin Robbins (BR) strategically positioned itself as a key competitor in the ice cream parlor industry with their creative 31 flavors marketing slogan, and claim to be the “world’s largest ice-cream franchise.”

Analysis of the industry  

“Ice cream ranks as America’s favorite indulgence, and ice cream store operators utilize an array of equipment to serve customers frozen dessert treats.” Characterized by diversity, freshness, high-quality ingredients, and a creative ambiance, the concept of premium ice cream served in unique parlors is a rapidly growing segment in the fast-food restaurant industry. Because of the never-ending popularity of ice-cream, despite emerging diet fads and health crazes, the ice cream parlor segment of the restaurant industry is a very attractive one, as there will always be a consumer demand for ice-cream treats as well as returning brand loyal customers.

Analysis of the firm  

Position In The Industry

In order to accommodate the changes in the ice cream parlor industry, face competition and maintain a sustainable competitive advantage, BR dramatically changed the interior décor of both their new and existing parlors to a new contemporary image, to make the parlors’ ambience more customers appealing. They also engaged in new partnerships in order to gain brand recognition and market share.

Substitutes

Indulgences that substitute for ice cream are products...