Marketing Plan

Marketing Plan

"Create Your Own Happiness"

Contents

Executive Summary 2

1. Situation Analysis 3

1.2. Macro-environment 3

1.2. Market Situation 4

2. Company Analysis 5

2.1. Strengths 5

2.2. Weaknesses 6

2.3. Opportunities 6

2.4. Threats 6

3. Issue Analysis 6

3.1. Critical Success Factors 6

3.2. Alternatives 6

3.3. Evaluation of the Alternatives 6

3.4. Recommendations 6

Dr. Franck Vigneron

Dept. of Marketing

College of Business and Economics

California State University Northridge

Fall 2002

N.B.. This Section is not part of the Situation Analysis but is included to provide an overview of the MKG Plan.

Executive Summary

Cold Stone Creamery is the fastest growing franchiser of ice cream and frozen novelty retailers. Unlike a typical ice cream store, Cold Stone provides a unique "ice cream experience" by providing our customers with almost limitless choices to create their very own flavors or choose from many of our best-selling favorites. Cold Stone's is the answer to an increasing trend of individuality and customization.

Our potential target markets include:

❖ Students from the nearby college campus.

❖ Business people from the surrounding industrial, professional and retailing centers.

❖ Upper middle class families living in close proximity.

By implementing our marketing plan Cold Stone Creamery will build brand awareness and reach the following objectives over the next three years:

❖ Increase sales to $400,000.00 annually.

❖ Increase our return on investment to 40%.

❖ Increase our profit margin to 20%.

We will position ourselves as the leader in the super-premium ice cream market by providing superior quality, variety and...