Contents Product Statement 4 Analysis of the External Environment 5 Industry Trends 5 Competitive Trends 7 Brand Competitors 7 Product Competitors 7 Generic Competitors 10 Total Budget Competitors 10 Political Trends, Legal Trends and Regulatory Trends 11 Franchising 11 Food and Drug Administration 11 Technological Trends 13 Economic Trends 14 Cultural Trends 17 Analysis of the Customer Environment 19 Who 19 How many 20 What 21 Why and How 23 When 24 Why Non Customers 25 Where 26 Analysis of the Internal Environment 27 Marketing strategies 27 Target Market 27 Image 27 Marketing Programs 28 Advertising 28 Product and Service Offering 29 Distribution and Channel Programs 30
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Since they were ice cream lovers themselves, their mission was to give customers the “to make people happy and give them the ultimate ice cream experience”. There are more than 1,450 Cold Stone creamery franchises located throughout the United States and in countries all over the world. Currently, there are 15 locations throughout Hillsborough County. The company is based in Scottsdale, AZ and is owned and operated by Kahala Franchising, L.L.C.
Industry experts have referred to Cold Stone ice cream as “super premium” because it is made fresh every day in each store. All ice cream orders are called “creations,” because the ice cream artists use a frozen granite stone to mix anything and everything into any ice cream flavor. There are over 11 million possible creations and after years of practice, some of the favorites have been named “Cold Stone Signature Creations”. For ice cream lovers who want to indulge in flavors and not the calories, Cold Stone has several options they call, “Healthy Indulgences”. These health conscious customers can choose from non-fat no sugar added ice cream, Sorbet flavors and non-dairy smoothies.
The ice cream creations are offered in three sizes: 5 oz, 8 oz, and 12 oz. The sizes are creatively named “Like It”, “Love It”, and “Gotta Have It” respectively. There is also a 3 oz kids’ size available for young Cold Stone lovers. Customers that really “Gotta