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Baskin Robbins

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PART I: THE BUSINESS Mission Statement: The mission statement for Baskin Robbins is “We create 110% satisfaction by providing the finest product, service, and Variety for all people of all ages.” Description of Business/Business Model: Baskin Robbins is an Ice Cream specialty shop who offers a various selection of products such as customized cakes, beverages, and ice cream sundaes. Baskin Robbins has been in business since 1945 in which it was founded by Burton Baskin and Irvine Robbins. Baskin Robbins is committed to the quality of their products while maintaining a high level of customer service. In maintaining a high level of customer service they are able to create loyal customer, maximize profits for franchise owners, and create fun …show more content…

In a recent company survey, the majority of people said that they purchase ice cream from an ice cream parlor, rather than a grocery store. They also stated that on average they purchase ice cream about 3-5 times per month. According to the 2000 census the population there was 51,765. There was a total of 18,995 households and of those 14,112 were occupied by families. That comes out to approximately 75% of the households being occupied by families. That is a great ratio for the market we plan on targeting. Another plus in the Rio Rancho area is the business of Intel. They provide many jobs and just of recently planned to upgrade their manufacturing plant, which will create more jobs and bring more people into the target market. Consumer Profile: Our survey consisted of eighteen questions. Twelve of the questions were directed towards gaining information on what the consumer wants or likes in an ice cream business. Six of the questions were demographic questions and asked the consumer to provide a little information about them. Thirty surveys were completed and analyzed. The following is data we were able to gather. The first question we asked was the qualifying question. We asked the consumer if he/she ever goes out for ice cream. Out of the thirty surveys only two people said they do not go out for ice cream. This means that approximately 93% of the people we surveyed do go out for ice cream. For many ice cream

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