Baskin Robbins Swot Analysis

798 Words Aug 31st, 2012 4 Pages
Baskin-Robbins is a global chain of ice cream parlors founded by Burt Baskin and Irvine Robbins in 1953, from the merging of their respective ice cream parlors, in Glendale, California. It claims to be the world 's largest ice cream franchise, with more than 5,800 locations, 2,800 of which are located in the United States. Baskin-Robbins sells ice cream in over 30 countries, including Nepal, Canada, Japan, Mexico, the Dominican Republic, Colombia, Bahrain, the United Kingdom, Russia, Egypt, Saudi Arabia, United Arab Emirates, Australia, the Philippines, Thailand, Indonesia, Malaysia, China, Bangladesh, South Korea, India, Sri Lanka, Ecuador, Pakistan, Panama, and the Republic of China (Taiwan). The company is headquartered in Canton, …show more content…
The company in combination have more than one thousand flavors and even have low calorie and no fat ice creams. Providing the customer a large variety to choose from and offering quality ice cream at affordable prices is the key success factor of the company.

Strength of the company is the ever-growing network and branches of the company which is growing at a much faster rate than its competitors like Haagen-Dazs.

The services of Baskin-Robbins are differentiated according to different ages as well. For example for children they have a birthday club which is very popular.

The brand value of the company, awareness and easy availability has proved to be great strength for the company.
Weaknesses

Different branches of Burton Baskin do not offer all the products or similar products. For example at some branches, they do not offer cakes while at some branches thousand ice cream flavors are not available.

The company is said to have a poor marketing strategy. They use in house promotional operations like discounts on the birthdays of its customers and clients and a few in shop promotional offers. Also they do not have any media partners to promote or market their ice cream.
Opportunities

The increasing demand for fast food and ice creams among the young people is an opportunity for the company. Also the people like eating outside more these days. The expanding demand of such foods and more ice cream

More about Baskin Robbins Swot Analysis

Open Document