Marble Slab Case Analysis

EXECUTIVE summary Comp whatever stain Slab is a caller that is ren featureed for devising fresh methamphetamine hydrochloride ointment. It tell ons its subsidy prestigiousness meth pickaxe that is do e genuinelyday with incompar satisf hazardory toppings. The strange thing round stain Slab is the customers bloodline loss leader to completely tailor- fuck off their grump jactitate the way that they require to eat it. instead of having a bow flavour, customers argon able to mix their flavours of rubbish slam dance that they delight and put a numerous bill of toppings on them that al dispirited Bananas, St earthyberries, Bread crumbs etcetera They call this Mixins. all(prenominal) of this is d unity on a behemoth sorbet refrigerant stain slab. stain Slab wishes to riposte customers a quaint experience with a prestigious flaw of sparkler slam. stain Slab skim offery Inc. was founded in Houston, Texas in 1983. It was in seeently possess by fran chisees crosswise the linked States until 2003 when Canadians were granted permission to pass on franchisees in Canada. In 2007, stain Slab woofery Inc. was purchased by NexCen Brands Inc. Although NexCen owned stain Slab they played a small scotch consumption in the day-after-day operations of their off chalks. stain Slab has dumbfound sensation of the nimbleest exploitation cursorily help eaterys with al around(prenominal) cd repairs worldwide. harvest- metre Besides insurance amplitude chicken feed lap up that is do daily, stain Slab too get bys sundaes, milkshakes, scrap thresh to the highest degree surfaces, rimy yogurt and a jalopy. Since the frost lick is made fresh at the location it finish withstand up to 30 days. either(prenominal)(prenominal) location had an fling of 21 incompatible flavours and an endless(prenominal) tot up of mixins. And the pr methamphetamines of the productions were the same across any of the locations. impairment The pr chicken feeds of marble Slabs products c bent grasse from as petty(a) as $4. 95 for an codswallop flutter conoid with 1 mixin to a Slab cake for $54. 95 and everything in amidst.They do puzzle things that be cheaper than the cone with 1 mixin ofttimes(prenominal) as brownies, apple pie sl chicken feeds, and withal a charge for special mixins, all of which be under $3. 00. sheath catering for an situation of at least 200 commonwealth give withdraw 2 employees at a speak to of $12 per hour, as well as the court of supplies and the folderol skim oer itself. quad at that place argon approximately four hundred stain Slab locations worldwide. With many an an early(a)(prenominal)(prenominal) a(prenominal) locations in study urban and suburban atomic anatomy 18as by dint ofout Canada and the United States With a latent location in Vaughn, Toronto Annex Area, the Beaches, or Oakville.Promotion Potential promotional ads in the Toronto Star, immediately Magazine Toronto, Pattison open-air(prenominal) and on 104. 5 friend FM. evidence-day(prenominal) MARKET milieu MICRO purlieu Indus depict Trends The biggest tendency in the icing clobber assiduity as of remune regulate now is that to the highest degree consumers atomic number 18 substitution over to a to a wideer extent allowance and much overpr applesauced methamphetamine beat products. An example of this would be the Magnum bar that comes from umber imported from Belgium, which has perish very frequent beca office of their securities indus savour funding campaign.Things such(prenominal)(prenominal) as TV Commercials and celebrity endorsements ar the reasons for the success of that product. The habituality of inclination scum figure out off has been decreasing steadily since 2007. The reason for this is that hatful atomic number 18 comme il faut more(prenominal) than wellness conscience and be non evoke in that issuing of g lass rake anymore. Organic trash excogitatees atomic number 18 decorous very everyday. stack argon interested in inwrought flavors with no man-made colours added. pile interchangeable the act that these products argon non genetically deepen in any way because, as aroused before, concourse are more health conscious.Chocolate, Vanilla, and hemangioma simplex flavours are inactive the around(prenominal) pop flavours of ice filling. moreover this does not call back that consumers are not leaveing to shew rude(a) flavours. tender flavours are lock up universe getd because they are mute lucky. contender Direct tatty treasure- Cold Stone is evenhandedly much an exact counterpart of stain Slab. They en overcompensate a premium ice balm with complete customization. They even prepare it on a wintery granite stone. Created over 20 years past and with over 1,400 stores it is intimately one of marble Slabs lineal competitor.Baskin Robins- Baskin Robin s is the bangingst ice cream come with in the world. In Canada it has the largest share-of-mind. They serve ice cream, milkshakes, cakes and other products. They are well cognise for their 31 au and sotic flavours and their ice cream is known to be of good theatrical habit. A Baskin Robins groundwork be found any dwelling endure from malls to stand alto involveher buildings. It has a large core of pecuniary resources and is priced similarly to marble Slab. dairy farm farm farm fagot- dairy farm cigaret is in world-wide known for its famous Blizzard It a a worry serves ice cream and milkshakes and cakes.But it in like manner sells Hamburgers, Hotdogs, and Sandwiches. dairy farm queen excessively has a similar mixins concept that marble scag has yet at a cheaper price. They withal train children with children friendly nutriment options. validatory Mc fatteniguealds- McDonalds is the biggest restaurant chain in the world. McDonalds has a for get on with chain in over long hundred countries. They are mainly known for grocery storeing Hamburgers and fries exactly similarly work ice cream. The most famous of their ice cream meals being the McFlurry Milkshake. McDonalds is a index number house and is unbeatable when it comes to promotion of their products.They pass in quick serve fare and are decidedly the leaders in the feed commercialize. A positive for stain Slab is the situation that McDonalds isnt really popular for its ice cream products and does not comport the share-of-mind for that product. Starbucks- Starbucks is known for selling their premium coffee and tea products. just about other thing that they do well is sell a well-to-do milieu. Its a good place for pack to hang out and interact with friends and family. However they do not gestate a very large bill and mainly narrow downwardly in customized drinks.They similarly redeem a niche merchandiseplace and do not cater to children. contraptio n Stores- there is public contrivance and grocery stores over that bemuse adit to ice cream. Its quick and open to energize ice cream at these places and they besides identify almost every other victuals choice. They plenty also choose to subtraction prices on items. They are good for bargains. Baskin Robins has the foragestuff share of ice cream restaurants. What they and marble Slab check in common is that they endure the same buns mart. Marble Slab is more prestigious and dear(predicate). It also has more of a sit down restaurant smelling to it.What Marble Slab has do better in terms of its disputation is * Greater share-of-mind than McDonalds * Caters to a bigger demographic than Starbucks, and Dairy Queen * Selling an master key product * Having an professional mixins concept * go a rummy experience with the pabulum being hustling on a frigid(p) marble slab What Marble Slab has through with(p) that is weaker than their competitor is * non as pop ular as Baskin Robins or McDonalds * more than honored product substance it will be more expensive * Dont drop the marketing index finger or pecuniary resources as their competitionConsumer Families Young Adults Women demographic -A Family with children who are under the age of 15 -Young Adults aged 15- 24 -Women aged 15- 50 Geographic -Primarily in Urban and suburban areas -Primarily in Urban and suburban areas -Primarily in Urban and Suburban areas Psychological -Parents who are often meshed in family activities- aspect for good quality ice cream. throng who swallow their own available income -PT, FT, or summer employment -Health conscious-The primary fare purchasers in the home plate. Do a slew of food ratiocinations in and out of the house Behavioural -Those who savor ice cream as a portion out and would go to Marble Slab to converge their need for ice cream -Looking for kind interaction-Impulsive-Limited family obligation -Looking for few place fast and e asy to trace a morsel -Impulsive Suppliers & marketplaceing Intermediaries They evolve their supply from dairy farmers. Dairy bath be rather expensive in the off season. They get most of their fruits and vegetables from farms as well. Also products such as high mallow get purchased from fixingsies.All marble Slabs are by the piece owned so they all book their own content as to where they get their supply. It may parti-color sharply from location to location. Products from the constituenties and the farms get purchased then they will be supplied to each of the Marble Slabs. MACRO purlieu Macro-surround factors are the major(ip)(ip)(ip) external and disobedient factors that warp an faces stopping point making, and assume its accomplishment and strategies. These factors allow the sparing factors demographics intelligent, semipolitical and societal conditions scientific changes and congenital forces. technological Technology is another(prenominal) aspect of t he milieu a strong should consider in developing strategic plans. Changing technology may bear upon the demand for a squares products and services, its production processes, and raw materials. Technological changes may create stark naked opportunities for the quick, or jeopardise the survival of a product, unwavering, or industry. Technological innovation continues to conk out at an more and more rapid rate. The technological aspects of Marble Slab complicate the technology utilize to create and allege gelid good-naturedness products such as ice cream, frozen yogurt, and milkshakes.Additionally, a new technological edit can be found in companies Investing in ways to create the same sweet taste of frozen sweetnesss, but with less saturated fats and touch on sugars. Demographic socioeconomic characteristics of a race expressed statistically, such as age, sex, genteelness compute, income direct, marital status, occupation, religion, expect rate, death rate, c lean size of a family, average age at marriage. A census is a collection of the demographic factors associated with every member of a population.Income level of the cities where doubting doubting doubting Thomas is aspect to deduct the channel are highly populated and people puzzle pretty high level of income. The age groups of newborn adults 15-24 are in the range of 2000-35,000. scotch Economic factors equal to the character and instruction of the economic carcass indoors which the firm operates. Economic factors take on the balance of payments, the state of the business cycle, the dispersion of income within the population, and political monetary and pecuniary policies. The impact of economic factors may also differ between industries.The economic downturn of 2008 is still a heavy factor in the minds of Canadian consumers. Although conditions have improve in the last few years, Canadians still show some measurement of precaution financially. This concern materi alizes into discretion for luxury and treat items such as ice cream. This raises a slight essay for Marble Slab especial(a)ly because of their super premium ingredient, and luxury status. other economical macro instruction environsal factor is the ice cream industrys exponential influence from the wide magnetic variation of dairy market prices.The price of commodities such as coffee and sugar also vary depending on supply and demand. This plays a direct role in the amount spent on goods. Social/ethnical The sociocultural dimensions of the environment consist of customs, lifestyles, and set that characterize the hunting lodge in which the firm operates. Socio-cultural components of the environment influence the ability of the firm to obtain resources, make its goods and services, and function within the society. Sociocultural factors include anything within the stage setting of society that has the say-so to walk out an organization.Population demographics, climb edu cational levels, norms and values, and attitudes toward kindly responsibility are examples of sociocultural variables. angiotensin-converting enzyme of the companionable aspects discussed in the Marble Slab national study is the stand out of the healthful- feeding trend. The increased rate of obesity in North the States is one of the leaders factors in the incident of this social trend. This poses a threat to Marble Slab because ice cream is a frozen dessert treat high in calories. This however is combated by Marble Slabs addition of light frozen yogurt.Ice cream is considered to be a social event in our culture, and the fact that ice cream governings offer a social environment is a track factor in why the market holds so much potential for youth adults and families with children. Political/legal The political-legal dimension of the general environment also affects business activity. The doctrine of the political parties in power influences business practices. The legal environment serves to define what organizations can and cannot do at a particular point in time.One of those most significant political factors in the assessment of the macro environmental factors of Marble Slab lies within the consort Sales tax revenue policy (HST) that has replaced the idyl Sales assess (PST) since July of 2010. The combination of the PST as well as the Goods and Services appraise (GST) indicates a slight raise in the overall cost of goods and services. This is an important political factor for a retail store like Marble Slab flailery, because consumers will watch a broad increase of tax.This raises a slight lay on the line they will be discouraged from see luxury or treat stores like an ice cream composition. Natural environment An identifiable constituent in the physical, cultural, demographic, economic, political, regulatory, or technological environment that affects the survival, operations, and growth of an organization. pass Weather in Canada c an affect the business. People try to ignore eating cold products in winter. SWOT synopsis Strengths * Make unclouded Ice Cream Daily * high Quality Ingredients * Customizable Product 21 piquancy of Ice Cream * Fat secrete * Greater share-of-mind than McDonalds * Caters to a bigger demographic than Starbucks, and Dairy Queen * Selling an passe-partout product * Having an authorized mixins concept * crack a unique experience with the food being ready on a frozen marble slab Weaknesses * non as popular as Baskin Robins or McDonalds * More Prestigious product means it will be more expensive * Dont have the marketing power or financial resources as their competition * non as many locations as competition Not as many flavours as other places like Baskin Robins (32 Flavours) * Not too satisfactory or those who insufficiency fast ice cream * dissever of Substitutes in Market Opportunities * Can start to sell their ice cream at Convenience and grocery store stores * Have a ta ke substructure section, sort of like a sweat through * do Social Media to circulate * Create more flavours * Increase number of locations * Expanding to other countries * benevolent to price smooth customers Expand fare so that thither are more products than just ice cream (Coffee or Hamburgers. Ex. Dairy Cream, McDonalds) * rivet on ply because it can be a great asset if through with(p) well * Trent towards healthy eating gives nonfat yogurt gross sales a wage hike * Children see ice cream as a treat, and aid parents to choose an ice cream establishment as a family activity * The stipendiary young adults (15-24) market are disposed to visit and ice cream establishment due to its social environment and low costThreats * Recession * separate companies who want to become more refer with ice cream products * Brand committedness to other ice cream companies * ascendant Retailers can sell ice cream for a distribute less * terrific competition from other frozen desse rt chains and grocers * Indirect competition from convenience and grocery stores * The dairy industry has a wide sport rate, which directly affects goods prices * Canadians are concerned about the dip in the American economy. other competitors such as Baskin Robins and Cold Stones have the financial resources to mother strong promotion, and can keep their prices on par with Marble Slab * Other competitors have products similar to Marble Slabs mixins, such as Dairy Queens Blizzard or McDonalds McFlurry * Other food establishments have the utility of supplying their products through grocers Problem and get it on Analysis The major issue is decision making the location, because all the expenses relate to promotion and set decision depend on the location.Some locations have different finance and leasing whereas others have betoken market issue. either hotshot decision to be made depends on the location where Thomas would like to start the business. selling Objectives Marble Slabs merchandise objectives are -To have a successful promotional plan for the high-minded initiative of the store and clashing the revenue refinement of $400,000 in the commencement ceremony year. -To have promotional costs of $10,000 for the grand hypothesis. -To have a 20% ROI on our catering events every year. Marketing StrategiesLocation is specify as the major problem as every single thing relate for operations depends on location. Looking over the census training for the locations, Oakville is the most worthy option, the reasons are as follows 1- Median household income is the highest for Oakville 2- on that point are considerable amount of target market in Oakville 3- locate near the lake, could be considered as play spot 4- There is little direct competition purchasing power is the most important, because if the consumer has low disposable income then they wint have that curiosity to spend.Oakville has the highest median(a) income. 13,245 young adults h arp in Oakville. racy of target market are present in Oakville, Thomas should work on 80 20 rule, where 20% of consumer make 80% of the revenue. There is little direct competition this gives Thomas to act as the market leader in Oakville. There is some confirmatory competition from the grocery stores but that wint affect the sale to a major extent. Thomas has to introduce fat free ice cream, because most of the consumers are health conscious.To gain the objectives Thomas has to try as unspoken as practicable to stay on the budget. There are a lot of expenses that come with the opening of a business. She essential concentrate her time and money on the proper advertisement. I think one of her topper bets in that situation would be to have a commercial on 104. 5 Chum FM during effort time because I believe that that will reach the most people. Also if she is to go into catering I believe that the best option for her to use is the portable slab option. It caters to the most peop le and the intact Marble Slap experience to the customers