Assignment:

Provide a comprehensive SWOT ANALYSIS for your company. Please include 5-7 items per SWOT letter. Remember that Strengths and Weaknesses are internal factors that impact the business while Opportunities and threats are external factors.

Once you complete your plan please come back and write provide feedback on a classmate's plan referencing specific areas to complement and concrete suggestions for improvement. Minimum 10 sentences.

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Sample Post:

Please also review the sample marketing plans provided here.

Baskin Robbins Part B

Strengths:

• Baskin Robbins is a widely recognized brand with a proven product both domestically and internationally
• Proven ability to create and launch new ice cream flavors
• Wide product range including ice cream cakes
• Presence in supermarkets
• Availability of a wide variety of sizes and flavors and packaging appealing to a multitude of tastes and usage settings

Weaknesses

• The brand has lost some market appeal; considered old fashioned
• No organic, vegan, or low sugar options
• Store locations need infrastructure upgrades
• Lower awareness among the younger generation of consumers
• No products that compete with health-conscious/vegan offerings
• No high-end/premium or artisanal offerings

Opportunities

• Given brand recognition, ability to grow more easily
• Opportunity to extend product line beyond ice cream and cakes
• Ability to develop partnerships provider of dessert to other fast-food/fast-casual restaurants
• Given brand recognition ability to reinvent brand with limited investment
• Global appeal of the brand; some overseas markets consider Baskin Robbins a high-end brand

Threats

• Dozens of new ice cream brands have entered the market creating a very fragmented novelty market
• There are many substitutes for ice cream (gelato, frozen yoghurt, shakes, cold icy drinks etc)
• Baskin Robbins has done little to keep up with consumer tastes and demand; it may now be too late to capture new market share
• Negative consumer perception of sugar and dairy
• Potential government regulations establishing standards for sugar usage in novelty products