[마케팅원론 (영어, 영문)] COLDSTONE (콜드스톤) 환경 분석 , SWOT 분석, 4P, STP 분석, 4P 마케팅 전략 제안

소개글

[마케팅원론 (영어, 영문)] COLDSTONE (콜드스톤) 환경 분석 , SWOT 분석, 4P, STP 분석, 4P 마케팅 전략 제안에 대한 보고서 자료입니다.

목차

1. Environmental Analysis of the premium ice cream market
● Economic Environment
● Sociocultural environment
● The technological environment
● The Demographic environment

2. SWOT Analysis of the Cold Stone

3.Competitor Analysis (4P)
● Baskin Robbins
● Hageen Dazs
● Natuur
● Red Mango
● Cledor
● Ice Berry
● Canmore

4. STP Analysis of the Cold Stone
● Segmentation
● Targeting
● Positioning

5. Cold Stone\'s New 4P Marketing Strategy Suggestion

본문내용

nic since they create ice creams in the store everyday and mix it right away. Mix-ins are also disposed immediately after passing the expiration date. Also, the second suggestion is to make a new size of the ice cream cup. According to the research that we had, there was a large number of couple who visited the store. Therefore, it would be good if there’s a new size of ice cream cup called ‘love it together.’ It has two different ice creams in heart shaped bowl and the size would be bigger than ‘Gotta have it’ and smaller than two ‘love it.’
Place
Firstly, Cold Stone have to enlarge its stores. It has to be themed clean red and black stores to offer more comfortable environment. Now, customers feel difficulty due to its narrow and crowded stores. Therefore, it has to be bigger and the interior should be like cafe to make customers feel comfy staying at the store. Secondly, is has to change its height of the structure. Since Cold Stone Creamery is from the United States, the interior design also follows the American style. Average height of Koreans is shorter than Americans, and therefore many women feel difficulty watching the ice cream mixing process. As we set our main target as women in their 20s, the interior should be redesigned considering the height of women and make them able to watch the mixing process. Moreover, the current menu is made of paper and easily gets wrinkled. Therefore, they should start using technological devices such as LCD screens. And lastly, the most important factor is to upgrade its accessibility. CJ Foodville’s plan is to expand its stores up to 150 in Korea. They should analyze the population of each region and make plan accordingly.
Price
Cold Stone’s price is relatively higher than other premium ice cream brands. This is one of the biggest problems they face since customers think it’s more expensive but not really special considering its price. Therefore, they should add more values in their product and make distinct benefits that make Cold Stone different from other brands. That is the way to satisfy the customers and feel it’s worth the price.
Promotion
Firstly, the menu board should be displaced to intrigue the customers. The current one is hung on the high place on the wall, so people feel difficulty reading the small letters. Therefore, it would be very good if they start using automatic vending machine that look like ones using in movie theaters. Secondly, it should add E-creation function on its web-site. Customers can add toppings and create the ice creams online. They can check how the ice cream looks like and flavor taste like. And then Cold Stone have to promote to have the special days for couples. When couples visit Cold Stone store on special days such as birthday or anniversary they can get a size up coupon. The final suggestion is to offer a delivering service for the customers who make purchase over 20,000 won. Such catering service would encourage customers to make bigger purchases at once.

키워드

마케팅원론,   프리미엄아이스크림,   콜드스톤,   환경 분석,   SWOT 분석,   프리미엄 아이스크림 시장,   STP 분석,   영어,   영문,   COLDSTONE