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Marketing Plan Paper Phase I Cold Stone Creamery A New Flavor

1525 words - 6 pages

Marketing is the key to a successful business and in today's economy every organization should have a marketing plan in place. The organization discussed in the following paper is Cold Stone Creamery, the paper will entail a brief overview of the organization, and a description of a new product that Cold Stone Creamery will introduce. Since marketing is so important there is an explanation of how marketing is important to the success of Cold Stone Creamery and an analysis of the strengths, weaknesses, opportunities, threats, and trends of the new product and what approach is used to develop the strategies and tactics for this new product.Cold Stone Creamery was created in 1988 by Donald and Susan Sutherland in Tempe, Arizona. They have expanded now to 1,400 stores within the United States, Guam, Puerto Rico, Japan, China, South Korea, Taiwan, Indonesia, Mexico, Bahrain, Denmark, and Qatar. Their foundation is to make fresh ice-cream every day and make every ice-cream a "creation". The Sutherland's stated, "This heritage is based on tradition of continuously redefining plain old regular ice cream into something truly extraordinary". The ice-cream is mixed on a frozen granite board with candy, nuts, fruits, and cookies. Cold Stone Creamery also provides a great selection of ice-cream cakes and drinks. There is a fabulous enthusiasm which emanates from the employees at Cold Stone Creamery. Their mission statement is, "Cold Stone fosters a work environment through collaboration and partnerships that increase employee engagement, strengthen our business relationships, encourage innovation, influence multicultural markets and make Cold Stone the Ultimate Ice Cream Experience® for everybody!"Every time in the store when someone adds a tip to the tip jar at any store, they employees will sing for the customers. The employees or crew members as they are referred are auditioned for the openings, not interviewed. The standards are very high for crew members and "world class training" is given.Cold Stone Creamery has been issuing franchises since 1995. The different locations aresold as franchises, which helps the community by employing local people who connect with the community. "In 2006, Cold Stone was ranked #11 in Entrepreneur Magazine's Fastest Growing Franchises." Cold Stone Creamery lists their Core Values as, "Do the Right Thing, Be the Best…Be #1, Bring out the Best in our People, Profit by Making People Happy, and Win as a Team." The company is focused on diversity and including everyone in the ice-cream experience.Cold Stone Ice creams are creations that are made of smooth and creamy ice cream that then combines super premium ice cream with a variety of fruits, nuts, chocolate and other goodies. Each creation in customized for each customer, creating a mouthwatering dessert that they love. Cold Stone comes in different portions if you Like It is a 5oz., if you Love It it's 8oz. and if you Gotta Have It it's 12oz. It also can be ordered...

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