Case Study Of Baskin-Bobbins

If I was the manager for Baskin-Robbins, the first step I would take to evaluate a request for a sugar-cane-flavored ice cream would be to research the market. Before conducting any surveys, I would first use existing data to determine roughly what percent of the population prefers the sugarcane flavor. If only five percent of the population enjoys sugarcane, conducting any further research would be a waste of time. This research can be performed by looking at the current purchase history of sugar-cane-flavored products. Next, I would research sugarcane itself.

I would research the history of sugarcane, understand where it came from and see if the current market or others nearby reject the product for cultural or religious reasons. If sugarcane did not conflict with any cultural or religious norm, then I would proceed with my research to see how much sugarcane costs, how well it stores/preserves, and where I could economically source it from. If sugarcane was very expensive to obtain, if it spoiled within two days, or if I could not source it from a nearby country, then the flavor may

In addition, a manager should investigate the exporter to determine if they are reliable. It’s important to know the potential exporter because if a company were to do business with them, they would want to know who they are negotiating with, this way a company can limit any negative “surprises”. Moreover, the manager of Baskin Robbins would want to determine if exchange rates or inflation costs are an issue.

After this, Baskin Robbins would want to research to see if any other company has already launched this idea. Once this is completed, the manager of Baskin Robbins is ready to test the product in a focus group. After the sugar-cane-flavor has passed in the focus group, the manager must choose a market to do consumer