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Baskin Robbins Marketing Plan Outline Paper

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Baskin Robbins Marketing Plan Final Outline Paper
Lou Ann San Nicolas
MKT 421 Marketing

1. Baskin Robbins Organizational Overview

Baskin Robbins is a franchise based business operating in 35 countries for the last 65 years. The ice cream shops have more than 1,000 flavors since 1945. Baskin Robbins has more than 150 million consumers worldwide with 2,800 locations nationally and 5,800 stores globally. What began as a small business opportunity has grown into a solid business model for existing and future franchise business owners. Despite, by these two ice cream enthusiasts, whose passion leads to the creation of more than 1,000 ice creams flavors, and with a variety of delicious treats, such as nutty berry banana (Baskin & Robbins, 2011). The Baskin and Robbins business home office is situated in the area of Canton, Massachusetts.
a. Organization

Baskin Robbins Ice Cream Industry

b. Mission Statement

The philosophy and mission statement is eloquently put by a quote from co-founder Irv Robbins, “we sell fun, not just ice cream” (Robbins, 2011, p. 1). It is this statement that allowed Burt Baskins and Irv Robbins the opportunity to grow the business from one store to many.
c. Geographic Locations

The company had become an ice cream mega-empire, consisting of 5,800 stores in different geographical locations throughout the international. Exhibit 1.1 below shows the international geographic locations of Baskin Robbins industry (Baskin & Robbins, 2011).
The expansion of Baskin Robbins in the 1970s the chain further went global in as much as operating stores throughout the hemispheres.
Exhibit 1.1 the international geographic locations of Baskin Robbins industry.

Baskin Robbins International Locations
Australia Cayman Singapore
Aruba Greece Panama
Canada Guatemala Portugal
Columbia Honduras Puerto Rico
China

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