POLITICAL

“Penny Thomas an MBA graduate acquired the ownership rights to Marble Slab Creamery franchise located in Ontario, Canada” (Zatsman & Grasby, 2009, p. 1). “NexCen Brands Inc. owned the Marble Slab but played small role in the daily operations of their locations” (p. 2). In an ice cream industry, any changes in regulatory for foods such as diary could force changes in this type of business. But since “assistance is given in terms of financing, real estate and marketing, and because the store is backed up by a large well-established company” (p. 2), her franchise have the ability and privilege of financial risk of any financial disaster being reduced and the consequences of being not as much severe. This acts as a safety net for Thomas’ store, which is helpful and the store can feel more secure.

ECONOMICAL

When global economic strike, for instance in U.S, it affects the economic outlook and result to people spending less. A recession in United States “raises fear on how the Canadian economy will be affected later with the decline in Canadian exports and commodity prices (Zatsman & Grasby, 2009, p. 3)”, and this could possibly hit the country’s economy. This instability increases concerns for the business, might hurt in the future because if recession does hit, less consumers will be able to afford the “high quality, super-premium” (p. 1) of Marble Slab so sales will decline. Also the business deals with “dairy products, commodity products such as cocoa and sugar, in which always fluctuate in price depending on supply and demand of the market” (p. 2). This might harm or benefit the business for prices might fall to less than expected, increasing business’ profit or might increase to more than expected, decreasing the profit. But when Canadian economy continue to grow, it can result to higher domestic growth and consumers tend to spend more. This benefits Marble Slab profits, and could retain and establish more customer base by developing new products, more promotions for brand awareness and further opportunities from the company.

SOCIAL

Marble Slab products appeal to all ages with a wide range of products that also targets different kind of consumers. They offer ice creams with different flavors for all ages. There is also a “growing health trend” that pushes people to look for healthier ways and Marble Slab can serve their customer in this way by their “fat-free frozen yogurt” (Zatsman & Grasby, 2009, p. 2).
Thomas’ business are most popular during summer season but is expected to decline on winter months due to Canada’s long winters. “Less people get a craving for ice cream and frozen desserts in poor, cold weather conditions and winter” (p. 2) than in the summer months.

TECHNOLOGICAL

While technology is constantly changing, this little affects the business. But this might also help some areas of the company. The business can take advantage of this to enhance its marketing. Social media platforms can be used to broaden promotional aspects and this will reach a greater number of potential customers. Marble Slab Creamery offers online menus and information and also allows customers the ability to order online, offering customizable selection of cakes and cupcakes (https://www.marbleslab.ca/products/order-online). The business also offers e-mail subscription for updates on their products, coupons, promotions and contests conducted (https://www.marbleslab.ca/marble-mail).