Pest Factor Analysis (Environmental)

"Shorter Summers Slow Ice Cream Sales Growth"

http://www.business-standard.com/article/companies/shorter-summers-slows-ice-cream-sales-growth-113102800647_1.html

Ice Cream has been seen to lower sales growth during the summer months due to bad summers. Studies shown in this article states that the shorter the summer; the lesser the sales of ice cream. This plays a huge impact on Cold Stones as it will provide them with threats. One of the threats would be the loss of consumers. Since the summer months have shorten, Cold Stones might encounter the loss of customers who are craving or desiring this cold treat, hence a slow growth in sales which will allow their profit/revenue to decline. This not only will affect their market share in the economy but might also require Cold Stones to redeem themselves, and will need to spend more money to further advertise and market to the general public, persuading them to purchase their products.