"The Science behind Ice Cream's Magic"
http://www.unilever.co.uk/innovation/researchanddevelopment/thesciencebehindicecreamsmagic.aspx
Unilever, has improved their ice cream quality and creaminess by developing new technology. The innovative technology allows the ice cream to retain its small air bubbles and the other microstructure to be maintain as a freshly produce ice cream. This poses a threat to Cold Stones Creamery as they do not have this high technology that retains the freshness of the ice cream, hence putting them to a disadvantage over their competitors. The technology created by Unilever also allows consumers to have low fat ice cream with full fat quality; posing another threat. Since Cold Stones Creamery is a traditional ice cream company that provides customers various choices of normal ice cream, they are immediately put to a disadvantage over Unilever for health-concious customers. Not only that, but the ice cream Unilever is creating is not only healthier, but better in quality, which is two factors most customers emphasize on. Therefore, Cold Stones must redeem themselves by investing in new technology or market their products in a way that might hinder the health implications behind their products.
Thursday, March 6
Pest Factor Analysis (Ethical)
"Ben & Jerry's may make warm ice cream to reduce emissions"
http://www.environmentalleader.com/2009/08/26/fighting-climate-change-with-warm-ice-cream/
Unilever, the maker of Ben & Jerry's ice cream, is exploring ways to create ice cream that is made, shipped and sold warm, having the consumer at the final step to freeze the product. Since keeping ice cream cold throughout the supply chain impacts energy and emissions worldwide, it is an ethical approach to consider the environment as well as satisfying consumer experience. This idea of Ben & Jerry's is an ethical consideration that plays at a disadvantage to Cold Stones, since they have not yet considered an ethical approach to their making of ice cream. This poses a threat to Cold Stones as customers may prefer and purchase Ben & Jerry's as a competitor brand rather than Cold Stones due to the support Ben & Jerry's has to the environment. Cold Stones may also have an unfavourable brand image compared to Ben & Jerry's as they lack corporate social responsibility. Though this may put Cold Stones at a reputation disadvantage, it might also play a role in waking them up to develop a strategy to catch onto Ben & Jerrys' idea of reducing energy and emissions when freezing ice cream throughout supply chain.
http://www.environmentalleader.com/2009/08/26/fighting-climate-change-with-warm-ice-cream/
Unilever, the maker of Ben & Jerry's ice cream, is exploring ways to create ice cream that is made, shipped and sold warm, having the consumer at the final step to freeze the product. Since keeping ice cream cold throughout the supply chain impacts energy and emissions worldwide, it is an ethical approach to consider the environment as well as satisfying consumer experience. This idea of Ben & Jerry's is an ethical consideration that plays at a disadvantage to Cold Stones, since they have not yet considered an ethical approach to their making of ice cream. This poses a threat to Cold Stones as customers may prefer and purchase Ben & Jerry's as a competitor brand rather than Cold Stones due to the support Ben & Jerry's has to the environment. Cold Stones may also have an unfavourable brand image compared to Ben & Jerry's as they lack corporate social responsibility. Though this may put Cold Stones at a reputation disadvantage, it might also play a role in waking them up to develop a strategy to catch onto Ben & Jerrys' idea of reducing energy and emissions when freezing ice cream throughout supply chain.
Pest Factor Analysis (Economic)
"Global economic factors driving up ice cream prices"
http://www.boston.com/business/articles/2011/06/19/global_economic_factors_driving_up_ice_cream_prices/
Fast growing rises in ice cream prices are definitely connected to the world economy, however is it connected to the customer paying the price? The process of how an ice cream scoop develops from raw materials to a finished product is simply a combination of milk, butter and sugar, though the cost of an ice cream is not as simple as that. Other commodities and ingredients used within the making of ice cream have had their prices soared due to the rising demand, weather and other issues. Therefore, this increase in pricing of ice cream brings opportunities for Cold Stones Creamery. Not only do Cold Stones have the advantage of high demand in ice cream, but this might also lead them to cover and gain a great percentage of market share. The economic surroundings of selling ice cream has been positive recently, hence Cold Stones can take that forces and pushing food prices to market to consumers and satisfy their needs and wants. At this point, many other ice cream companies are also benefitting from the high demand, which might pose threats to Cold Stones; such as competition. However, this can be turned around if Cold Stones can differentiate itself from its competitors by offering a unique selling point that might bolster sales and grasp customers.
http://www.boston.com/business/articles/2011/06/19/global_economic_factors_driving_up_ice_cream_prices/
Fast growing rises in ice cream prices are definitely connected to the world economy, however is it connected to the customer paying the price? The process of how an ice cream scoop develops from raw materials to a finished product is simply a combination of milk, butter and sugar, though the cost of an ice cream is not as simple as that. Other commodities and ingredients used within the making of ice cream have had their prices soared due to the rising demand, weather and other issues. Therefore, this increase in pricing of ice cream brings opportunities for Cold Stones Creamery. Not only do Cold Stones have the advantage of high demand in ice cream, but this might also lead them to cover and gain a great percentage of market share. The economic surroundings of selling ice cream has been positive recently, hence Cold Stones can take that forces and pushing food prices to market to consumers and satisfy their needs and wants. At this point, many other ice cream companies are also benefitting from the high demand, which might pose threats to Cold Stones; such as competition. However, this can be turned around if Cold Stones can differentiate itself from its competitors by offering a unique selling point that might bolster sales and grasp customers.
Pest Factor (Political)
"First Lady Proposes to Ban Fast foods to ban junk food marketing schools"
http://www.nbcnews.com/health/kids-health/first-lady-proposes-ban-junk-food-marketing-schools-n38201
Michelle Obama has recently spoken out ban companies who are marketing fast foods to students in public schools, including sugary drinks and unhealthy snacks, one of which being ice cream. She has proposed the program of "Let's Move" which obstruct childhood obesity. The restriction and new policy of companies not being able to market and sell to students their unhealthy food products poses a threat to Cold Stones. Since students are not able to buy and consume products of Cold Stones during school, which is most of the day, Cold Stones might lose sales and profit from this, essentially potentially declining gradually in market share.
http://www.nbcnews.com/health/kids-health/first-lady-proposes-ban-junk-food-marketing-schools-n38201
Michelle Obama has recently spoken out ban companies who are marketing fast foods to students in public schools, including sugary drinks and unhealthy snacks, one of which being ice cream. She has proposed the program of "Let's Move" which obstruct childhood obesity. The restriction and new policy of companies not being able to market and sell to students their unhealthy food products poses a threat to Cold Stones. Since students are not able to buy and consume products of Cold Stones during school, which is most of the day, Cold Stones might lose sales and profit from this, essentially potentially declining gradually in market share.
Pest Factor Analysis (Political)
"Americans Split Over Government Role on Obesity"
http://www.usatoday.com/story/news/nation/2013/01/04/poll-government-role-fat/1808975/
Studies from a poll demonstrates the high amount of Americans who believe the nation's fat epidemic is caused by the great amount of unhealthy fast foods presented in the country. They believe that the government should hold back and not implicate additional "fat taxes" into fast foods. This perception by American citizens poses a threat to Cold Stones Creamery, as the FDA (Food and Drug Administration) potentially could begin implicating restrictions and developing new policies on ice cream and other unhealthy foods to restrict Americans from obesity. Not only will the possible polices cause a decrease in Cold Stones' sales, but a decline in market share.
http://www.usatoday.com/story/news/nation/2013/01/04/poll-government-role-fat/1808975/
Studies from a poll demonstrates the high amount of Americans who believe the nation's fat epidemic is caused by the great amount of unhealthy fast foods presented in the country. They believe that the government should hold back and not implicate additional "fat taxes" into fast foods. This perception by American citizens poses a threat to Cold Stones Creamery, as the FDA (Food and Drug Administration) potentially could begin implicating restrictions and developing new policies on ice cream and other unhealthy foods to restrict Americans from obesity. Not only will the possible polices cause a decrease in Cold Stones' sales, but a decline in market share.
Pest Factor Analysis (Technological)
"Ice Cream Sandwiches Take NYC by storm"
http://www.myfoxny.com/story/22798817/ice-cream-sandwiches-take-nyc-by-storm
While Cold Stones is developing new flavours and plans for their ice cream, companies in New York have already forgotten the traditional ice cream cone, but instead have upgraded to ice cream sandwiches. The 55 types of sandwiches available include "the class", chocolate chip walnut cookies, peanut butter cookie, nearly anything you can think of. This high demand of ice cream sandwiches poses an opportunity as well as a threat to Cold Stones Creamery. The opportunity would be that since this is mostly based on New York, the high demand can spark Cold Stones to bring and develop this idea in smaller towns within America and international franchises around the world. This demand for ice cream sandwiches can not only inspire Cold Stones to come out with a new product, but may even allow them to develop a unique selling point or competitive advantage in smaller towns which might not have high quality sandwiches available. However, a threat that can be posed to Cold Stones is the mere fact that they might have to face competition with these Ice Cream Sandwich companies that are currently with lots of hype and acceptance from customers. Not only have they reached out all the way to Paris, they have hit special features like Macron ice cream sandwiches which are in huge demand, as well as toppings customers can add to their sandwiches. These innovative ice cream sandwiches are a growing trend, which will hinder Cold Stones' progress as a traditional ice cream brand that sells classic, conventional treats. Not only will this potentially deteriorate Cold Stones' brand image, but also their market share if their sales decline due to competition with other companies.
http://www.myfoxny.com/story/22798817/ice-cream-sandwiches-take-nyc-by-storm
While Cold Stones is developing new flavours and plans for their ice cream, companies in New York have already forgotten the traditional ice cream cone, but instead have upgraded to ice cream sandwiches. The 55 types of sandwiches available include "the class", chocolate chip walnut cookies, peanut butter cookie, nearly anything you can think of. This high demand of ice cream sandwiches poses an opportunity as well as a threat to Cold Stones Creamery. The opportunity would be that since this is mostly based on New York, the high demand can spark Cold Stones to bring and develop this idea in smaller towns within America and international franchises around the world. This demand for ice cream sandwiches can not only inspire Cold Stones to come out with a new product, but may even allow them to develop a unique selling point or competitive advantage in smaller towns which might not have high quality sandwiches available. However, a threat that can be posed to Cold Stones is the mere fact that they might have to face competition with these Ice Cream Sandwich companies that are currently with lots of hype and acceptance from customers. Not only have they reached out all the way to Paris, they have hit special features like Macron ice cream sandwiches which are in huge demand, as well as toppings customers can add to their sandwiches. These innovative ice cream sandwiches are a growing trend, which will hinder Cold Stones' progress as a traditional ice cream brand that sells classic, conventional treats. Not only will this potentially deteriorate Cold Stones' brand image, but also their market share if their sales decline due to competition with other companies.
Pest Factor Analysis (Sociocultural)
"When Ice Cream Sales rise, So Do Homicides"
http://www.slate.com/blogs/crime/2013/07/09/warm_weather_homicide_rates_when_ice_cream_sales_rise_homicides_rise_coincidence.html
A study within the article shows that there might be a possible correlation between homicides and ice cream sales. This is due to the partnered growth of when ice cream sales increase, the rate of homicides increase as well. Though this may be a mere statistical coincidence, the idea of hot weather causing crime, might allow people to believe and think differently. This circulating report might change Cold Stones' customers perceptions of ice cream which poses a threat to Cold Stones. Due to this perception, customers might have a negative perspectives on ice cream which will affect Cold Stones' sales and brand image overall. This threat might not weigh a lot, however, the connotation of ice cream among customers might affect their overall perception of Cold Stones.
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