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Baskin Robbins
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Abu Dhabi Women’s College
E-Business Management

Marketing Management

Prepared for: Iman Finaish
Date of Submission: 12th Oct, 2005

Table of contents

Introduction 4
Company background 5 History 5 Mission 5
Marketing Plan 6 Target market 6 Image 6 Marketing mix 7 Product 7 Place 8 Price 8 Promotion 9 People 9
Industry trends 10 Global trends 10 1. Industry growth 10 2. Political outlook 11 3. Violent actions 11 4. Mad Cow 12 Local trends 12 1. Free trade policies 12 2. Raises in petrol prices 13 3. Industry growth 13 4. Demographic growths 14 5. Working women 14
Customer level of satisfaction 16 Survey results & analysis 16
SWOT analysis 20
Conclusion 23
Bibliography 24 Internet 24 Interviews 25
Appendix A 26

Introduction

UAE has a highly competitive environment where many companies and franchises are there competing between each other. The best way to stay in compete is to find the marketing opportunities for the business in order to enhance the marketing mix and improve the business.
As an employee at the marketing department of Baskin Robbins main branch in Dubai, a marketing research has been requested from the Marketing Department Manager. The purpose of this report is to identify the marketing opportunities for Baskin Robbins in UAE and do analysis for the information gathered.
There are two main steps that should be done in order to identify the marketing opportunities for Baskin Robbins business in UAE. The first step is to do the secondary research for an existing information about Baskin’s background and its mission. This research include collecting information about the target market and the marketing mix of Baskin Robbins.
Information about the local and global ice cream industry trends is one of the information that should be collected in the secondary research step.
Some information are not exist like customer


Bibliography: - "Baskin Robbins opens new outlet in Abu Dhabi." khaleejtimes. 6 Dec. 2003. Khaleej Times. 6 Oct. 2005 . - "Discover Our Benefits" .Adqsr. Dunkin ' Brands. 6 Oct. 2005 . - "GCC states: their value-added market - Gulf Cooperation Council." Find Articles. Oct. 1993. 2 Oct. 2005 . -"Ice Cream Turnaround." ProQuest . July 2005. 2 Oct. 2005 . -"Mission Statement." DDGarwood. 2 Oct. 2005 . - "Our Values and Philosophy." adqsr. Dunkin ' Brands. 3 Oct. 2005 . - Porter, Edwin, Kizirian, Hovaguim and Mohamed Taha,. "Gulf Countries Prefer "U.S.-Made"." FAS online. Oct. 2004. Fas. 3 Oct. 2005 . - "Restaurants ." Jabal Ali Online Directory. JAFZA. 3 Oct. 2005 . - "Something to Eat " .Baskinrobbins. Baskin Robbins. 5 Oct. 2005   . - "Something to Celebrate" .Baskinrobbins. Baskin Robbins. 5 Oct. 2005    . - "Something to drink." Baskinrobbins. Baskin Robbins. 5 Oct. 2005       . - "Something to Share" .Baskinrobbins. Baskin Robbins. 5 Oct. 2005       . -"The World Market for Ice Cream: A 2005 Global Trade Perspective." Mind Branch. Feb. 2004. Mind Branch. 4 Oct. 2005 . - "UAE-US joint trade council meets in Washington." UAE interact. 28 Apr 2004. UAE interact. 4 Oct. 2005< http://82.195.132.90/news/default.asp?cntDisplay=140&ID=21>. -"UAE ranked second among Arab nations in economic freedom ." UAE interact. 10 Apr 2003. UAE interact. 4 Oct. 2005 . - "UAE population increases sharply." UAE interact. 15 Jun 2004. UAE interact. 4 Oct. 2005 . - "United Arab Emirates ". i-cias. 5 Oct. 2005 . - "UAE: Country outlook". Proquest. 16 Aug 2005. Proquest. 5 Oct. 2005 . - "Soft Drink Industry." Free Essays. 3 Oct. 2005 . -"Long-term UAE tourism potential." 4Hoteliers. 21 Sep. 2005. 4 Oct. 2005 .
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