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Business plan - Assignment Example

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The market for customized ice creams is growing, especially with the reduced quality of mass manufacturers who are changing their ingredients to…
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Download file "Business plan" to see previous pages... Halifax is an ideal location to open this venture, given the vibrant nature of the summer months. The long term vision for SW&D is to expand as an outlet chain across Canada and the Municipality of Halifax will offer the ideal expansion grounds initially.
c. Norva Scotia region where Halifax is located is one of the most promising of Canadian tourism attractions with over 2 million visitors in recent years.
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Halifax tourism and own population are growing steadily (398,000 in year 2009), providing an expanding customer base.
Ice-cream industry in Canada has experienced slow yet steady growth, despite its non operational nature during winter months. The Canadian production of ice cream is 400 million liters of hard and approximately 20 million liters of soft ice creams (Sector Profile, 2006) Other items as sundaes and shakes account for 175 million liters. Out of this production Canada also exports around 15 thousand tones over the previous year, mainly to USA and Arab countries (Consumption of Dairy Products, 2010). Total ice cream sales in Canada reached almost $2.1 billion in sales value. The industry is not fragmented and two giants, Nestle and Unilever holds over 60% of the market share (Euromonitor, 2006). Rest of the market is fragmented with regional chains, vendor franchises and chart sales.
Direct competition for SW&D will come from the other ice cream parlors in the region such as Dairy Queen, Black Bear Ice Cream Parlor, Cows Homemade Ice Cream, Kendales Ice, Cows Halifax, Cold Stone Creamery to name a few. In addition to these well known outlets, there is a host of other outlets which capitalize on the growth of impulse purchases (Dairy market.com, 2008).
Indirect competition to ice creams comes from other deserts and confectionaries that will compete for customers’ share of spend on impulse indulgent foods. However, in this business scenario, SW&D is planning to counter this by incorporating a wide desert ...Download file "Business plan" to see next pagesRead More
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