Baskin Robbins

Running Head: Baskin-Robbins

Baskin-Robbins Research Paper-Workshop 2

I have read and understand the plagiarism policy as outlined in the syllabus and the sections in the Student Bulletin relating to the IWU Honesty/Cheating Policy. By affixing this statement to the title page of my paper, I certify that I have not cheated or plagiarized in the process of completing this assignment. If it is found that cheating and/or plagiarism did take place in the writing of this paper, I understand the possible consequences of the act/s, which could include expulsion from Indiana Wesleyan University.

August 25, 2010

Baskin-Robbins was created almost 75 years ago by two brothers-in-law, Irv Robbins and Burton Baskin. They desired to provide their customers with a variety of flavors made with high quality ingredients that had a fun, inviting atmosphere (Our History, 2010). They have achieved, and to some exceeded their desire by introducing over 1,000 different flavors. They continue to thrive in the industry by continuing to create innovative and delicious ideas and serve them in an atmosphere that is both fun and friendly for all ages.

After thorough research, which finally ended with a phone call into the company, we found that Baskin-Robbins does not have their own mission statement. They currently operate under and share the Dunkin Brands mission statement. The mission is: "We exist to thrill customers, define and lead multi-branding, enrich stakeholders and build powerful brands."

While this mission statement is concise and customer focus oriented, Baskin-Robbins should have its' own unique mission for the business. They should have a mission for their defined piece of the Dunkin Brands stake in the market. They may have chosen not to have a specific mission for Baskin-Robbins so they do not feel limited in their current or future offerings. However, considering the company has evolved over time to meet the many demands within the industry with a great deal of success, a mission statement most likely would not be a limitation since they can and should be changed as the market and other conditions evolve.

Baskin-Robbins has been franchising since 1948 and now has over 6000 stores worldwide with locations in at least 50 countries. They operate under their parent company Dunkin Donuts (Dunkin Brands). Franchising of Baskin-Robbins costs an individual a franchise fee from $5,000-$35,000 with a $41,450-$373,595 start up investment fee. These fees include the rights to use the Baskin-Robbins name, along with an ongoing 5.9% royalty fee. Other requirements include having at least $60,000 in liquid cash at all times (Baskins). These fees and start up costs help to offset the initial operation of the franchise by providing training and other support along with regional advertising and brand marketing.

Like any business, there is no guarantee that you will be revenue positive the first or even second year with any predictions on earnings being tied more to economic forecasts initially. With the start up of any franchise, it becomes difficult to say what the expected earnings would be considering the many variables being faced such as location, cost of equipment, raw materials, and payroll expenses. Some months may be more profitable than others for example, during the summer months when the weather is warmer, it can be expected that Baskin-Robbins would do better financially versus the colder months. Additionally, a traditionally warmer climate or geographic location may have a longer selling season than a colder region and therefore may in theory have a better chance of higher sales revenue as a result.

To see how well the brand name