Cold Stone 콜드스톤 마케팅사례분석및 콜드스톤 문제점분석과 해결방안및새로운 마케팅전략제안 (영어레포트)

groups. The first group is common ice cream market and the second is premium ice cream market which will be explored further in this report. The global sales of ice cream demonstrate that 90% of the sales are the concentrated between the months of April and September, which is the hot season. However, the sales during the off-season during recent five years revealed that the sales of this season increased more than 10%. This may indicate that there is a growing trend for ice cream to be enjoyed outside the summer season.

Common Ice Cream Market
By the term “common ice cream market”, we mean to indicate the market that sells frozen desserts in supermarket or convenience store. This common ice cream market has two main traits. The first trait is that the price is low, and the second trait is that there are many distribution channels. As there are lots of distribution channels, consumers are able to access to the products more easily. Based on these two main traits, the common ice cr

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