RMCF-Rocky Mountain Chocolate Factory.(IUBAT)

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SL no Name ID

1 Mohammad Ahsan Ullah 11302015

2 Shuvo Mia 11302012

3 Sirajul Islam 11302011

4 Nasrin Akter 11302027

5 Jannatul Ferdous 11302041

Group: Spark

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Topic

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Inform what we analyze in the case study about the Rocky Mountain Chocolate Factory

Objective

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Introduction Mission & Vision

Product Marketing

Franchising program Store concept

Completive advantage SWOT

Problems Recommendation

Contents

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Founded in 1981 In February 1986, Crail took the company

public In the late 1990s RMCF to focus on

franchising and manufacturing In 2008, RMCF was an international

franchiser As of March 31, 2008 five company-owned,

329 franchised in 38 states

RMCF

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Mission ◦ Quality, taste, value and variety of products◦ Quality of the product is the number one factor

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Manage money Slowed expansion and elimination of debt

Relationship with employees as well as franchisees 

Rocky Mountain Chocolate Factory has continued to maintain its Mission and Vision appropriately during times of expansion as well as recession.

Vision

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Approximately 300 chocolate candies Confectionary product Nut clusters, caramels, butter creams,

mints, and truffles 100 additional during special occasion

Products

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Marketing

low cost marketing tactics National advertising is not a part of the firm’s marketing strategy

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The number one franchise Praised by Entrepreneur magazine. 329 franchised stores Ongoing support through

Regular communicationSite Visit

Franchising program

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Suitable sites Tenant mix Visibility, Attractiveness, Accessibility, Level of foot traffic

Store concept.

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The company established RMCF stores in five primary environments:

1) regional centers, 2) tourist areas, 3) outlet centers, 4) street fronts, and 5) airports and other entertainment oriented shopping centers.

Store concept. cont…

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Careful selection of sites Experience Management team Store concept Franchise

Competitive Advantages

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High R&DOnline growthLoyal customersStrong management teamStrong brand equity

Strength

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High price Luxury item

Weakness

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Asset leverage Emerging markets and expansion abroad Innovation Online Product and services expansion

Opportunity

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Competition Cheaper technology Economic slowdown Lower cost competitors or imports Product substitution

Threat

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Porters five Forces

High

Low

High

High Medium

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High price Luxury item Cheaper technology Economic slowdown Product substitution

Problems

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Recommendation

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?Time 2 Question

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Thank You