Marketing Aspect

2.1 Objectives for the Market Aspect:

2.1.1. Determine the existing market or customers of the business;

2.1.2. Set and describe the target/potential market of the business;

2.1.3. Analyse the competition in the business; and

2.1.4. Develop marketing strategies for the business

2.2 Existing Market

Everyone is the target market for ice cream parlour because it is everyone's favorite food. Families with
children of all ages and genders, teenagers, and adults all enjoy ice cream and stick to their preferred
flavors. . Some people have their own tastes and are constantly searching for new ice cream flavors.
They are also well-known clients.

 Families with children - Frozen dessert preferences can vary according to both age and
gender.Families who are traveling with children are more likely to stop for ice cream in a new
city than individuals and couples traveling without children.
 Teenagers - You'll probably be serving a huge teenage customer as an ice cream shop.
Teenage girls frequently choose healthier options like frozen yogurt, especially those with low-
fat labels.Regardless of their personal situations, teenage boys constantly choose high-end ice
cream items.
 Adults - When it comes to their preferred ice cream products, adults frequently remain devoted.
The likelihood is that an adult will still enjoy ice cream if they enjoy this frozen treat as a child.

2.3 Target/Potential Market

The target market for this business sector is the food industry market
specializing in ice cream.
Demographic
 kids

  High school & College Students

  Millennial
  ice cream lover
 other customer
2.4. Marketing Strategies

2.4.1. Pricing Strategy

Price range of products is the same with the prices of other products offered by other ice cream
parlour .

2.4.2. Promotional Mix

Promotion of products will be done via Facebook, Instagram and through tiktok. However because the
products are considered one of the best, word of mouth by former customers may also be used.

2.5 Objectives for the SWOT Analysis:

2.5.1.Determine the strengths of the business;

2.5.2. Assess the weaknesses of the business;

2.5.3 Distinguish the opportunities for the business;

2.5.4.Identify the possible threats of the business.

STRENGTH WEAKNESSES

 High ratings on review websites  Powerful existing competitors

 Close to public transport  No built-in brand equity
 High service levels  starting cost would be higher than
 newly stablished company producing quality normal ice-cream parlour
products and good taste  seasonal sales of the product
 Wide space parking area

OPPORTUNITIES THREATS

 Attract new customers through special offers
 Improve the overall customer experience
 ability to build brand equity
 To increase the brand exposure at the
minial cost.
 competition from other brands.
 Uncertain market growth
 Changing market taste
 New opening with the same product
 Competitor that offering promo
in lower price than usual
2.6. Demand Analysis

The warmer summer months are typically when people consume the most ice cream. In addition,ice
cream is greatly influenced by celebrations, such as birthday parties or town fiestas. As a result, ice
cream consumption continues to be high even throughout the wet weather. Market Watch estimates
that the value of the worldwide ice cream market is 84900 million US dollars by the end of 2025, up
from 57900 million US dollars in 2018.

Ice cream has a recent history of being associated with sugar overload and lack of nourishment. energy
bomb However, the conventional ice cream market has faced difficulties.situations in more developed
markets as a result of growing interest in healthy eating and lifestyles. Such expanding issues have
prompted the food industry's marketers to design to satisfy modern consumers, a variety of tasty yet
healthful frozen desserts are available. The result isThe preference for ice cream that is high in nutrients
has increased, which has subsequently affected the growth of the ice cream sector. Trends in the ice
cream sector have amply that the rate of growth in the consumption of healthy frozen desserts is quite
impressive.

The daily market would be everyone it intends to operate in the high traffic area to get an ice cream
shop recognized right away in a busy place . Parents may stop by after a lunch or a day of shopping to
treat their families to delectable ice cream, much like they would at a park, a school, a restaurant, or a
shopping center.

2.7.Supply Analysis

Every industry has competitors . recognizing the kind of competitors one faces, and What they are
providing can assist the business in making its goods, services, and marketing stand out. It will enable
one set prices competitively and will help respond to Competitor marketing campaigns with their own
initiatives. The entrepreneurs can use this knowledge to create marketing strategies that take advantage
to the competitors' weaknesses, and improve the business performance. It can also assess any threats
posed by both new entrants to the market and current competitors. This knowledge will help one be
realistic about how successful one.

Dimple knows who its competitors are. There aren't many competitors now. The

Researchers discovered two direct competitors who also sell the same thing. The long-running 7/11 and
the mall-based Dairy Queen both sell a variety of products that are quite similar. There is a store that
sells ice cream as well.Specifically, cold Stone, which is well-liked by many individuals, particularly
students.
Competitors are those whose goods or services differ from one another but might nevertheless meet
the same need from customers. Additionally, these shops have demonstrated a significant ability to rival
the proposal.The said business are selling products or services that are essentially the same as the
Dimple business.

The study of how buyers and sellers interact is known as demand and supply analysis. decide on
transactional volumes and prices. Demand and supply analysis was used.assist the researchers in
learning more about the business's potential competitors and thePotential numbers for consumers.
Both of these elements are taken into account while assessing thethe market's supply and demand
dynamics. It is demonstrated using the demand analysis that that there is a sharp rise in the demand for
ice cream. It claims that the ice cream item is still well-liked and will remain so. It is well known that a
rise in demand will lead to price increase An increase in supply will drive the price down on the supply
side, while the decrease in supplies will increase.

Management Aspect

3.1 Objectives for the Management Aspect:

3.1.1. Create a vision statement for the business;

3.1.2. Create a mission statement for the business;

3.1.3. Explain the structure of the organization; and

3.1.4. Identify the key management personnel and their responsibilities for the

organization.

3.2. Vision Statement

The business venture has created called DIMPLES will satisfy the needs and wants of the clients. to be
the top ice cream shop in by promoting the principle of integrity, quality and customer service
relationship.

3.3. Mission Statement

To fulfill customers' needs while producing work for people and aiding in money development. To
provide the best food, service, and atmosphere while giving our customers a place to unwind.

7.4. Organizational Structure

(Insert image)

Key Management Personnel

 Owner/Manager - a person who is responsible for a part of a company.

Managers may be in charge of a department and the people who work in it. In
some cases, the manager is in charge of the whole business. For example, a restaurant manager’ is in
charge of the whole restaurant. A manager is a person who exercises managerial functions primarily.
They should have the power to hire, fire, discipline, do performance appraisals, and monitor attendance.
They should also have the power to approve overtime, and authorize vacations. The Manager’s duties
also include managing employees or a section of the company on a day-to-day basis.
Assistant Manager - is usually responsible for supporting a Manager of a company, business or
organisation. They may also be in charge of hiring and training new employees, creating rosters for
employees and providing customer service.
Accountant - is a professional who performs accounting functions such as account analysis, auditing, or
financial statement analysis. Accountants can find employment with an accounting firm or a large
company with an internal accounting department, or they can set up an individual practice
 Executive Chef – he/she oversees the daily operations of restaurant and hotel kitchens. This may
include hiring, training, and overseeing kitchen staff, and ensuring a high-quality, cost-effective product
they are also known a chef manager or head chef.
Assistant Chef - ensures the kitchen is orderly and assists Cooks to prepare and arrange food. Their
duties include cleaning the kitchen area, washing dishes and utensils and ensuring that the Cook has
everything required to run the kitchen efficiently.
Cashier - operates a cash register, communicates with customers, and assists other restaurant staff as
needed. Responsibilities in this career can include processing credit card payments, accepting cash
payments and making change, and using a point of sale (POS) system for transactions.
Dish Washer - clean and restock dinnerware, utensils, and glassware and assist other restaurant staff
members by handling other cleaning and prep tasks.
Cleaning Staff - they keep of areas like tables, chairs, changing linen and some light vacuuming is
generally done by the restaurant staffs during restaurant

operational hours. They make sure that every corner of the facility is clean to
make the customers more comfortable.