BASKIN ROBBIN

Group Member

 MAAZE
 ABDUL WAHEED
 FAYYAZ
 AHSAN TARIQ
 ABDUL HASEEB
Introduction

 Baskin-Robbins is an American multinational chain of ice

cream and cake specialty shop restaurants owned by Inspire Brands. Based
in Canton, Massachusetts, Baskin-Robbins was founded in 1945 by Burt
Baskin and Irv Robbins in Glendale, California. It claims to be the world's
largest chain of ice cream specialty stores, with more than 8,000
locations, including nearly 2,500 shops in the United States and over 5,000
in other countries. Baskin-Robbins sells ice cream in nearly 50 Countries. The
company is known for its "31 flavors" slogan, with the idea that a customer
could have a different flavor every day of any month. The slogan came from
the Carson-Roberts advertising agency (which later merged into Ogilvy &
Mather) in 1953. Baskin and Robbins believed that people should be able to
sample flavors for free until they found one they wanted to buy.
Mission Statement

We’re the place for innovative, delicious and fun

treats in your neighborhood!
Critical Analysis Of Mission Statement


Mission statements express the reason or justification for the existence of an
organization, and aim to bring together various components of the organization around
a common cause, to provide a strategic orientation for the organization, and to make
sure resources are used within this framework.
Mission is the reason for being of an organization. When an organization prepares
strategies of makes choices between different alternatives, mission statement guides
the strategies. A well-prepared mission statement needs to identify the specific purpose
of the organization and its field of activity in terms of products and markets, and thus
differentiate the organization from others.
A mission is a long-term goal, a shared value, a belief, and set of goals that helps the
organization reach its aims and that express its strategic objectives. Mission statement
should be concise, clear and intense.
Con’t.

Secondly, Baskin Robbin have focused on delicious and fun treats as mentioned in their
mission statement which seems to be a great positive aspect to me as in today’s market the
firms may lose their potential customers as well as their employees if they are not treated
well. So, basically what Baskin Robbins is focusing on is to provide a well-mannered
environment to their customers and employees as well among extra delicious and
innovative items and deals.
And the last but not the least point that Baskin Robbins has mentioned in their mission
statement is the last two words, your neighborhood. By mentioning your, not our they are
focusing on empowering, prioritizing their customers rather than their selves at the first
place. They are informing the customers that we exist just for you, that defines the purpose
of existence of firm. And that’s what a mission statement is required of explaining, to
include the reason that whom the organization will serve, the field it operates in, and the
needs it addresses.
Vision Statement

 “To be Australia’s most favorite ice cream”

Critical Analysis
Vision is defined as “a look towards the unknown to define the future, which combines current
facts, hopes, dreams, threats and opportunities”. In business management, vision statement refers
to the long-term objectives of the business. Vision shapes and guides future business practices.
Vision also defines what the organization wants to become in the future and which position it
desires to acquire
Through proper analyzing the Vision statement of the Baskin Robbins it can be extracted that the
goal of the firm is crystal clear, to compete and leave all the other brands behind and be the
leading business in the market of Ice cream in Australia. An effective vision is much broader than a
vision statement stuck up somewhere at the wall of the corporate head office. The vision
statement of the Baskin Robbins expresses the following combination of ideas:
⮚ The organization’s purpose, their reason for existence.
⮚ The organization’s core values and what they are striving to become.
⮚ The organization’s strategic intent, and their future aspirations.
Product

 Ice cream Frozen beverages

 Ice cream cakes Frozen treats
 Oreo salted Caremel
 Sand Pail Cake