Tuesday, April 19, 2011

Frozen Yogurt Review

Current Situation and Performance Review
Sugar Berry is following the trend of self serve frozen yogurt shops reflecting society’s health craze.  Frozen yogurt is a much healthier alternative to ice cream, and also provides the additional benefits of improving digestive health and lowering cholesterol and the risk of cancer.  Each visit to Sugar Berry is unique once you mix and match your flavor of frozen yogurt with the variety of fruit and candy toppings.  The price of your frozen treat is determined by weight; 45 cents an ounce.  
         Advertisements have been limited since Sugar Berry opened.  In the effort to save money on the new business, they have been relying on word of mouth as their main form of marketing.  Although word of mouth has been fairly successful in bringing new customers in, reaching out to consumers in any way will bring even more traffic into the store.  There is currently not a website for Sugar Berry, however there is a Facebook page that is updated regularly with updates on the new flavors of frozen yogurt in the store.  They have gotten a little bit of local press coverage from a Lansing newspaper and the MSU State News, as well as a short radio commercial.  
         Sugar Berry took the location of what used to be a Starbucks, therefore they are left with a drive-through window.  The window is currently vacant, however Ann has brainstormed about opening it up this Summer.  Customers wouldn’t be able to have as unique of an experience as coming inside to make their frozen yogurt sundaes, however they would have several flavor and topping choices for a quick on-the-go treat.


Link to Facebook Page


SWOT
Strengths: 

  • Health Trend/Benefits
  • Unique Product
  • Central Location
  • Environment and Decoration of Store
  • Low Frozen Yogurt Competition
Weaknesses:
  • Located at Difficult Intersection
  • Many Substitutes 
  • Awareness
  • No Website
  • Small Marketing Budget
Opportunities:
  • Drive Through Window
  • Blank Slate for Marketing
  • Markets Haven't Been Penetrated
Threats:
  • New Competition
  • Current Ice Cream Store Competition
  • Weather 
  • Health/Frozen Yogurt Trend Being Short Lived

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