PESTEL Analysis, Häagen-Dazs, gelato, ice cream, Reuben Mattus, dairy product, Nestle, milkman, GMO products, Love Creative
In the 1920s Reuben Mattus worked for his mother's ice-cream business, he would go around on a horse-drawn wagon in the streets of the Bronx, New York, selling ice cream and fruit ice pops. He continued to do this as the business expanded and in 1960, along with his wife Rose, they decided to create a new company which would allow him to realise his vision of creating the finest ice cream in the world.
The motto of the company is "We find the purest and finest ingredients in the world and craft them into the best ice cream". In 1961 they offered only three ice cream flavours vanilla, chocolate and coffee; today the popular brand has more than 50 different flavours to choose from. Reuben's aim was to create a unique ice cream experience for its customers by offering innovative flavours and providing a premium frozen dessert experience. It took a further six years for this ice cream connoisseur to find just the right strawberries to launch his latest flavour.
[...] In the same year, the company began phasing out GMO ingredients. Currently, the products containing non-GMO ingredients include vanilla, vanilla bean, strawberry, rum raisin, chocolate, chocolate chips, pineapple coconut, coffee, chocolate and chocolate peanut butter. F. Legal The main legal aspect affecting any company in the food industry will be the regulations regarding food safety. While these regulations may differ from country to country and sometimes from region to region within some countries, the basic premise remains the same, to provide consumers with safe food. [...]
[...] Product type would be things like hard or soft ice cream, specialised ingredients to accommodate dietary requirements, for example, gluten-free or vegan. Shape covers how the product is presented and packaged, for example, single serve, bucket or stick. The sale market is divided into a take-home, impulse purchase and artisanal ice cream. C. Presentation of PESTEL Analysis PESTEL is an acronym which stands for political, economic, social, technological, environmental and legal. This analysis is a simple yet powerful tool which can be used by management to help companies build effective strategies to maintain their competitive edge. [...]
[...] After all, what is not to love about your favourite creamy Häagen-Dazs ice cream coated in delicious milk chocolate served on a stick. In order to progress with the times and retain their more health-conscious customers, the company released their indulgent frozen yoghurt line in 1991 followed by their deliciously fruity sorbets in 1993 and have more recently introduced sugar- and dairy-free options. Today Häagen-Dazs is world-renowned for several unique flavours, for example, Dulce de Leche caramel which was discovered in 1998 in South America and adapted to hold up in their creamy ice cream. [...]
[...] The company needs to take these factors into account when deciding where to set up its operations. The unemployment rate and government-imposed minimum wage and working conditions regulations will also be a factor in making these decisions. C. Social and Cultural Globally consumers are becoming more and more health-conscious and this affects the choices they make when purchasing consumables. Customers are looking for products that will enable them to indulge themselves with their favourite treat but still allow them to feel they are making healthy choices. [...]
[...] Brands need to be aware of this trend and ensure that they are making use of this dynamic tool. A well thought out and user-friendly website can be a valuable marketing tool in any industry, this linked to mobile app, which makes finding stores, purchasing and paying simpler, is the future of business in any industry. The company started working with Love Creative, a Manchester- based agency which is tasked with refreshing the Häagen-Dazs brand, revamping its packaging, communications strategy and improving its in-store experiences in their 800 shops across the globe. [...]
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