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Essay / Research Paper Abstract
This 5-page paper discusses Cold Stone Creamery and potential entry strategies/marketing activities in France. Bibliography lists 5 sources.
Page Count:
5 pages (~225 words per page)
File: AS43_MTcoldfran.doc
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Unformatted sample text from the term paper:
States and abroad (McClellan, 2011). The parlors offer a variety of ice cream flavors, with "extras" (such as candy, fruit and nuts) mixed in on a cold stone slab (McClellan,
2011). The shops also sell yogurt, sorbet and other novelty frozen items (McClellan, 2011). The chain expands primarily through franchising efforts (McClellan, 2011).
Now the chain is interested in entering France, and setting up a collection of ice cream parlors there. In this paper, well discuss entry strategies for the company, as well
as marketing and promotional suggestions. Strategy and Entry/France There are many ways in which a company can enter a foreign market in general
and France in particular. The six main methods are exporting, turnkey operations, licensing, franchising, joint ventures with host country companies and setting up a wholly owned subsidiary, or foreign direct
investment (Ferrell, 2005). Because Cold Stone Creamery has expanded via franchising and/or licensing, it would be best for the company to continue
this method when it comes to expansion in France. Licensing is a legal agreement between licensor and license, which postulates, among other things, the amount of royalties to be paid
to the licensor for elements such as training, promotional materials, logos and other service trademarks and the products themselves (Ferrell, 2005). The licensing/franchising
advantage for Cold Stone Creamery in France is that the company wouldnt have to take on development costs and risks associated with opening in a foreign market (Ferrell, 2005). Another
good advantage is the opportunity to develop a relationship with a potential future joint venture partner (Ferrell, 2005). The disadvantages, however, include loss of control, a limited ability to use
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