Strengths & Weaknesses Mr Moo's

Product
1. Range
  1. no of flavours
    1. their site
    2. compare to rivals
      1. bar chart
    3. parlour experience
      1. questionnnaire
  2. flavour rotation
    1. inspiration from Ice Cream Fairs
      1. see questionnaire
        Annotations:
        Rimini and Harrogate make reference to how this has inspired distinctiveness - eg contemporary flavours Heston Blumenthal salted caramel
    2. reason to return
      1. repeat custom
    3. improves stock turnover
      1. cash flow improves
2. Quality
  1. artisan ice cream
    1. see Ice Cream Alliance
      Annotations:
      - dense with inclusions not air filled. Not only unique flavours but high quality adding value
  2. award winning
    1. see photos
  3. reviews
    1. Guardian
    2. Trip Advisor
3. Farm Produced
  1. locally made
    1. food miles
    2. popular with wholesale customers
      Annotations:
      - from our area for our area
Promotion
1. branding
  1. fun attractive
    1. family fun - Tesco
    2. compare to rivals' logos and packaging
  2. instantly recognisable
    1. questionnaire Ikea story
  3. popular with wholesale customers
    1. questionnaire
2. advertising
  1. POS Materials
    1. profiles the brand across Yorkshire
      1. see photos
3. online presence
  1. website
  2. Twitter
Perceived as expensive
1. Trip advisor
2. Menu and prices
  1. compare to rivals
    1. only £1.70 vs £2 cone
3. good value
  1. quality is not compromised
    1. questionnaire - chutney, cheese and ham
4. limited appeal?
  1. target customers affluent SKIERS
  2. no chips
Seasonal Demand
1. queues/ waiting busy times
  1. other counter for cones
  2. all food made to order
2. need to be flexible
  1. wholesale
    1. it's always summer inside
  2. casual staff
    1. students in the summer
  3. multiskilling
    1. staff rotate roles
      Annotations:
      - see questionnaire. All staff trained in production and serving customers. So when they are busy capactiy can be increased easily and when they are slow staff are used well
3. cashflow

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Strengths & Weaknesses Mr Moo's

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	Created by Gavin Dawson almost 10 years ago