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Iberry Essay

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Below is an essay on "Iberry" from Anti Essays, your source for research papers, essays, and term paper examples.

Table of Contents
Management Summary 2
SMEs in Thailand 2
About iberry 3
Business Mission 4
External Marketing Audit 5
Internal Marketing Audit 8
SWOT Analysis 12
Recommendations for improvement 13
Marketing Mix Decisions 14
Limitations of This Report 15
Bibliography 16
Appendix A: iberry ice cream flavors 18
Appendix B: A la Carte 19
Appendix C: Smoothberry 20
Appendix D: Coffee and Tea 20
Appendix E: Bakery 21
Appendix F: 11 branches of iberry shops 21

Management Summary

Thailand’s SMES are considered to be the root and vital driver in assisting Thailand’s economy to move forward both in times of boom and especially recession. Everyday, many new businesses have opened up and closed down. What are the reasons for the successes or failures? One of the key factors that we all agree to have an effect that leads to business’s success or failure would inevitably be its marketing approach
The purpose of this report is to study marketing aspects operated by iberry homemade ice cream, a medium-sized Thailand’s famous homemade ice cream company. The scope of this report would be ranging from how iberry was originated, what marketing approaches it has currently implemented, along with making some recommendations to iberry which strategies it could implement to grow and strengthen its position as one of Thailand today’s most successful homemade ice cream businesses in coming years.

SMEs in Thailand

According to the Thai SME (1998), SME is defined as:

“The business in the small and medium size that was driven from an unique skill product using a local raw material that is flexible and feasible to the local people way of life and the world market demand. The product or service must not rely on the large manufacturers or business to supply the resources but provide a high international standard, which will generate income from outside Thailand with minimal initial investment. Thus, the business will generate income to its...

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  • Submitted by: cuddle
  • on February 27, 2011
  • Category: Business and Economics
  • Length: 4,858 words
  • Views: 631
  • Popularity Rank: 230705
  • 1 rating(s)


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"Iberry". Anti Essays. 9 Dec. 2018


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Iberry. Anti Essays. Retrieved December 9, 2018, from the World Wide Web: http://cassandralynndesignllc.com/free-essays/Iberry-74458.html