RMCF
Rocky Mountain Chocolate Factory
Location Analysis
Marlena Baldonado
Ashley Hardwick
Ken Houang
Nancy Moreno
Mark Norashkarian
Boilam “Maggie” Trinh
For:
Dr. Shirley M. Stretch-Stephenson
Table of Contents
Executive Summary
Rocky Mountain Chocolate Factory Overview __________________________ 1
Company Franchise Description _____________________________________ 2 Fees _____________________________________________________ 2 Support and Training ________________________________________ 2 Earnings __________________________________________________ 3
Industry _________________________________________________________ 3
Product, price, place and promotion ___________________________________ 6
Competition ______________________________________________________ 7
Demographics ____________________________________________________ 7
Store Location/Characteristics _______________________________________ 9
Retail Trade Analysis/Site Selection ___________________________________ 10
Retail Marketing Strategies __________________________________________ 11
Financial Plan _____________________________________________________ 14
Break-Even Analysis _______________________________________________ 15
Projected Profit and Loss Analysis ____________________________________ 15 Sales ______________________________________________________ 15 Management Effectiveness Ratios _______________________________ 16 Return on Assets ____________________________________________ 16 Return on Equity ____________________________________________ 16 Return on Investment _________________________________________ 16
References
Appendices
Demographics ______________________________________________________ i – v
United States Confectionery Market Value _______________________________ vi
United States Confectionery Distribution _________________________________ vi
United States Confectionery Market Share
Location Analysis
Marlena Baldonado
Ashley Hardwick
Ken Houang
Nancy Moreno
Mark Norashkarian
Boilam “Maggie” Trinh
For:
Dr. Shirley M. Stretch-Stephenson
Table of Contents
Executive Summary
Rocky Mountain Chocolate Factory Overview __________________________ 1
Company Franchise Description _____________________________________ 2 Fees _____________________________________________________ 2 Support and Training ________________________________________ 2 Earnings __________________________________________________ 3
Industry _________________________________________________________ 3
Product, price, place and promotion ___________________________________ 6
Competition ______________________________________________________ 7
Demographics ____________________________________________________ 7
Store Location/Characteristics _______________________________________ 9
Retail Trade Analysis/Site Selection ___________________________________ 10
Retail Marketing Strategies __________________________________________ 11
Financial Plan _____________________________________________________ 14
Break-Even Analysis _______________________________________________ 15
Projected Profit and Loss Analysis ____________________________________ 15 Sales ______________________________________________________ 15 Management Effectiveness Ratios _______________________________ 16 Return on Assets ____________________________________________ 16 Return on Equity ____________________________________________ 16 Return on Investment _________________________________________ 16
References
Appendices
Demographics ______________________________________________________ i – v
United States Confectionery Market Value _______________________________ vi
United States Confectionery Distribution _________________________________ vi
United States Confectionery Market Share
References: Advameg (2007). San Diego: Economy major industries and commercial activity. Retrieved November 12, 2007 from http://www.city-data.com/us-cities/The-West/San-Diego-Economy.html Claritas Danzinger, P. (2005). Let them eat cake: Marketing luxury to the masses. New York, NY: Kaplan Business Datamonitor (2005) Edgar Online. (2007). Retrieved October 19, 2007 from http://google.brand.edgar-online.com/EFX_dll/EDGARpro.dll?FetchFilingHML1?SessionID=k2ygWdfc92PWXEV&ID=5177905 ESRI Hopkins. J. (2005). Chocolate makers target consumers sweet spot. Retrieved November 12, 2007 from http://www/usatoday.com/money/industrial /food/2005-08-11-sweet-usat_x.htm Leff, L Olson, R. (1996). Confectionery industry faces challenges on all fronts. Candy Industry, 161,52. RJ Falkner & Company (2006). Rocky Mountain Chocolate Factory, Inc. Retrieved October 19, 2007 from http://www.completesite.com/packages/editablepages/print.cfm?pageid=2245&completesiteid=91 Rise, A., Trout, J San Diego Convention and Visitors Bureau. (2006). 2007 San Diego Tourism Outlook. Retrieved October 9, 2007 from http://www.sandiego.org/shared/file.download.php?id=47 Simon Group Standard & Poors, Quantitive Stock Report (2007). Tomzack, M.E. (2006). Franchises for lovers. Franchise Help, 7, Retrieved October 19, 2007 from http://www.franchisehelp.com/execfb/public.article-aid-140 US Census Bureau US Census Bureau. (2000). Zip code business patterns: 2005 Industry code summary zip code 92108 San Diego-44retail trade. Retrieved November 12, 2007 from http://censtats.census.gov/cgi-bin/zbpnaic/zbdetl.pl Workman, D Population by Gender and Age (2007) 92108