Situation Analysis for Dairy Queen
Dairy queen introduced blizzard in 1985. Blizzard is used during summer due to its coldness. It includes flavors such as Oreo cookies, mint Oreo, chocolate chip cookie dough, and seasonal flavors such as pompkin pie. It has been facing challenges such as customer dissatisfaction of their products and services, unavailability of their products whenever the customers need them and inability to match the price and the quality. Daily queen has to analyze and change its pricing and distribution strategy to suit customer needs and expectations (Measured up, 2011). Effective pricing as a marketing strategy can be combined by other strategies in order to create a competitive advantage in marketing (West, 2010). Pricing strategy is a process of finding optimum price levels by considering the overall objectives, consumer demand, product attributes, competitors’ price, and macroeconomic trends while distribution strategy is the coordination of products to the target market. It is the structures for distribution channels, patterns for the design, choices of distributors, and the factors affecting the choice and management of the channels of distribution (Kaminsky, 2003).
Make fans out of customers is to offer them an opportunity to enjoy exclusive benefits at your store in exchange for their loyal patronage. For example, DQ Fan Club they offer to every fan members on few exclusive treatments; a buy one get one free blizzard treat coupon for sign up, monthly inbox treat with the blizzard of the month and more, and an extra-special coupon on birthday and surprise on anniversary to gain the customer loyalty and maintain the relationship.
Ferrel, O. (2008). Marketing strategy. New York, NY: Cengage Learning.
Kaminsky, P. (2003). Designing and managing the supply chain: concepts, strategies, and case studies. New York, NY: McGraw Hill Professional.
West, D. (2010). Strategic marketing: creating competitive advantage. New York, NY: Oxford University Press.