Bla Bla Bla

In: English and Literature

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Intemational Joumal of Business and Management

Vol. 5, No. 11 ; November 2010

Product, Service, and Customer Management of Baskin-Robbins in Korea
Hyting Seok Lee (Corresponding author) Department of Business Administration, Sahmyook University Hwarangro-815 Nowon-gu, Seoul 139-742, South Korea Tel: 82-2-3399-1561 E-mail: hslee@syu.ac.kr

Eun Kyo Choi Graduate School of Business Administration, Ewha Womans University E-mail: eunkyo314@naver.com Abstract The purpose of this study is threefold: 1) to provide an overview of Baskin-Robbins in Korea; 2) to introduce its three key operations management strategies; and 3) to explain its successful localization in Korea. BR-Korea has enjoyed high recognition and financial success by offering high-quality services and products to customers. The key reason behind its success has been its efforts to better tinderstand its customers' needs. In other words, BR-Korea has clearly understood that, to achieve success, it must not only offer products of the highest quality but also meet the various expectations of its customers. Keywords: Product management. Service management. Customer management, Baskin-Robbins 1. Introduction Burt Baskin and Irv Robbins established Baskin-Robbins (BR) in the U.S. to capitalize on American's love of ice cream by providing tasty products of the highest quality. BR operates under the unified identity "Baskin-Robbins 31," which refers to a flavor for each day of the month. Since the first store opened its doors in 1945, BR has introduced over 6,000 stores in 35 countries. In Korea alone, there are more than 700 stores (http://www.baskinrobbins.co.kr; E-daily, 2009). BR targets mainly younger children, and it has been successful in distinguishing itself from others by adopting "Fun" as a way to achieve market acceptance. They also created the slogan "We Make People…...

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