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INTRODUCTION

The group assignment for Marketing for Hospitality Management is doing a

research of the empire in the ice cream industry- Baskin Robbins. Baskin Robbins is

the most popular ice cream store that we can found in Malaysia. Their products are

mainly suitable for everyone especially people who live in tropical countries such as

Malaysia. The chain that we choose to research is the Baskin Robbins which located

at Setapak, Kuala Lumpur.

The address of the organization :

Lot-7, Ground Floor, Festival City,

No.67, Jalan Taman Ibu Kota,Taman Danau Kota, Setapak,

53300 Kuala Lumpur.

This assignment will be covering about the positioning strategies of the

organization. Positioning strategies will be analyzed about how the organization

chooses for the position to get a better population and profit for their business. This

assignment will be also included with success and failure of the organization that we

choose which relate to the marketing mix which is product, place, promotion and

price. Moreover, we will give some suggestion on the improvement on the failure of

service and product of the organization that we choose.

http://my.locatedat.com/map/kuala-lumpur/baskin-robbins-festival-

city/579992/

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in-store marketing and personal appearances in Asian markets including South Korea,

India, mainland China and Taiwan

Baskin-Robbins was owned by its founders until it was acquired in 1967 (just

prior to Burt Baskin's death) by the United Brands Company (United Fruit). In 1972,

the company went public for the only time in its history when United Brands sold 17%

in an IPO. A year later, British food company J. Lyons and Co. purchased Baskin-

Robbins from United Brands and all public stock. J. Lyons then merged with Allied

Breweries, becoming Allied-Lyons in 1978. Allied-Lyons then merged with Pedro

Domecq S.A. in 1994, becoming Allied Domecq. Baskin-Robbins, and Dunkin'

Donuts now comprise Dunkin' Brands, Inc. Dunkin' Brands was part of Allied

Domecq until its purchase in 2006 by a group of private equity firms - Bain Capital,

Thomas Lee, and The Carlyle Group.