Royal Ice Cream Swot Analysis

SWOT Analysis

INTERNAL:

STRENGTHS

• Royal Ice Cream has been in business since 1926. Founded by Michael Orfitelli Sr. to this day the company still remains in the family.

• Royal Ice cream has a small staff of 11-15 employees. There a tight knit group. The two brothers have meetings and come up with new products to distribute. For example the jelly roll, Dixie cups, and Nut roll.

• They have distribution in most states in the US, and plan to make a deal with Singapore with their new line of high protein ice cream.

• Royal Ice Cream just put in state of the art equipment and upgraded there refrigeration operations to being computer controlled. This equipment increases production from 3.5 gallons a minute to 17.5 gallons a minute. They also put in high speed machine wraps, and a cookie sandwich machine.

WEAKNESSES

• Royal Ice Cream name is not prominently known. A lot of people have never heard of their brand name.

• There distribution does not market their products in grocery stores. Doing this would create a brand that people would see on an everyday bases.

• They do not commercially advertise

• Royal Ice Creams warehouse is a small square footage this minimizes there room to expand and produce product.

EXTERNAL:

OPPORTUNITIES

• Royal Ice Cream has the opportunities to expand their product worldwide.

• If they would start marketing themselves to the public and not just to the distributers they could double their profit margin.

• Royal has the ability to go back to the old school product that people used to enjoy just like all the soda companies and beer companies are doing with their bottles. To boost sales. (Nostalgia products)

THREATS

• Royal Ice cream has a lot of competitors there are more than 75 brands of Ice cream on the shelves today.

• Royal still has a handful of manufacturing dairies to compete with.

• The other ice cream brands are already well advertised and well known by people it would take Royal a couple years to catch up.

COMPETITION

Royal ice cream has a lot of competition. There are around 100 brands of ice cream and manufactures