Case Study: Graeter’s Ice Cream - Expansion through Licensing Analysis

This case study analyzes Graeter's Ice Cream, an Australian ice cream company, focusing on its company profile, unique selling propositions, and commitment to quality. The assignment explores the company's decision regarding expansion through licensing, emphasizing the potential impact on product quality and brand value. The study justifies the management's choice to avoid licensing, highlighting concerns about maintaining control over production and ensuring the high standards associated with the Graeter's brand. The analysis references the importance of quality management in the expansion process and offers insights into the strategic considerations of the company's business development. The case study provides a detailed examination of the company’s operations, decision-making, and expansion strategies.

CASE STUDY – GRAETER’S ICE CREAM

Table of contents
Brief summary of the company profile............................................................................................3
Decision regarding the expansion of the company through licensing another company in another
country with justification.................................................................................................................4
References........................................................................................................................................5
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Brief summary of the company profile
Graeter's Ice cream is Australian Ice cream producing and selling company which was founded
by Charlie and Regina Graeter. The companies currently operate near about a dozen store across
parts of Victoria, Tasmania and Southern Australia. The Graters family the company operates in
local owns the business and online market the company sells products online to anywhere in
Australia. The company has vision of providing quality Ice creams to their consumer with
quality taste. There are various Unique selling proposition that the company uses to boost up
there sells. The company has good quality products and keeps the quality higher through fresh
ingredients. The company operated franchise store but later one dropped the choice because the
following felt that the quality through franchise products would decrease. Currently the company
is still owned by the family and fourth generation of the family is holding and managing
companies operating. The company stills provide handmade ice creams due to which the quality
is high but the maturing rate is slow. The companies also emphasizes on their employee and
want to keep their employee engaged with the company over future years which shows that
employee build and effective bond with their employees helping them in their operations (Ruck
et al. 2017). The company was first added a non-family member in the co-operative management
of the firm and hand made changes regarding the expansion of the manufacturing units the
company current operate manufacturing units across Australia. The company is currently looking
to expand in the market which is wise decision from the management and the management also
does not means to manage with the quality and wants to provide high quality of products to their
customers.
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Decision regarding the expansion of the company through licensing another
company in another country with justification
It can be said that in line of the company's vision of providing quality and high-enriched taste of
unique ice creams it will not be beneficial for the company to expand via licensing other
companies in different companies. This can hamper the quality of the products as well as the
brand value of the firm. AS franchise and licensing will make the company has no control over
the production of ice cream the quality of ice creams might degrade because of which the long
term profit and vision of the company will be affected.
Explanation on management decision
The management made the following decision because they are able to feel that for the
company’s expansion in effective manner there will be need of extra management because of
which they will; not be able to perform the roles and will not be able to meet the set objectives in
significant manner. It cannot be said that involvement of external cooperative management has
any role in it and cannot affect the roots of the business in any manner. It can be said that for
meeting the requirement of quality in expansion of the company there will be needed of extra
management that will help the company to manage their quality products and maintain the
quality product in line of the expansion process (Schaper et al. 2014).
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References
Ruck, S., Coopman, K., Hewitt, C. and Nienow, A., 2017. Application of the migratory nature of
human mesenchymal stem cells to optimise microcarrier-based expansion processes.
Schaper, M.T., Volery, T., Weber, P.C. and Gibson, B., 2014. Entrepreneurship and small
business.
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