Amorino
The company has been growing at a rapid
pace with stores all over the world. Its objective is to expand even more for the years to
come. The franchising option is the best alternative for the business´ future expansion since
it can reach broader market coverage without
incurring huge investments.
Despite its success, Amorino feels pressured to come up with alternatives for serving
ice cream in the future. Amorino knows that
being too focused on expansion is likely to
hamper its current business model development. The flower design is popular and an adventure to customers for now, however, the
serving of a second, third, fourth, fifth, sixth
flower will be less of an adventure than the
serving of the first one. The problem with selling experiences is that customers, having had
the experience already, expect to be served
an even greater experience the next time they
visit. Prospectively, Amorino will come up with
differing ice cream presentations. The company could create customized ice cream designs,
being innovative in serving differing customer
desires.
Furthermore, a clear disadvantage for
Amorino, which was discovered in the differential advantage analysis, is its lack of local
responsiveness. The global franchise is, thus,
likely to improve its ability to participate in
local events of its various host countries. The
company is going to improve ice cream distribution from its centralized production site,
enabling it to come up with new flavor offerings in its subsidiaries in a more rapid manner.
Last but not least, Amorino has trouble competing with low-cost providers, such as Nannarella, in countries with lower price levels.
Again, to be able to justify higher prices, the
company plans to offer customers more than
just a flower. In the future, Amorino will become more innovative, faster in implementing
changes, and more attentive to what local
competitors are doing.
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