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
BR operates under the unified identity “Baskin-Robbins
31,” which refers to a flavour 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.
Type Wholly owned subsidiary
Industry Food and Beverage
Founded 1945 in Glendale, California
Founders Burt Baskin
Headquarters 130 Royall
s, United States
Area served Worldwide
Products Ice cream
Ice Cream Cakes
Parent Dunkin' Brands
5. Planning :
Planning means the process of making plans for something. The planning process
identifies the goals or objectives to be achieved, formulates strategies to achieve
them . Implements, directs and monitors all steps in the proper sequence is
In Baskin-robbins, objectives are set, launch of new products, introduction of new
schemes, market survey etc. is done.
BR has never used artificial flavours. Its extensive R&D efforts have focused on
developing a wide range of flavours by using natural ingredient. As a result, BR’s
products smell distinctly different from other products, which has helped BR to
differentiate its products from lower-quality ones (which typically use oil/fat and
artificial flavours) and consistently increased customer satisfaction.
Market survey is done in order to know what is more in demand. For example,
surveys are done regarding to the demand in the market.
In addition, BR has introduced new products with less calories by using fruits to
reflect recent trend .
6. Organizing :
Organization means the action of
organizing something. A social unit of
people that is structured and
managed to meet a need or to
pursue collective goals. We need to
organize everything according to the
situation, environment, people.
An organizational structure is the
outcome of organizing. This structure
coordinates and motivates
employees so that they work together
to achieve goals.
In baskin-robbins, the whole activity is
divided into task groups each dealing
with a specific area like food
committee, decoration committee,
packaging committee etc. In every
outlet these are under the overall
supervision of the official in charge.
7. Staffing :
Staffing plays a KEY ROLE in any successful Business unit
The selection and training of individuals for specific job functions and
charging them with the associated responsibilities. NOW in this staffing
step they implement the work in the company. Different groups of
people do their work according to their skill and knowledge
Staffing is the managerial function of filling and keeping filled position in
the organization structure. This is achieved by, first, requirement of
workforce, followed by recruitment, selection, placement, promotion,
appraisal and development of personnel to fill the roles designed into
8. Directing :
Directing is a basic management function that includes building an
effective work climate and creating opportunity for motivation,
supervising, scheduling and disciplining.
In directing, managers determine direction; state a clear vision for
employees to follow and help employees understand the role they play
in attaining goals.
In baskin-robbins, one of the reasons of success is because of healthy
supervisor-worker relationships. Natural ice-cream in comparison has a
very low turnover ratio implying that the workers are provided with
healthy working conditions, incentives, motivation and efficient
A management function aimed at
achieving defined goals within an
established timetable and their
components setting standards,
measuring actual performance and
taking corrective action. In this we
will see that work was done
according to the planning, they are
following rules and regulation.
In baskin-robbins, the increasing
sales and consistent demand shows
that in the organization activities are
performed as per the plans. Also,
the organizations resources are
being used effectively and