1. Baker(Kehong liu),Allen(Tianlun Zhang)
Ice Cream store
Baker(Kehong liu),Allen(Tianlun Zhang)

2. Product Monopolistic Competition Market Substitute Goods
Product Description
Organic ice cream (Different flavors)
Drinks (Coffee, Fresh juice, Mineral water, Tea)
Dessert
Complement Goods
Cups, Plate, Spoon, Tissue, ice cream cone, Fruits (Ice cream)
Cups, Straws, Tissue, Cup holder, Tea bag (Drinks)
Folks, Plates, Spoon, Water (Dessert)
Substitute Goods
Snack Bar
Jungle Juice
Starbucks
Dunkin’ Donuts
Monopolistic Competition Market
Experienced goods
Food industry

4. Value Delivery Happiness & Relaxation Delicate decoration
High quality of service
High quality of product (Organic)
Delicate decoration
Happiness & Relaxation

5. Consumer care about
Taste
Quality
Preference
Experience
Price

6. Competitors Snack bar Jungle juice Cheap Multi-choices High-calories
Strength:
Time saving
Fresh
Customization
Membership
Weakness:
Expensive
Single commodity
Raw material reserving-time shortly
Snack bar
Cheap
Multi-choices
High-calories
Low quality service
Dunkin’ Donuts/Starbucks
High brand cognition
Multi choices
High quality service
Not exlusive

7. Market Power (Barriers to enter)
Employee training
Raw materials selecting (Organic)
Seasoning

8. Market Power Continue… (Differentiation Prrducts)
Organic materials
Highly customized products

9. Question