Chocolate Moose Case Study

Driving Forces Analysis

Another important tool we decided would be beneficial to our study of Chocolate Moose is the Driving Forces analysis. This tool allowed us to gain a better understanding of the macro-environmental environment regarding ice cream and how it will influence stakeholders within it. Another benefit is that it enabled us to be able to predict which trends will be the most important and have the greatest impact on Chocolate Moose.

As we began this analysis we first identified the relevant driving forces. These include: an increase in innovative companies and products, an increase in health concerns, more creative flavors and products, greater millennial influence on retailers, an increase in corporate social responsibility, a decline of “points-for-purchase model,” and an increase in market specific retailers. Next, we studied each trend and decided which would have the largest impact on the industry and Chocolate Moose within the given time span of 5 years. These forces are the increase in health concerns, demand for more creative flavors and products, and a greater millennial influence on retailers.

Increase in Health Concerns

Across America, the health concise trend can be noticed for almost every retailer. People are drawn to the idea of eating healthy and fresh food that is also delicious. This can be noticed in the increase in demand for healthy quick service restaurants such as Chipotle. Another reason why Chipotle does well is because of its claim to be GMO – free. This claim is not only wanted in QSR’s but also in ice cream shops. Between 2013 and 2014, Mintel conducted a survey which asked selected individuals what claims they focused on when purchasing ice cream and other frozen novelties. The difference in results from the previous year were a 35% increase in GMO – Free products, a nearly 25% increase in hormone free products, a 20% increase in no additives/preservatives, and a 20% increase in low/no/reduced calorie products (MINTEL). This is evident that the industry and Chocolate Moose included will need to focus on healthier options because consumers claim to be buying less ice cream because it is unhealthy, as opposed to too expensive (MINTEL). We predict this trend to strongly continue to increase and have a great impact on the industry.

Increase in Demand for Creative Flavors and Products

This is our next impactful trend because it is the greatest reason as to why people make purchases. In the Mintel report, the discovered the most common retail purchase driver for ice cream in the U.S is flavor (Mintel). This study is easy to understand as it is seen in many towns where people are willing to make the