Read the following scenario, then answer the questions that follow. While traveling to Boise, Idaho, Rob West tasted his first Sub Zero ice cream. He still remembers the flavor—a combination of Dr. Pepper, maraschino cherries, and mini marshmallows—and it was frozen right before his eyes with the use of liquid nitrogen. The process was mesmerizing, and he was hooked. Founded by chemist Jerry Hancock as a franchise in 2004, Sub Zero Ice Cream was built on a different concept than regular scoop shops. By taking liquid nitrogen with a temperature of minus 321 degrees, Hancock could produce the brand's particularly-smooth and creamy product. Also, customers can customize their combination of ingredients—the type of ice cream, flavors, and additional toppings. The order is then dipped into liquid nitrogen, resulting in a burst of fog and the final product of instant ice cream. West, who is from California, had worked in corporate finance for over 30 years but realized he was ready for a new challenge in life, thinking he would like to own his own business. However, he was 61 years old—not exactly an age to become an entrepreneur he thought—and he had no experience in running his own business. Though becoming a franchisee at his age was not standard, West decided to leave his job and became a Sub Zero Ice Cream franchisee. He located in Simi Valley, California, where he had spent his childhood. Although his vision to open a Sub Zero store hit snags, he persisted. He exhibited patience and determination. He eventually invested $325,000 to get started and spent over two years working on his personal mission to bring the brand to California. Much of that time was spent convincing the state of California that the high volumes of nitrogen required for the business were safe. In addition to time and money, he used his MBA and 30 years of experience to create proforma financial statements, conduct research, and write a well-defined business plan. West's investment in a Sub Zero shop has paid off. In addition to the profits, he still loves the experience and opportunities the franchise has offered him. He continues to enjoy working at the ice cream parlor and witnessing the joy it brings to customers. While his years of work in finance have been beneficial, he has since learned about construction, advertising, and inventory. Finally, he loves participating in educational opportunities at the local school where he teaches students that there's a fun side to chemistry as well. West says that being a part of the Sub Zero brand has rewarded him with a sense of fulfillment and satisfaction—just what he was looking for. Sources: Mikelle Despain, "Sub Zero Ice Cream&Yogurt is Freezing Its Way to Simi Valley, CA Grand Opening," PR.com, April 6, 2012, https://www.pr.com/press-release/403556, accessed January 12, 2018; Alex Dixon, "3 Steps to Running a Successful Ice Cream Franchise," QSR Magazine, November, 2016, https://www.qsrmagazine.com/franchising/3-steps-running-successful-ice-cream-franchise, accessed January 14, 2018; Julie Halpert, "After 30 Years in Corporate Finance, It's Time to Sell Ice Cream," Wall Street Journal, November 12, 2017, https://www.wsj.com/articles/after-30-years-in-corporate-finance-its-time-to-sell-ice-cream-1510542060, accessed January 12, 2018; and Joan Oleck, "This Franchisee Isn't Just Selling Ice Cream. He's Selling K–12 Science," Entrepreneur, June 5, 2016, https://www.entrepreneur.com/article/276613, accessed January 8, 2018. Based on the limited information provided, what would you anticipate will be West's most important competitive advantage? a. Integrity b. Customer focus c. Quality product d. Innovation
Read the following scenario, then answer the questions that follow.
While traveling to Boise, Idaho, Rob West tasted his first Sub Zero ice cream. He still remembers the flavor—a combination of Dr. Pepper, maraschino cherries, and mini marshmallows—and it was frozen right before his eyes with the use of liquid nitrogen. The process was mesmerizing, and he was hooked.
Founded by chemist Jerry Hancock as a franchise in 2004, Sub Zero Ice Cream was built on a different concept than regular scoop shops. By taking liquid nitrogen with a temperature of minus 321 degrees, Hancock could produce the brand's particularly-smooth and creamy product. Also, customers can customize their combination of ingredients—the type of ice cream, flavors, and additional toppings. The order is then dipped into liquid nitrogen, resulting in a burst of fog and the final product of instant ice cream.
West, who is from California, had worked in
Though becoming a franchisee at his age was not standard, West decided to leave his job and became a Sub Zero Ice Cream franchisee. He located in Simi Valley, California, where he had spent his childhood. Although his vision to open a Sub Zero store hit snags, he persisted. He exhibited patience and determination. He eventually invested $325,000 to get started and spent over two years working on his personal mission to bring the brand to California. Much of that time was spent convincing the state of California that the high volumes of nitrogen required for the business were safe. In addition to time and money, he used his MBA and 30 years of experience to create proforma financial statements, conduct research, and write a well-defined business plan.
West's investment in a Sub Zero shop has paid off. In addition to the profits, he still loves the experience and opportunities the franchise has offered him. He continues to enjoy working at the ice cream parlor and witnessing the joy it brings to customers. While his years of work in finance have been beneficial, he has since learned about construction, advertising, and inventory. Finally, he loves participating in educational opportunities at the local school where he teaches students that there's a fun side to chemistry as well.
West says that being a part of the Sub Zero brand has rewarded him with a sense of fulfillment and satisfaction—just what he was looking for.
Sources: Mikelle Despain, "Sub Zero Ice Cream&Yogurt is Freezing Its Way to Simi Valley, CA Grand Opening," PR.com, April 6, 2012, https://www.pr.com/press-release/403556, accessed January 12, 2018; Alex Dixon, "3 Steps to Running a Successful Ice Cream Franchise," QSR Magazine, November, 2016, https://www.qsrmagazine.com/franchising/3-steps-running-successful-ice-cream-franchise, accessed January 14, 2018; Julie Halpert, "After 30 Years in Corporate Finance, It's Time to Sell Ice Cream," Wall Street Journal, November 12, 2017, https://www.wsj.com/articles/after-30-years-in-corporate-finance-its-time-to-sell-ice-cream-1510542060, accessed January 12, 2018; and Joan Oleck, "This Franchisee Isn't Just Selling Ice Cream. He's Selling K–12 Science," Entrepreneur, June 5, 2016, https://www.entrepreneur.com/article/276613, accessed January 8, 2018.
Based on the limited information provided, what would you anticipate will be West's most important competitive advantage?
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