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Neither the company's website nor the case study come out and state the company's vision or mission. However, one can surmise from the information given that the goal of the company is, much like any other company, to continue to grow and become more profitable…
In 1991, they established their dealer network. 1994 marked the year of their first international account, which was in Japan. In 1995, they opened a new production facility that was 32,000 feet in Paducah. The facility expanded by 20,000 feet in 1997 and the company earned a spot on Inc. Magazine's 500 list of fastest growing companies.
In 2000, the first franchise opened and the company went to court against imitators. In 2001, Dippin' Dots came in third behind Baskin Robbins and Dairy Queen as far as number of franchises. In 2002, Dippin' Dots was ranked 112th on the Franchise 500 list, 69th on the list of Fastest Growing franchise companies, and number one on the New Franchise Company lists of Entrepreneur's Magazine. Dippin' Dots also becomes available at San Francisco Bay area McDonald's restaurants during the same year. The awards and high rankings continue through 2005. In 2006, the company was restructured and Tom Leonard became president of the company.
According to Improvement Network (2008), "A PESTEL Analysis can be particularly useful for groups who have become too inward-looking. They may be in danger of forgetting the power and effect of external pressures for change because they are focused on internal pressures. You can use this technique for a large or a small group activity. ...
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