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COOL MOOSE CREAMERY CASE STUDY BUSINESS PLAN OVERVIEW

The Town of Parry Sound is a beautiful place to live, and popular destination for a

summer getaway. Located on the shores of Georgian Bay, Parry Sound is known as the

“Renowned Jewel of the 30,000 Islands”. The town shows great appreciation towards

their heritage and culture, and is the hometown of hockey hero Bobby Orr. There are

many a)ractions like the Charles W. Stockey Centre, Bobby Orr Hall of Fame,

International chamber summer music festival, and the Festival of the Sound. One large

a)raction to Parry Sound is the Sport-bike festival, which happens through July 6th to July

8th and has up to 5,000 visitors, which provides an economic boost in the community.

Parry Sound Ontario is about 2 hours north of Toronto and its geographical co-ordinates

are 45° 20′ 0″ North, 80° 2′ 0″ West. The area is known as Parry Sound but

geographically it is known as the Parry Sound district. The Parry Sound district has other

very small areas around it like Humphrey, McDougall, and Dunchurch to name a few.

The town of Parry Sound has a smaller population of only

5,818 people, which is a decreased number since 2001 with 6,124

people. However during the warmer months, population will roughly

triple due to co)age habitants that visit or rent their place for others

to visit. Over half of the population is employed, with an employment

rate of 57.4%. The main occupation of jobs is directed towards sales

and services at 32% and trade following up at 18%. The average

income for an individual working fulltime comes in at $33,113, with

male’s income being slighter higher than females. Transportation

around the Town of Parry Sound indulges in driving your own vehicle

or being a passenger, since the use of public transit is rarely used.

The ice cream industry is solid but not perfect. The good of

being in the industry is that the sales are almost at $2 billion, which

proves that there is a large demand in the market. As of 2010,

consumption per capita in Canada averaged 5.5 litres. This allows

producers to expand and have the ability to make major proBt. In

Canada there are 83 manufacturing locations and two main market

holders, Nestle and Unilever. Nestle consists of 25.5% share in the market while

P E R C A P I T A C O N S U M P T I O N O F D A I R Y P R O D U C T S

C O N S O M M A T I O N D E P R O D U I T S L A I T I E R S P A R H A B I T A N T

C H E E S E / F R O M A G E P O W D E R

P O U D R E

C O N D E N S E D & E V A P O R A T E D M I L K

L A I T C O N D E N S É E T É V A P O R É

C h e d d a r

S p e c i a l t y

F i n

P r o c e s s e d

F o n d u C o t t a g e T O T A L

S k i m M i l k

L a i t é c r é m é

W h e y

L a c t o s é r u m

E v a p o r a t e d

É v a p o r é

C o n d e n s e d

C o n d e n s é

T O T A L

l i t r e s

2 0 1 0

3 .7 9 7 .0 1 1 .7 7 0 .7 6

1 1 . 5 6 2 . 4 4

2 .2 3 0 .5 2 0 .4 4 0 .0 7

0 . 5 2 8 . 2 8 5 . 5 0 2 0 1 0

2 0 0 9

4 .0 4 7 .7 0 2 .1 0 0 .7 7

1 2 . 5 1 2 . 7 9

2 .5 3 0 .8 5 0 .7 6 0 .0 5

0 . 8 1 7 . 7 7 5 . 5 4 2 0 0 9

2 0 0 8

3 .9 2 7 .7 3 2 .1 3 0 .8 9

1 2 . 5 4 2 . 6 7

1 .9 1 0 .9 3 1 .0 1 0 .0 6

1 . 0 6 7 . 6 7 6 . 9 0 2 0 0 8

2 0 0 7

3 .7 4 7 .7 4 2 .2 4 0 .9 1

1 2 . 3 9 2 . 7 2

1 .8 8 0 .8 6 1 .0 6 0 .0 6

1 . 1 3 7 . 1 7 8 . 0 3 2 0 0 7

2 0 0 6

4 .1 5 7 .2 2 2 .3 0 0 .8 5

1 2 . 2 2 2 . 8 3

2 .4 7 0 .7 9 1 .0 0 0 .1 1

1 . 1 1 6 . 9 9 9 . 2 3 2 0 0 6

2 0 0 5

3 .9 8 7 .2 1 2 .2 5 0 .8 5

1 2 . 0 4 3 . 1 5

2 .1 8 0 .8 2 1 .0 5 0 .0 9

1 . 1 4 6 . 7 7 9 . 8 5 2 0 0 5

2 0 0 4

3 .7 8 7 .3 5 2 .3 5 0 .8 2

1 1 . 9 6 3 . 4 6

1 .9 2 1 .0 4 0 .9 3 0 .0 8

1 . 0 1 6 . 3 1 9 . 1 5 2 0 0 4

2 0 0 3

3 .8 8 6 .9 9 2 .2 2 0 .7 8

1 1 . 6 5 3 . 2 3

1 .5 6 0 .9 4 0 .6 3 0 .0 7

0 . 7 1 5 . 8 6 9 . 2 7 2 0 0 3

2 0 0 2

3 .7 8 6 .9 8 2 .2 4 0 .7 9

1 1 . 5 4 3 . 2 9

1 .4 8 1 .5 7 1 .1 8 0 .0 5

1 . 2 3 5 . 3 9 9 . 4 8 2 0 0 2

2 0 0 1

3 .8 4 6 .8 6 2 .4 7 0 .7 8

1 1 . 4 8 3 . 3 6

1 .4 5 1 .7 5 1 .0 5 0 .0 3

1 . 0 8 4 . 8 8 9 . 2 2 2 0 0 1

2 0 0 0

3 .9 1 7 .1 5 2 .3 5 0 .7 9

1 1 . 8 5 2 . 9 9

1 .1 4 1 .4 3 1 .2 9 –

1 . 2 9 4 . 5 9 8 . 6 2 2 0 0 0

1 9 9 9

4 .0 0 6 .8 2 2 .3 9 0 .7 1

1 1 . 5 4 2 . 8 5

1 .4 5 1 .2 0 1 .3 2 –

1 . 3 1 4 . 0 5 1 0 . 0 2 1 9 9 9

1 9 9 8

3 .8 5 6 .8 9 2 .2 5 0 .7 1

1 1 . 4 6 2 . 8 9

1 .1 5 1 .3 9 1 .2 6 0 .0 1

1 . 2 8 3 . 4 6 1 0 . 1 8 1 9 9 8

1 9 9 7

3 9 7 7 1 3 2 4 4 0 7 2

1 1 8 2 2 6 3

1 0 4 1 5 5 1 6 1 0 1 5

1 7 6 3 1 9 1 0 3 5 1 9 9 7

Y e a r

k g

B U T T E R

B E U R R E

Y O G U R T

Y O G O U R T

I C E

C R E A M /

C R È M E

G L A C É E

A n n é e

C A N A D A

1 9 9 7

9 7

1 3

4 4

7 2

1 1

8 2

6 3

0 4

5 5

6 1

1 5

7 6

1 9

1 0

3 5

1 9 9 7

1 9 9 6

3 .7 6 6 .1 8 2 .5 8 0 .7 6

1 0 . 7 1 2 . 8 7

1 .2 8 1 .8 7 1 .6 2 0 .1 8

1 . 8 0 3 . 1 7 1 0 . 9 9 1 9 9 6

1 9 9 5

3 .9 0 6 .1 3 2 .7 4 0 .8 3

1 0 . 8 7 2 . 7 6

1 .0 5 1 .6 9 1 .8 3 0 .3 1

2 . 1 5 3 . 0 5 1 1 . 4 8 1 9 9 5

1 9 9 4

3 .8 7 6 .1 2 2 .7 7 0 .8 7

1 0 . 8 5 2 . 8 9

1 .0 8 1 .7 2 2 .0 1 0 .2 5

2 . 2 7 3 . 0 9 1 1 . 8 0 1 9 9 4

1 9 9 3

3 .7 7 6 .0 2 2 .7 1 0 .8 8

1 0 . 6 8 2 . 8 8

1 .1 4 1 .7 9 2 .5 0 0 .1 3

2 . 6 3 3 . 0 4 1 0 . 9 4 1 9 9 3

1 9 9 2

3 .6 6 5 .8 7 2 .7 9 0 .9 2

1 0 . 4 6 2 . 8 0

1 .2 0 1 .7 5 2 .5 0 0 .2 7

2 . 7 7 2 . 9 1 1 0 . 3 7 1 9 9 2

1 9 9 1

3 .7 9 5 .6 9 2 .7 7 1 .0 3

1 0 . 5 2 2 . 9 9

1 .2 8 2 .0 1 2 .4 9 0 .2 8

2 . 7 7 2 . 9 9 1 0 . 9 2 1 9 9 1

1 9 9 0

3 .8 1 5 .6 4 3 .0 5 1 .1 2

1 0 . 5 7 3 . 2 8

1 .5 1 1 .2 8 1 .7 3 0 .2 4

1 . 9 7 3 . 0 9 1 1 . 4 8 1 9 9 0

1 9 8 9

4 .1 6 5 .7 3 2 .9 4 1 .1 1

1 0 . 9 9 3 . 4 7

2 .2 7 1 .8 4 2 .4 3 0 .3 2

2 . 7 5 3 . 2 6 1 1 . 4 4 1 9 8 9

N o t e : C a l c u l a t i o n s d o n o t t a k e i n t o a c c o u n t i n t e r p r o v i n c i a l m o v e m e n t s o f f i n a l p r o d u c t s N o t e : L e s c a l c u l s n e t i e n n e n t p a s c o m p t e d e s é c h a n g e s i n t e r p r o v i n c i a u x d e p r o d u i t s f i n i s

–

N i l

–

N u l

I n c l u d e s c h e e s e u s e d i n t h e m a k i n g o f p r o c e s s e d c h e e s e

T o t a l = S p e c i a l t y + C h e d d a r + C o t t a g e

S i n c e J a n u a r

1 9 9 2

s t o c k s a n d

r o d u c t i o n o f c o n d e n s e d w h o l e m i l k a r e c o n f i d e n t i a l s

I n c l u d e s h a r d a n d s o f t i c e c r e a m

C a l c u l a t i o n s d o n e b y A A F C – A I D , D a i r y S e c t i o n C a l c u l s r é a l i s é s p a r A A C – D I A , S e c t e u r l a i t i e r

C o n s u m p t i o n = [ B e g i n n i n g S t o c k s + P r o d u c t i o n + I m p o r t s – E x p o r t s – E n d i n g S t o c k s ] /

P o p u l a t i o n . I n c l u d e s q u a n t i t i e s i m p o r t e d u n d e r t h e I m p o r t f o r R e – e x p o r t P r o g r a m

C o n s o m m a t i o n = [ S t o c k s a u d é b u t + p r o d u c t i o n + i m p o r t s – e x p o r t s – s t o c k s à l a f i n ] / p o p u l a t i o n .

I n c l u t l e s q u a n t i t é s i m p o r t é e s s o u s l e P r o g r a m m e d e l ‘ i m p o r t a t i o n p o u r l a r é – e x p o r t a t i o n

C o m p r e n d l e f r o m a g e c h e d d a r u t i l i s é d a n s l a f a b r i c a t i o n d u f r o m a g e f o n d u

C o m p r e n d l a c r è m e g l a c é e d u r e e t m o l l e

S o u r c e : S t a t i s t i q u e C a n a d a , T a b l e a u x 0 0 2 – 0 0 1 0 , 0 5 1 – 0 0 0 5S o u r c e : S t a t i s t i c s C a n a d a , T a b l e s 0 0 2 – 0 0 1 0 , 0 5 1 – 0 0 0 5

T o t a l = S p e c i a l i t é + c h e d d a r + c o t t a g e

a r t i r d e

a n v i e r 1 9 9 2 , l e s s t o c k s e t l a

r o d u c t i o n d e l a i t c o n d e n s é e n t i e r s o n t c o n f i d e n t i e l s

Unilever consists 23.5%. In

comparison, David Chapman’s a Canadian

producer only has 4.9% of the market

share but still has a demand due to its

origins. Most of these locations employ a small working crew (5-99

employees), which accounts for 61.7% of employment manufacturers, which

can range from micro (1-4) to large

(500+) working crew sizes. This industry employed 2,420 in 2009, which is an

increase of 6.2% from the previous

year. Another reason as to why it is a good industry is that there are many dairy

producers in Canada thus it is cheaper to access milk locally; with Ontario alone

had 4,191 dairy farms. The

downside is that the competition is Berce,

expensive to enter the market, and tends to be

more of a product that is season, as more ice cream is sold

closer toward summer. Overall it is a great strong industry only if enough funds are

available to enter the market.

There is only a few ice cream shops in the Parry Sound area. Dairy Queen, Bay

Boy Ice Cream & Yogurt, and several McDonald’s are in the region but is limited to

competition since Dairy Queen and Bay Boy Ice Cream & Yogurt are the only ones made

especially for ice cream, thus seeming to be the main competition for Cool Moose