Conduct a critical analysis to the RESPONSE, listed below, (IN BOLD), In no less than 200 words. Responses must demonstrate clear, insightful critical thinking.

Question(s): Please review one or two of your favorite SMALL companies and find out what their vision and mission statements are, and discuss how they are related to what you learned this week, and what would you change, if any ,to improve them .

Response:

The successful venture into small business is often challenging and confronted with many obstacles. However, in spite of these hurdles, operating a small neighborhood/local business comes with many positive aspects and opportunities that if implemented correctly can position the business in strong competitive situation. Within the Richmond, Va. area, similar to the craft beer trend, the ice cream restaurant space has become a popular small business venture that has spread throughout the region. One of the more popular ice cream parlors is Gelati Celesti. The small restaurant began in 1984 and has grown to operate seven neighborhood stores in Richmond, Va. and two in Virginia Beach, Va. According, to the company website, the company's mission statement states, "Our mission is to bring a few moments of joy to others with the very best ice cream scooped up with the very best service." (Gelati Celesti Ice Cream, 2022) The company offers top quality products, presented with an array of rotating, seasonal flavors that any ice cream lover would enjoy.

Though growing in popularity and size, Gelati Celesti is able to incorporate many successful activities within their operations that have been the primary growth engine of their business. For example, as a small business, Gelati Celesti is more nimble than larger operations in its ability to offer new trendy flavors for their consumer base. Customers are aware of the "new" flavors offered, alongside their local favorites and staples which enhances the experience for the customer. The business has developed a devout following by emphasizing customer service as a premium at all of their locations, by recruiting mature and professional employees. In addition, they have leveraged their brand loyalty by offering retail merchandise (clothing, cups, hats, etc...) for sale enhancing the company-customer relationship.

Gelati Celesti Ice Cream. (2022). about | Richmond | Gelati Celesti Ice Cream. Gelatiicecream.