What are the pros and cons for each one?

1. Product Development - It was noted that Dairy Queen has been known for its soft serve ice cream, Blizzard products and other menus such as chicken strips and burgers. But since eating habits of people are slowly changing and becoming more health-conscious, Dairy Queen should also start considering offering ice cream that will cater to this market: Ex: low calorie ice cream; organic ice cream and the like

2. Market Penetration - Dairy Queen has been part of the ice cream industry since 1940. It has been considered as the most dominant ice cream and frozen dessert retailer in Canada. As mentioned, 82% of Canadians are familiar with the brand. The brand being the pioneer in the ice cream industry also has an older market. We should also consider that the older market may now have developed health issues and is now very particular with what they eat. Hence, ice cream might not be in their top-of-the list food to eat. Dairy Queen should consider to target a lucrative market -Millennials. In this connection, the brand should also keep up with the times by strengthening their digital marketing strategy to capture the said market

3. Retail Expansion - Dairy Queen has already established itself as the go-to store for ice cream and frozen dessert. Dairy Queen should also explore making their ice cream to be distributed in retail stores and supermarket. This way, the brand would not only be visible in their stores but to other locations as well.