Ice Fili case from HBR

Ice Fili case from HBR Essay example
Ph.D.
Essay
Marketing
Pages 23 (5773 words)
Download 0
Table of Contents

Introduction: 3
External Analysis: 5
Internal Analysis: 18
Issues and Problems: 25
Alternatives (Possible Solutions): 28
Criteria Selection and Recommendation: 33
Implementation Plan of Action: 36
Conclusion: 39

Introduction

Ice Fili is a midsized company of Russia and one of Russia’s top ice cream producers serving the medium level category of the market. It is the present leader in terms of market revenues in the Russian ice cream business. In recent years it has been faltering. It faces the threat of being overtaken by its competitors if nothing is done. The chief concerns of the company as given in the case involve increased competition. The competition is largely due to a saturated ice cream market, shrinking sales revenue, increase in the number of competitors and threat of substitutes. Of all competitors, Nestle is perceived to be the fiercest. This apart, the small regional ice cream producers and other Moscow based producers pose a tough challenge in the metropolitan markets. In the finest ice cream producer category, there is Baskin & Robbins and Haagen Dazs. The substitute products include beer, soda, yogurts, chocolate and other confectionary candies. As opposed to the falling tendency found in the Russian ice cream industry, the beer, soft drink and confectionary industries enjoy increasing market demand. This indicates a preference shift of the market from ice cream to these substitute products. Given such a competitive ice cream market scenario in Russia, the case of Ice Fili assumes further significance. (Rukstad, Wells & Yin, January 22, 2007, p. 1)
The short term and long term corporate goals of Ice Fili are almost similar as both deal with competitors. ...
Download paper
Not exactly what you need?

Related papers

International Marketing: Snog Ice Scream in Switzerland.
The business plan would include an analysis of the market and the business environment of the new market. In addition a strategy for market entry and subsequent product mix would also be prepared that would enable it to gain market advantage in the new market. Finally an exit strategy and a monitoring plan would also be prepared so as to help the firm emerge as a formidable player in the market.…
Marketing Plan : Fritz Gelato Ice Cream
The ice-cream has been learnt to earn quite some awards as well as recognition owing to its superior taste. The Fritz Gelato ice-cream is known to enjoy a huge fan-following owing to the fact of being purely organic which is believed as its secret behind the superior taste. The company deals in products such as sorbets, organic ice-creams as well as coffee, frozen yoghurts along with organic…
Bulla Ice Cream Situation Analysis
The first commercial ice-cream was produced in Australia in 1907 (Unilever, 2010). Streets ice-cream marked the beginning of the ice-cream industry in Australia in 1920 (Unilever, 2011). This was subsequently taken over by Unilever and is now one of the biggest and best known manufacturers with brands such as Magnum, Paddle Pop and Blue Ribbon. This was the first ice-cream available on sticks and…
Fulton's Ice Land (Case Analysis)
However, the Friday-Saturday evening sessions are less convenient and the daily noon time sessions have least attendance. Problem Recognition The current source of profit of the company is the hockey matches. Besides, the response for the weekend afternoon sessions is also good. However the Friday and Saturday sessions traffic is only around 50 to 100. The promotional efforts are ineffective…
Fulton's Ice Land Case Study
Therefore Fulton is trying to adopt some strategies which would increase its profits. Fulton’s current strategy To evaluate the current strategy of Fulton’s ice Land, the 4Cs of marketing is taken into consideration. The 4Cs includes Customer Value, Cost, Convenience and Communication (Crandall, p.57). Fulton’s Ice Land offers indoor staking with a conventional hockey rink surface. Steve…
Zara Case
This realization made him open the first Zara store in 1975, in La Coruna (The Economist, 2001). With time, Zara Company decided to manufacture clothes for men, women, children as well as sportswear. In this expansion move, the company concentrated on women’s fashion clothes. The company expanded rapidly in the fashion and industry in 1980s in Spain. This expansion made the Zara group think…
Marketing research for Ice pad and Outline the process for gathering data for research and explain how you would analyze the inf
Yet again, market research can help management decide how best to deliver their products to the target market. With many manufacturers producing and marketing a variety of ice pads in the U.S. it is important for a new entrant in the market such as Ice Pads Limited to establish what kind of products it needs to offer to win a significant part of the market. Ice Pads Limited was established in 2011…