StudentShare
Contact Us
Sign In / Sign Up for FREE
Search
Go to advanced search...
Free

The Russian Ice-Cream Market - Essay Example

Cite this document
Summary
The paper under the title 'The Russian Ice-Cream Market ' presents the ice-cream market which has a long history that is as colorful as Russia’s past. In fact, even the ice-cream factories were former witness to the military might of Russia as a socialist empire…
Download full paper File format: .doc, available for editing
GRAB THE BEST PAPER95.5% of users find it useful
The Russian Ice-Cream Market
Read Text Preview

Extract of sample "The Russian Ice-Cream Market"

In fact, many players are entering the market since it is very attractive. The economy of Russia has grown strong and cities such as Moscow is a very attractive position to start a business. It can be said that the Russian ice-cream market would evolve rapidly as many new players have gained entry to the market. Although the GOST was supposed to have created as a barrier for new players, existing foreign giants such as Nestle can dominate the market. Regional producers also pose as a threat to existing players since they can easily be flexible.

In short, this means that the ice-cream industry is robust and dynamic. Despite the foreign players and regional producers coming into play , Ice-Fili has sustainable competitive advantage. For one, the company has the most number of brands. This gives the company advantage since it can penetrate many markets and create market segmentation of its consumers. Also, it has the largest production capacity which can easily cope up with production needs. These are internal strengths that the company can effectively use to capture the market .

Although Nestle appears as a threat, its only edge of Nestle against Ice-Fili is its distribution channels which has strategically created a nice in the premium ice-cream market. There are also other factors such as pricing and cost which a company should consider when evaluating its competitiveness in the industry. Currently, Ice-Fili has placed its price as average, but as an Ice-Fili executive said, the slight 10% increase would not affect consumer behavior. This reveals a wealth of insight that the company can raise the price of some premium products.

However, this move must be supported with a campaign to project to the Russians the uniqueness of these premium products. Ice-Fili has young managers who can creatively make a marketing program aimed at different segments. As for the cost-position, Ice-Fili must stick to its recipe since this is exactly what foreigners wanted out of Russian ice-cream, its creaminess which is a competitive advantage against imported products such as Nestle. Since Ice-Fili has reduced operational costs through better organizational strategies, it must never consider compromising the quality of its products by using cheaper alternatives.

A good recommendation for the company is that it should appropriate a larger percent of its factory production for distribution to gastronomes and supermarkets. The company must reevaluate its marketing strategies to tap other potential market segments that can raise its market share. Apparently, Ice-Fili must penetrate the cafes the way Baskin and Robbins did when they entered the market. Ice-Fili should focus on competing with Nestle which is a direct threat. In conclusion, the dynamic ice-cream industry has created healthy competition between local producers and foreign players.

For Ice-Fili to be competitive, it must attack the competitors through a good pricing scheme that caters to different market segments. However, it must not sacrifice the quality of its products which has earned the loyalty of thousands of customers, foreign or local. If Ice-Fili can develop a good marketing strategy, then it can even eat the market share of Nestle which is a sweet success.

Read More
Cite this document
  • APA
  • MLA
  • CHICAGO
(The Russian Ice-Cream Market Essay Example | Topics and Well Written Essays - 250 words, n.d.)
The Russian Ice-Cream Market Essay Example | Topics and Well Written Essays - 250 words. Retrieved from https://studentshare.org/business/1562465-ice-fili-case-analysis
(The Russian Ice-Cream Market Essay Example | Topics and Well Written Essays - 250 Words)
The Russian Ice-Cream Market Essay Example | Topics and Well Written Essays - 250 Words. https://studentshare.org/business/1562465-ice-fili-case-analysis.
“The Russian Ice-Cream Market Essay Example | Topics and Well Written Essays - 250 Words”, n.d. https://studentshare.org/business/1562465-ice-fili-case-analysis.
  • Cited: 0 times

CHECK THESE SAMPLES OF The Russian Ice-Cream Market

Objectives of the British and Russian Empires in the Great Game in Central Asia and Afghanistan

In the latter part of the 19th century, the russian and British Empire showed stirrings of a conflicting and tense meet-up.... The Great Game in Central Asia and Afghanistan referred to the rivalry of the British and russian Empire, empires seeking dominance over the other in Central Asia.... hellip; What main objectives did the British and russian Empires pursue in the course of the ‘Great Game' in Central Asia and Afghanistan?... The Great Game in Central Asia and Afghanistan referred to the rivalry of the British and russian Empire, empires seeking dominance over the other in Central Asia....
12 Pages (3000 words) Research Paper

Doing Business in Russia

This paper “Doing Business in Russia” will focus on a market analysis of Australian gourmet product to be offered to the russian market.... It evaluates the russian economic and financial environment, cultural environment, political environment, and technological environment.... For nearly sixty years, the russian economy and that of the rest of the Soviet Union operated on the basis of central planning meaning state control over virtually all means of production and over investment, production, and consumption decisions throughout the economy....
12 Pages (3000 words) Research Proposal

Russia as a business destination

hellip; the russian economy is relatively stable and this would be a conducive place to conduct business.... arket Intelligence Report (MIR)the russian PeopleThere are a number of misconceptions held by westerners about the russian people.... The case of corruption has been a rising concern among business men from the US because most of them may not understand the dynamics of the russian business environment.... While these latter assertions might have some validity in certain respects, it is essential to understand that they do not represent the business climate, market opportunities or entry strategies required to make it in Russia....
12 Pages (3000 words) Essay

Strategy Analysis of Ice Fili

the russian ice cream industry weathered rough storms with the events like the collapse of the former Soviet Union, the financial crisis, adoption and implementation of an open market policy.... hellip; the russian ice cream industry weathered rough storms with the events like the collapse of the former Soviet Union, the 1998 financial crisis, adoption and implementation of an open market policy and the resultant influx of a large number of foreign investors making the competitive scenario difficult to survive for the local ice cream manufacturers....
3 Pages (750 words) Essay

Russian Ice-cream Market, Strategy for Ice-Filli

Question 1 Porters 5 analysis indicates that The Russian Ice-Cream Market is not structurally active.... The paper "russian ice-cream market, Strategy for Ice-Filli" discusses that in spite of the current challenges facing the development and survival of Russian ice-cream industry, there is evidence of its future prosperity.... This market will likely to increase barriers to entry.... Lastly, this market has a low growth rate....
1 Pages (250 words) Assignment

The Russian Ice Cream Market

The author of this assignment "the russian Ice Cream Market" touches upon the attractiveness of the russian companies.... As the text has it, the russian ice cream market is faced with various challenges, which makes it less attractive and the consumption rate of ice cream in Russia is high.... How is the russian ice cream market likely to evolve?... In addition to the local producers, foreign companies have infiltrated the russian ice cream market, increasing the level of competition....
1 Pages (250 words) Assignment

Compare between Russia and America in Economic

The two economies considered herewith are the American and the russian economies.... On the other hand, Russian economy had to undergo significant changes and reforms following the collapse of Soviet Union that in turn helped the economy become intensively market based.... Besides, the businesses in the US hold high level of flexibility in taking the key decisions concerning sustainable growth, which has further contributed towards the overall strengths of the economy (OECD, “OECD Economic Surveys: russian Federation”; “OECD Economic Surveys: United States”)....
22 Pages (5500 words) Essay

Ici-Fili, Russian Ice Cream Producer

Ici-Fili controls 8% of The Russian Ice-Cream Market which is quite high, because of the size of the country.... nbsp; … The external environment of the company is analyzed and the significant aspects of the russian and Global Business Environment that affected Ici-Fili over the past number of years are examined as well.... nbsp;  An evaluation of the competitive environment will be done by conducting an industrial analysis of the russian ice and food/snack producing industry....
6 Pages (1500 words) Case Study
sponsored ads
We use cookies to create the best experience for you. Keep on browsing if you are OK with that, or find out how to manage cookies.
Contact Us