Ice-Fili .. Case Analysis - Essay Example

Comments (0) Cite this document
In fact, even the ice-cream factories were former witness to the military might of Russia as a socialist empire. Over the years the Russian ice cream-market became structurally…
Download full paperFile format: .doc, available for editing
GRAB THE BEST PAPER92.1% of users find it useful
Ice-Fili .. Case Analysis
Read TextPreview

Extract of sample "Ice-Fili .. Case Analysis"

The Russian ice-cream market 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. Over the years the Russian ice cream-market became structurally attractive as manifested by the presence of foreign brands such as Nestle and Haagen Daz. Looking at Exhibit1B, it can be seen that the Russians are increasing in their consumption of ice cream from 1980s to 2002. The production has also increased to keep up with the consumption of the 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 gastronoms 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 sweet success. Read More
Cite this document
  • APA
  • MLA
(“Ice-Fili .. Case Analysis Essay Example | Topics and Well Written Essays - 250 words”, n.d.)
Retrieved from
(Ice-Fili .. Case Analysis Essay Example | Topics and Well Written Essays - 250 Words)
“Ice-Fili .. Case Analysis Essay Example | Topics and Well Written Essays - 250 Words”, n.d.
  • Cited: 0 times
Comments (0)
Click to create a comment or rate a document

CHECK THESE SAMPLES OF Ice-Fili .. Case Analysis

Ice age movie ( film analysis )

...?Running Head: ICE AGE Ice Age Sub-Zero Heroes Film Analysis Released on March 15, 2002 Directed by: Chris Wedge Carlos Saldanha (Co-Director) Written by: Michael J. Wilson Michael Berg Cinematographers: Michael Feder (Production Supervisor: Technical Directors) Billie Foster (Assistant Production Manager: Animation) Starring: Ray Romano as Manfred (voice) John Lequizamo as Sid (voice) Denis Leary as Diego (voice) Running Head: ICE AGE 2 Abstract The film Ice Age released in 2002, was a story of 3 different species, who became best of friends later on. Set in ice age, while other prehistoric species were migrating towards south, these 3...
3 Pages(750 words)Book Report/Review

Ice Fili case from HBR

...?  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...
34 Pages(8500 words)Essay

Bulla Ice Cream Situation Analysis

...consumer spending sales remained robust. Impulse ice-cream is identified as a quintessential activity in Australia and a key aspect of Australian life. However, as the consumers have become health-conscious innovative product lines and adapting to changing consumer trends has become important. Technological Australia has the latest technology in ice-cream production and research is an on-going process in Australia. Competition Unilever continues to dominate the entire Asia-Pacific market in ice-creams having 8.6% of the total market share (Appendix B). Nestle and Bulla Dairy are the other two main contenders in this sector 4. Bulla Ice Cream analysis...
4 Pages(1000 words)Research Paper

Fulton's Ice Land (Case Analysis)

...?Fulton's Ice Land (Case Analysis) TABLE OF CONTENTS Section Evaluation of Current Strategy 3 Section 2: Recommendations 5 Positioning 5 Cost 8 Total Frequency 8 Revenue 8 Section 4: Specific Problem- Attitude towards business 9 References 9 Section 1: Evaluation of Current Strategy Analysis of Four C’s Consumer The current consumer profile that Fulton’s Ice Land is catering to can be segmented into three categories: Kids with an average age range of 8-14, Teenage Couples, Athletes Costs There are two types of programs- Hockey Programs and Public Skating Programs. The public skating programs require additional personnel costs, entertainment costs as well as promotional costs. The personnel costs has not been detailed in the case... , but the...
4 Pages(1000 words)Case Study

Fulton's Ice Land Case Study

...? Fulton's Ice Land Case Study Contents Fulton's Ice Land Case Study Contents 2 Introduction 3 Fulton’s current strategy 3 Recommendation 5 Reference 7 7 Introduction Fulton’s Ice Land is an indoor ice skating ring offering conventional hockey rink in the northern US city. The city recreation department offers outdoor rinks but not on a regular basis because of the fluctuation in weather. Steve Fulton who is the manger of Fulton’s Ice Land skating runs a successful hockey program but Fulton expects to increase profits by trying to expand and improve the public skating program. Therefore Fulton is trying to adopt some...
5 Pages(1250 words)Case Study

Ice/Ice-X (Theater class)

...College: Ice and Ice-X Theater Introduction The Ice and Ice X dance ensemble held on campus is an annual event directed by Eric Kupers and Nina Haft. The recent event featured numerous performances by the university’s theater and dance students, as well as, professional performance troupes. The directors sought to showcase the bold and innovative performance works, which combine social activism, music and theater to convey crucial messages to the audience. The dance ensembles focused on a wide array of themes, including politics, family and general societal concerns. For specificity, the performances addressed themes like gender identity, the situation in Iraq and...
4 Pages(1000 words)Essay

Analysis of Ice Delight

...TOPIC: ANALYSIS OF ICE DELIGHT The perspective of establishing a franchise ICEDELIGHTS in Florida constitutes both financial opportunities and business challenges for Paul Rogers, Mark Daniels and Eric Garfield. Practically, every emerging organization, ICEDELIGHTS particularly, differs in terms of managerial decision-making, structure and operations from other existing companies, representing same industry, such as Buskin Robbins and Haagen-Dazs (Markman & Baron, 2003). As case study vividly displays, ICEDELIGHTS as an emerging company, is smaller than its competitors, lacks name recognition and does have limited resources to provide effective financial and managerial support. ...
2 Pages(500 words)Case Study

Ice Fili Analysis

...Ice Fili Analysis 1. Industry Overview: The Russian Ice cream industry during the turbulent times under the Soviet regime was highly competitive and dominated by a large number of international players such as Ben and Jerry’s, Unilever, Nestle, Haagen – Dazs, and Baskin Robbins. The existence of such large number of international players made it extremely difficult for the indigenous players such as Ice Fili to maintain its competitive positioning in the industry and was often left to fight for maintaining its market share. The ice creams were mostly distributed through kiosks – a highly saturated market, and one of the...
4 Pages(1000 words)Essay

Case study Ice-Fili

...Ice-Fili Case Study Issue Ice-Fili is a Russian based ice cream company which was established by the Soviet government in 1937 in the name Moshladokombinat N 8. The company had been successful in the past and it could survive a series of troublesome situations including the Russian economy’s shift from a closed economy to an open economy and 1998 financial crisis. However, currently the company is striving to regain its market leadership, which they had held for many years in the past. From the case analysis, it is evident that transformation of Russian closed economy to open economy greatly assisted...
6 Pages(1500 words)Case Study

Ice fili case

..., the company has limited brand recognition. Secondly, the company should invest only in its strong brands. Today, Ice Fili has a wide range of products it produces, and it has failed to cater for the cost of advertising and promoting all the products. Therefore, by choosing to invest in the strongest brands, the company will have easy time managing them. Finally, the company should widen its distribution networks locally and globally. This will help the company build their brand and brand loyalty. Works Cited Xin, Lili. “Strategy Analysis on Ice-Fili.” 2003. Web.... Ice Fili How structurally attractive is the Russian ice cream market? Why? The Russian ice cream market is...
1 Pages(250 words)Essay
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.

Let us find you another Essay on topic Ice-Fili .. Case Analysis for FREE!

Contact Us