They should focus on fastest growing segments — supermarkets. They do not use enough and proper advertising and do not differentiate their product. Get Full Essay Get access to this section to get all help you need with your essay and educational issues.
Firms should also increase their marketing budgets to effectively compete with substitute products.
Ice-fili resulted in lower power of foreign equipment suppliers. The firms should reposition products by focusing on family and restaurant business consumption.
Ice-Fili lost market share.
However, suppliers could dictate seasonal price fluctuations of some materials. This will expand the overall industry market and reduce seasonality effects. Adjusting their marketing campaign to showcase their products as being the most natural and best tasting might change this fairly easily.
During transition from state governed to market economy, the industry shrank rapidly and was unattractive mainly because of political and financial turmoil.
And again they failed to realize the potential of this core competency. The aging kiosk distribution system hurts the producers. It had artificial market, where all production was sold despite huge overproduction in the industry.
Their main core competency is producing superior tasting ice cream — using high quality natural ingredients, without any artificial preservatives or colorants. The other core competency is their strategic alliances with distributors.
More essays like this: They tried to regain market share by creating lots of new products. However, they are trapped with this competency, because they do not leverage it.
Unfortunately, upon the dissolution of the USSR, they lost these rights and anyone was able to produce these brands. They had plenty of new offers from potential suppliers. During the command economy, Ice-Fili had exclusive rights to produce the most popular ice cream brands e. Additionally, the new domestic suppliers of production equipment were emerging.
Even more importantly, they specialize in distributing ice cream to the growing supermarkets and restaurant chains. The competition in the industry was growing, but there was still lot of growth opportunities.
Therefore, they should abandon exports to Western countries, but focus on exporting to CIS and other former USSR countries, where consumers have comparable tasting habits. Additionally by focusing on fewer products, they will be able to gain economies of scale and spread their high fixed costs.
Additionally, if Ice-Fili promotes fewer brands and positions its products as the best-tasting and preservative free ones, it will be able to compete on taste rather than price, especially against regional producers, which have cost advantages.Ice Fili 5 Forces Essay.
Words Feb 25th, 6 Pages. Show More. Case study 3: Competitive Advantages Ice-Fili: Ice cream market in Russia Here is a résumé of the Five forces model of the ice cream industry in Russia: Rivalry among competitors High “What are the potential sources of competitive advantage in the Russian ice cream.
Essay on Ice-Fili and the Russian Ice-Cream Market - Ben and Jerry's Premium Ice Cream Products Ben and Jerry's Ice Cream is a brand name company known worldwide.
With superior marketing techniques Ben and Jerry's has positioned themselves to be the leader in manufacturing premium ice cream products. They have successfully targeted. Free Essay: Ice-Fili case analysis 1. Please provide an in-depth five forces analysis to illustrate the competitive environment for Russia’s ice cream.
Ice-Fili a Case Study. No description by Malina Radescu on 17 April Tweet. Comments (0) Traditional Russian Ice cream with natural high quality ingredients.
Product and Industry Core Problem The issue raised in this case study is how Ice-Fili, an ice-cream producer with over 65 years of experience on the Russian market. ICE-FILI CASE 1 - How attractive is the Russian ice cream industry in ?
The main data about the attractiveness of this market are: The consumption is about 6 times lower than in France, Canada, US because of a different mode of consumption. Ice-Fili, Russian ice cream company Essay by tchiuda, University, Master's, A, February download word file, 3 pages download word file, 3 pages 2 votes4/5(2).Download