Comm 401 - Midterm Assignment

COMM 401: Midterm Assignment

Outline

1. State in your own words the main issue of the case (1 paragraph). Be specific. Do not paraphrase the case.

Introduction

Throughout the years Ice-Fili held the status of the market share leader in the ice cream industry in Russia, but some concern have been rising in the recent years due to increase in the competition. One of their biggest competitors is Nestle at the moment which holds the second largest share in the ice cream industry, followed by other foreign companies such as Haagen Dazs and Baskin & Robbins.

Ice-Fili also produces other product such as margarine and mayonnaise but ice cream remains their core product due to its high profit margin return and it is what they excel in.

The main concern for Ice-Fili is the increasing competition and not being able to cope with it. The company's short term objectives are to remain competitive and stay as a leader in the ice cream market. As for the long term Ice-Fili's objectives are to gain more market share and keep on differentiating their products from their competitors.

2. External environment analysis

• External segments of general environment (present only the ones that are significant and relevant to the case).

Social: more aware of fat..

Income nd geog / seg the dist channels

Polit: taxes % , milk based 10% fruit are 20%

• industry analysis (industry trends, 5 forces)

• Opportunities:

Soviet regime threat: nw new entrants with strong

Opp: