Carvel Ice Cream
1.0 INTRODUCTION
Thomas Carvel founded Carvel Corporation (Carvel) in Hartsdale, New York on 1934 which is a permanent roadside location. Before this he uses his mobile ice cream trunk.
Carvel established Carvel Asia Limited on 1994, to act as holding company for the ice cream maker’s operational investments in Asia, starting in Beijing. Teamed up with China’s Minister of Agriculture to create Beijing Carvel Food Company Limited (Beijing Carvel), a joint venture equally owned by both parties. Beijing Carvel has established 10 retail stores and 150 wholesale accounts throughout Beijing on 1998. However, company had experienced losses every year since its inception; but its financial performance had steadily improved.
Steven Wang, a fluently bilingual American-born Chinese, jointed Carvel Asia Limited in September 1997. After spending three months, he moved to Beijing with a priority mandate to increase Beijing Carvel‘s sales, particularly in the ice-cream cakes category. But he quickly discovered, “this was going to be difficult because there is an amazing lack of information upon which to base any decisions. Then he relied on his own observations, feedback from Beijing Carvel customers and sales staff, and information gleaned from business magazines and public reports to help him make his decisions.
2. EXECUTIVE SUMMARY
Steven Wang, manager of business development for Beijing was responsible to find multiple alternatives to increase sales in company most important product ice cream cakes category. There were many challenges that Steven had to face such as to develop a complete marketing program for a product that was relatively new to most Chinese which contribute lack of brand awareness.The price of premium ice cream cake considered expensive among Chinese and their dairy product consumption among the lowest in the world because of high incidence of lactose-intolerance and long-held belief that cold foods are bad. The
Thomas Carvel founded Carvel Corporation (Carvel) in Hartsdale, New York on 1934 which is a permanent roadside location. Before this he uses his mobile ice cream trunk.
Carvel established Carvel Asia Limited on 1994, to act as holding company for the ice cream maker’s operational investments in Asia, starting in Beijing. Teamed up with China’s Minister of Agriculture to create Beijing Carvel Food Company Limited (Beijing Carvel), a joint venture equally owned by both parties. Beijing Carvel has established 10 retail stores and 150 wholesale accounts throughout Beijing on 1998. However, company had experienced losses every year since its inception; but its financial performance had steadily improved.
Steven Wang, a fluently bilingual American-born Chinese, jointed Carvel Asia Limited in September 1997. After spending three months, he moved to Beijing with a priority mandate to increase Beijing Carvel‘s sales, particularly in the ice-cream cakes category. But he quickly discovered, “this was going to be difficult because there is an amazing lack of information upon which to base any decisions. Then he relied on his own observations, feedback from Beijing Carvel customers and sales staff, and information gleaned from business magazines and public reports to help him make his decisions.
2. EXECUTIVE SUMMARY
Steven Wang, manager of business development for Beijing was responsible to find multiple alternatives to increase sales in company most important product ice cream cakes category. There were many challenges that Steven had to face such as to develop a complete marketing program for a product that was relatively new to most Chinese which contribute lack of brand awareness.The price of premium ice cream cake considered expensive among Chinese and their dairy product consumption among the lowest in the world because of high incidence of lactose-intolerance and long-held belief that cold foods are bad. The