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Ice-Fili Case

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Ice-Fili Case
Is Ice-Fili’s strategic position have to change ?

1



Structure

- Ice-Fili evolve in a big market and is success key is the fact that its products were always available for consumers from the creation of the firm.


Figures
- founded in 1937 - more than $25 million in sales in 2002 - largest ice cream market shareholder before Nestle



Root issue : Increase of substitutes and low switching costs.

2

Moderate

SUPPLIERS POWER
- Little number in ingredients production - High number in production equipment
High

Moderate

BARRIERS TO ENTRY
- Economies of scale - Product differentiation - Access to distribution channels

INDUSTRY RIVALRY
- Concentration - Diversify (Foreign and regional)

SUBSTITUTE COMPETITION

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