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The Amazing Success of Haagen-Dazs in Shanghai Essay Example

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The Amazing Success of Haagen-Dazs in Shanghai Essay Example
Business Research Methods
Date: December 6th 2010
The Amazing Success of Haagen-Dazs in Shanghai
Haagen-Dazs ice cream, why is it so popular among Chinese people? The main purpose of this research is to understand the reason of Haagen-Dazs being so famous and popular in China, Haagen-Dazs’s success comes from how they managed to sell the Ice cream to the Chinese consumers, the brand is not selling just ice cream they are also selling luxury and status. Some important elements for this research are to have knowledge about the ice cream market in China and also to know who is the competition for Haagen-Dazs in China. The competitions are brands that offer the same quality and same range of prices but that don’t offer an extra thing to the consumer. With the help of this information the point of this research will be proven: The success of Haagen-Dazs in Shanghai is more because of the status and luxury that the brand gives than for the product itself because Haagen-Dazs is seen in China as a place of luxury, a place to impress.
This research will begin with a very brief analysis of the ice cream market in China, followed by a small comparison of Haagen-Dazs with Cold Stone creamery, which is considered as his competition; to finish there will be an analysis of the participation of Haagen-Dazs in the Chinese market.

1. The Chinese ice cream market.
China is a country that is changing rapidly, is emerging and taking a place in the world as a consumer society, each day there are new products, brands and companies appearing in the life of people in China (Farrell, Gersch and Stephenson). In this occasion the topic is ice cream, some years ago it was considered as a very luxurious snack but nowadays with the increasing disposable income and big economic growth of the population the consumption of ice cream has become very popular (Farrell, Gersch and Stephenson).
1.1 Ice cream in China. Ice cream is a product that has become very known and popular among Chinese
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