Global Strategy Spring 2015 CASE ASSIGNMENT QUESTIONS Ice-Fili Please prepare the following questions for the in-class case discussion (not to be turned in) 1. 2. 3. What quantitative indicators can you find in the case that could capture the changing attractiveness of the Russian ice cream market between 1996 and 2001? What explains this change in market attractiveness over these years? What‚ in your opinion‚ should the Russian incumbent ice-cream makers consider to enhance the market attractiveness
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Introduction Ice-Fili is currently competing in Russia’s ice cream industry. Although they have expanded to other products such as margarine and mayonnaise they will continue to focus on their core product line‚ which is ice cream. The reasoning behind this is that their ice cream production constitutes the majority of their profits and it is what Ice-Fili is most skilled at. The short-term and long-term corporate goals of Ice-Fili are relatively similar in that they both are concerned with
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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
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Attractiveness of the Five Forces Framework in the Russian Ice Cream Market Although the Russian ice cream market may initially look attractive due to its consistent growth in ice cream production/demand in recent years‚ after evaluating the market through the five forces framework‚ it becomes clear that the market far from attractive. Since the open market economy was first introduced to Russia in 1991‚ ice cream producer competition has more than tripled in sized to 300 firms by 2002. Significant
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Introduction The Ice-Fili Public Limited Company rightly deserves to be considered one of the oldest ice-cream producers in Russia. The Ice-Fili is one of Russia’s most famous and admired companies‚ both because of its entrepreneurial success and socially progressive vision. In its present form‚ it was incorporated on the basis of Frozen Products Plant No. 8‚ which was set up 65 years ago with support from Anastas Mikoyan‚ a popular and influential political figure. The company manufactures products
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ICE-FILI CASE 1 - How attractive is the Russian ice cream industry in 2002? 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. Indeed‚ Russians consider Ice Cream as an “on the go” snack and not as a dessert they can have at home. - producing in Russia implies a certain adaptability of recipes since traditional Russian ice creams contain less fat and are made with natural
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The problem that Ice-Fili was stemming from the rising level of competitiveness in a growing industry in Russia. Currently the companys position is favorable given the fact that it has a higher production capacity than its rivals. And it also has the lead over internation competitors such as Nestle and Baskin Robbins in terms of market share. However the competition position was not sustainable because of the rising level of competitive threat‚ not only in the form of manufactuerers upgrading their
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network‚ competitive market positioning and branding politics optimization. So‚ we have found 4 conceptions : Simplifying brand line‚ Organizational structure modifying‚ distribution network development‚ competing with regional ice-cream producers‚ Opening a “pilot” ice-cream café. Each of these help to solve case questions. Brand line simplifying plan and Organizational structure modifying •Analysis and excluding from production line the less profitable or unprofitable commercial grade in
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Ice-Fili Situation Analysis Ice-Fili is a Russian ice cream producer who can survive during the hard time in Russia while some competitors left the market. Since Russian ice cream market became more competitive‚ Ice-Fili tried to maintain its market share leadership among domestic‚ regional‚ international producers. Value chain analysis and SWOT were conducted below. Value chain analysis was conducted to show the capabilities of the firm in various activities. ----------------------- Firm
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In the early 1990s the ice cream industry was state regulated. It had artificial market‚ where all production was sold despite huge overproduction in the industry. During transition from state governed to market economy‚ the industry shrank rapidly and was unattractive mainly because of political and financial turmoil. Once Russian economy reemerged from the crisis‚ in the late 2001‚ the industry stabilized. Industry forces started to play major part in its attractiveness and macro factors did not
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