Ice-Fili Analysis Table of Contents I- Introduction 2 II- Analysis 3 1- External Analysis 3 i) Porter’s 5 Force 3 ii) Key Success Factors 4 2- Internal Analysis 5 i) Value Chain Analysis 5 ii) Financial Analysis 6 III- Decision Opinions with Evaluation 6 IV- Recommendation and Implementation 8 1- Short Term Activities 8 2- Long Term Activities 9 V- Exhibits 10 i) Exhibit A: Financial Ratio Analysis and Calculations 10 ii) Exhibit B: Decision Matrix 11 Introduction First time
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Fundamentals of Marketing Viral Marketing Strategy in Magnum Ice Cream Miladunkarohmah IUP Business | 311367 2012 Viral Marketing Strategy in “Magnum” Over the years many customers in Indonesia are successfully influenced by advertising by either newsprint or electronic media. Now‚ the power of marketing is not by the advertising anymore‚ customers believe more on what people said. Nowadays‚ customers have more power compared to the past. It is triggered by the development of alternative
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Winter 13 Ice-‐Fili Case Study Comm 491 – Momo Deretic 9:30am Tuesday/Thursday M a r t i n M ‚ R y a n P ‚ S o h y u n P ‚ D i e g o S Introduction From 1996 to 1998 Ice-Fili suffered from huge increases in costs that gradually ate at their margin at alarming rates. Even worse‚ from 1999 to 2001 they had a huge decrease in sales and got into liquidity problems. The economic situation
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Background (as of 2001) Russian ice cream market has become increasingly challenging with relatively stagnant growth and aggravating competition. Due to these challenges‚ Ice Fili‚ the top ice cream producer in Russia‚ has experienced 40% decrease in the production volume and 50% decrease in its market share for past 5 years. However‚ Ice Fili has been capitalizing neither the market potentials nor its competencies. Russian ice cream market is highly profitable with over twice the profit margins
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As Russia’s largest domestic ice cream producer‚ they had held onto their market leadership for many years. However‚ increasing competition from foreign companies‚ along with the emergence of regional producers of ice cream led to Ice-Fili’s market share erosion in the recent years. Porter’s five forces model was the primary method to analyze Ice-Fili’s industry and its competitiveness in the industry. Segmentation analysis was used for further study of the ice cream industry in Russia. The analysis
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outside with your friends playing an intense game of capture the flag‚ and you all have bright red faces and sweat dripping down every inch of your body. After the game is over you decide to go inside for a frozen treat. There’s no lemonade and no ice cream‚ so you search through your kitchen cabinets to see what kind of drink you can make for you and your sweaty friends. All you find in the cabinet is a couple packets of hot chocolate mix‚ but that shouldn’t stop you because you can create frozen hot
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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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Executive Summary Ice-Filli was established by the Soviet Government by the name of “Moshladokombinat N 8” in 1937 and it was the first large scale industrial manufacturer of ice cream. In the later decades it gained modernizations in equipment and technology.Ice-Filli was one of the few that survived the 11 year tenure of the fall of the Soviet Union when its major competitors who were also international like Unilever left the market when they saw how saturated and risky the market had become
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1.Problem / Issue Identification: The Russian ice-cream market is not structurally attractivePorters 5 ForcesBargaining Power of Suppliers:-Not an issue-Commodities but big seasonal variations-Limited local sources of high quality butter-High availability of imported raw materials-Specialist equipment must be imported (but may be easy to copy?)Bargaining Power of Buyers:-consumers have low disposable income-distributors have power - they have many suppliers-Growth in supermarket sectors - may wield
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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 funding would be required for ice cream manufacturing/distribution
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