Haagen Dazs Case Study

13645 Words Dec 16th, 2010 55 Pages
TABLE OF CONTENTS I. EXECUTIVE SUMMARY……………………………………………………..........2 II. CURRENT MARKET SITUATION ………………………………………….......3 1. INDUSTRY……………………………………………………………....3 2. COMPETITORS AND MARKET SHARE ………………….…………4 III. COMPANY PROFILE…………………………………………………………........5 1. MISSION…………………………………………………….…….……..6 2. SEGMENTATION…………………………………………………….....6 3. TARGET …………………………………………………………..….….7 …show more content…
Growth has been driven by rising levels of disposable income, which allowed consumers to purchase non-essential foods on a more frequent basis.

Demand for ice cream is also becoming less seasonal, with the product increasingly serving as a snack throughout the year. Continued product innovation was also critical in boosting demand, underpinned by increased levels of advertising expenditure from the major international players.

As the result, more and more companies try to get into the ice cream competitions around the world. Recently, Unilever announced its ever ambitious investment in ice cream category. Unilever today unveiled plans to shake up the ice cream market and strengthen its global leadership by boosting its US$ 6.6 billion global ice cream business.

One of the biggest changes in ice cream industry that challenges most of the companies is the change in consumer buying behavior. Bulk ice cream used to dominate the market with 70% share, while the rest are frozen novelties. Today, the share has been reversed to 30% and 70%, in favor of frozen novelties. However, this trend seems to be favorable by some ice cream franchising companies that inherently dominate in offering frozen novelties such as Baskin Robbins-31 Flavors.

Despite these changes, ice cream has still been considered as a lucrative industry. Sales and revenues grow increasingly years over years. The competition in winning the market share becomes one of the

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