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 4. POSITIONING………………………………………………….……..…7 IV. SWOT ANALYSIS……………………………………………………......................8 1. STRENGTHS…………………………………………………….……….9 2. WEAKNESSES………………………………………………….………12 3. OPPORTUNITIES……………………………………………….……....13 4. THREATS………………………………………………………….…….16 V.MARKETING …show more content…
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 most important strategies for both existing companies and new comers.

2. COMPETITOR AND MARKET SHARE

There is no doubt that Haagen-Dazs’ biggest competitor is Ben & Jerry’s. These two companies are very similar but yet also very different. Both of them had control the global super-premium ice cream market. They had about 42% of the market, with the remaining 15% being divided up between a numbers of smaller firms that compete on either a local or national basis. How Haagen-Dazs compete with their competitor? In general, Haagen-Dazs are trying to create and add more values to their products offered to consumers. They clearly state that their brand stand for premium ice cream which is thicker, creamier and pricier than their competitor. At the meantime, they introduce their new product with a major

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