Ice Cream Competitive Analysis

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Executive Summary This project focuses on finding ways of making P&P a more competitive company. To do this I interviewed P&P’s management in order (i) to understand the company and its decision making process, and (ii) to get data that are important for my analysis. Furthermore, I conducted a field research in an attempt to understand consumer habits, tastes and price sensitivity when it comes to ice cream. Moreover, I went through relevant literature about marketing strategy and case studies of international ice cream brands in order to get an idea of how a successful ice cream company operates abroad. It was obvious from the findings I got from my management research that this is a company that operates from “gut-feeling”…show more content…
P&P is the market leader in ice cream and related products in Cyprus. The company now delivers a wide range of frozen desserts including super premium ice cream, sherbet, frozen yogurt, fat-free ice cream, ice cream cakes, a wide variety of individual ice creams and ice cubes.

The company is committed to maintaining the highest standards of food safety and quality and in accordance with HACCP, the ISO 9001:2000, the International Ice Cream Association and European Directives.

1.2 Purpose of the Thesis

My overall purpose in this thesis is to study the growth strategy adopted by P&P and make recommendations whose bottom line aim are to increase P&P’s competitiveness within the market. In doing so, my focus will mainly be on two product ranges of the company that are in two different stages in their cycle; one is in the ‘maturity’ stage and the other one in the ‘growth’ stage.

Equally important is the readiness of the management of the company to provide information and insights into their operation with the expectation that results of the study might be readily adopted by the company.

Ideally, by the time this project is completed, I would like to be in a position where I will have an understanding of trends in the market, consumers’ taste, their demand curve and any other factor that potentially

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