Ice Fili Assignment

6257 WordsJan 8, 201326 Pages
Christian Vögtlin A Strategic Case Analysis of Ice-Fili Seminar paper Document Nr. V68229 http://www.grin.com/ ISBN 978-3-638-60696-7 9 783638 606967 Universität Konstanz Course: Strategic Management: Concepts and Cases “Ice-Fili” A Strategic Case Analysis Written by: Christian Vögtlin Table of Contents 1. 2. 2.1 2.2 2.4 3. 3.1 3.2 3.3 4. 5. 6. 7. 8. Introduction ..............................................................................................................- 1 External Analysis..................................................................................................... - 1 The Russian ice cream industry ............................................................................ - 1 Industry…show more content…
After the financial crisis in 1998 and the decrease of imported ice cream, the market offered good opportunities for new domestic entrants. They often already owned the facilities where they produced for example frozen food and so it was relatively easy to change to ice cream production. With the needed assets they already possessed they did not face economies of scale and high initial costs as barrier to entry. And the new regional producers try to compete with the product differentiation by selling cheaper “no name” brands. The threat of entry from international producers could also rise again, if the Russian economy seems to be stable again. Now it will be look at the threat of rivalry for Ice-Fili coming from established competitors in the industry. Ice-Fili’s fiercest competitors were international firms who had higher technology standards and better know-how than the Russian companies. But after the economic crisis in 1998 many of them, such as Ben & Jerry’s, left the Russian market. Those who stayed invested in domestic production facilities and produced directly in Russia, as for example Unilever, Baskin-Robbins and Nestlé. By 2001 Unilever had almost withdrawn from the Russian ice cream market due to lack of experience to deal specially with ice cream and the poor distribution of its products. Baskin-Robbins is still present. It has focused on the restaurant and café segment and offers its brands at exceptionally high prices. As

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