The Amazing Success of Haagen-Dazs in Shanghai

3045 Words13 Pages
Business Research Methods
Date: December 6th 2010
The Amazing Success of Haagen-Dazs in Shanghai
Haagen-Dazs ice cream, why is it so popular among Chinese people? The main purpose of this research is to understand the reason of Haagen-Dazs being so famous and popular in China, Haagen-Dazs’s success comes from how they managed to sell the Ice cream to the Chinese consumers, the brand is not selling just ice cream they are also selling luxury and status. Some important elements for this research are to have knowledge about the ice cream market in China and also to know who is the competition for Haagen-Dazs in China. The competitions are brands that offer the same quality and same range of prices but that don’t offer an extra thing to the
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1.3 Companies that control the ice cream market in China. There are three main leading companies that have the biggest percentage of the Chinese ice cream market share, Inner Mongolia Yili Industrial Group Co., Ltd., Unilever and Nestlé (“Ice Cream in China”). There are other smaller companies and although they have influence in the market this is minimal, for example Hangzhou Wahaha Group Corporation, Baskin Robbins, Dairy Queen, Cold Stone Creamery, Haagen-Dazs and Swensons Ice Cream among others (“Research and Markets”).
There are approximately 1.3 billion people in China (The World Factbook, China) and it is becoming one of the largest ice cream markets on earth, the industry entered a period of rapid development since 2004 and the growth is going to continue. There are many local and foreign brands competing in the market and selling different types of ice cream, consumers can find options for every taste and budget. This research will be focused mainly on Haagen-Dazs ice creams compared against its main competition in China Cold Stone Creamery, these two brands might not be the biggest actors in the Chinese ice cream market but they have managed to become popular and fashionable among Chinese consumers.
2. Competition.
Although there are many ice cream brands competing in the market there are only some that represent a direct competition against Haagen-Dazs, one of those is Cold Stone

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