ICE-FILI

Ice-Fili Case Analysis



Ice-Fili Case Analysis

Introduction

In the Ruissian Ice cream industry, Ice-Fili competing with other companies. Though they've expanded their product range to mayonnaise and margarine as well, they'll mainly focus on core product, the ice cream. Due to the contribution of ice cream in the revenue as a major product and Ice-Fili is also expert in icecream production.

The long term and short-term objectives of the company are comparatively similar as both the goals are concerned in competing with rivalries and competitors. The short term goals of the company are: To be in competition within the industry and to sustain their position as a leader of market. And the long term goals are: To have more share in market over its competitors, Nestle, and to distinguish its products to give a tough competition to the market. Long term goals are set in a manner that leads Ice-Fili towards market leadership position by distinguishing its products to attract more and more customers than its competitors.

At the moment Ice-Fili market leader in the industry of ice cream but it has not been sustaining its leadership position recently due to which it can be led by some other competitor if no strategy is set (Mintzberg, 1994). Company's leadership of ice cream industry is at stake due to immense competition created by other producers of ice cream. Nestle has come out recently as the main threat and rivalry and is at 2nd position in the market currently as per the market share. Furthermore, multinational organizations such as Haagen-Dazs and Baskin & Robbins are growing fast by distribution of products to restaurant franchises and to networks of cafe. Currently, Ice-Fili distinguishes its position by offering the wide range of ice cream products. It distinguishes itself by production of ice cream as well using natural ingredients. Ice-Fili is planning to sustain its position to make a distinction in its wide variety of products as well as by all-natural products, however, if it decides, can distinguish itself by marketing its great taste and high quality as well and the reality that it's a Russian organization (Carle , 1997).

Question 1

Ice Cream Industry in Russia

In Ice-Fili's case we treat with the ice cream industry of Russia. It deals with the frozen ice cream production from raw material to the sell multiple types of ice. Ice cream of Russia comprises just natural ingredients. People like the unique flavor and taste of ice cream that is produced mainly from milk fat that is the cause of lessening sweetness and extra freshened than the ice cream products of the west.

The industry of Russian ice cream had to bear two shocks of the economy in the late 20th century. The 1st was just after the Soviet Union's dissolution in the year 1991, when the economy that was running by the state had to transform to open market economy. That causes a huge structural change in the country and economy. Companies required huge investments to adjust with the structural change in order ...