Cap and Trade
INDIVIDUAL WRITTEN ASSIGNMENT MARKETING MANAGEMENT
CASE – ICE FILI
You are a marketing consultant, and you have been hired by Ice Fili: Make a structured assessment (PEST, 5-Forces, Value Chain, Osterwalder’s Business Model) of the situation of Ice Fili in the case. Explain what you think is relevant and why you think this.
a) Discuss the relevant key issues in Ice Fili’s internal organization
b) Discuss the relevant key issues in Ice Fili’s external environment.
c) Discuss Ice Fili’s competitive advantage as well as its competition position
d) Describe what you consider as Ice Fili’s core problem
e) Present strategy options that could solve this core problem
f) Assess these options in a structured way, and select the most suitable option
g) Don’t forget to think about a contingency plan.
CONTENTS
CHAPTER 1 INTRODUCTION
CHAPTER 2
INTERNAL ORGANIZATION – SWOT ANALYSIS
Strengths, Weaknesses, Opportunities, Technology
CHAPTER 3
EXTERNAL ENVIRONMENT
PEST, 5-FORCES
1) INTRODUCTION
In 1937 Ice Fili was created from a Soviet company called ‘Moshladokombinat N 8’ . This industry already had large productions of ice cream since his birth (in that time it was considered the 2º largest factory in the world). In 1992, the company was privatized and became a private ‘joint stock’. During Ice Fili existence, they have modernized their equipments three times and after 2001 they were able to produce more than 200 tons / day. There are 170 types of ice cream and Lakomka is responsible for 30% of sales volume.
Even with their modernization, many competitors (300 competitors in 2002) were created. Ice Fili has acquired more than 5% of the market share, but to keep this figure alive, this company needs to offer something differential. From this point, our analysis starts.
2) Discuss the relevant key issues in Ice Fili’s internal organization
2.1) INTERNAL ORGANIZATION – SWOT
CASE – ICE FILI
You are a marketing consultant, and you have been hired by Ice Fili: Make a structured assessment (PEST, 5-Forces, Value Chain, Osterwalder’s Business Model) of the situation of Ice Fili in the case. Explain what you think is relevant and why you think this.
a) Discuss the relevant key issues in Ice Fili’s internal organization
b) Discuss the relevant key issues in Ice Fili’s external environment.
c) Discuss Ice Fili’s competitive advantage as well as its competition position
d) Describe what you consider as Ice Fili’s core problem
e) Present strategy options that could solve this core problem
f) Assess these options in a structured way, and select the most suitable option
g) Don’t forget to think about a contingency plan.
CONTENTS
CHAPTER 1 INTRODUCTION
CHAPTER 2
INTERNAL ORGANIZATION – SWOT ANALYSIS
Strengths, Weaknesses, Opportunities, Technology
CHAPTER 3
EXTERNAL ENVIRONMENT
PEST, 5-FORCES
1) INTRODUCTION
In 1937 Ice Fili was created from a Soviet company called ‘Moshladokombinat N 8’ . This industry already had large productions of ice cream since his birth (in that time it was considered the 2º largest factory in the world). In 1992, the company was privatized and became a private ‘joint stock’. During Ice Fili existence, they have modernized their equipments three times and after 2001 they were able to produce more than 200 tons / day. There are 170 types of ice cream and Lakomka is responsible for 30% of sales volume.
Even with their modernization, many competitors (300 competitors in 2002) were created. Ice Fili has acquired more than 5% of the market share, but to keep this figure alive, this company needs to offer something differential. From this point, our analysis starts.
2) Discuss the relevant key issues in Ice Fili’s internal organization
2.1) INTERNAL ORGANIZATION – SWOT