Haagen Dazs

TABLE OF CONTENTS
  I.   EXECUTIVE SUMMARY……………………………………………………..........2
  II.   CURRENT MARKET SITUATION ………………………………………….......3
      1. INDUSTRY……………………………………………………………....3
      2. COMPETITORS AND MARKET SHARE ………………….…………4
  III. COMPANY PROFILE…………………………………………………………........5
  1. MISSION…………………………………………………….…….……..6
  2. SEGMENTATION…………………………………………………….....6
      3. TARGET …………………………………………………………..….….7
  4. POSITIONING………………………………………………….……..…7
  IV. SWOT ANALYSIS……………………………………………………......................8
  1. STRENGTHS…………………………………………………….……….9
  2. WEAKNESSES………………………………………………….………12
  3. OPPORTUNITIES……………………………………………….……....13
  4. THREATS………………………………………………………….…….16
  V.MARKETING MIX…………………………………………………………….......…19
  1. PRODUCT…........................................................................................19
  2. PRICE ………………………………………………………………..….23
  3. PLACE…………………………………………………..…………….…25
  4. PROMOTION…………………………………………………….……...30
  VI. RECOMMENDATION….................................................................................33
  VII. CONCLUSION................................................................................................39
          APPENDICES……………………………………………………….….….…....40
          REFERENCES……………………………………………………….…………47

        I. EXECUTIVE SUMMARY
      Haagen-Dazs has been successful for over half of the century. What are the sources for these successes is always challenging marketers of Haagen-Dazs itself and the competitors as well. Preparing good marketing strategies is always the policy craved deeply into marketers teams. Having an overview of the current market situation of ice cream industry and Haagen-Dazs profile will provide some new insights for the future development of the company. Along with that, market segmentation, target, and positioning determined by Haagen-Dazs are worth dwelling deeply into. Before getting any further steps,... [continues]

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