Haagen Dazs Case Study

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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, considering carefully the external and internal factors that influence the operating of Haagen-Dazs is necessary in coming up with impressive tactics.

Succeed or failure in creating values for customers in order to capture back values in return depends mostly on the marketing mix that Haagen-Dazs employing into its strategies. Product, price, place, and promotion strategies are all helping Haagen-Dazs differentiating with other competitors. Maintaining the uniqueness of its business is directly relating to the survival of Haagen-Dazs in a competitively strained market. Thus, looking into its weaknesses and threats to find out new ways of doing things is critical than ever. Haagen-Dazs needs to target more segments, changing its marketing programs to fit with the new segments will never be redundant. It should also think of gaining control over those loopholes threatening its reputation and ethically consolidating its commitment to customers as a back wall for new launching.

II. CURRENT MARKET SITUATION

1. INDUSTRY

Global sales of ice cream reached 13 billion liters in 2002, an increase of 3% over the previous year. This was a significant improvement over 2001, when sales expanded by 1.8%. This trend continues extending to the future. Growth has been driven by rising levels of disposable income, which allowed consumers to purchase non-essential foods on a more frequent basis.

Demand for ice cream is also becoming less seasonal, with the product increasingly serving as a snack throughout the year. Continued product innovation was also critical in boosting demand, underpinned by increased levels of advertising expenditure from the major international players.

As the result, more and more companies try to get into the ice cream competitions around the world. Recently, Unilever announced its ever ambitious investment in ice cream category. Unilever today unveiled plans to shake up the ice cream market and strengthen its global leadership by...
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