Ice Fili Assignment

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Christian Vögtlin

A Strategic Case Analysis of Ice-Fili
Seminar paper

Document Nr. V68229 http://www.grin.com/ ISBN 978-3-638-60696-7

9 783638 606967

Universität Konstanz Course: Strategic Management: Concepts and Cases

“Ice-Fili”
A Strategic Case Analysis

Written by: Christian Vögtlin

Table of Contents

1. 2. 2.1 2.2 2.4 3. 3.1 3.2 3.3 4. 5. 6. 7. 8.

Introduction ..............................................................................................................- 1 External Analysis..................................................................................................... - 1 The Russian ice cream industry ............................................................................ - 1 Industry Analysis................................................................................................... - 2 Structural attractiveness of the Russian ice cream industry.................................. - 5 Internal Examination.............................................................................................. - 6 Ice-Fili’s resources and its financial performance ................................................ - 6 Strengths and weaknesses ..................................................................................... - 7 The core competencies of Ice-Fili......................................................................... - 8 Business Level Strategy .......................................................................................... - 9 Corporate Level Strategy ..................................................................................... - 11 Competitive Strategy............................................................................................. - 12 Global Strategy...................................................................................................... - 13 Conclusion.............................................................................................................. - 14 -

Literature ........................................................................................................................... - 16 -

Table 1: Figure 1: Figure 2:

Theat of different suppliers…………………………………………….........- 4 Summary of the threats that Ice-Fili faces…………………………..............- 5 Ice-Fili’s value chain…………………………………………………..........- 9 -

1.

Introduction

This paper analyses the performance of the company Ice-Fili at the end of fiscal year 2002. It’s the oldest Russian ice cream producer. It originated from the former state-run Soviet company Moshladokombinat N 8. In 1992 it was privatised and registered as a private jointstock company under the name Ice-Fili. Its CEO is Anatoliy Vladimirovich Shamanov. He transitioned the company to a privatized for-profit firm after the dissolution of the Soviet Union in 1991. The transition was successful; it could hold its good market position and remains the largest Russian ice cream producer in the year 2002. All information about the company, the competitive environment and the political situation used in the following article are derived from the Harvard Business School Case Ice-Fili (Rukstad, Mattu, & Petinova, 2003).

2.

External Analysis

In this part it will be looked at the Russian ice cream industry. Therefore, an industry definition will be given. Its structure will be highlighted and from there on, the threats for IceFili will be examined.

2.1

The Russian ice cream industry

In the case of Ice-Fili we deal with the Russian ice cream industry. It concerns the production of frozen ice cream products from the raw material to the selling of the different sorts of ice. The original Russian ice cream consists only of natural ingredients. The people love its unique flavour that comes mainly from the high percentage of milk fat which makes it less sweet and more aerated than the western products. The Russian ice cream industry had to suffer from two...
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