Ice-Fili is a Russian ice cream producer who can survive during the hard time in Russia while some competitors left the market. Since Russian ice cream market became more competitive, Ice-Fili tried to maintain its market share leadership among domestic, regional, international producers. Value chain analysis and SWOT were conducted below. Value chain analysis was conducted to show the capabilities of the firm in various activities.
Firm infrastructure- Ice-Fili used both older generation and newly imported equipment to produce the large varieties of ice cream with high quality.
Human Resource Management-compensation structure based on qualification, hardship, hazards, overtime, and individual initiative can encourage worker to put more willingness to work so that it can increase productivity.
Technology Development-Due to using newly import equipment, it can provide flexibility in producing various types of ice creams and expands to other product lines such as mayonnaise.
Procurement-depend on 3-4 suppliers for each of its major ice cream ingredients. Low bargaining power of suppliers as it is easy to find new ones.
-use its own cold storage & production capabilities to maintain its quality.
-import raw material for production and packaging from many countries
-emphasize on producing large variety of ice creams with high quality natural ingredients.
-Ice-Fili uses three main distributors to distribute to retailers according to exhibit 10.
-TV advertising campaign.
-Russian advertising agency was hired to develop packaging.
-retailers put ice cream carts on the street during summer
-provide the refrigerators that have firm’s logo to retailers
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