Pillsbury H Agen Dazs Case Study Analysis 2 
I
Pillsbury 's Häagen-Dazs
Case Study Analysis
Contents
Executive Summary 2
Overview 2
Problem 2
Solution 3
SITUATION ANALYSIS 4
PHASE 1: THE ENVIRONMENT 4
Current State of the Economy 4
Current Trends and Their Impact on Marketing 4
Current Political Trends and Their Impact on Marketing Strategy 5
Environmental Threats and Their Influence on Marketing 5
PHASE 2: THE INDUSTRY 5
Industry 5
Competitors – Annual Sales and Market Share 6
Strategies Employed by Competitors 6
Strengths & Weaknesses analysis for Ben & Jerry’s 7
The Threat of New Entrants and Possible Barriers 7
Substitute Products – Advantages and Disadvantages 8
Suppliers and Their Bargaining Power 8
PHASE 3: THE ORGANIZATION 8
Objectives of Häagen-Dazs- Are They Clearly Stated and Attainable? 8
Constraints and Weaknesses of Häagen-Dazs 9
Sources of Dysfunctional Conflict in the Structure of Häagen-Dazs 9
Structure of the Marketing Department 9
PHASE 4: THE MARKETING STRATEGY 9
Objectives and Constraints of the Marketing Strategy of Häagen-Dazs 9
Analysis of Sales, Profits and Market Share 10
Analysis of the Target Market 11
Summary of the Marketing Strategy’s Strengths and Weaknesses 11
Implications for Strategy Development 11
PROBLEMS FOUND IN SITUATION ANALYSIS 12
Primary Problem 12
Sustainability 12
Secondary Problem 12
Brand Image 12
STRATEGIC ALTERNATIVES FOR SOLVING PROBLEMS 13
Expand healthy alternative lines 13
Using Häagen-Dazs Brand Name 13
Creating a New Brand 13
SELECTION OF STRATEGIC ALTERNATIVE AND IMPLEMENTATION 13
Statement and Implementation of Selected Strategy 13
Justification for Selected Strategy 14
REFERENCES 15
Executive Summary
Overview
Jan Phillips, the product-market manager for North America for Häagen-Dazs, which is currently the leading super-premium ice cream brand in the world and the market leader in North America, is looking to introduce a new line of low fat sorbets to remain competitive in a very aggressive frozen dessert market. Much focus has
Pillsbury 's Häagen-Dazs
Case Study Analysis
Contents
Executive Summary 2
Overview 2
Problem 2
Solution 3
SITUATION ANALYSIS 4
PHASE 1: THE ENVIRONMENT 4
Current State of the Economy 4
Current Trends and Their Impact on Marketing 4
Current Political Trends and Their Impact on Marketing Strategy 5
Environmental Threats and Their Influence on Marketing 5
PHASE 2: THE INDUSTRY 5
Industry 5
Competitors – Annual Sales and Market Share 6
Strategies Employed by Competitors 6
Strengths & Weaknesses analysis for Ben & Jerry’s 7
The Threat of New Entrants and Possible Barriers 7
Substitute Products – Advantages and Disadvantages 8
Suppliers and Their Bargaining Power 8
PHASE 3: THE ORGANIZATION 8
Objectives of Häagen-Dazs- Are They Clearly Stated and Attainable? 8
Constraints and Weaknesses of Häagen-Dazs 9
Sources of Dysfunctional Conflict in the Structure of Häagen-Dazs 9
Structure of the Marketing Department 9
PHASE 4: THE MARKETING STRATEGY 9
Objectives and Constraints of the Marketing Strategy of Häagen-Dazs 9
Analysis of Sales, Profits and Market Share 10
Analysis of the Target Market 11
Summary of the Marketing Strategy’s Strengths and Weaknesses 11
Implications for Strategy Development 11
PROBLEMS FOUND IN SITUATION ANALYSIS 12
Primary Problem 12
Sustainability 12
Secondary Problem 12
Brand Image 12
STRATEGIC ALTERNATIVES FOR SOLVING PROBLEMS 13
Expand healthy alternative lines 13
Using Häagen-Dazs Brand Name 13
Creating a New Brand 13
SELECTION OF STRATEGIC ALTERNATIVE AND IMPLEMENTATION 13
Statement and Implementation of Selected Strategy 13
Justification for Selected Strategy 14
REFERENCES 15
Executive Summary
Overview
Jan Phillips, the product-market manager for North America for Häagen-Dazs, which is currently the leading super-premium ice cream brand in the world and the market leader in North America, is looking to introduce a new line of low fat sorbets to remain competitive in a very aggressive frozen dessert market. Much focus has
References: (2013). Retrieved from Franchise Chatter: http://www.franchisechatter.com/2013/05/12/fdd-talk-2013-tcbys-average-unit-sales-volume-and-profit-and-loss-statements-by-quartile-2013-fdd/ (2014). Retrieved from Häagen-Dazs: http://www.haagendazs.us/products/ Ben & Jerry 's Ice Cream Statistics. (2014, March 20). Retrieved from Statistic Brain: http://www.statisticbrain.com/ben-and-jerrys-ice-cream-statistics/ Berry, D. (2014, October 1). Increasing Ice Cream Sales. Retrieved from Food Business News: http://www.foodbusinessnews.net/articles/news_home/Financial-Performance/2014/10/Increasing_ice_cream_sales.aspx?ID=%7BD915B794-7F6C-4E1C-8603-288E2233568B%7D&cck=1 Diet Food Industry Market Research & Statistics. (2014). Retrieved from Report Linker: http://www.reportlinker.com/ci02039/Diet-Food.html Needleman, S. E. (2012, February 9). Tough Times for Franchising. Retrieved from The Wall Street Journal: http://online.wsj.com/articles/SB10001424052970204136404577211391192172770 Overweight and Obesity. (2014, September 9). Retrieved from Centers for Disease Control and Prevention: http://www.cdc.gov/obesity/data/adult.html Roviratta, J. (2013, November 12). Retrieved November 7, 2014, from http://www.slideshare.net/JakeRoviralta/hagen-dazs-pdf Sales of the leading 10 ice cream brands of the U.S. 2013. (2014). Retrieved from Statista: The Statistics Portal: http://www.statista.com/statistics/190426/top-ice-cream-brands-in-the-united-states/