Porter's Five Forces Example
‘Take an industry of your choice, perhaps one you would like to work for, and assess it in terms of:
(a) concentration
(b) Porter’s model of five forces.
From this analyze one or more of the major competitors in terms of their chosen competitive strategies’
Introduction
Since the nineteenth century, ice cream with its beautiful, cold, happy and sweet feeling has been loved by people all around the world. In 2007, data shows that the ice cream consumption in the world’s largest ice cream consumer the United States is 23kg per person, Australia is17kg, Japan is 11kg, while there is only 1.7kg per person in China. Currently the world’s largest ice cream production is still U.S., however, due to the gradual warming of the climate and its rapid economic development, China 's ice-cream industry is also developing very fast. The huge potential of the Chinese ice cream market, strongly attract the multinational manufacturer of ice cream to invest in the ice cream market in China.
This essay attempts to analyze the unique marketing strategy of Haagen-Dazs in China using an analysis of market concentration and Porter 's five forces. Moreover, it analyzes other major competitors of Haagen-Dazs and their competitive strategies.
Concentration
Market concentration is concerned with the number of firms that account for the total production within a specific industry. In the Chinese ice ream market, the distribution of Haagen-Dazs is mainly through the form of store sales, the other brands using the same sale form are include DQ, Cold tone and Yogen Früz etc. Although some low-end ice cream brands will not bring large threat to Haagen-Dazs, but still segment large percentage of ice cream market. As a result, Haagen does not control an overwhelming percentage of the market, so its market concentration is very low.
Porter 's model of five forces
In order to analyze the industry and environment of Haagen-Dazs, Porter’s five forces model will be
(a) concentration
(b) Porter’s model of five forces.
From this analyze one or more of the major competitors in terms of their chosen competitive strategies’
Introduction
Since the nineteenth century, ice cream with its beautiful, cold, happy and sweet feeling has been loved by people all around the world. In 2007, data shows that the ice cream consumption in the world’s largest ice cream consumer the United States is 23kg per person, Australia is17kg, Japan is 11kg, while there is only 1.7kg per person in China. Currently the world’s largest ice cream production is still U.S., however, due to the gradual warming of the climate and its rapid economic development, China 's ice-cream industry is also developing very fast. The huge potential of the Chinese ice cream market, strongly attract the multinational manufacturer of ice cream to invest in the ice cream market in China.
This essay attempts to analyze the unique marketing strategy of Haagen-Dazs in China using an analysis of market concentration and Porter 's five forces. Moreover, it analyzes other major competitors of Haagen-Dazs and their competitive strategies.
Concentration
Market concentration is concerned with the number of firms that account for the total production within a specific industry. In the Chinese ice ream market, the distribution of Haagen-Dazs is mainly through the form of store sales, the other brands using the same sale form are include DQ, Cold tone and Yogen Früz etc. Although some low-end ice cream brands will not bring large threat to Haagen-Dazs, but still segment large percentage of ice cream market. As a result, Haagen does not control an overwhelming percentage of the market, so its market concentration is very low.
Porter 's model of five forces
In order to analyze the industry and environment of Haagen-Dazs, Porter’s five forces model will be
References: Alonso,M.D., K.Brown, J.Julmy, P.Mirels and S.Winkler(2012)LBS Case Study:"Cold-calling China", Business Today. Haagen-Dazs(2010)"International" [online]. Available at: http://www.haagendazs.com/company/international.aspx(Accessed:01December2010). Key Note (2010)“Ice Creams & Frozen Desserts”[online]. Available at: http://www.keynote.co.uk/market-intelligence/view/product/2380/ice-creams-%26-frozen-desserts?highlight=ice+cream&utm_source=kn.reports.search (Accessed: 04 December 2010). Kotler, P., and Armstrong, G. (2010) “Principles of marketing”, 13th edition, Upper Saddle River, N.J., Prentice Hall. Kumar,N.,Professor of Marketing and Co-Director of Aditya V. Birla India Centre, London Business School. Mintel(2009a)“Ice Cream – UK” [online]. September. Available at: http://academic.mintel.com/sinatra/oxygen_academic//display/&id=394613(Accessed: 29 November 2010). Mo,K.,Vice President, Brand Management, Statoil ASA. Reilly,M.(2012)"More Haagen-Dazs headed for China", Minneapolis / St. Paul Business Journal[online]. Available at: http://www.bizjournals.com/twincities/morning_roundup/2012/07/more-haagen-dazs-headed-for-china.html (Accessed: 11 July 2012).