Paper Summary:

The paper looks at the external environment facing ice cream manufacturer, Ice-Fili, the state of the ice cream industry in Russia, the condition of the firm itself in difficult times, what options are available to it as it strives to secure market share, what recommendations this writer has to offer, and how (some of) these recommendations should be implemented. In the end, the paper shows how Ice-Fili must move its distribution networks away from kiosks and corner stores towards supermarkets, restaurants catering to people who are not looking for luxury dining, and towards gastronoms in the rural areas. At the same time, the paper relates that it must emphasize mid-range, mid-price products because the upper lower parts of the price scale belong to somebody else. Finally, the paper argues for venturing overseas.

From the Paper:

Business Case Study: the case of Ice-Fili Date: April 17, 2008 To: From: Executive Summary The following report argues that Ice-Fili will continue to lose market share until it starts specializing in mid-range ice cream products that cater to people who want dining - but dining at an affordable rate. Furthermore, the paper suggests the importance of cultivating a presence in the foreign market insofar as Russian ice cream manufacturers are

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