Cream industry? Why?
One of the favorite snack and desert of Russians since 1900s ice cream was considered one of the best in the world. The popularity had grown since and in 1990 the per capita consumption of ice cream by Russians was 6.95 pounds mainly distributed through kiosk, supermarket, grocessary store, restaurants and cafés. The Russian ice cream industries were facing lot of completion and global pressure to meet up with the benchmarking that the American franchise Haagen- Dazs and Baskin & Robbins has set. Russian ice cream Ice- Fili a midsized company with sales more than 25 million dollars in 2002 was Russia’s top ice cream producer.
There were lots of opportunity and threats in front of Russian ice cream industry in particular Ice- Fili. It is very important that people understand the existing markets general environment. Russian ice cream industry were unable to keep up with the technological change since early 1990’s with western world in production, packaging, ingredient use and much more. Russians have imported all of their equipment during 1960s and 1970s from the US, but they didn’t keep up with the changing innovation and technology which halted production in a big way. They also faced challenge to find distributors and storage facility for their product. Legal and political condition in Russia has always been tough and thriving under a soviet regime is a touch challenge for any business. Ice cream was taxed in Russia as a luxury item rather than a general food item which means corporates had to pay more taxes and would cut back on their profits and investments opportunities VAT(value added tax) was subject to 10% f...
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...and be an established brand like Nestle and stay fairly affordable to the consumers.
Another recommendation would be expansion of the ice fili product globally into Asian and European markets. It can learn a lot of valuable lessons and insights from the top international franchise company like Unilever, Ben & Jerry’s and also successful company like Nestle and Haagen Dazs. The neighboring countries like Ukraine, Romania, Turkey and Baltic nations would be a great market to export and gain a significant market share. This would significantly improve the earning and improve overall stability of the company. It would also be very helpful to promote the brand internationally and help them be as popular as Mc Donald’s and Star Bucks. It would also help to gain lot of foreign currency thus improving the cash flow of the company to invest in future products and research.
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