How structurally attractive is the Russian ice cream market? How is it likely to evolve?
- Use five forces framework
- What are the potential sources of competitive advantage in the Russian ice cream market?
- Identify sources of competitive advantage
- Assessing the sustainability of advantage
- The challenges of being “stuck in the middle”
- How well positioned is Ice-Fili relative to its key competitors?
- Competitor analysis – analyzing individual competitors and groups of competitors
to see how they might shape structure, react to moves
- What strategic options does Ice-Fili have? What strategy would you recommend to
Anatoliy Shamonov? Be Specific.
- Decisions on business unit scope, channels, products, geographic, international
strategic choices
- Corporate strategy – you can talk about vertical integration into distribution and
retailing or horizontal integration into related businesses
- Global strategy – you can talk about the logic for Ice-Fili of looking to export
markets or the strengths the international players bring to Russia
