Strategy case
How would you resume the strategies adopted by Mars to launch its ice cream products?
Mars’s strategy since its inception is distinguished from its competitors by using high quality ingredients and setting a price premium that distinguish it from its competitors, high quality, and higher price. Also a factor in which invested much effort and money was frozen distribution. All the production of ice cream is placed in a factory at the eastern of France
Do you think that Mars will ever make significant profits from its ice cream operations? Why? How?
Yes I do, if they change their strategy. If they really want to differentiate they self from the competitors in this sector, should be more widely known their own products. Taking into account that the company have several problems to distribute ice cream to small shops, they should abandon this types of shops and substitute for own stores (franchise mode) in which where sell only ice cream brand Mars. Otherwise they should consider the possibility of change the distribution strategy, in my opinion they should develop transfers centres well distributed on Europe, this could help to reduce the costs and the time of distribution. Also for making know the Mars ice-cream I would put cheap prices during promotional time.
Comentarios desactivados en Strategy case /
04 Dic 2011
por
Ruben Pardo Hernangomez
MERME /
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