Ice Fili

Introduction

The Ice-Fili Public Limited Company rightly deserves to be considered one of the oldest ice-cream producers in Russia. The Ice-Fili is one of Russia's most famous and admired companies, both because of its entrepreneurial success and socially progressive vision. In its present form, it was incorporated on the basis of Frozen Products Plant No. 8, which was set up 65 years ago with support from Anastas Mikoyan, a popular and influential political figure. The company manufactures products that are loved by everyone everywhere, by children and adults alike.

The company's high-quality ice-creams earned it a place in the list of Russia's 100 Best Products. It has won a Moscow Badge of Excellence in 1999 and 2000, was awarded the national Product of the Year prize. Loyal customers came to buy Ice-Fili's products not only because they were unusual and tasted great, but also because they came to symbolize a commitment to social justice.

What are Ice-Fili's' critical success factors over the past decades? What obstacles must the firm now overcome in order to continue its effective operation? This report will examine in detail the primary sources of organizational effectiveness including values, structure, internal and external environment and culture.

The major challenges to continued success will then be analyzed. Finally, recommendations for success will be addressed.

Ice-Fili Strategy

Ice-Fili's pursues a strategy of product differentiation, focusing both on high quality, experimental flavors and product lines, and most importantly, an innovative branding methodology that combines traditional business goals with a progressive social agenda to form a truly unique and attractive product offering.

Ice-Fili's products fall within the highest subset of super-premium ice-cream. Ice-Fili's further focuses on quality by using only the finest ingredients that include natural dairy products and pure additives such as organic fruits.

An additional source of differentiation has come from the company's reputation as a business truly committed to social betterment, pursued both at the direct corporate level. Ice-Fili is a longstanding supplier for the Federal President's Administration and Federal Government, Moscow's City Hall, and diplomatic missions; it assists the Society of the Disabled, children's homes and orphanages, and was involved in the restoration of the Cathedral of Christ the Savior.

Ice-Fili Challenges

Ice-Fili faces growth pressures on a number of fronts.

* Highly competitive premium ice-cream market

* Grow its sales simply to maintain its share of this growing market.

* Increase shareholder value

* Finding new retain revenues

* Product Differentiations

* Manage in a competitive market economy

Analyzing Strategies

Though Ice-Fili is engaged in the food manufacturing industry, which often is faced with a "simple and stable" environment, Ice-Fili's environment can be characterized more accurately as "simple and unstable" with "high-moderate uncertainty". To develop the plan and create alternatives to bring about the desired result, one should first study the many different internal and external factors forces. Consequently, lessening the resistant, and maximizes the potential of the strengths and opportunities while minimizing the impact of the weaknesses and threats.

SWOT Analysis

Strength

* Moscow location (1/5 total output), Long history, 2nd largest in world in past

* National Champion, government interest

* Largest local player and biggest market share of all

* Part of local industry association

* Very good taste with locals, natural ingredients

* Close distribution partnerships with history

- Eskimo-Fili,