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Ice Fili Essay

974 words - 4 pages

Al analizar el atractivo del mercado de productos congelados en Rusia, específicamente el sector de los helados, nos encontramos con distintas ambigüedades al momento de eventualmente tomar la decisión de entrar en él o no.Si nos enfocamos en el consumidor Ruso, éste posee un largo historial en el consumo de helados, y a pesar de que han habido altos y bajos en ésta materia a través del tiempo, desde el año 1980 el consumo promedio de dicho producto se ha mantenido por sobre las trescientas mil toneladas anuales, registrándose caídas solo en los años 1996 y 2000, debido a las crisis económicas y situaciones adversas vividas en aquel entonces. Factores que han alterado la demanda de helados han sido el surgimiento de productos substitutos tales como la cerveza, que ha entrado fuertemente en el segmento Joven, y distintos postres de diferentes variedades y sabores.Por otro lado, si basamos nuestro análisis en el Mercado Ruso de helados, nos encontramos con que parece poco atractivo, ya que existen alrededor de 300 empresas operando en él, considerando grandes y pequeños productores, lo que permite que el consumidor tenga un amplio poder de elección al momento de escoger un producto, debido a la gran variedad existente y al hecho de que el factor crítico al momento de la selección es el sabor y no la Marca en sí.Dentro del mercado Ruso, sin contar a los pequeños productores, existen 15 grandes marcas operando en él, tanto nacionales como internacionales, dentro de las cuales Ice-Fili es la que posee mayor participación de mercado, con aproximadamente un 5%, compitiendo con gigantes multinacionales tales como Nestlé. Por otro lado, a pesar de que no existen numerosas barreras legales para competir en territorio Ruso, los costos de entrada son muy elevados si lo que se pretende es competir a gran escala.Por último, un aspecto de gran importancia que influye de manera crítica en el éxito de una compañía es le distribución de sus productos. Rusia cuenta con una superficie estimada de diecisiete millones de kilómetros cuadrado, lo cual ha jugado a favor de los pequeños productores de helados en Regiones, ya que han sobrevivido a través del tiempo debido a que las grandes marcas nacionales y extranjeras sólo operan en las ciudades principales, tales como Moscú y San Petersburgo.2.La estrategia que recomendamos para Ice-Fili se basa en fortalecer los tres siguientes aspectos: Distribución, Reducción de costos y aumento en volumen de ventas.Para comenzar, Ice-Fili cuenta con diversos aspectos que juegan a su favor y que son de gran importancia, tales como que es el único productor masivo de helados que utiliza ingredientes naturales en el proceso productivo de éstos, lo que es valorado de gran...

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