Strategic Focus and Plan of the Company: Haagen-Dazs’ mission and goal is to “find the purest and finest ingredients in the world and craft them into the best ice cream available.” “It is a way of doing business that is as demanding as it is uncommon. It is the reason why the Haagen-Dazs brand has epitomized fine ice cream for half a century.” 2 Haagen-Dazs’s main competitors are Ben & Jerry’s and Nestle. They have been able to sustain a niche competitive advantage that grasps the psychology of consumers through marketing the brand as a luxurious product, best suited for people with high-end income. They have been able to do this by marketing to young, fashionable people. Not only does Haagen-Dazs represent a product, but also a lifestyle. They have also focused on product 2 N/A, N/A. H ä agen-Dazs, "H ä agen-Dazs Market analysis." Last modified 01 01, 2005. Accessed December 4, 2013. ;
differentiation by using natural ingredients, unlike most other ice cream companies, and by having a huge range of flavours – diversification. Fitness and a healthier lifestyle is a huge trend in the consumer market right now. As a team, we put Haagen-Dazs as a Star in the BCG Portfolio Matrix. In order to protect our market share and grow our business, we are going to implement product development. We will create a line extension to Haagen-Dazs that is focused towards consumers who do a lot of exercise. The new line can be eaten after a workout as a healthy snack and will provide beneficial results to the consumer. SWOT ANALYSIS: Häagen-Dazs Ice cream Strengths - Pioneer - Strong brand recognition - Really innovative brand - Excellent image: brand providing good quality products - International presence Weakness - Seasonal product - High price (could be a strength) - The audience targeted could be too narrow (but could also be a strength) - High calorie products Opportunities - Development of individualism: individual cups + others format available - Increase of demand in exotic products Threats - Very competitive market: Unilever and Nestlé’s brands ice cream but also « MDD » (distributor’s brand) as we can see in the graph below. Strengths: One of the strengths Haagen-Dazs carries is strong brand recognition. Since 1960 Haagen-Dazs has stressed quality and customer satisfaction, and through their hard work and due diligence they’ve achieved just that in their customers eyes. Häagen-Dazs first launched their company with only three flavours and now currently they have over 50 different products to choose from. That’s roughly a new flavor every single year if you compare dates, which is great considering most companies take years to establish themselves and their profits. With their constant innovation and strong brand recognition Haagen-Dazs has created a great brand image. Lastly, Haagen-Dazs isn’t just a North American product, it’s famous worldwide and can be found in over 50 different countries.
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- Winter '13
- Business, ice cream, Häagen-Dazs