Case | HBS Case Collection | November 2004 (Revised January 2007)

Ice-Fili (Abridged)

by John R. Wells, Pai-Ling Yin and Michael G. Rukstad

Abstract

Designed as an overview of all aspects of the strategy process: industry analysis, positioning, dynamics and sustainability, and scope issues of corporate strategy, including vertical integration, horizontal diversification, and location issues. Ice-Fili is the largest ice cream producer in Russia in 2002, but is facing strong competition from Nestle despite its success over other multinational competitors. Contains detailed exhibits, allowing deeper analyses. A rewritten version of an earlier case.

Keywords: Product Positioning; Geographic Location; Competition; Vertical Integration; Corporate Strategy; Retail Industry; Food and Beverage Industry; Russia;

Citation:

Wells, John R., Pai-Ling Yin, and Michael G. Rukstad. "Ice-Fili (Abridged)." Harvard Business School Case 705-441, November 2004. (Revised January 2007.)