Ice Fili case from HBR

Ice Fili is a midsized company of Russia and one of Russias top ice cream producers serving the medium level category of the market. It is the present leader in terms of market revenues in the Russian ice cream business. In recent years it has been faltering. It faces the threat of being overtaken by its competitors if nothing is done. The chief concerns of the company as given in the case involve increased competition. The competition is largely due to a saturated ice cream market, shrinking sales revenue, increase in the number of competitors and threat of substitutes. Of all competitors, Nestle is perceived to be the fiercest. This apart, the small regional ice cream producers and other Moscow based producers pose a tough challenge in the metropolitan markets. In the finest ice cream