Transcript PPT

Qi Junying (Joyce)
Zhao Yijin(Joyce)
Lei Yiqian(Leah)
Shi Zhouting (Joanna
 In 1983, Marble Slab Creamery was open in
Houston.
 In 1986, Marble Slab Creamery became the first ice
cream to use a frozen granite slab to blend mix-in
toppings into the ice cream.
 The Design.
 The Slogan.
 People around the world like to eat ice cream.
 The Chinese are curious about the new things.
 Two competitors.
The Marble Slab Creamery should choose the
appropriate entry strategies.
 Haagen-Dazs
 Dairy Queen
Built in 1921
Built in 1940
900 shops
8000shops
50 countries
25 countries
High-grade fresh
Soft ice cream
High-price
Product Pricing Franchise
High-quality
The total population is 1.4 billion
Growing rate: 0.494% per year
The age structure of China
8.1%
19.8%
0-14 years
15-65 years
65 years and over
72.1%
Government type: communist state
Capital: Beijing
Roads: 3,583,715 km
Railways: 77,834 km
Airports: 502
GDP Growth Rate：9.1%
The per capita GDP: $6,600
Labor force: 813.5 million
Peoples’ customs
Culture’s changes
Economics affect the culture
Russia
Advantages
 Economic:
GDP: $2.11 trillion (2009 est.)
Country comparison to the world: 8
 Ice Cream Industry:
Production: First half of 2010: 20.439 million tons.
Consumption: Compared to 2008, it increased 25% in
2010
Disadvantages
 Government:
Encourages Russian to eat and support the domestic
food industry.
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Market environment: Cutthroat competition.
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Traditional Concept：Foreign food usually adds
chemicals that may be harmful to healthy.
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Advantage
Economic:
GDP per capital: $32,700 in 2009
Success of foreign franchise: Haggen Dazs, Wall’s, and
Cold Stone Creamery.
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Consumers: Fewer youngsters and more aging of
population
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Operating Costs: High
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Currency: Floating exchange rate
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Choose a suitable sponsor company
Such as: media companies.
Special offer price
“Buy ten get one free”
High quality service and standardization of store design
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Select the leading city
Subordinate cities
Invested in a huge innovation
Innovation in material resources every year
Pitching-in the other retail channels
Airport
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China is an emerging market
Policy：Bring in and going out
China’s production are gradually appearing and
increasing.
Marble Slab Creamery will have a bright future in
China.