“ICE AGE” is the international milk company, which was founded in 1990 and for twenty four years this brand acquired wide influence and success in the international market. It is the largest food

ICE AGE COMPANY

“ICE AGE” is the international milk company, which was founded in 1990 and for twenty four years this brand acquired wide influence and success in the international market. It is the largest food company in the world measured by revenues.

ACE AGE’s products include baby food, bottled water, breakfast cereals, coffee and tea, confectionery, dairy products, ice cream, frozen food, pet foods, and snacks. Twenty-nine of ACE AGE’s brands have annual sales of over CHF1 billion (about US$1.1 billion), including Barley, Bob dop,Rital, Villy, Resquek. ICE AGE has 447 factories, operates in 194 countries, and employs around 333,000 people.

Background info on Russia:

1. Population: Approximately 146,1 million people 2. Climate: Diverse, mostly – cold winters and mild summers. 3. Language: Russian 4. Political situation: Quite stable within country but there are lots of different international conflicts with foreign countries 5. Economy: Unstable because of high inflation, but open for international income

Customers features:

1. Typical consumer society

2. Rich people in Russia mostly don’t pay attention to components and the result of services. It’s more important for them a high price, expensive brand and luxurious process

3. Receptive to PR

4. Russians are quite impractical consumers

5. The target market is similar to the European

Cultural information: 1. Antipathy to the stereotypes about the country2. Sympathy to the historical past associated with the period of Russian imperialism3. Sharp criticism of atheistic and gay propaganda Dear John,

Regarding the proposed expansion into Russia: on the one hand, it is large market with big potential and the target market is pretty known because of the similarities with the European market. Moreover, our production is based on environmentally-clean products, which allows to improve the quality of our production. That’s why my opinion is that “Ice Age” will be in demand in Russia. On the other hand there are some significant drawbacks of this expansion: the political and economical situations concern different international organizations, which are involved in the Russian market, because of its instability, generating income risks. So I would like to point out that at the present moment Russia cannot be considered as the best country of the market expansion so you should delay this question to better times.

Sincerely yours,

Yulia Ponkrasheva

Дата добавления: 2015-09-29