Term Paper on Marketing Strategy for the Ice Cream Sector Marketing Strategy for the Ice Cream Sector Essays

2256 Words Sep 17th, 2011 10 Pages
Term paper on Marketing Strategy For The Ice Cream Sector
Marketing Strategy For The Ice Cream Sector Essays
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TABLE OF CONTENTS
ITEM DESCRIPTION
PAGE #
1. EXECUTIVE SUMMARY 3
2. SITUATIONAL ANALYSIS 4
3. MARKET SUMMARY 5
4. MARKET OVERVIEW 5
4.1 Macroeconomic Overview 5
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 Price of Oil - So far in 2001, the crude oil price has been unstable reaching a high of $31 per barrel. These increases have made the market unstable and more than one industry price increase has occurred in less than 6 months. The outcome of this for the consumer is an increase in the price of petrol. This influences the disposable income available to spend on luxury items and so far in 2001 the price of petrol has increased more than once.
 Health factors - The HIV pandemic also influences the amount of disposable income available to consumers, the cost of medication for anti retroviral drugs is very high and escalating medical costs eats into the consumers disposable income
 Climate - The climate in Africa is ideal for the consumption of ice-cream which is a seasonal summer product. Our winter is shorter and not as extreme as that of Europe so our total consumption should easily be more than that of other European countries
 Eating out - The trend of eating out is growing and and over the past 10 years has increased from 15 % to 30%.
4.2 Industry Overview

5. SWOT ANALYSIS
The following SWOT Analysis captures the key strengths and weaknesses within the company and describes the opportunities and threats facing Ola South Africa.
5.1 STRENGTHS
 Distribution - Ola has a very strong distribution channel. They have 32 exclusive concessionaraires who agree not to deliver other brand of

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