Ice-Fili was originally founded in 1937, named Moshadokombinat N 8 company by USSR.

As the company was privatized in 1992, it renamed with Ice-Fili. Founded in 1937 as the Moshadokombinat N 8 company Privatized in 1992 as the Ice Fili company One of the largest ice cream manufacturers in Russia Known for its traditional ice cream brand with natural ingredients without preservation Focused on manufacturing instead of marketing Business level strategy Focused-Differentiation: all natural ingrediant with no preservative Endorsed by no one Focused on traditional ice cream Research and development

Corporate level strategy Single Business: Ice cream business only, doesnt diversify to other businesses Problem statement As the industry of ice cream grows, competitors such as Nestle and regional producers are adapting their strategies in order to maintain their competitive advantages. What will Ice-Filis next move be in order to compete? General environment Political / Legal: 1991: Russia transformed its close economy into open economy; Allows foreign companies entered into the Russian market; - Financial crisis was occurred in 1998 -> devaluation of ruble -> too expensive to import goods -> Nestle began to manufacture in Russia Economic: Consumers are more value-conscious; demanding quality at low prices. Increase in outsourcing has increased price deflation. Social Cultural: Market sales fluctuate seasonally: boost in sales during summer Increase in demand of Beer in Russia. Technological: *Lack of technology .Imported equipments from U.S

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