21C1ENG - Mid-Term Case Study: Dino Conti Ice Cream Analysis

21C1ENG51300168 - Group 10 - Topic 2
Business English (Trường Đại học Kinh tế Thành phố Hồ Chí Minh)
MID – TERM ENGLISH TEST
Class code: 21C1ENG51300168
Full name – Student ID:
1. Lý Huỳnh Khánh Vy – 31211022337
2. Phan Thị Nhã Uyên – 31211022335
3. Trương Nguyệt Tường Vy – 31211022339
4. Phan Như Ý – 31211022340
Powerpoint + Meet recording:
 SPEAKING SCRIPTS  • Khánh Vy:
Hi everyone. I’m Khanh Vy and I’m a member of group 10. Welcome to
our case study: The Dino Conti Ice Cream company. Today I’ll discuss with
you guys the topic “How can a popular maker increase sales?”. Our
presentation today will consist of 4 main parts: The first part is the
company’s background. The second is its current situation. The third is our
investment plan and the last is the summary of our meeting. We will
start right now and hope you will pay much attention to our presentation.
Firstly, I will help you know more about the company Dino Conti
Ice Cream by providing you with some of its background information.
Based in Santa Barbara (USA), the company manufactures and distributes
ice cream to consumers in California. They produce 15 flavors, which are
distributed mainly to supermarkets and company-owned stores. As you can see in this chart:
These are their main products and the most famous one is Classic
SupaKool chocolate ice cream which makes up 41%. It is the best chocolate
ice cream in the world according to the clients. Follow up is six top-selling
flavors which are responsible for 32%. The third place is other flavors with
14%. The remaining percentage is shared to Iced yogurt with 6% and
Novelty products such as iced fudge, chocolate bars, lollipops with 7%.
However, the company is slowing down and the owner, Paolo Conti,
wants the company to be more international. To find out why the growth rate
of the company is slowing down, let’s move on to Nha Uyen’s part to dig deeper into these problems. • Nhã Uyên:
Hello, everyone. I'm Uyen, and I'll explain why Dino
Coti's growth is slowing down.
There are some major reasons and the price of its
products is the first one. Recently, our two main competitor's
prices have been reduced, making our items appear more expensive.
Secondly, we don't provide a variety of ice cream
flavors, and the packaging isn't attractive enough to impress
consumers. As a result, we need more new products people
will want to buy and more outlets in order have access to
many big supermarkets and our ice cream shops.
Also, our equipment, storage facilities, and maybe our
fleet of trucks are all out of date. Another issue is that we
need to be more green, to do more for the environment,
such as recycling our containers and removing the fat from
our products before giving the pure water to local populations.
Dino Coti must solve some problems. Paolo Conti only
has $3 million to invest in his company in the future so that
it can continue to expand and become an international
business. Dino Conti's exceptional development can be
sustained only if it solves its present difficulties, creates new
products, and finds new markets. So, how can Paolo Conti
spend $3 million to achieve the target he has set for himself?
Let's have a look at the next slide. There are 10
different investment opinions to spend three million dollars.
The first one is building a bigger factory, which costs
$2.4 million. It helps the company increase production
capacity as well as lower unit costs.
The second is an export to Russia and China, which will
cost 1.2 million dollars. This option not only allows us to
access new markets but also offers excellent potential for increasing sales.
Thirdly, we can buy out our major competitor for more
than 2 million dollars to help us reduce competition and
increase production capacity too.
Lastly, if we want to move into a new area, we can
develop a range of exotic fruit drinks that costs half a million.
Vy will then continue to present the remaining six
investment options. Vy, please!
• Tường Vy:
Thank you Uyen. My name is Tuong Vy and I will continue suggesting
some more options to increase our company’s profits.
First of all, we can upgrade our company’s equipment and fleet of trucks.
This option costs $1.2 million, and it helps lower the manufacturing costs as
well as increase labour productivity.
Secondly, if we want to increase sales and profits, we can consider
distributing our products to more outlets and this option costs around
$500,000. With the same amount of money, we can also increase the
company’s advertising budget to effectively raise sales.
Let’s move on to the fourth option: make the company more ‘green’ to
improve our company’s image. In my opinion, it is a great idea because our
earth has dealt with the issue of environmental pollution since the industrial
revolution began. Therefore, this option is a good way to save our planet,
and we can leave a strong impression on our customers.
After that, we can improve the products’ packaging that costs $400,000.
Although this is the cheapest option, it still plays a crucial role in trading. As
a matter of fact, when we have attractive packaging, we can easily grab
shoppers’ attention from the very start so that our sales will increase substantially.
Last but not least, with more than $600,000, we can offer free ice-creams
to all consumers one day a year. I think it is an effective way to PR and a
good chance to raise awareness of the company. That is the end of my
presentation. Thanks very much for listening. Now, please pay attention to Nhu Y. • Như Ý:
Thank you, Vy and Nha Uyen for the options! I’m Nhu Y
and I will be the one who to solve this problem with an investment plan.
Right now we have $3 million to solve Dino Conti’s present
problems. We all wish to develop new products and find new
markets. But the main problem that we have to solve first is
the prices of its products, which is high compared with our competitors.
In order to do that, first of all, we will spend $1.2 million
on upgrading equipment and increasing the number of
trucks. This way, the manufacturing cost will be reduced so
Dino Conti can concentrate on its classic specialty: classic
chocolate ice cream and the others products such as other
flavors, iced yogurt, novelty products. It will increase the
variation in products and promote their specialty at the same
time. Also, it will attract more customers to buy more
products because of lower prices.
After that, we will change Dino Conti’s marketing plan by
making the company more “green” along with increasing its
advertising budget. With those actions, it will not only
improve the company's image and sales but also leave a
good impression on Conti’s old customers and appeal to the
new ones. Right now, the environment is the most important
issue so if customers know Dino Conti cares for the
environment, participates in using environmentally friendly
products, and runs “green” projects, they will pay the money
to support and encourage environmental actions. To
actualize these solutions, we will spend $500,000 on
advertising and $800,000 on making the company more environmentally friendly.
Finally, I think we should take advantage of the promotion
strategy to distribute to more outlets with the final
$500,000, such as opening more branches, accessing many
big supermarkets and department stores. This will expand
the market, approach more customers and be the motivation
to further expand the market in the future.
In my opinion, these solutions will help Dino Conti get
back on track and develop itself to become an international
business. This is also the end of my presentation. Thank you so much for your attention.
Document Outline

• Powerpoint + Meet recording:
• • Khánh Vy:
• • Nhã Uyên:
• • Tường Vy:
• • Như Ý: