CASE Study UNIT 2 - Strategies for Dino Conti Ice Cream's Growth

CASE Study UNIT 2 - DINO Conti ICE Cream
English for Business Management (Đại học Kinh tế Quốc dân) CASE STUDY UNIT 2 Name: Doan Kim Phuong INTRODUCTION
Dina Conti Ice Cream Inc., based in Santa Barbara (USA), manufactures and
distributes ice cream to consumers in California. Its owner, Paolo Conti,
wants the company to become more international. OBJECTIVES
To solve the company’s current problems and enable Dino Conti to become a
competitive international business within an investment of $3 million. CASE STUDY UNIT 2
OPTIONS, COST AND BENEFITS Option Cost Benefits Improve the $400.000
- Increase quality of products and improve products’s
company image, therefore it is easier to attract a packaging wider range of customers
- make the company different from competitors - increase sales Increase $500.000 - improve company image advestising budget - attract more customers
- an effective way to get customers’ insights - increase sales Make the company $800.000 - maximize productivity and protect the more green environment - improve company image - attract more customers - increase sales Offer free ice cream $600.000 - improve company image to all customers - attract more customers one day a year
- help customers decide whether our product is suitable or not SCHEDULE Option Timeline Improve the
This option is supposed to start by August and be completed products’s
by November in order that our product will be introduced to packaging
customers during advertising campaign which happened in summer of the year following. Increase
The advertising plan needs to be done by January and ready to advestising budget
be in progress by April because summer is the peak period for drinks and ice cream. Make the company
This campaign has to be admitted by Heads and Directors and more green
conducted before and during advertising campaign so that the
“green” image of the company will be presented to more people.
Offer free ice cream Its recipe has to be finished by January. From January to April, to all customers
products have to be manufactured so that they will remain one day a year
fresh and can serve a large number of customers.
Document Outline

• INTRODUCTION
• OBJECTIVES