Story Cold-calling China In the mids, the Chinese were highly price-sensitive consumers with little dairy in their diet. In walked Haagen-Dazs, pitching its full-fat ice cream at prices five times higher than in the US. June 10, Executive Summary: In the mids, the Chinese were highly price-sensitive consumers with little dairy in their diet.
Market Entry Strategies of Haagen Dazs Introduction In the present way of competing business around the world, most companies automatically considers that in order for any company be respected and be competitive globally, it needs not only to be innovative but should also know how to manage resources well, particularly human resource is the key to achieve in performing well in the global market.
Innovating in a way like focusing on how they can developed new or re-developed their own current product that address issues affecting quality and affordability are two of the main reasons and most of the time main reason why innovations is needed. Innovativeness also in terms of providing after sales service for some and not just products are also one vital key as well, most particularly those companies that would require services very much like products such as appliances, cars and other manufacturing products are the ones that needed to focus on by these kinds of companies.
But, there are still no question that for any company to achieve sustained competitive advantage, it is still the effectiveness of companies to understand the culture and behavior of the company which should be well exploited for better reasons. The Human resource management is still the ones that address this kind of issues.
With the right and effective application of HR theories and concepts which not only focus on how employees perform well during work but also a way on how the work becomes a motivating system and not just a simple part of the requirement for employee.
But, still most companies focus also in the marketing strategies, most specially in entering foreign territories; it has become a very challenging for the company. Learning the local needs of that new market, carefully complying of the local policies and the changes and dominance of local brands which is most likely one of the biggest challenges that is also expected for any foreign market or business.
It is like how can a global company if the local company has establish better connection with the local market, but instead the company has to make sure that they have the right foreign marketing strategy that will help them in effectively entering that market. This will be the main focus of this paper, and for the company, Haagen Dazs.
This paper will focus on the different market entry strategies of the company, such as: It was Reuben Mattus, a young entrepreneur who really grew up in the ice cream business and who has the passion for quality. With his vision of providing not just a simple ice cream but something that is more than just the taste and look of a simple ice cream but this time it is more of a full bodied and only the finest ingredients will be acceptable in formulating their ice cream and that is now popularly known as Haagen Dazs.
That is why in the year ; Haagen Dazs has already established better presence in the entire American market, where every main city in the US, there will be a Haagen Dazs store that they can reach for. And init was the year where the company was sold to Pillsbury and those was then the start of something big for them as Pillsbury ride along to the success of the company and continue to serve quality ice cream and that produces a global presence as well of the company in 54 countries around the world.
And from there on the company still continue to focus on providing extra attention to their main strength and that is providing only the best product with high priority to quality taste and tasteful ingredients, in fact in that time, the entry of Vanilla Swiss almond and Butter Pecan and Dulce de Leche are some of the all times favorites that has given the company success all throughout the years of its existence, even up to now.
Then as the company continues to target the global market and be able to compete with the giants in the business, it also manage to introduce its bar line product of Haagen Dazs in Then, another premium and innovated products that were also launch in and that is frozen yogurt.
Then it was in where the sorbet where also introduced. From these years of continued success and careful study in both customers demand and quality initiative, it was enough for the company to achieve sustained competitive advantage.
Haagen Dazs International Market Entry Strategies As a premier brand in the business, it is always hard to compete in the market whether it is local or international market. This is exactly what the company is facing all throughout its existence in the business.
But, this does not prevent the company from still producing quality and highly refined product in the market. Because for the company, downgrading the business just to compete in the business where there is no security at all in the outcome, is not the main focal point of Haagen Dazs.
That is why until today, they still remain a well respected and well trusted quality product in terms of ice cream and other dairy products. Not only that, the company main strategy also goes to excellent customer service, where people who works with the company are not simply assigned to the store but they have been given extensive customer service training and product training in order for them to carry the high standard level of business approach of the company.
With these two main focuses, the company remains to be a top competitor in this kind of business, and it carries loyal customers from the high end class and even up to middle class level as well.
Also in terms of its international strategy, actually the business mainly focus also on how they can added more improvement in the quality of their main product and that is ice cream, it was just the extension and introduction of yogurt product to the market that has been recognized as a genuine expansion that the company has made.
Another strategy the company also applied is developing new packaging ideas, most specially the cost of the product is high, and in this way the market segment may have a better choice. This has become one of the strength of the company because it will not engaged immediately to drastic measures and decision just for financial gain, instead the company will study first on the potential of it and be able to make sure that it will work both ways, for customers and the company as well.
And the last was the creation of consumer focus groups, which also helps the company in segregating segments in order to have a much better look at the different types of customers that the company serves. The one listed before are purely based on the standard international marketing strategy of Haagen Dazs and how they really perform business and some of its current marketing developments as well.
In the succeeding discussion that will be presented in this paper, it will now be directly focusing on how the company performs international market entry strategies, which is sometimes a very difficult and drastic move as well for some global companies these days since the continuing changing trend in the business are still a factor that prevents it.
The company does not want to export products that does not have proven acceptance from the market. Most specially you are competing with giant global companies as well like, Mars and Nestle, where they are well positioned in terms of price and product choices.
That is why for the company, they only exploit on the product that they know effective and would really give the company better revenue and from there they will continue to improved on that in order for the product continuously be loved by their international market.
In terms of international alliances, the company is also known to be picky and very choosy in forming up partnership with other companies.
The company will make sure that in the process of partnership, it is important that both the customers and the company itself will benefit from it. The strategy is really to find a bigger company to sell the local product.
This has been a good move for the company, because the company really understand that it is hard to compete with Nestle so what they did is that they made a partnership with them and with the agreement that they will still used the name of the company and will still follow the rigid quality process of selling the product.
In this way the company continuously earns in this international market and at the same time establishing still its name to the public, less burden since the one who bought the rights is the one working with the market.
And for the Haagen Dazs, they can continue to focus on other territories that they are working well with it. The company also engaged itself in forming a partnership with some latest trends in business marketing like it also dips into the world of internet and gaming.
There was also partnership with some well respected websites, which these international markets would also be more enticed in patronizing the products.Marketing Concept and Marketing Segmentation in Practice: Haagen-Daaz INTRODUCTION Haagen-Dazs were the pioneers in the.
market for creating distinctive and indulgent taste experiences by marketing to an untapped segment the adult ice cream lovers. The growth of the Ice cream industry in China is not an unforeseen circumstance, but two major factors result in this phenomenon. Haagen-Dazs（哈根达斯 Marketing Research in China on: China Travel Websites February 12, ;.
Introduction This part focuses on the overview of the ice-cream industry, research rational and research questions which include what the strategy and tactic of Haagen-Dazs is in China, what issues the development of Haagen-Dazs is facing in China and what the future plan and development of Haagen-Dazs is in China.
Overview of the ice-cream. Globalization project: Haagen-Dazs. No description by Melodie Han on 25 November Tweet. Comments (0 China: since Research & Development Recent changes Expected changes open to a wider public become even more organic develop in new market Häagen-Dazs by the numbers Raw materials.
Haagen-Dazs ice cream had done its homework for China. Before entering China, Haagen-Dazs did extensive research to plan distribution. Starbucks in case studies of successful market entry. China Market Entry. Feasibility Study in China; Market potential China – Assessment Home / Authors / Xiaomi / Marketing research: Haagen-Dazs in china.
06Dec Marketing research: Haagen-Dazs in china The brand has been coined the Rolls Royce of Ice Creams because of its quality and price. In China, the price of Haagen-Dazs ice.