In: Business and Management
Ice Fili Case Analysis
Ice Fili – Case Analysis

Introduction
Ice Fili, is historically one of Russia’s best ice cream producers, led by Chief Executive Officer Anatoliy Shamnov. After surviving being controlled by the Soviet Regime, warding off local competitors, and continuing success through the collapse of the Russian market in 1998. They have not been able to sustain steady growth of market share, and are facing increased competition from fierce rivals Nestlé. Following the time of the market collapse, they had peaked at 10.37% in 1997, and have lost more than 50% of its shares in 2002, with a recorded low of 4.3%. The industry is a very saturated one, and with increased competition from rival Nestlé, Ice Fili will need to analyze the external and internal environments, and improve their business strategy to help increase market share.
Environment – PEST
Political Segment
The political trend that may have major implications on the strategy for Ice Fili, starts with the Association of Russian ice Cream lobbying to redefine GOST. This would set a minimum state standard for ice cream, allowing Ice Fili an opportunity to increase their market lead, because of their domestic ice cream. This would most likely have Nestlé change their operations and use fewer preservatives. Another political trend that would have implications is the change in Russian economy, to a free market enterprise, with no money implications for international companies to sell in Russia, this would hinder market share for Ice Fili. The patents law in the case of Lakomka, is another segment in which Ice Fili does not gain from. Having other rival companies sell the same product, under a different name, does not help increase market share. They would need to be able to patent their product so they can increase their market share, not allowing other companies to use their product under a different name.
Economic Segment
The transition to an open market economy and how it lowered barriers to entry is one.