Häagen Dazs and the European ice-cream industry in 1994
Author: Cool, Karel O. ; Brenna, Alessandro ; Tazartes, Anna LisaINSEAD Area: StrategyPublisher: Fontainebleau : INSEAD, 1995.Language: EnglishDescription: 27 p.Type of document: INSEAD CaseNote: Latest version available via https://publishing.insead.eduAbstract: The case describes the ice cream industry in Europe and the competition between the niche player Häagen Dazs and industry geant Unilever. Data on the other competitors (Mars, Nestlé, Schöller) is also provided. The case traces Häagen Dazs' successful entry and growth in the USA and the Far East and chronicles the problems it faces in Europe in 1994Pedagogical Objectives: The case may be used for a variety of purposes: 1) illustration of a successful niche strategy and the limitations of such a strategy; 2) "David (H-D) vs Goliath (Unilever)" battle; 3) strategy in fast moving consumer goods (FMCGs); 4) industry restructuring and consolidation.| Item type | Current location | Collection | Call number | Status | Date due | Barcode | Item holds |
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Europe Campus INSEAD Publications Display | Consultation only | BC000228 |
Latest version available via <a href=https://publishing.insead.edu>https://publishing.insead.edu</a>
The case may be used for a variety of purposes: 1) illustration of a successful niche strategy and the limitations of such a strategy; 2) "David (H-D) vs Goliath (Unilever)" battle; 3) strategy in fast moving consumer goods (FMCGs); 4) industry restructuring and consolidation.
The case describes the ice cream industry in Europe and the competition between the niche player Häagen Dazs and industry geant Unilever. Data on the other competitors (Mars, Nestlé, Schöller) is also provided. The case traces Häagen Dazs' successful entry and growth in the USA and the Far East and chronicles the problems it faces in Europe in 1994
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