Häagen Dazs and the European Ice-Cream Industry in 1994

Published 01 Jan 1995
Reference 4519
Topic Strategy
Region Global
Summary

The case describes the ice cream industry in Europe and the competition between the niche player Häagen Dazs and industry giant Unilever. Data on 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.

Teaching objectives

The case may be used for a variety of purposes: Illustration of a successful niche strategy and the limitations of such a strategy David (H-D) vs. Goliath (Unilever) battle Strategy in Fast Moving Consumer Goods (FMCGs) Industry restructuring and consolidation

Keywords
  • AR1994
  • NICHE STRATEGY
  • ATTACKING THE LEADER
  • INDUSTRY DYNAMICS
  • VALUATION OF UNIQUE ASSETS
  • BLOCKING ENTRY
  • CONSOLIDATION
  • BRANDING