1. Characteristics of the ice cream market
• Quality characteristics:
? The geographical structure of production
? Regional market structure (own production/import/export)
? Main trends and drivers
? Forecast for the development of the ice cream market until 2012
? Analysis of indirect products of substitute
• quantitative characteristics:
? The volume and capacity of the ice cream market, market dynamics
? The influence of seasonality
? Capital intensity
• Market structure:
? The number and scale of the market players
? Market sales structure
• Market segmentation:
? Market segmentation
? The main advantages and disadvantages of segments
? Trends and drivers in various segments.
2. Main market players
• Analysis of the existing range of ice cream
• The largest manufacturers
• The main contractors and dealers of ice cream.
3. Analysis of the market of offers:
• Main market players
? Quality characteristics of the main players
? Characteristics of the main manufacturers (production capacities, basic financial indicators, assortment and its description)
? Quantitative characteristics of the main players
? The threat of the emergence of new players (competitors) on the market
? The influence of buyers and suppliers.
? Competition among employees in the company's industry
• Competitive analysis
? The level of competition in various segments
? The main trends in competition between players
? Barriers and risks for entering the ice cream market of new players.
4. Analysis of the consumption market:
? The main consumers of ice cream
? Consumer consumers
? Geography of consumption by region
? Consumption forecast
? Factors affecting the choice of the end consumer of the product
5. STEP-analysis of the market
6. SWOT analysis of the market.
1. Analysis of the external environment:
1.1. The level of development of the ice cream market, factors affecting the development of the market
1.2. The level of competition in the market
1.3. Market segmentation
1.4. Market potential, market trends
1.5. Target audience of products.2. Marketing Program Processing Program:
2.1. The goals and objectives of the marketing program of promotion
2.2. Unique selling proposition.
2.3. Pricing (pricing model, elasticity of demand)
2.4. Sales policy (sales channels, sales organization, sales plan)
2.5. Promotion strategy (rebuilding a competitors, promotion channels)
2.6. Target audience and promising segments
2.7. Optimal communication channels
2.8. Communication messages
2.9. Marketing plan to promote products through low -budget marketing
2.10. Recommendations for attracting an advertising agency for the implementation of the marketing plan.
