Dino Conti investment plan

Rationale

Dino Conti is one of the most successful company which produces ice cream in USA. This
corporation is ready to become the most famous worldwide because most of people consider
their chocolate the most delicious. However, in order to become the best in the market, the
company should resolve the issues with sales because in the last two years sales have declined.
This has been caused mainly by several factors: production problems, advertising is not
developed, a fall in demand.

Objectives

To solve our current problems and enable Dino Conti to become a competitive international
business, we propose an investment of 3$ million.

Options and benefits

The Board of Directors has agreed the following investment plan.

 Firstly, we need to invest in marketing research. It needs to be carried in the USA and in
Europe to identify the several best countries for opening branches.
 Product research and development is the second area that we need to develop, as we have
relied heavily on the success of our traditional products. It is obligatory because we are
creating a new range of ice cream flavors for international market.
 Finally, an international marketing campaign is needed to increase the advertising of our
company. Today, the corporation is not known in some European countries.

Cost

Investment in market research $500,000

Investment in research and development $1,200,000
Marketing campaign $1,300,000
Timeline

Market research: This will start immediately and be completed by May 10th.

Research and development: The new range of ice cream flavors begins development in June (to
be completed by November).

Marketing campaign: Online campaign begins in January. An advertising campaign in

magazines and newspapers begins in February and continues until April.

Evaluation

 A presentation to the board of directors on May 25th to discuss target markets.

 Heads of department of market research, R&D and marketing to have weekly progress
meetings during the project and present regular reports to the board of directors. The
Board will then meet to asses the progress made in all three areas.