DINO

CONTI
ICE CREAM
LAURA VANESSA MATTA RICO - 156104319
JUAN FELIPE VELASCO GRANADOS - 156104336
BACKGROUND

● The company is located in Santa Barbara (USA)

● Target Market: Supermarket and company- owned
stores.
● Start Product: Classic chocolate ice cream.
BACKGROUND
● Problematic situation: Falling profits and slow growth
● Variety of products: 15 flavours
● Causes of the problematic situation:
- High prices
- Few range of flavours and outlets
- Not very innovative products
- Lack of environmental sustainability practices
 SELECTED OPTIONS

COST
OPTIONS BENEFIT
(ESTIMATED)
EXPAND THE TARGET MARKET TO
RUSSIA AND CHINA $1.5 million INCREASE IN SALES PERCENTAGE, INSPIRATION TO
CREATE PRODUCTS

INCREASE THE NUMBER OF OUTLETS

GENERATED BY FLAVOR $500,000 PROGRESSIVE GROWTH IN PROFITS, RAISE THE
COMPANY’S MARKET RECOGNITION

IMPROVE PRODUCT AND GOODS DELIVERY TIMES,

ACQUIRE STATE-OF-THE-ART
EQUIPMENT AND TRUCK FLEET $1 million INCREASE THE UNITS PRODUCED, BOOST SAFETY IN
THE WORKPLACE, REDUCE COSTS
ARGUMENTS
Expand the target market to Russia and China implies
the opportunity to open factories with cheaper labor
and reduce the cost of production. In addition, it could
increase the percentage of sales and provide new ideas
for creating new products. The cost of implementing
this option is just right and worth it because of all the
benefits that would be gained. This includes
infrastructure, trucks, labor, machinery, advertising
and research.
ARGUMENTS
Increase the number of outlets generated by
flavor would allow the company to decrease its
prices, be competitive in the market, increase
brand recognition and profits progressively,
covering different problems that currently affect
it. On the other hand, if we consider the cost, this
implies transportation, production, advertising
and space leasing costs.
ARGUMENTS
Acquire state-of-the-art equipment and a fleet of trucks is the solution to
increase productivity, reduce costs and delivery times, and produce new
products.

The costs would include insurance, consulting fees, and transportation.

INVESTMENT PLAN

01 OBJECTIVES
02 STRATEGIES

IMPLEMENTATION 03
OBJECTIVES
Increase the percentage of sales
by 40% to increase profits and
remain competitive in the
marketplace.

Reduce costs by 25% to offer low

prices in the marketplace.

Increase product and process

innovation by 10% through
absorption of Russian and
Chinese culture.
 STRATEGIES
1) Expanding the ice cream sales market to Russia and
China.

2) Develop a seasonal discount plan.

3) Make strategic alliances with equipment

and truck fleet suppliers.
 IMPLEMENTATION
1ST STRATEGY
1)Develop a marketing plan. 2)Create a
business plan. 3) Set up accounting. 4)Get
capital to open a second business
location. 5)Hire employees. 6)Buy supplies
and inventory. 7)Evaluate the competition.
8)Record your processes.
2ND STRATEGY
● Know what holidays,seasons, and
periodic events are best suited to
business.
● Think about which seasonal discounts
are appropriate.
● Focus on driving customer retention.
3RD STRATEGY
1)Identify Potential Partners. 2)Research
Potential Partners. 3)Make the First Call.
4)The First Meeting. 5)Identify Specific
Opportunities. 6)Establish Revenue/Profit
Goals. 7)Develop an Agenda. 8)Present the
Plan. 9)Commitment and Implementation.
10)Analyze and Follow Up.
THANKS FOR YOUR
ATTENTION!