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Ice - Memo

In: Business and Management

Submitted By juliawolf
Words 673
Pages 3
Extern (Porter-Analyse)
Markteintritte (negativ)
Da in den letzten Jahren die Zahl an Eis-Produzenten stark zugenommen hat, sind die Markteintrittsbarrieren offensichtlich sehr gering. Für Unternehmen, die bereits im Tiefkühlbereich tätig sind, ist der Erwerb einer Eismaschine und Kioskverkauf relativ kostengünstig realisierbar. Etablierte Unternehmen reagieren relativ schwach auf Neueintritte. Oft haben sie noch mit dem Erbe des Sowjet-Regimes und veralteten Maschinen zu kämpfen haben, was Neueinsteigern einen hohen Kostenvorteil ermöglicht. Desweiteren besteht relativ geringe Kundenloyalität, der Verkauf neuer Eissorten ist einfach möglich. Die Gefahr der Neueintritte aus dem Ausland hat sich seit der Finanzkrise 1998 und der massiven Abwertung des Rubels eingeschränkt, da der Import von Vorprodukten und Maschinen deutlich teurer geworden ist. Die Gefahr der Neueintritte ist dennoch hoch.

Substitute (neutral)
Als Ersatzprodukt sind vor allem Erfrischungsgetränke denkbar sowie nicht-gekühlte Süßigkeiten wie Schokoriegel oder Bonbons. Gerade im häuslichen Verbrauch können alle Arten des Nachtischs als erfolgreiche Substitute für Eis gesehen werden, da in diesem Bereich Speiseeis im internationalen Vergleich kaum konsumiert wird. Besonders im Sommer kann die „On-the-Go“ Nachfrage nach Eis nicht durch Erfrischungsgetränke ersetzt werden. Da der Pro-Kopf-Konsum relativ niedrig ist, erscheint die Gefahr, dass Substitute dem Eis weitere Anteile abnehmen, gering.

Kunden (negativ)
Hierbei ist zwischen dem Endkunden und dem Distributor zu differenzieren. Der Endkunde hat keinerlei Bindung an den Eis-Hersteller und kann ohne Wechselkosten auf Produkte eines anderen Herstellers umsteigen. In urbanen Regionen ist der Kiosk-Verkauf bestimmend, wobei die Kunden leicht Anbieter und Produkt wechseln können. Produkttreue besteht kaum, da zudem jeder Hersteller eine Vielzahl an Produktvarianten anbietet. Außerdem wurde durch das GOST-Abkommen ein gewisser Standardisierungsgrad erzeugt. Demnach ist die Endkundenmacht als sehr hoch einzuschätzen. Die Distributoren verfügen über eine gute Verhandlungsposition, die sie zahlreiche Produzenten bedienen können und diese auf sie angewiesen sind. Jedoch können die Hersteller den teuren Weg über die Distributoren umgehen und selbst über eigene Kioske den Markt bedienen. Dennoch ist Position der Distributoren stark und die gesamte Kundenmacht somit als hoch einzustufen.

Lieferanten (positiv)
Die Lieferanten der Branche sind die Hersteller der Speiseeismaschinen und die Rohstofflieferanten. Grundsätzlich gibt es eine Vielzahl an möglichen Lieferanten, wobei vor allem die lokalen mit der ausländischen Konkurrenz zu kämpfen haben, da sie oft nicht gleichwertige Qualität anbieten können. Viele der Produkte werden aus dem Ausland bezogen, wobei sich der Anteil nach der Krise 1998 deutlich verringert hat. Aufgrund der leichten Austauschbarkeit der Lieferanten ist deren Macht als äußerst gering einzuschätzen. Rivalität (negativ)
Der Markt wird durch große, größtenteils ausländische Hersteller bestimmt, wobei die Zahl der inländischen Konkurrenten weiter wachsen wird. Der Bereich Kiosk-Verkäufe in Großstädten erscheint gesättigt und stark umkämpft. Desweiteren beste-hen bei den Marktführern Überkapazitäten, die durch schwindende Marktanteile und Überinvestition in den letzten Jahren begründet sind. Dennoch wächst der Markt und besitzt – vergleicht man russischen Pro-Kopf-Konsum mit dem in z.B. den USA –reichlich Potenzial, besonders im Bereich des Heimkonsums und in weniger erschlossenen Städten und ländlichen Regionen. Die Rivalität ist dennoch hoch.

Intern
Stärken
Ice-Fili besitzt Tradition und beliebte Produkte wie z.B. Lakomka, welche einen Großteil der Verkäufe ausmacht. Desweiteren wurde Ice-Fili als einziger Eisprodu-zent mit dem „Produkt des Jahres“ Award ausgezeichnet, was auf die hohe Produkt-qualität schließen lässt, welche zudem durch hochwertige Zutaten gesichert wird. Eine weitere Stärke ist die Unternehmenskultur, welche aufgrund der hohen Loyalität der Mitarbeiter und starken Identifikation mit dem Produkt einer „kleinen Familie“ ähnelt. Weiterhin ist die hervorragende Eigenkapitalausstattung zu nennen, welche in den letzten Jahren sogar zugenommen hat (vgl. Anhang 1).

Schwächen
Eine besonders große Schwäche ist das Marketing von Ice-Fili, welche auf die man-gelnde Marketing-Notwendigkeit und –Erfahrung in der früheren Sowjetunion zurückzuführen ist. Erst 2001 wurde mit TV Werbung begonnen, das Marketing-Budget ist mit 2,5% von Umsatz ($0,5 Mill. bei $25 Mill. Umsatz 2001) gerade im Speiseeis-Bereich – einer eigentlich marketingintensiven Branche – äußerst gering. Die Marke Ice-Fili an sich ist weniger bekannt als einzelne Produkte, die aber auch von der Konkurrenz angeboten werden. Darüber hinaus werden 25% der Produkte mit veralteten, wenig effektiven Maschinen hergestellt. Die Exportquote ist mit

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