Strategic Analysis of Ice-FiliExecutive SummaryWe at Temple Consulting have completed an analysis of Ice-Fili's current business position using data collected over the past few years. Using tools such as Porter's approach and SWOT we analyzed the internal and external environments and recommended several strategic action plans. Current areas of improvement, such as marketing initiatives and reevaluating distribution channels, will increase sales and profitability almost instantly. Long-term plans such as lobbying against the luxury tax on ice cream, partnering with franchise vendors and bringing new products to market, executing an IPO, and planning further global efforts will help keep Ice-Fili entrenched as an industry leader in Russian ice cream. production for years to come.1. Internal analysis using SWOTStrengths and WeaknessesIce cream in Russia is a very profitable business. Profit margins vary between 15 and 20%. This profit can be even greater when creating a premium product. The value of the Ice-Fili product lies in the acquisition of raw materials. Since the fat content used in creating ice cream is higher in Russian ice cream, the product has a better taste and unique flavor. Since the Russian public raises more alarm about preservatives in edibles than fat content, this gives Ice-Fili an advantage over foreign competitors. In fact, Ice-Fili was the only ice cream manufacturer awarded at the 2002 World Food Fair in Moscow for its Eralash brand. Marketing this prestige could help increase brand loyalty among customers. Ice-Fili also enjoys fairly favorable brand recognition. The Lakomka brand is considered one of the three most recognized ice cream brands in Russia.......middle of paper......talented young managers in this area need to be acquired aggressively for growth at long term. For a quick solution, this service should be outsourced to handle your current needs. Distribution channels also need to improve. Currently, competing products are easily found in major retail channels. Nestlé is positioned to gain a strong hold on the home-made ice cream market. Ice-fili must compete more aggressively in this portion of the market. Additionally, fast food franchises and chains should be targeted for partnerships or joint ventures so that Ice-Fili's ice cream can grow in association with a post-meal dessert instead of simply with impulse snack purchases. One key avenue to explore is an initial public offering. This would generate sufficient funds to continue capital investments in desperately needed technology and to promote international market growth.