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Abstract

This is the second of a two case series, this case is based on the case research 'The Haagen-Dazs Story'. It presents the specific decision situation. The case describes the implementation of the marketing strategy of Haagen-Dazs in Spain since 1992 to the present, and also describes the marketing strategy of Haagen- Dazs' most important local Spanish competitor, Farggi Tubs & Ice-cream. Farggi, a small family-owned firm, chose to defend its seventeen year old ice-cream business by duplicating the Haagen- Dazs marketing strategy. The case should be used in conjunction with the (A) case.
Location:
Industry:
Other setting(s):
1992 to present

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Abstract

This is the second of a two case series, this case is based on the case research 'The Haagen-Dazs Story'. It presents the specific decision situation. The case describes the implementation of the marketing strategy of Haagen-Dazs in Spain since 1992 to the present, and also describes the marketing strategy of Haagen- Dazs' most important local Spanish competitor, Farggi Tubs & Ice-cream. Farggi, a small family-owned firm, chose to defend its seventeen year old ice-cream business by duplicating the Haagen- Dazs marketing strategy. The case should be used in conjunction with the (A) case.

Settings

Location:
Industry:
Other setting(s):
1992 to present

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