Qi Junying (Joyce)

Lei Yiqian(Leah)

Shi Zhouting (Joanna)Zhao Yijin(Joyce)

In 1983, Marble Slab Creamery was open in Houston. In 1986, Marble Slab Creamery became the first ice cream to use a frozen granite slab to blend mix-in toppings into the ice cream.

The Design.

The Slogan.

History

People around the world like to eat ice cream. The Chinese are curious about the new things.

Two competitors. The Marble Slab Creamery should choose the appropriate entry strategies.

Future Outlook in China

Haagen-DazsBuilt in 1921

900 shops

50 countries

High-grade fresh

High-price

High-quality

Competitors

Built in 1940

8000shops

25 countries

Soft ice cream

Product Pricing Franchise

Dairy Queen

19.8%

72.1%

8.1%

The age structure of China

0-14 years

15-65 years

65 years and over

The total population is 1.4 billionGrowing rate: 0.494% per year

Demographics

Government type: communist state

Capital: Beijing

Roads: 3,583,715 km

Railways: 77,834 km

Airports: 502

Government

Physical Infrastructure

GDP Growth Rate： 9.1%

The per capita GDP: $6,600

Labor force: 813.5 million

Economics

CulturePeoples’ customs

Culture’s changes

Economics affect the culture

Russia

Advantages Economic: GDP: $2.11 trillion (2009 est.) Country comparison to the world: 8 Ice Cream Industry: Production: First half of 2010: 20.439 million tons. Consumption: Compared to 2008, it increased 25% in

2010

Competitive Nation

Disadvantages Government: Encourages Russian to eat and support the domestic food

industry.

Market environment: Cutthroat competition.

Traditional Concept： Foreign food usually adds chemicals that may be harmful to healthy.

Advantage Economic: GDP per capital: $32,700 in 2009 Success of foreign franchise: Haggen Dazs, Wall’s, and

Cold Stone Creamery.

Japan

Disadvantages

Consumers: Fewer youngsters and more aging of population

Operating Costs: High

Currency: Floating exchange rate

Choose a suitable sponsor company Such as: media companies. Special offer price “Buy ten get one free” High quality service and standardization of store design

Short-term Assessments

Select the leading city Subordinate cities Invested in a huge innovation Innovation in material resources every year Pitching-in the other retail channels Airport

Long-term Assessments

China is an emerging market Policy： Bring in and going out China’s production are gradually

appearing and increasing. Marble Slab Creamery will have a bright

future in China.

Conclusion