Issue 3, 2003

Akulov V. B., Starov S. A. Company «Arktika»: Strengthening Positions in the Market for Ice-Cream

The issue of this case it that the company «Arktika» — the biggest producer of the ice-cream in Karelia — faced with the need to develop more effective assortment policy and branding efforts for strengthen it’s positions in the market for ice-cream and successful promotion of it’s products on regional markets. The case study allows to examine characteristics of commodity markets, to show skills in market segmentation and searching more profitable market niche, to reveal creativity in developing effective assortment policy, promotion policy, developing branding efforts for successful performance.

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