What events and developments do you expect to happen in the Spanish ice cream market in the immediate future (in a time horizon of some five years)?

What will be an ideal response?


This question is designed to elicit implicit assumptions from students.
By making their strategic scenarios explicit, students will have to explain what specific actions they expect from all competitors in this market: Farggi, Häagen-Dazs, Nestlé, Unilever-Frigo, Menorquina, etc.
On the basis of the different contributions, instructors may ask students to go back to the action plans made as an answer to question number 3 above, and to review and refine them. What can Farggi executives decide to do to exploit their opportunities, and to avoid or minimize perceived threats? What should they do to build on their strengths, and to correct their present weaknesses?

Business

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Business

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Business