Case study Essay Example | Topics and Well Written Essays - 1000 words - 6

Case study - Essay Example Firstly it is necessary to say that towards the end of the twentieth century frozen desserts and ice creams have become the most favorite products in the United Kingdom. Ice cream is told to appear in the country in the early beginning of the century and quickly won the popularity. With the sales of more than $3 billion in the end of the 20th, ice cream was making come back as the most preferable product in UK. With other desserts such as ice milk, frozen yogurts, sherbets, and miscellaneous products the total revenue was about billions per year. (Kay 1995) The company â€Å"Fancy Ices and Desserts† is nowadays a division of a huge corporate manufacture Food and Beverage. It deals with supplying the products through the corporate supply chain. The company prefers to take any new product which is offered. The company is busy with selling desserts and fancy ice creams for the Cash-&-Carry markets. The products are not recognized consumer brands yet. The division also sells bulk product dispensed like the dispensing machines. The main distribution networks are Cash&Carry, Wholesale frozen distribution, bulk direct. The company has salesmen, who are territory based, but they work directly for regional directors and their responsibility is â€Å"dotted† line. The company has nowadays to increase the capital equipment, because there is an increase in bulk products sales. The negative moment is that present equipment requires maintenance and sometime it operates not on the highest level. Concerning competitors the company has main three rivals in the market place. For example in the sector cash&carry the company’s competitor is a branded rival with a marked standard. But the rival has very few specialists who are aware of current market trends in comparison to â€Å"Fancy Ices†. But the company has less money to spend on promotions in comparison to branded