Haagen-Dazs The story of Haagen-Dazs began at Brooklyn when Reuben and his wife Rose, set up a small store to sell three flavors of ice cream. However, the two did not imagine that their idea could grow to a multibillion-dollar business with franchises spreading over the US and other parts of the world. In addition, the two pioneers did not think of creating a brand that people increasingly associate it with luxury and as premium products (Haagen-Dazs, “History”). While the company remains a market leader in the ice cream industry, there are various ways that an effective SWOT analysis can improve its success and ensure growth in the market. In effect, this expose elucidates on the strengths, weaknesses, opportunities, and threats that the brand can focus on to ensure growth and success in the market.
First, the philosophy of Haagen-Dazs is to ensure that it used the purest and finest recipes the world had to offer and created super premium ice cream, frozen yoghurt, and sorbet (Haagen-Dazs, “The Philosophy”). In effect, the company’s brand has come to be associated with upscale products. Therefore, the company has been able to create a brand that was strongly popular, innovative, and excellent image, which are strengths associated with Haagen-Dazs. Hence, the brand is internationally recognized, and a focus on this&nbsp.strength&nbsp.will ensure success and growth in the market.
One weakness that the brand should address is the association of its products with luxury. In this case, the brand’s “way of doing business that is as demanding as it is uncommon” in creating products that were fine results to super-pricing of the products (Haagen-Dazs, “The Philosophy”). In effect, the products produced target a small population that was narrow due to the exclusive pricing. Therefore, the brand should reposition itself and acquire a marketing strategy that aimed at making the products accessible to people in the middle and lower classes of society. In effect, the brand will increase its market base, which effectively means that there will be growth in revenues and profits.
When improving its marketing strategy, Haagen-Dazs should focus on the opportunity offered by the increase of demand in healthy products. Luckily, the company prides itself for creating products that did not have additives since they were in their natural form. In effect, the brand can reposition its marketing strategy to utilize its ability to create products that did not have additives, which made the products healthy since they were in their natural form. In an environment whereby the consumers’ awareness is ever increasing, Haagen-Dazs products are more likely to be accepted by the health conscious population.
In terms of threats, the market is very competitive with Nestle and Unilever’s products leading the market (“Who Are the Champions”). Hence, a marketing strategy that positions Haagen-Dazs’ products as easily accessible to the middle and lower class will effectively ensure that it enhanced its competitive edge with these leading competitors. In addition, the competitors offered products that are cheaper than Haagen-Dazs’ products (Who Are the Champions”). In this regard, Haagen-Dazs should ensure that it used a strategy that highlighted its differentiated products in order to get an edge over its competitors.
Briefly, Haagen-Dazs’ internationally recognized brands will work in its favor as it tries to attain market success and growth. In addition, it is crucial for the company to focus on consumers’ association of its products with prestige and inflated prices. In line with this, Haagen-Dasz&nbsp.should reposition its products within the marketing strategy that aimed at targeting the middle and lower classes. Conversely, focusing on the level of competition and the opportunity available in the rising consumer awareness to use healthy products are factors that can help improve the marketing strategy and enhance success and growth in the market.
Works Cited
Haagen-Dazs. History. N.d. Web. 22 Oct. 2012. Haagen-Dazs. The Philosophy. N.d. Web. 22 Oct. 2012.
“Who are the champions … Ice.” Journal du Net. 30 Aug. 2006. Web. 22 Oct. 2012.