Read the “Ice-Fili” case in your coursepack and answer the following questions:
1. How structurally attractive is the Russian ice cream market?
2. Does Ice-Fili have a sustainable competitive advantage?
3. In the Russian ice cream market, what determines willingness to pay? What
determines cost? Given your discussion, what are the potential sources of competitive advantage in this industry?
4. How well positioned is Ice-Fili relative to its key competitors?
5. What strategic options does Ice-Fili have? What do you recommend? Use your
analyses in 1-4 to develop recommendations.
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