Strategic Analysis of Ice-FiliExecutive Summary At Temple Consulting, we have carried out an analysis of the current situation of the Ice-Fili company using the data collected at over the last few years. Using tools such as Porter's approach and SWOT, we analyzed internal and external environments and recommended several strategic action plans. Current areas of improvement, such as marketing initiatives and reevaluation of distribution channels, will increase sales and profitability almost instantly. Long-term plans such as lobbying against the luxury tax on ice cream, partnering with franchisees, bringing new products to market, completing an IPO, and planning more global efforts will help to maintain Ice-Fili as the leader in the Russian ice cream industry. production for the years to come.1. Internal analysis using SWOTStrengths and weaknessesIce cream in Russia is a very profitable business. Profit margins vary between 15 and 20%. This profit can be even greater when creating a premium product. The value of Ice-Fili products lies in the acquisition of raw materials. Since the fat content used in creating ice cream is higher in Russian ice cream, the product has a better taste quality and unique flavor. With the Russian public being more concerned about preservatives in edible products than their fat content, this gives Ice-Fili an advantage over its foreign competitors. In fact, Ice-Fili was the only ice cream producer awarded at the World Food show in Moscow in 2002 for its Eralash brand. Marketing such prestige could help increase brand loyalty among customers. Ice-Fili also benefits from rather favorable brand awareness. The Lakomka brand is hailed as one of the three most recognized ice cream brands in Russia...... middle of paper ...... there is a need to aggressively recruit talented young managers in this field for a long-term growth. For a quick solution, this service should be outsourced to meet current needs. Distribution channels also need to improve. Currently, competing products are easy to find in major retail networks. Nestlé is able to establish itself strongly in the market for homemade ice cream desserts. Ice-fili needs to compete more aggressively in this part of the market. Additionally, fast food franchises and chains should be targeted for partnerships or joint ventures so that Ice-Fili ice cream can grow in association with a post-meal dessert, as opposed to just impulse snack purchases. A key avenue to explore is an initial public offering. This would generate sufficient funds to continue capital investments in desperately needed technology and promote international market growth..