Magnum Ice cream Launch in the US Market Essay Example | Topics and Well Written Essays - 2250 words

Magnum Ice cream Launch in the US Market - Essay Example According to the study the product has a unique appearance as it is golden in colour, which resembles liquid gold. The value proposition of the company is to provide the ultimate ice-cream experience for adults. The chief competitive advantage of the company is that it is the first ice-cream brand to target its products at adults. It is the biggest brand of Unilever ice-creams.   From this paper it is clear that Magnum Ice Cream is a part of the Unilever company. Over the past few years, the company has recorded rapid growth in its business. Recently, the company has been trying to emerge as the top player in the U.S. ice-cream industry.  The U.S. market produced about 1.53 billion gallons of ice-cream and related frozen desserts in 2011. The revenue from ice-cream sales was above 10 million in 2010 with take home market sales comprising 67.7 % of the total market value. The retail volume sales of ice-cream are expected to decline by 1% in 2013 because of the global economic rece ssion.  The U.S. has very low political risk for any business that wishes to enter into the country. As the company will mainly operate in the food industry, it may be subject to U.S. Food and Drug Administration laws for fair business practices.  The economic situation of the country is at an all time low as U.S. is one of the most developed countries of the world. The country has witnessed one of the most severe recessions, which began in 2007 and continued till 2009.