Evaluation of Entry into Ice cream Business - BRAC University ...
Evaluation of Entry into Ice cream Business - BRAC University ...
Evaluation of Entry into Ice cream Business - BRAC University ...
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Figure 15: Relevance <strong>of</strong> Occasion-Frequency <strong>of</strong> Consumption Mapping<br />
As it can be seen from the above chart, Bangladesh Market still lies in the Opportunity and Question<br />
market zone with a pull towards High frequency and Captive Market zones. This is evident from<br />
market data as penetration <strong>of</strong> ice <strong>cream</strong> still remains at Thana headquarters levels. Also, this explains<br />
the high market growth rate <strong>of</strong> 17% as market is yet under developed and branded quality ice <strong>cream</strong><br />
has yet not reached all levels <strong>of</strong> consumers, especially rural level that constitutes around 75% <strong>of</strong><br />
Bangladeshi market.<br />
From the above analysis, we can establish that target <strong>of</strong> ice <strong>cream</strong> manufacturers should be to<br />
penetrate more <strong>into</strong> the Bangladeshi market to create higher frequency <strong>of</strong> ice <strong>cream</strong> consumption.<br />
The following chart shows the strategies to follow for ice <strong>cream</strong> manufacturers.<br />
Figure 16: Required Market Strategy for Bangladesh<br />
<strong>Evaluation</strong> <strong>of</strong> <strong>Entry</strong> <strong>into</strong> <strong>Ice</strong> <strong>cream</strong> <strong>Business</strong> for Bangladesh Limited 49
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