Strategic Management Society:

Running head: STRATEGIC MANAGEMENT
STRATEGIC MANAGEMENT
Student’s Name
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Executive summary
The purpose of this report is to explain and critically analyze the strategies implemented of Snow
Monkey, an ice cream brand based in US. The report summarizes the case situation of Snow
Monkey and introduces the brand. Further, it explains and critically analyzes the strategies
implemented by Snow Monkey. The current strategy used by the business organization and the
current competitive advantage. It provides suggestions and recommendations for future
directions and opportunities for other companies. It determines sustainable strategies and
competitive advantage for the other companies operating in the market. Lastly, it summarizes the
main points and concludes the report.

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Table of Contents
Introduction......................................................................................................................................3
Discussion and Analysis..................................................................................................................3
Critical analysis of Snow Monkey...................................................................................................3
Recommendations for future directions to other companies...........................................................6
Conclusion.......................................................................................................................................8
References......................................................................................................................................10

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Introduction
The US based vegan ice cream brand, Snow Monkey had positioned itself as a healthy
alternative to traditional ice creams. The brand offers products which are healthy made of natural
ingredients and are said to be free from allergens. The business organization was stated in the
year 2015. As per the market research it was evident that the US ice cream market had been
witnessing a change in the preferences, tastes and buying habits of the consumers for ice creams.
The Snow Monkey had entered the market with its healthy alternative to ice creams. The
business organization segments its products and it claims to be vegan, free from major allergens,
plant based ingredients and non diary. It is free from substances and ingredients such as gluten,
nuts, lactose, and soy. The business organization has been founded by two roommates are Boston
University, Rachel and Mariana. They were athletes and they loved ice creams. However, they
preferred healthy dessert which prompted them to crate their personal ways of making healthy
ice creams. The business organization has been backed by funding from Kick started campaign
funds. The company was launched in the year 2017, January. The purpose of this report is to
analyze the situation of Snow Monkey and determine its current strategies and competitive
advantage. Further, it provides recommendations and suggestions for other companies and
competitive advantage.
Discussion and Analysis
Critical analysis of Snow Monkey
As per the market research in the US ice cream companies, it has been determined that
there has been a change in the tastes, habits, and preferences of the consumers. There has been a
trend towards healthy food products and hike in the healthy conscious consumers in the market.

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This trend reflected the product offerings of the business organization in US. Considering the
present situation in the US ice cream market, changes in the consumer tastes and preferences,
Snow Monkey launched nutritious and guilt free ice creams. It claims to be healthy and vegan,
free from other allergens. Snow Monkey joined the present trends of the business organization. It
started offering paleo 5 products which were made with plant based ingredients and allergens
free. Snow Monkey aims to provide affordable food as a delicious fuel for healthy lifestyle and
well being of the consumers. Its mission is to change the way in which people eat and have
access to affordable food which are great for the consumers as well as the environment.
As mentioned by David and David (2013), Snow Monkey strategizes itself as allergy
free, catering to the needs of the community and the people of US. This core strategy of the
business organization enabled it to boost its sales. The healthy alternative to ice creams has led to
increase in the sales of the business organization. As a part of their strategy, Snow Monkey had
clean labeled its products and provided its consumers with luscious tastes (Gamble, Peteraf and
Thompson 2014). Further they have packed the products in the trendy and attractive manner
with protein fitted in. This has been done influenced with the changing trends of the US markers.
According to Herrera (2015), the company has taken initiative to place ice creams as a breakfast
snack. The founders of the business organization intend to transform the entire frozen aisle. This
provides a competitive edge to the company and its brand. The founders of Snow Monkey, being
athletes were highly health conscious and care about the food they ate and the ingredients by
which are the food were being prepared. Therefore, they ensured that the food were from the
correct sources. As stated by Herrera (2015), this enabled them to come up with a powerful
recipe which helped them to attain their athletic goals. They created a game changing recipe with
the help of seven plant based ingredients. The plant based ingredients in the ice cream provides

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competitive advantage to the brand or the company. Snow Monkey offers healthy and tasty
alternative to the common dairy based dessert provided by the other ice cream companies in US.
This strategy has enabled the business organization to position itself in the market (Liu 2013).
Snow Monkey increased the demand for healthy options in the market. They had
encountered various challenging situation in the market such as yogurt as well as the increasing
concerns of the consumers about health and consciousness. However, as per Marchi, Maria and
Micelli (2013), the company has been able to overcome the challenges by strategically focusing
on the consumers. As per their strategy they shifted to “absence of negatives”, it implies that the
ice cream ingredients were free from preservatives, hormone, and GM21. They were marketed as
low calorie ice creams and frozen novelties. According to Noe et al. (2017), the change in the
consumer trends and growing consciousness among the consumers had led the company to offer
ice creams with low fat levels and with natural ingredients. Therefore, it can be said that ‘low-
fat’ and ‘fat-free products’ has generated wider scope and opportunities for the manufactures.
They launched ‘better for you’ products and offered fat free labeling food products. Additionally,
as per Rothaermel (2017), as a part of their strategy, they communicated strongly to the
customers regarding their ingredients and without losing the original taste of ice creams. This
provided a competitive edge to the business organization. The unique texture of the product and
the nutritional benefit of the products had provided a competitive advantage to the business
organization (Danciu 2013). Snow Monkey had strategically encouraged its consumers not to
‘eat evil’ and rather have natural ingredients ice cream which are free from major allegiances
such as nuts, soy, and dairy. Moreover, according to Stead and Stead (2014), Snow Monkey has
expanded its market during summer and made few packaged products for the consumers. This
enabled the business organization to drive brand awareness and improve the sales of the

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company. These strategies of Snow Monkey are highly effective in the changing tastes and
preferences of the consumers.
Recommendations for future directions to other companies
It is recommended that business organizations must analyze the market trends and the
changing needs and preferences of the consumers. This is highly essential for the business
organizations to maintain its competitiveness in the market. As mentioned by Thompson,
Strickland and Gamble (2015), it is essential for the business organization to provide goods and
services catering to the needs and preferences as well as the changing habits of the consumers.
As the consumers change their buying habits, the organizations must also take steps to provide
products and services as per their needs. This will enable the business organizations to maintain
its position in the market and boost its sales. According to Weaver et al. (2017), with the
changing trends in the market, it is critical for the business organization to analyze the needs and
wants of the consumers. They must take initiatives to create and manufacture new products and
services and develop strategic plans to boost the sales and profitability of the business
organization. According to Welford (2016), the organizations must understand and anticipate the
future trends of the consumers. Further, the selling efforts of the customers must be directed
effectively at the correct target segments consumers. It is suggested by Weaver et al. (2017), that
there must be an increased use of marketing research in terms of quality and scope. Moreover, by
offering new and innovative products and services to the consumers by catering to their needs
and preferences, the business organizations will gain competitive advantage.
It is recommended by Stead and Stead (2014), that the business organization must offer
unique products such as Snow Monkey offered unique products catering to the needs and

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demands of the consumers. Snow Monkey analyzed the market trends prevailing in the US
market and offered products which could boost their sales and profitability. Similar it is
suggested that the other companies must also unique products catering to the consumer
preferences as per Thompson, Strickland and Gamble (2015). The business organizations can
also alter the process or procedure of manufacturing the products. This will enable the business
organization to improve their competitive advantage and position them in the market. According
to Rothaermel (2017), in order to improve the brand awareness of the organizations, it is
suggested to use few packaged products with clear messages to boost its sales. This will enable
the business organizations to harness the market. As Snow Monkey appealed more to the vegan
community of the market, they created a strategy for creating niche segment. Similarly, it is
recommended that the business organizations must create niche segments and target audience
effectively. This strategy will enable the business organizations to boost its sales and improve its
competitiveness. As per Stead and Stead (2014), the marketing and sales of the business can be
improved by effectively targeting the audience suitable for the organizations. The organizations
can enhance its strategies by including certifications and attractive labeling in the packaging of
the products. Attractive packaging of the products serves the purpose of marketing and
promoting the products. Further as per Rothaermel (2017), it can consider expanding its business
operations in the other markets. This will enable the business organization to increase its reach
and improve brand awareness. This strategy will also improve accessibility in the local markets
as well as the global markets. Therefore, by expanding the products and business operations at
other market places at competitive price points will support the mission and goal of the business
organization.

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According to Noe et al. (2017), in order to improve its competitive advantage, it is
suggested to increase the range of product offerings to the customers. As Snow Monkey released
new flavors of ice creams to the customers such as Matcha Green Tea, Cinnamon, and Passion
Fruit. The new product ranges or innovative product ranges can provide alternatives to the
customers. This strategy has the ability to appeal to the customers and take a step closer towards
meeting their needs and preferences. According to Marchi, Maria and Micelli (2013), it business
organizations must also consider effective choice of distribution channels. The distribution
channels must ensure that the products are reached to the customers at the right place and at the
right time. This can create time value and place value. According to Liu (2013), the
organizations must take care of the invoicing and finances during the sales of the products. Most
importantly, it is highly recommended that the business organizations must focus on the
promotional strategies. As mentioned by Rothaermel (2017), in the highly competitive market
environment, promotional and marketing strategies of the companies are critical to the success of
the business organizations. It can use social media and digital media strategies to market its
products and increase its visibility in the market. The companies must also focus on expanding
the sales and aggressive distribution strategies to meet the needs and demands of the consumers.
These sustainable strategies must be implemented to address the future threats and opportunities
from the external business environment.
Conclusion
Therefore, from the above analysis, it can be concluded that Snow Monkey has used
effective marketing strategies to market its innovative products and meet the changing needs and
preferences of the consumers. The company has claimed to use nature and planet based
ingredients in ice creams. Further, it suggests the consumers to eat no evil and rather have

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healthy alternatives with same tastes of ice creams. The healthy ice creams can be taken at
breakfasts as well. The effective strategies of Snow Monkey enabled quick brand awareness and
boost the sales of the business organizations. Snow Monkey strategically appealed to the vegan
community. The packaging of the products included certifications and attractive labeling. This
attractive packaging and distribution strategies of Snow Monkey ensures competitive advantage.
The report has provided recommendations and suggestion to improve brand awareness and sales
of other business organizations. It provides recommended strategies which will boost its
competitive strategies and increase brand awareness. The promotional as well as distribution
strategies have been recommended to improve business strategy and maintain competitiveness in
the market.

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References
David, F.R. and David, F.R., 2013. Strategic management: Concepts and cases: A competitive
advantage approach. Pearson.
Danciu, V., 2013. The sustainable company: new challenges and strategies for more
sustainability. Theoretical and Applied Economics, 20(9), pp.7-26.
Gamble, J.E., Peteraf, M.A. and Thompson, A.A., 2014. Essentials of strategic management:
The quest for competitive advantage. McGraw-Hill Education.
Herrera, M.E.B., 2015. Creating competitive advantage by institutionalizing corporate social
innovation. Journal of Business Research, 68(7), pp.1468-1474.
Liu, Y., 2013. Sustainable competitive advantage in turbulent business
environments. International Journal of Production Research, 51(10), pp.2821-2841.
Marchi, V.D., Maria, E.D. and Micelli, S., 2013. Environmental strategies, upgrading and
competitive advantage in global value chains. Business strategy and the environment, 22(1),
pp.62-72.
Noe, R.A., Hollenbeck, J.R., Gerhart, B. and Wright, P.M., 2017. Human resource management:
Gaining a competitive advantage. New York, NY: McGraw-Hill Education.
Rothaermel, F.T., 2017. Strategic management. New York, NY: McGraw-Hill Education.
Stead, J.G. and Stead, W.E., 2014. Sustainable strategic management. Routledge.
Thompson, A., Strickland, A.J. and Gamble, J., 2015. Crafting and executing strategy: Concepts
and readings. McGraw-Hill Education.
Weaver, P., Jansen, L., Van Grootveld, G., Van Spiegel, E. and Vergragt, P., 2017. Sustainable
technology development. Routledge.

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Welford, R., 2016. Corporate environmental management 1: systems and strategies. Routledge.