Strategic Management United States 2022

Running head: STRATEGIC MANAGEMENT
Strategic Management
Name of the Student
Name of the University
Author Notes:

STRATEGIC MANAGEMENT1
Table of Contents
Introduction: Brief Outline of Snow Monkey.................................................................................3
Discussion........................................................................................................................................4
Current Strategy...........................................................................................................................4
Competitive Advantage...............................................................................................................6
Recommendations and Conclusion..................................................................................................7

STRATEGIC MANAGEMENT2
Executive summary
The ice cream market is deemed to be subject to favourable growth in the tears to come. There
has been a noticeable increase in the demand for the premium ice creams. The rise in demand has
been specially been witnessed in developing nation. The behaviour of the consumers in
accordance to the specifications in the ice creams that they consume has also grown. The
contents of the products that people consumer are important factors that are considered while
consuming a said product and formulating the purchase decision. While various companies have
been able to recognise the above and have reacted by changing the portion sizes and the contents
of the ice creams, they have failed to offer ice creams that provide nutritional benefits. Snow
Monkey is a company operating in the industry which has taken the behaviour of the consumer
community into account and have been able to come up with a unique value proposition in the
industry that ensures a sustainable future not only for the company, but for the consumers. The
current paper presents a brief overview on the background of the company and the key factors
that the company has been able to tap into in order to ensure a competitive advantage in the ice
cream market in the United States. Furthermore, recommendations will be provided in order to
determine the strategic purview of Snow Monkey regarding their journey in the long run. It has
been suggested that the company should focus on identification of customer needs, developing
the IMC competencies and contributing to the community with CSR activities.

STRATEGIC MANAGEMENT3
Introduction: Brief Outline of Snow Monkey
Snow Monkey is a vegetarian ice cream company that has been successful in tapping the
ice cream market of the United States of America (Snow-monkey.com, 2019). The main value
proposition that is offered by the company while they operate in the market is based on the
development of ice cream that provides nutritious benefits to the consumers of the products. The
company was started by two individuals who paid due importance to maintaining healthy
lifestyles and paid head to what they consumed. Mariana and Rachel were the ideas behind the
development of the company, furthermore, they had been responsible for development of the
core product that the company offered. The latter were roommates in Boston University and they
were careful enough in monitoring what they consumed. Furthermore, both of them were athletes
and shared love for ice cream. Due to the concern of the latter towards nutritional elements of
what they consumed, they experimented with different ingredients after which they were
successful in developing the core product that is offered by Snow Monkey. The ice cream that
they developed was well appreciated within their friends circle as a result of which they though
that they would be subject to success if they realise the latter into a business. The attitudes and
awareness of the consumers regarding what they consumed had become a major driver in the ice
cream industry and thus, Snow Monkey aimed to position themselves in the market as company
that offers ice cream that can be considered to be an alternative to unhealthy ice cream
(Forbes.com, 2019). In the establishment phases the participated in various business expos and
contest and emerged victorious with handsome rewards that helped in developing the financial
capability of the company. The company aimed to position themselves a company that offered
ice cream that helps in checking the consumption of substances such as sugar, dairy and others.
The main ingredients that are used by the company are naturally sourced as a claimed by the