ANALYSIS
Product Use
Universally speaking, the only use of ice cream is to eat it. One might argue that the posting of ice cream on social media represents a further use of the product. To make this application even more important, Amorino focuses lots of its operations on ice cream design.
3. Where Customers Buy Most of the time, customers buy ice cream
at the ice cream parlor. Only in rare cases do ice cream consumers order ice cream to their homes. This service is offered at Santini and Artisani.
4. When Customers Buy Since average temperatures in Lisbon are
higher than in other European countries, ice cream providers are better off in Portugal, serving ice cream the whole year. Nonetheless, sales in summer are still higher than during winter months. That is why in cold periods of the year, ice cream shops with space to sit inside perform better than parlors without such seat and table arrangements in the store. Nannarella, thus, will have trouble keeping up with the other three competitors during winter, since the brand offers no inside tables or seats.