Referring to the beginning of our report,
the ice cream market is characterized by a low
industry concentration, a high threat of substitution, as well as negligible entry barriers.
Hence, excessive rivalry among competing
sellers and the threat of new entrants are constantly pushing our handmade ice cream providers to innovate and differentiate their business models.
In the course of our analysis, we made out
significant differences in performance on key
success factors between the four major competitors of the market.
Amorino is a successful global company,
distributing its products and services in 17
countries. However, it has difficulties to compete with lower-priced local businesses that
constantly add new flavors to their menus. In
the future, we will likely see differing ice
cream designs of the brand.
According to the Multiattribute Model of
the Customer Analysis, Santini is by far the
best performer in the market. However, regarding its ice cream presentation and customer waiting times, the brand needs to generate better respective value proposals to its
customers. It will be interesting to see whether the Santini brand changes its traditionbased image in case of global expansion.
Artisani is an ice cream provider that is
currently not exploiting its full potential. In
our competitive advantage analysis, Artisani’s
performance never stands out. Given its great
networking capabilities with suppliers and
other stakeholders, the brand is likely to create added value for customers in the future.
The company will focus on better promoting
its core competences in order to increase
brand recall rates.
Last but not least, Nannarella is the stereotype niche phenomenon in the Lisbon ice
cream market. With high scores on price, ice
cream presentation, and flavor, the company
competes with already established brands,
such as Artisani. Nannarella’s future strategy
is difficult to pin down. However, it is to be
expected that the company will open a second, and even a third store in a more frequented region of Lisbon to balance customer
demand. Basing on this, the brand’s main
challenge will be the successful retention of its
image of “the little corner shop” throughout
expansion.
All four companies are highly competitive
ice cream providers in Lisbon. Given their
differing performances on industry key success factors, it is evident that they all try to
approach a unique positioning in