The Competitor’s Will
Amorino is an international franchise,
which is why it is able to emphasize long-term
success and profitability. The ice cream company chose to be located in the heart of tourism, namely in Baixa and Chiado. It differentiates itself from other competitors by its particular way of serving ice cream in a flower
shape. Amorino is committed to provide a
good service and to maintain the company's
ideals that were born with Cristiano Sereni
and Paolo Benassi, in Paris in the year of 2002.
Having said that, Amorino is a really
aggressive player in the market. The company’s location choice signals to competitors
that it claims for itself to be the main tourist
destination for ice creams. Regarding the
flower shaped ice cream, its focus on differentiation from others reveals the company’s will
to success. Since ice cream is Amorino’s major
income source, the company focuses great
promotional efforts on this product. The two
founders wish for Amorino to be not only the
best ice cream designer, but also the best ice
cream quality provider, posing a clear competitive threat for high quality handmade ice
cream parlors in their host countries. Last but
not least, Amorino is a global franchise, having
gained a lot of experience and commercial
power from international sources. It has a
centralized production site, connecting a formidable distribution network. Since Santini
might consider going global, Amorino will be
one of its main international competitors.
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