Abstract
This report's aim is to determine Haägen Dazs's position on the ice cream market and to examine, more deeply, how this position is achieved; thanks to what strategy this American brand operates today all over the world. In order to carry out this report, I decided to focus on the leading product of the brand: the ice cream pint 500 ml, which represents a particular market (with various competitors and targeted buyers). This report is composed of three main parts: first of all I chose to study Haagen Dazs' market position and analyze more deeply it's situation, how it secures it's position. Then I focused on buyer's behavior and tried to define Haagen Dazs segmentation, which led me to the third part of the report: the definition and analysis of Haagen Dazs strategy and the measure of the brand strength.
