Abstract
Since it has been created in the early 1920's, Häagen-Dazs has become a strong and powerful brand, which is well established on the ice cream market. The company has made quality and originality its motto. Its philosophy is also based on the same principles: "Find the purest and the finest ingredients in the world and craft them into the best ice cream". The durability of the company and the high competitive market of ice cream make one wonder what makes Häagen-Dazs so successful. What strategy has Häagen-Dazs adopted in order to be one of the main actors of the ice cream market? It focuses on the high quality of the products, but is that enough to maintain Häagen-Dazs at the first place? The quality implies higher prices, so would it not be prejudicial to the brand in long term? Are the customers ready to buy ice creams at such a high prices? Through this case study of Häagen-Dazs, we will see how the environment has an influence on the company's strategy (external analysis). Moreover we will analyze the company itself, that is to say, its different strategies or its corporate governance. This will help us to understand how Häagen-Dazs maintains its success since the early 1920s.
