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Ice-Fili’s short-term goals are: To remain competitive within the ice cream market and to maintain their status as market share leader. The long-term goals are: To gain market share over competitors such as Nestle and to differentiate their products. The long-term goals are tied together in that Ice-Fili can hope to gain market share by differentiating their products as better than their competitors’ products.
Ice-Fili is the current market share leader in the ice cream industry but has been faltering in recent years and may be overtaken if nothing is done. Their position is in jeopardy because of competition from other ice cream producers...
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