Carvel Ice Cream, an American multinational entered the premium ice cream segment of the Chinese market in 1992. However, the Chinese Ice cream market was already flooded with stiff competition from foreign and domestic players. The company experienced some issues in attaining the desired market share and revenues and this case analysis focuses on the different aspects of marketing strategy for Carvel Ice Cream in China.
As the growing Chinese market seemed to attract major international companies during the late 20th century, there were some specific factors which attracted the multinational firms towards the country. These factors which created ...
