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Die ganze Geschichte
FrozenTreatCo* had lost its edge. Stiff competition was eroding market share of its formerly profitable product lines.
Bain used a "high road/low road" approach to analyze each product and determine a strategic course of action based on which quadrant of the high road/low road framework each product occupied.
Bain recommended repositioning the company as the producer of high-end, higher-margin ice cream products. To anchor this strategy, the company needed additional advertising resources.
FrozenTreatCo implemented the new strategy, reversed its market share decline and gained significant net present value.