How can a popular ice-cream maker increase sales? Background Dino Cant! ice Cream ine, based in Santa Barbara (USA), manufictures and distributes ice cream to consumers in California. tt produces 15 lavaurs, wich it distributes mainly te cupermarkets andeampany-cuned stares. its most famaut product sits classic chacolate ice cream, sald under the SupaKea! label. Many people believe that Dino Coni's SupaKool chacolate ice cream is the best in the wort. Dino Conti nasexpandedrapidly in recent years, but naw its grawth is stewing daom, recent fallin prfitshas disappointed the management. The owner, P wants the campany to become more international. )€02.24 Listen ta an excerpt from aboard meeting. Make nates under these headings. Reasans forfalling profits * Prices = Equipment = Outlets = Products ‘= Environment Chart 1: Dino Conti's main products (25.2 % of turnover) Pe Classic Supakool chocolate icecream 41% ‘Sx top-selling flavours 32% 16% Other flavours 14% teed yosturt 6x Naveity products* ™ fudge, chocolate bars, lollipops The future Paolo Canti has $3 milion to Investin his company so that it continues ta expand and become an international business. Here is an exiract fram a carmpany profile that appeared in a business magazine recenth, Dino Conti can continue its remarkable growth, but only if it solves its present problems, develops new products, and finds new markets. ‘So how shauld Papie Canti invest the $3. million? Chart ? en page 21 lists the ways he coud do that.Cost estimated) | Benofit Build a bigger factory S2Amition | mare production capac ower unt costs [2 eportt china cia (| station | new martats—ren sales pent _ 4. Buy outits major compel | Sami | Reduce compe 4 Developa range ol exotic iu drinks | ‘$2Smillin | Mave ntoanewarea su “S12miion | Lower cone Gi tuerhirans mera aoe ss0000 | econ da oai pam 5 cmcrnioe is aerisetenele a 4 Makethe company mere“green! | Imarore company image and sales Improve the products’ packaging | Increase sales ne eee etre erates | eae awareness of he company, good PR You are ctectars of Dino Com ice Cream Meet to discuss your I investmentplan Work inpairs. Decide how to spend the $3 million. Prepare a presentation ef your investment plan, with reazons for your ehetees 2 Meet as ane graup and present your ideas As-one'group, agree ona final investment plan: =z INVESTMENT PLAN ieee To solve our current problems and enable Dino Canti te become a Competitive international business, we propose an investment af $3 miltion, ‘Writing ‘Asa director of Dine Conti ice ‘Cream, writea proposal document to your CEQin-which you: * listthe investment options you have chosen; ge arguments for exch ‘option, as well as the cast and benefits, {2 Strategy and implementation The Goard of Directors has agreed the following investment plan.