Carvel Ice Cream - Developing the Beijing Market

The manager of business development for Carvel Asia Limited is trying to determine how best to increase ice cream cake sales in Beijing. In doing so, he needs to develop a complete marketing program which includes decisions about product offerings, pricing, placement (distribution) and promotion - "the 4 Ps". Carvel Asia was a 50-50 joint venture between Carvel (USA) and China's Ministry of Agriculture.