S51 - Ben & Jerry's in Japan

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  • + guest8075a95 guest8075a95 7 months ago
    bonus! Thanks for the info
  • + GlenWoodfin Glen Woodfin 10 months ago
    Seems like the odd couple: 7-Eleven is a low end retailer & Ben & Jerry’s is a top shelf product.

    Glen at www BusinessDirectoryofAmerica.com
  • + doncqueurs doncqueurs 3 years ago
    Please use this slideshow in relation with Harvard Business School Case # 99A037
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S51 - Ben & Jerry's in Japan - Presentation Transcript

  1. Copenhagen Business School 15 March 2006 Case: Ben & Jerry’s - Japan (99A037)
  2. Should Ben & Jerry’s commit to entering the Japanese market the following summer?
    • Ben & Jerry does not seem to be ready for an international venture.
    • Complex market entry.
    • Different dominant players.
    • Outlook for Japan’s economy is not too good.
    NO
    • Second largest ice cream market globally, with sweet growth rates.
    • High profit margins
    • Demand for superpremium ice cream
    • Declining domestic growth rates and market share.
    • Excess capacity in US factory.
    Let’s do it
  3. Should Ben & Jerry’s commit to entering the Japanese market the following summer? Let’s do it NO
  4. If Ben & Jerry’s were to enter the Japanese market the following summer, should it do so with Mr. Yamada or with Seven-Eleven? Why?
  5. Pro Con Good market knowledge Managerial requirements less demanding for Ben & Jerry’s Unclear intentions; no specific business plan No brand control and market is given away
  6. Pro Con Instant access to the market (big scale) Control of their brand High level executive involvement from 7-Eleven Increase sales through convenience stores Efficient supply chain 7-Eleven will have a dominant position Asset specific investment in production equipment Complex logistics and production planning Pricing and profit distribution are unclear
    • Brand expansion in Japan
    • Market entry strategy
    • 7-Eleven is a current partner in the US
    • Partner dependency and bargaining power
    vs
  7.  
  8. What are the prospects for entering markets via one exclusive retailer?
    • No flexibility of developing the Japanese market
    • Brand connected to retailer
    • Easy market entry
  9.  

+ doncqueursdoncqueurs, 4 years ago

custom

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