The document discusses whether ice cream company Ben & Jerry's should commit to entering the Japanese market. While Japan is the second largest ice cream market globally with opportunities for growth, Ben & Jerry's may not be ready for an international venture. There are also concerns about Japan's economy and different dominant players in the market compared to the US. A decision is needed on whether to partner exclusively with Mr. Yamada or large convenience store Seven-Eleven, with tradeoffs to consider regarding control, access, and flexibility with either option.

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?

5. Should Ben & Jerry’s commit to entering the Japanese market the following summer? Let’s do it NO

6. 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?

7. 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

8. 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