Ben and Jerry's - Japan Strategic Analysis and the expansion to the Japanese market

Business & Finance, Management & Leadership, Management
Cover of the book Ben and Jerry's - Japan Strategic Analysis and the expansion to the Japanese market by Marc Gittler, GRIN Publishing
View on Amazon View on AbeBooks View on Kobo View on B.Depository View on eBay View on Walmart
Author: Marc Gittler ISBN: 9783638147712
Publisher: GRIN Publishing Publication: October 15, 2002
Imprint: GRIN Publishing Language: English
Author: Marc Gittler
ISBN: 9783638147712
Publisher: GRIN Publishing
Publication: October 15, 2002
Imprint: GRIN Publishing
Language: English

Seminar paper from the year 2002 in the subject Business economics - Business Management, Corporate Governance, grade: A, International School of Management Dortmund (San Diego, USA), course: Strategic Management, 10 entries in the bibliography, language: English, abstract: Ben and Jerry's is one of the best known super-premium ice-cream manufactures in the United States. In 1998 Ben and Jerry's expanded its business to Japan, the second largest ice cream market in the world. It was a significant step in the company's history and strategic orientation. In the beginning they had to face several problems which had to be solved before entering the market. This planning phase took from 1994 to 1996 followed by a test market phase in 1997. One of the mayor problems was to find a partner who could provide an adequate distribution network. Ben and Jerry's finally decided to enter the market with the help of Seven-Eleven Japan Co. Ltd., which is a franchise convenience store chain of about 8,000 stores in Japan. This made it possible for Ben and Jerry's to offer their ice-cream to a lot of people without building up their own distribution network. The company could also make use of the experience of Seven-Eleven who obviously can better assess the Japanese's need and habits. In 2000 Ben and Jerry's was acquired by Unilever, a multinational food and personal products company. This acquisition gives Ben and Jerry's the possibility of using the existing distribution channels and reduce the dependency on other companies. Also with Unilever as its parent company the company has a new financial strength which allows them to expand marketing strategies and research and development. Based on the following analysis Ben and Jerry's is very good positioned in the markets they are competing in. The company uses its strengths and the opportunities in order to fight against potential threats and weaknesses they face due to the lack of huge market share.

View on Amazon View on AbeBooks View on Kobo View on B.Depository View on eBay View on Walmart

Seminar paper from the year 2002 in the subject Business economics - Business Management, Corporate Governance, grade: A, International School of Management Dortmund (San Diego, USA), course: Strategic Management, 10 entries in the bibliography, language: English, abstract: Ben and Jerry's is one of the best known super-premium ice-cream manufactures in the United States. In 1998 Ben and Jerry's expanded its business to Japan, the second largest ice cream market in the world. It was a significant step in the company's history and strategic orientation. In the beginning they had to face several problems which had to be solved before entering the market. This planning phase took from 1994 to 1996 followed by a test market phase in 1997. One of the mayor problems was to find a partner who could provide an adequate distribution network. Ben and Jerry's finally decided to enter the market with the help of Seven-Eleven Japan Co. Ltd., which is a franchise convenience store chain of about 8,000 stores in Japan. This made it possible for Ben and Jerry's to offer their ice-cream to a lot of people without building up their own distribution network. The company could also make use of the experience of Seven-Eleven who obviously can better assess the Japanese's need and habits. In 2000 Ben and Jerry's was acquired by Unilever, a multinational food and personal products company. This acquisition gives Ben and Jerry's the possibility of using the existing distribution channels and reduce the dependency on other companies. Also with Unilever as its parent company the company has a new financial strength which allows them to expand marketing strategies and research and development. Based on the following analysis Ben and Jerry's is very good positioned in the markets they are competing in. The company uses its strengths and the opportunities in order to fight against potential threats and weaknesses they face due to the lack of huge market share.

More books from GRIN Publishing

Cover of the book Get the Sony Style - a case study on Sony`s marketing, branding and advertising strategies by Marc Gittler
Cover of the book Dress Codes and Gender Roles in 'Little Red Riding Hood' by Marc Gittler
Cover of the book Energy Bar Industry by Marc Gittler
Cover of the book Discuss covered interest rate parity (CIRP) with reference to foreign exchange market efficiency by Marc Gittler
Cover of the book The Mother Theme in Jamaica Kincaid's Fiction by Marc Gittler
Cover of the book Managing Working Capital; it depends upon the type of retail business? by Marc Gittler
Cover of the book Constraint based routing due to physical impairments in automatically switched transport networks by Marc Gittler
Cover of the book Flannery O'Connor, 'A Good Man Is Hard To Find' - an Analysis by Marc Gittler
Cover of the book The Australian airline industry and the case of OzJet by Marc Gittler
Cover of the book Representations of London in Colin MacInnes's 'Absolute Beginners' by Marc Gittler
Cover of the book Watch your language! - The debate on political correctness by Marc Gittler
Cover of the book Cult Films as a Social Phenomenon in the 1950s by Marc Gittler
Cover of the book Analysis of Dell's Business Strategy by Marc Gittler
Cover of the book Female Virginity and Male Desire in Seventeenth Century Carpe Diem Poetry by Marc Gittler
Cover of the book 'A Clockwork Orange'. The presentation and the impact of violence in the novel and in the film by Marc Gittler
We use our own "cookies" and third party cookies to improve services and to see statistical information. By using this website, you agree to our Privacy Policy