Director General of Home, Ben & Jerry's, Inc., needed to obtain significant sales and earnings increase, despite the excellent brand of the company, it is losing market share and struggling to make a profit. The company's product was on the shelves in all U.S. states, but efforts to enter foreign markets was only by chance, with non-US sales record, only 3% of total sales.
ben and jerry's case study solution
Director General of the need to focus on the major input of the second-largest ice cream market - Japan. The purpose of Ben & Jerry to use the excess capacity that was in the United States, and he found that the export of ice cream from Vermont to Japan, it was appropriate to logistics and cost perspective. The company has identified two major partnership opportunities. One of them was to give the Japanese store chain exclusive rights to the product in a limited time. The other was to give long-term rights to all sales of this product in Japan in the Japanese-American who would build the brand. For the company to enter Japan in terms of the upcoming summer season, it would have to be for one of the two partnerships. "Hide
by James M. Hagen Source: Richard Ivey School of Business Foundation 22 pages. Publication Date: January 1, 1999. Prod. #: 99A037-PDF-ENG
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