Case Study Ben Jerry s Japan 99A037
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1. Should B&J commit to entering the Japanese market the following summer?
Stakeholders: Perry Odak and his team, Founders, Employees, Stockholders, End users in Japan, Haagen-Dazs and other competitors
Pros:
Japan was the second largest ice cream market. And it would grow more as their tastes shifting to animal products.
Prices are very attractive: About $6 per pint. Haagen-Dazs made the highest margins of any of its market.
B&J needed to grow, however, US market was almost saturated, and no more growth was expected.
There were several attentions and interests from key players in Japan. The market seemed to welcome imported ice cream.
Superpremium ice cream market had been already developed by Haagen-Dazs...