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... In this context, a case in point is offered by examining the positioning decisions made by Ben & Jerrys Homemade, Inc. ... At the time, Ben & Jerrys was relatively inexperienced in global expansion, and it would be several years before the company would be acquired by Unilever, who would assume responsibility for the companys global expansion ventures. ...
Ben & Jerrys Homemade, Inc. ... Ben & Jerrys relied heavily on free publicity from the press, rather than implementing much serious advertising, and gained recognition for its unusual company image. Sales were strong through 1993, when profits and market share reached a plateau, and Ben & Jerrys began to look seriously at foreign markets. ... Comparatively, Ben & Jerrys claimed $174 million in total sales, including just $6 million in foreign sales.(3)Although the company previously had some limited success in global markets, its ventures were opportunistic rather than strategic since Ben & Jerrys never really had a serious global strategy for marketing its products. ... Recognizing that ice cream is primarily considered a snack food in Japan, rather than a dinner table dessert, Ben & Jerrys realized that changes in packaging would be necessary. ...
What Ben & Jerrys primarily lacked was an entrance strategy. ... The company could promote and distribute its product by granting a license to franchising agent Ken Yamada, who handled Dominos Pizza in Japan, or by entering into an agreement with retailer 7-Eleven, granting exclusive rights to carry Ben & Jerrys ice cream in all of its 7000 stores. (5)
The Yamada proposal was attractive in that it offered Ben & Jerrys the experience and knowledge of a successful franchiser.
Approximate Word count = 1277
Approximate Pages = 5.1
(250 words per page double spaced)
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