• Sheikh Atikur Rahman (ID-07304008))

• Md. Enamul Karim (ID-08304076)

• Md. Shafi-uz-Zaman (ID-08304049)

• Sabbir Mahmood (ID-08304030)

• Sayeda Nabila Mahabub (ID-07204044)

• Ben & Jerry's first Homemade ice cream scoop shop in a renovated gas station in Vermont, on May 5, 1978

• Funky and Caring approach• Super premium product• Annual Free Cone Day• 100 different flavors at present• Made the world’s largest ice-cream sundae• Open to suggestions- Banana Ice-cream with walnut and

chocolate chips• Spent a huge amount on environment and other causes

Names of some of the flavors

• Cherry Garcia• Chunky Monkey• Rainforest

Crunch• American Apple

Pie• Neopolitan

Dynamite• Turtle Soup• Vermonty Python• Jamaican Me

Crazy Sorbet

• Dilbert’s World Totally Nuts

• Americone Dream

• Willy Nelson’s Country Peach Cobble

• Coffee Coffee BuzzBuzzBuzz

• Late Night Snack• What a Cluster?

Summary of the case

Continue…-Reasons for failure in International

market• Traditional promotional activities• Lack of media coverage in the international

- Overview of the Japan market

If Ben & Jerry were to enter the Japanese market the following summer, should it do so with Mr. Yamada or Seven Eleven? Why?

YAMADAVS

SEVEN-ELEVEN

Should Ben & Jerry’s commit to entering the Japanese market the following summer?

• Japanese market for ice cream• Consumer Behavior towards such product• Asian financial crisis• Exchange rate: $1= 125 yen• Might reach to 160 yen per dollar• Exporting ice-cream from Vermont to Japan• Advantage to Haagen-Dazs

ANSWER= “NO”

Recommendation• They should not enter the Japanese market• If they were to enter should go with Yamada• Adapt some flavors to local demand• Focus in one country at a time• Increase media coverage• Innovative advertisements• Should keep the same packaging

Appendix• Yamada’s experience in the frozen food market was commendable• Ben & Jerry’s were too small to enter comparing competitors • “The crisis started in Thailand with the financial collapse of the Thai baht

caused by the decision of the Thai government to float the baht, cutting its peg to the U.S. dollar, after exhaustive efforts to support it in the face of a severe financial overextension that was in part real estate driven. At the time, Thailand had acquired a burden of foreign debt that made the country effectively bankrupt even before the collapse of its currency. As the crisis spread, most of Southeast Asia and Japan saw slumping currencies, devalued stock markets and other asset prices, and a precipitous rise in private debt.”- http://en.wikipedia.org/wiki/1997_Asian_financial_crisis

• Krispy Kreme is doing so well in Japan is because they have a concrete simple brand image”