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.
Table of Contents
- Executive Summary
- Introduction
- Description of the super-premium ice-cream-market
- Business description
- Mission Statement
- General corporate strategies
- Social company image
- Customer loyalty
- Product differentiation
- Marketing strategy
- Analysis of Ben & Jerry's strategy
- Five Forces Model of Competition
- Rivalry among competing sellers
- Suppliers
- Buyers
- Substitute products
- Potential new entrants
- Stakeholders
- SWOT Analysis
- Key success factors
- The acquisition by Unilever and the impacts on the strategy
- Expansion into the Japanese market
- The Japanese market for super-premium ice-cream
- SWOT analysis
- Analysis of the expansion
- Recommendation
Objectives and Key Themes
This report analyzes Ben & Jerry's corporate strategies, identifying strengths, weaknesses, key success factors, and the micro-economic environment. It examines how the expansion into the Japanese market aligns with these strategies and discusses the impact of the Unilever acquisition on Ben & Jerry's strategic vision.
- Ben & Jerry's competitive strategy in the super-premium ice cream market
- Analysis of the Japanese market and its suitability for Ben & Jerry's products
- The impact of Unilever's acquisition on Ben & Jerry's operations and future strategy
- Ben & Jerry's approach to social responsibility and brand image
- Key success factors contributing to Ben & Jerry's success
Chapter Summaries
Executive Summary: This section provides a concise overview of Ben & Jerry's expansion into the Japanese market, highlighting the challenges faced, the partnership with Seven-Eleven Japan, and the subsequent acquisition by Unilever. It emphasizes the strategic importance of this expansion and the positive impact of the Unilever acquisition on Ben & Jerry's resources and market reach.
Introduction: The introduction establishes Ben & Jerry's position as a leader in the super-premium ice cream market, known for its innovative flavors and commitment to social and environmental responsibility. It outlines the report's objectives, focusing on the analysis of corporate strategies, key success factors, and the impact of the Japanese market expansion and Unilever acquisition.
Description of the super-premium ice-cream-market: This chapter describes the competitive landscape of the super-premium ice cream market, highlighting the characteristics of this market segment, and identifying Ben & Jerry's main competitors, such as Häagen-Dazs and Dreyer's Grand Ice Cream.
Business description: This section details Ben & Jerry's history, its manufacturing process, and distribution network. It emphasizes the company's Vermont origins, its commitment to all-natural ingredients, and its eventual acquisition by Unilever, noting that Ben & Jerry's will retain operational independence and a focus on social mission and brand integrity under Unilever's ownership.
Keywords
Ben & Jerry's, super-premium ice cream, Japanese market expansion, Unilever acquisition, corporate strategy, competitive analysis, social responsibility, brand image, distribution network, key success factors.
Ben & Jerry's Expansion into the Japanese Market: FAQ
What is the main focus of this report?
This report analyzes Ben & Jerry's corporate strategies, identifying strengths, weaknesses, key success factors, and the micro-economic environment. It examines how the expansion into the Japanese market aligns with these strategies and discusses the impact of the Unilever acquisition on Ben & Jerry's strategic vision.
What topics are covered in the report's Table of Contents?
The report covers a wide range of topics, including an executive summary, introduction, a description of the super-premium ice cream market, Ben & Jerry's business description, mission statement, general corporate strategies, social company image, customer loyalty, product differentiation, marketing strategy, an analysis of Ben & Jerry's strategy using Porter's Five Forces, stakeholders, SWOT analysis, key success factors, the Unilever acquisition and its impact, and a detailed analysis of Ben & Jerry's expansion into the Japanese market (including a separate SWOT analysis for the Japanese market).
What are the key themes explored in the report?
Key themes include Ben & Jerry's competitive strategy in the super-premium ice cream market, an analysis of the Japanese market's suitability for Ben & Jerry's products, the impact of Unilever's acquisition, Ben & Jerry's approach to social responsibility and brand image, and the key success factors contributing to the company's success.
What is included in the chapter summaries?
The chapter summaries provide concise overviews of each section. For example, the executive summary highlights the challenges and successes of the Japanese market expansion and the Unilever acquisition. The introduction sets the stage by establishing Ben & Jerry's market position and the report's objectives. The description of the super-premium ice cream market details the competitive landscape. The business description covers Ben & Jerry's history, manufacturing, distribution, and the Unilever acquisition, emphasizing the company's continued operational independence and commitment to its social mission.
What are the key words associated with this report?
Key words include Ben & Jerry's, super-premium ice cream, Japanese market expansion, Unilever acquisition, corporate strategy, competitive analysis, social responsibility, brand image, distribution network, and key success factors.
What is the significance of the Unilever acquisition?
The report examines the impact of Unilever's acquisition on Ben & Jerry's operations and future strategy. While the acquisition provides Ben & Jerry's with increased resources and market reach, the report likely analyzes how this affects the company's independence and commitment to its social mission.
How does the report analyze the Japanese market?
The report includes a dedicated section analyzing the Japanese market for super-premium ice cream, conducting a SWOT analysis to assess its suitability for Ben & Jerry's products. This analysis likely considers factors such as market size, competition, consumer preferences, and cultural aspects.
What is the overall objective of the report?
The overarching objective is to provide a comprehensive analysis of Ben & Jerry's corporate strategies, particularly focusing on its expansion into the Japanese market and the implications of the Unilever acquisition. This includes identifying key success factors and assessing the long-term sustainability of the company's strategy.
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- Marc Gittler (Autor:in), 2002, Ben and Jerry's - Japan Strategic Analysis and the expansion to the Japanese market, München, GRIN Verlag, https://www.grin.com/document/7543
