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

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