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BEN AND JERRY
E/M/32. Launching Ben & Jerrys ice cream in China
- WORDS:
- 3000
- DATE:
- 2005
- PRICE:
- 39.99 GBP
The paper reports on the US ice cream company Ben & Jerry providing their overview and focusing on their expanding to China. The benefits of going global are outlined, the Chinese ice cream market is analysed using the PESTEL model, market entry methods are described including Chinese marketing mix strategy.
KEYWORDS: launching, ben, jerrys, ice, cream, china,
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Keywords Tag Cloud
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