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Chocolate and Confectionary Industry

C/B/2615. Direct Market Entry Into China: The Case of Ben & Jerry's

WORDS:
1600
DATE:
2010
PRICE:
19.99 GBP

This paper sets out a strategy to help the ice cream company Ben & Jerry’s launch a product into a new foreign market. The paper discusses the appropriate mode of market entry, together with a broad strategy to help the firm achieve a competitive advantage over other rivals in China. The cultural differences that could affect the success of the expansion of the business are discussed, whilst acknowledging that the company could capitalise on aspiring tastes and a rapidly growing middle class in China.

 

KEYWORDS: Direct Market Entry, China, Ben & Jerry’s, product launch, foreign market, business strategy, cultural difference, ice cream, competitive advantage,

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chocolate market entry confectionery global strategic hershey uk confectionary superior china spanish direct italy forces ben perspective porter jerry marketing study communication ltd bros ganong mix strategies company fine c brands position
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I've got the paper. It's really good andproven to be very helpful. Thanks. Mike