To: Mr. Ross
From: Patrick Nicolas
Date: March 2, 2021
Subject: Ben & Jerry’s Japan case
1. After completing the SWOT analysis I do believe it would be smart for Ben & Jerry’s to
enter the japanese market. Some might say that it was a bad decision since the company
just acquired a new CEO. However I look at this as a strength, especially since Perry
Odak has turned businesses around to be successful. Along with this Japan offers the 2nd
largest market for ice cream in the world. Another weakness is that Ben and Jerry’s has
not had a lot of success when it comes to going out into the international market but I
think Japan might have a different outcome. The opportunity that Japan offers to B&J
outweigh any of the weaknesses of threats I discovered in my SWOT analysis. I believe
this will also allow us to compete with the rival Haagen Daz in a large ice cream market.
2. Starting with 7-eleven, some advantages about going this route is that this is a quick way
to get in the japanese market and B&J be in control of the future marketing outside of 7-
eleven. The disadvantage is that 7-eleven would not be able to aid them in finding
different channels in Japan. This could be bad because B&J have had bad luck with
foreign markets so just one channel might not be enough for the company to be
