This will not only reduce the burden of tariffs, but will also create more potential for localized market learning over time. The two options are simply too costly long-term for the company to undertake.
Assume Ben & Jerry's decides to think more strategically about all of Asia and seek a mass merchandiser to carry all distribution and share production costs. Is this a good or bad idea based on their existing distribution channel and production strategies?
Given the widespread varation in product needs across all of Asia, partnering with a Woolworth's or comparable mass merchandiser throughout the entire region may be an excellent approach to learning more about logistics and supply chain issues across countries, yet the company would need to have an in-house marketing team at the partner of choice to ensure branding consistency. The uniquely egalitarian, quirky and fun brand takes exceptional skill for anyone to manage over time, ideally someone from Vermon headqaurters would have to manage its daily strategies and initiatives. Yet the issue of selling into Asia is not inherently one of scale at the retail or supply chain level; it is one of aligning logistics, product strategies and messaging to be more effective in reaching a target audience. The company could choose to move into an aspirational value proposition, stating that they have an exceptional American ice cream that is unique. Or they could create a brand extension in an attempt to be as relevant as possible to the Asian market. The bottom line is hat Ben & Jerry's must define their marketing strategies first for the region prior to seeking out a market maker, mass merchandiser level of support in the form of joint venture.
Analyze the Japanese...
Ben & Jerry The concept of unit pricing relates to the price per unit of a good. Often, companies like to convey the impression that buying a larger size saves the consumer money, but unit pricing allows the consumer to see whether or not this is the case. Unit pricing reflects the price per unit of something, rather than the price per container. The point of unit pricing is that it
Ben & Jerry's: A Strategic marketing plan Ben & Jerry's the international leader in handcrafted ice cream with a social conscious is analyzed in this strategic marketing report. Developed on an integrated public-private business prospectus, the Company set the tone for trailblazing product and brand identity configurations with an ethic of social responsibility and global sustainability long before it was customary. Although now subsidiary to the products and services giant, Unilever, Ltd.
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