MAN304: International Market Analysis for Ben & Jerry's

This report analyzes the international market expansion opportunities for Ben & Jerry's, focusing on China and India. It begins with an introduction and background on Ben & Jerry's, followed by a discussion of the products available for sale. The report then provides a detailed analysis of both China and India, including economic factors, workforce considerations, and market conditions. Based on this analysis, the report recommends that Ben & Jerry's expand into both countries, highlighting the potential for cost-effective operations and access to large consumer bases. The justification for this recommendation considers factors such as low labor costs and inflation rates in these developing countries, while also acknowledging challenges such as currency rates. The report concludes with references to the sources used in the analysis.

Running Head: INTERNATIONAL MARKETING 0
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Table of Contents
Introduction......................................................................................................................................2
Background of Ben and Jerry..........................................................................................................2
Product available for selling............................................................................................................2
Background of country....................................................................................................................2
Detailed analysis of country China..................................................................................................3
Detailed analysis of country India...................................................................................................3
Recommendations............................................................................................................................3
Justification of Recommendation....................................................................................................4
References........................................................................................................................................5

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Introduction
For attaining opportunities in the international market most of the companies are expanding their
business in a new market that made them more competitive. The companies have to decide
various factors due to high fluctuation in the marker in order to enter into any nation to conduct
the business (Surugiu and Surugiu, 2015). One of the leading companies Ben and Jerry is also
planning to expand their business in new countries to target more consumers for their products in
more effective as well as efficient manner (Bourgeois et al., 2017).
In the following part there will be detailed analysis of the countries for the expansion of business
and the products that will be served to the consumers.
Background of Ben and Jerry
Ben and Jerry is one of the leading ice-cream companies that were founded in the year 1987. Ben
and Jerry is one of the successful chains in the industry of ice-cream. They have expanded their
business in most of the countries such as Australia, Brazil and many more other countries
(Ciszek and Logan, 2018). Ben and Jerry was the manufacturer of super-premium ice-creams,
frozen yoghurt, sorbet. However on the recent, it is one of the foremost manufacturing
companies of ice-cream was it recognized internationally for their pioneering flavors as well as
all natural ingredients that are prepared from garden-fresh Vermont milk ice-cream with its
Headquarter still Vermont (Rice and Conway, 2018).
Product available for selling
Ben and Jerry deliver and cater a wide range of the super-premium ice-cream that is well known
for their high quality, all natural ingredients chunk-filled ice-cream with creative flavors. Certain
flavors that represent the specialization of the company and majorly served by them are
explained in below points:
A collision of Chocolate and Vanilla Ice Cream with Heath Bar Chunks, Almonds with
Chocolate Covered, Chunks of white Chocolate and Peanut Butter Cups
Banana and Strawberry ice creams with Fudge Chunks, Walnut as well as Fudge Swirl

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Boston Cream Pie Ice Cream with Yellow Cake pieces, Fudge Flakes & Swirls of Pastry Cream
(Sullivan, 2017)
Background of country
Ben and Jerry have already spread their business in most of the countries to target maximum
consumers. The company can also introduce their products in India and China. Such country has
a major population as comparison to the other countries. It would help the company to target
maximum number of consumers in such countries in more effective and efficient manner (Wang
and Li, 2016). China and India are the developing countries as well as such countries provide an
opportunities for the international companies to expand their business in such country that can
support them to enhanced the economy of their countries by earning amount for such
international companies I the form of taxes, It will also support the countries by providing new
employment opportunities that enhanced the standards of living of their individuals in more
effective and efficient manner. Therefore, such countries support the international companies to
expand their business in their country more easily (Liu and Jayakar, 2012).
Detailed analysis of country China
China is considered as one of the huge market for the business. It is considered as the second
largest economy with a population of 1.35 billion. The country covered 300 million of
population with the middle class and the economy of the country grew 7 times faster than US.
The GDP per capita of China is considered as 91st lowest in the world. The average inflation rate
on China was around 2.65 per cent (Lardy, 2016)
In the recent, the working age population of China is expected to continue to decline after 20
million stepped out of the market in the past five consecutive years. The shortage of workforce
represents increase in the cost of labor. The education system in China has improved as
comparison to the last decades still the literacy rate in such country is low as comparison to the
other countries.
The interest rate in china is 4.35 percent in the recent years and the Current currency of China
according to USD is 6.72 CNY. The rate of employment in China s 68.90 % with an average
income of 21,586 Yuan (Xin-gang et al., 2016)

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Detailed analysis of country India
India is one of the developing country that provide great opportunities to the international
companies to enter in such market due to the reason, the rate of employee wages is low as
comparison to the other countries that help the companies to control over their cost and give a
new market to the company in an ore effective manner. The Gross Domestic Product India was
worth 2597.49 billion US dollars in 2017. The value of GDP of India represents 4.19 per cent of
the world economy. The rate of inflation in India was recorded at 6.2%. India is creating millions
of high skilled employees with high level of education level that support the employees to
deliver quality work in the country in more effective manner. The rate of interest in India is 6%
and the dollar rate of India is 69.23 rupees. The rate of employment in such country is low, as the
rate of unemployment stood at 6.1 percent higher than the previous year with an average income
of US$5350 and ranked 106th (Sharma et al., 2015).
Recommendations
From the above analysis of the countries, it is highly recommended for Ben and Jerry to expand
their business in such countries. The rate of employment in such countries is low that will help in
providing cheap labor for the company in more effective manner. The inflation rate of China is
low that will provide an opportunity for the company to earn maximum profit from such country
in a more effective and efficient manner. However, the currency rate of both the countries is slow
that would affect the overall profit margin of the company at greater level. The company will not
able to earn huge number of profits from such country due to the reason there average income is
low as comparison to the other countries. Therefore, it is recommended the company can open
their branch in such country to target maximum consumers.
Justification of Recommendation
The company is recommended to expand their business in such countries due to the reason their
cost of expansion will be low that will help in achieving targeted goal in more effective manner.
Moreover both are developing countries that give a new platform to the company to expand their
business. The rate of population in such countries are high therefore, the number of targeted

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consumers will also be high. Hence it is recommended that the company can expand their
business in such countries in more effective and efficient manner.

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References
Bourgeois III, L.J., Mariani, E., Yu, V.J., Bourgeois III, L.J., Mariani, E. and Yu, V.J. (2017)
Ben & Jerry's and Unilever: The Bohemian and the Behemoth. Darden Business Publishing
Cases, pp.1-11.
Ciszek, E. and Logan, N. (2018) Challenging the dialogic promise: how Ben & Jerry’s support
for Black Lives Matter fosters dissensus on social media. Journal of Public Relations
Research, 30(3), pp.115-127.
Lardy, N.R. (2016) China: Toward a consumption-driven growth path. In Seeking Changes: The
Economic Development in Contemporary China pp. 85-111.
Liu, C. and Jayakar, K. (2012) The evolution of telecommunications policy-making:
Comparative analysis of China and India. Telecommunications Policy, 36(1), pp.13-28.
Rice, M. and Conway, M. (2018) Choice and Preference as Strategies to Improve Movement
Efficiency. American Journal of Occupational Therapy, 72(4_Supplement_1, pp.7211505087p1-
7211505087p1.
Sharma, C., Sharma, A.K., Mullick, S.C. and Kandpal, T.C. (2015) Assessment of solar thermal
power generation potential in India. Renewable and Sustainable Energy Reviews, 42, pp.902-
912.
Sullivan, C. (2017) The ice cream split: Empirically distinguishing price and product space
collusion. Available at SSRN 3321948.
Surugiu, M.R. and Surugiu, C. (2015) International trade, globalization and economic
interdependence between European countries: implications for businesses and marketing
framework. Procedia Economics and Finance, 32, pp.131-138.
Wang, Q. and Li, R. (2016) Drivers for energy consumption: A comparative analysis of China
and India. Renewable and Sustainable Energy Reviews, 62, pp.954-962.

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Xin-gang, Z., Gui-wu, J., Ang, L. and Yun, L. (2016) Technology, cost, a performance of waste-
to-energy incineration industry in China. Renewable and Sustainable Energy Reviews, 55,
pp.115-130.