This case study examines Yakult's strategic decisions for global market expansion, focusing on the challenges and opportunities within the competitive beverage industry. The analysis highlights Yakult's adoption of franchising as a key market entry strategy, emphasizing its advantages such as reduced risk, minimal investment, and enhanced brand promotion. The report explores the internal and external business environments influencing Yakult's decisions, including the impact of competition and the importance of effective marketing mix techniques. The study concludes that franchising is a suitable approach for Yakult to achieve sustainable profitability and competitive advantage, particularly in markets like Europe, by leveraging local expertise and adapting to consumer preferences. The case study also references Yakult's partnership with Danone, which strengthens its probiotic product offerings in the European market.