Ref: IMD-5-0411

Case study

Reference: IMD-5-0411

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Delissa in Japan (Revised)

Agria, a Swedish milk products cooperative launches its Delissa yogurt in Japan through a joint venture/franchise agreement. At launch in 1991, Agria expected to reach between 10% and 15% of the total Japanese yogurt market. Despite repeated surveys and visits from Agria market specialists, Delissa fails to reach 3% of the market in Japan after 10 years of operation. Disappointed by Delissa's poor results, the Swedish management begins to wonder whether they should continue in Japan, change franchisee or pull out.
Keywords Dairy, Distribution, Marketing
Settings Japan, Sweden
1989 - 2001
Type Field Research
Language English
Related material Teaching note
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Reference: IMD-5-0411

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Reference: IMD-5-0411

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