See's Candies: Japanese Market Entry (A)

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Case

Reference no. M273A

Subject category: Marketing

Authors: David B Montgomery (Stanford Graduate School of Business, Stanford University); Scott B Bekemeyer (Stanford Graduate School of Business, Stanford University); Keiko Tanaka (Stanford Graduate School of Business, Stanford University)

Published by: Stanford Business School

Originally published in: 1993

Version: 1 June 1993

Length: 22 pages

Data source: Field research

Topics: Partnership; International marketing; Japan

Share a link: https://casecent.re/p/107816

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Abstract

See's Candies is a prestigious West Coast candy manufacturer. The first decision is whether See's should consider an expansion into Japan, particularly in view of their earlier Japan failure. If so, which of three potential partners should See's choose: JAL Trading Co, MAT, a small importer of Hawaiian host chocolates, or the Bank of Tokyo?

Location:

Japan, USA

Industry:

Confectionery

Other setting(s):

1991