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Case
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Reference no. IMD-5-0411
Subject category: Marketing
Authors: Dominique Turpin
Published by: Institute for Management Development (IMD)
Originally published in: 2002
Version: 27.12.2002
Length: 17 pages
Data source: Field research

Abstract

Agria, a Swedish milk products co-operative launches its Delissa yoghurt in Japan through a joint venture/franchise agreement. At the launch in 1991, Agria expected to reach between 10% and 15% of the total Japanese yoghurt 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.
Location:
Industry:
Size:
USD2.9 billion
Other setting(s):
1989-2001

About

Abstract

Agria, a Swedish milk products co-operative launches its Delissa yoghurt in Japan through a joint venture/franchise agreement. At the launch in 1991, Agria expected to reach between 10% and 15% of the total Japanese yoghurt 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.

Settings

Location:
Industry:
Size:
USD2.9 billion
Other setting(s):
1989-2001

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