Harvard Case - Iceverks (A): Ben & Jerry's in Russia
"Iceverks (A): Ben & Jerry's in Russia" Harvard business case study is written by Henry W. Lane, Iris Berdrow. It deals with the challenges in the field of Business & Government Relations. The case study is 26 page(s) long and it was first published on : Dec 3, 1993
At Fern Fort University, we recommend Ben & Jerry's proceed cautiously with their expansion into Russia, focusing on a phased approach that prioritizes corporate social responsibility (CSR) and strategic partnerships to navigate the complex political and economic landscape. This strategy involves establishing a strong local presence, building relationships with key stakeholders, and adapting their business model to align with Russian consumer preferences and government regulations.
2. Background
This case study examines Ben & Jerry's, a US-based ice cream company known for its social activism and unique brand identity, as they consider expanding into the Russian market. The company faces a complex environment marked by political instability, economic uncertainty, and increasing nationalism. The case highlights the challenges of navigating business and government relations in a developing country with a history of political repression and corruption.
The main protagonists are:
- Ben Cohen and Jerry Greenfield: Co-founders of Ben & Jerry's, known for their social activism and commitment to ethical business practices.
- The Ben & Jerry's Board of Directors: Responsible for guiding the company's strategic direction and ensuring alignment with its values.
- Russian Government: Represents the political and regulatory landscape that Ben & Jerry's must navigate.
- Russian Consumers: The target market for Ben & Jerry's products, with varying levels of awareness and acceptance of the brand.
3. Analysis of the Case Study
This case study can be analyzed through the lens of Porter's Five Forces framework:
- Threat of New Entrants: High, due to the relatively low barriers to entry in the ice cream industry.
- Bargaining Power of Buyers: Moderate, as consumers have a wide range of ice cream options available.
- Bargaining Power of Suppliers: Low, as there are numerous suppliers of ingredients and packaging.
- Threat of Substitutes: High, as consumers can choose from various frozen desserts and other snacks.
- Competitive Rivalry: High, as the ice cream market is highly competitive, with both local and international players.
Furthermore, the case highlights the importance of considering political risk analysis and cultural sensitivity when expanding into a new market. The Russian government's unpredictable policies and the potential for political instability pose significant risks to Ben & Jerry's operations. Additionally, the company needs to adapt its marketing and branding strategies to appeal to Russian consumers, who may have different preferences and expectations than their Western counterparts.
4. Recommendations
Ben & Jerry's should adopt a phased approach to entering the Russian market, focusing on:
Phase 1: Market Research and Due Diligence:
- Conduct thorough market research to understand consumer preferences, competitive landscape, and regulatory environment.
- Identify potential partners, including local distributors, retailers, and NGOs, to facilitate market entry.
- Assess political risks and develop strategies for mitigating potential challenges.
Phase 2: Pilot Launch and Strategic Partnerships:
- Launch a pilot program in a limited geographic area, focusing on major cities with high consumer density.
- Partner with local NGOs and social enterprises to promote social responsibility and build goodwill among Russian consumers.
- Leverage existing relationships with international NGOs and foundations to gain access to funding and resources.
Phase 3: Expansion and Adaptation:
- Based on the success of the pilot program, gradually expand operations to other regions of Russia.
- Adapt products and marketing strategies to align with Russian consumer preferences and cultural sensitivities.
- Monitor political and economic developments closely and adjust business strategies accordingly.
5. Basis of Recommendations
These recommendations are based on the following considerations:
- Core Competencies and Consistency with Mission: Ben & Jerry's core competencies lie in its unique brand identity, social activism, and commitment to quality products. The recommendations align with these core values by emphasizing CSR, strategic partnerships, and local adaptation.
- External Customers and Internal Clients: The recommendations prioritize understanding and catering to the needs of Russian consumers while ensuring the alignment of the company's values with its internal stakeholders.
- Competitors: The recommendations acknowledge the competitive landscape and emphasize the importance of establishing a strong local presence and building relationships with key stakeholders.
- Attractiveness: The phased approach allows Ben & Jerry's to minimize risks and maximize returns by starting small and gradually expanding operations based on market performance.
6. Conclusion
Entering the Russian market presents both opportunities and challenges for Ben & Jerry's. By adopting a cautious and strategic approach that prioritizes CSR, strategic partnerships, and local adaptation, the company can navigate the complex political and economic environment and achieve sustainable growth.
7. Discussion
Other alternatives not selected include:
- Rapid expansion: This approach carries significant risks, as it may lead to overexposure to political and economic instability.
- Joint venture with a Russian company: This option could provide access to local expertise and resources, but it also raises concerns about potential conflicts of interest and loss of control.
Key assumptions:
- The Russian government will maintain a stable political and economic environment.
- Ben & Jerry's can successfully adapt its products and marketing strategies to appeal to Russian consumers.
- The company can find reliable partners to facilitate market entry and operations.
8. Next Steps
- Phase 1: Conduct market research and due diligence within the next 6 months.
- Phase 2: Launch a pilot program in Moscow and St. Petersburg within 12 months.
- Phase 3: Expand operations to other major cities based on the success of the pilot program within 24 months.
This timeline allows Ben & Jerry's to gradually enter the Russian market while minimizing risks and maximizing opportunities. By focusing on CSR, strategic partnerships, and local adaptation, the company can achieve sustainable growth and maintain its commitment to its core values.
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Case Description
It has been four years since Jeff Furman had first travelled to Russia to find a partner so that Ben & Jerry's "finest quality, socially conscious, and economically feasible" super-premium ice cream could be produced in Russia. Now, just a few months in operation, the joint venture was up and running and already profitable. The partners wanted to expand and opportunities were readily available but Jeff questioned the feasibility of such a move. This case presents a common dilemma faced by international companies--how to manage divergent partner goals and perspectives.
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