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coach shoes store such as Cherry Garcia and Rain Forest Crunch.Ben Jerry has become the second largest super premium ice cream maker in the US market next to Haagen Dazs. But they entered the global market without having a sound strategy. Beginning with a licensing agreement which was not very successful because of the protective barriers in the dairy industry. Their first attempt to enter Israel and Russia were plagued with difficulties in trying to keep up their market share. Ben and Jerry next ventured into Japan, the worlds 2nd largest ice cream consumer. They contemplated two options; first to pursue an alliance with Seven Eleven, giving them exclusive rights to carry Ben Jerry ice cream for a limited time, or work with a Japanese American who would sell the ice cream through his Domino Pizza Franchise, allowing him long term rights to all sales in Japan.Japan is an intensely competitive market with many barriers to entry, also, the complexity of the distribution system and the distance of shipping frozen products international. The introduction of a unique brand of colorful, chunky ice cream to the Japanese market was very difficult because it was very different from Haagen Dazs which they were accustomed to, with its smooth and expensive taste. The Japanese have very high sophisticated taste in consumer goods as can be attested to by Gucci, and Louis Vuitton. Japanese culture is relies heavily on fads and trends that change very quickly. In order to be successful Ben Jerry's needed to target market timing. The CEO's had to decide how to enter the Japanese market. Should they work with the Japanese American