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Case Study

Delissa in Japan (Revised)

17 pages

February 1993

Reference: IMD-5-0411

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

Distribution, Dairy, Marketing

Settings

Japan, Sweden
1989 - 2001

Type

Field Research

Available Languages

English

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Teaching note

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