BEN & JERRY’S INTEGRATION STRATEGY FOR VIETNAMESE ICE CREAM MARKET

The purpose of this research was to find out whether Ben & Jerry's should enter Vietnamese market or not, and if so, how should they do it. To conduct the research, we used secondary data and qualitative research methods. It was started the research process by looking into Vietnamese culture through secondary data and compared Vietnamese ice cream market to Thai. Later on, has been designed a survey to find out more in detail how Vietnamese people consume ice cream and how they might perceive Ben & Jerry's. In addition to that was looked into some theory and later on will apply that to the case in a deeper level.