Leaders at Cold Stone Creamery say they launched stores in Japan because Japanese consumers have Western brand awareness that enables them to comprehend the American ice cream experience. The leaders are making a case that:

The correct answer is Japan has the right customers for their brand

Speaking of the international market and its implications for the expansion of companies, one of the most important points to be discussed is, without a doubt, marketing. If the right strategies are adopted, it is possible to market a product anywhere on the planet.

When you want to expand your brand internationally the first step to be taken is to conduct market research. In this sense, it is essential to know the behavior, habits and characteristics of the target audience in the new country.

Therefore, it is very important to go beyond demographic data, which as a rule will vary very little from country to country. So, consider creating a persona profile for the market you want to reach. You will have much greater control over the information, further detailing the new audience.

In addition, from the detailed recognition of your new target audience, you will be able to more accurately identify your most unique needs and characteristics.