...Ben & Jerry’s Analysis By:Group 2 The case presented on Ben & Jerry’s Homemade ice-cream is complex and produces a considerable amount of deliberation. In the following pages we hope to give you a synopsis of Ben Cohen & Jerry Greenfield, as well as the company they created, while attempting to carefully construct answers to the questions posed on specific issues raised by Mr. Brasel in the power point slides he provided to the class. The history of Ben Cohen and Jerry Greenfield can be dated back to when the men first met in the seventh grade. Both Cohen and Greenfield grew up in Merrick, Long Island and quickly became friends during Junior high school. After high school, Jerry finished college. His goal was to attend medical school to become a doctor, but he could not get in. (benjerry.com). On the other hand, Ben applied and was accepted to several colleges, but always dropped out of them. The beginnings for the development of Ben & Jerry’s Homemade were launched in 1977 from the front porch of Jerry’s parent’s house. Neither Ben nor Jerry knew anything about running or opening a business, but both men knew about food and shared the great passion of eating. They pondered on what type of business they would start. The men came across an AD in the local newspaper for an ice-cream-making course offered through a local college. There was a $5 fee associated with the course. Due to the extreme poverty...
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...Market Situation Analysis, including: Finish by the Wednesday before class Kary A. Company analysis. Write a brief history of Ben and Jerry's, especially in their efforts to expand internationally. Mika B. Customer analysis. Write a customer analysis for Japan. Included in this should be a segmentation analysis. Identify possible segments that Ben and Jerry's should target. Kary C. Competitor analysis. mika D. Marketing environment. Discuss anything else in the Japanese environment that may impact Ben and Jerry's marketing efforts in Japan, including the supply chain for ice cream. Lehi E. SWOT analysis. Finish the situation analysis with a SWOT analysis. II. Overall Marketing Strategy. A. Targeting strategy. In the customer analysis, you identified segments that Ben and Jerry's may consider targeting. In this section, give a final recommendation on which segment(s) they should target, then write a vivid profile of their target segment(s). B. Positioning strategy. How should Ben and Jerry's position its brand relative to competing brands? What should the Ben and Jerry's brand stand for in the minds of Japanese customers? C. Value Proposition. Write a powerful, one-sentence value proposition targeted at Ben and Jerry's target customers. D. Goals and Objectives for the first three years of Ben and Jerry's entry into Japan. III. Marketing Mix Strategy. A. Product. What products should Ben and Jerry's offer in Japan?...
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...10/18/2012 Ben & Jerry’s - Japan 1. Overview of the case * Perry Odak had meeting with Masahiko Iida who is the president of Seven-Eleven Japan to resolve conundrum of whether to introduce Ben & Jerry’s ice cream to the Japan market and, if so, how. Ben & Jerry’s was established by Ben Cohen and Jerry Greenfield, who were school mates before, when they were in mid 20s. They were growing between 1982 and 1990 but they had suffered with their net income from 1993 to 1994 when their sales exceeded $150 million. Haagen-Dazs was the only major competitor in the super-premium ice cream market where Ben & Jerry’s was in. Ben & Jerry’s was very slow with embracing foreign market. The company only had foreign sales of $6 million, with total sales of $174 million. In the super-premium ice cream sales, Haagen-Dazs and Ben & Jerry’s were still the leading brands, but Haagen-Dazs was above Ben & Jerry’s. Now Ben & Jerry’s is trying to focus on market opportunities in Japan where Haagen-Dazs already had managed to capture nearly half the super-premium market in. Ben & Jerry’s is facing some difficulties with requests or changing their strategies by getting into the market in Japan. 2. Identification and Analysis of the Key Issues of the Case. * The reason for the decision of Ben & Jerry’s getting into Japan’s market is because Japan is the second biggest ice cream market with a big possibility. With the fact, Ben & Jerry’s faced to...
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...Ben & Jerry’s Homemade Inc. – B: Facing Acquisition Abstract In December 1999 Ben Cohen and Jerry Greenberg confronted three offers for their 17-year-old firm. Ben & Jerry’s Homemade, Inc. had grown from $2M in 1983 to $237M as the year ended. Growth rates had significantly dampened, however, a result of changing U.S. consumer preferences for lower cholesterol foods and competition. Jerry Greenberg had stepped out of day-to-day management of the firm some years before. Ben Cohen stepped back in 1994 when the firm incurred its first ever loss. He turned the helm over to Robert Holland, the first African-American to head a major U.S. firm. Holland came to the Ben & Jerry’s CEO position after a national search. His background as a McKinsey consultant and turnaround artist stood the firm in good stead. His moves concentrated on improving profitability, turning around a new plant that more than doubled the company’s manufacturing capacity, strengthening the depth of management experience in the top team, and responding to the demand for low-cholesterol with the introduction of a sorbet line. However Holland stepped out of the firm after almost 18 months with observers suggesting that he had felt uncomfortable with the founders’ “clowning and campaigning.” Perry Odak, Ben & Jerry’s next CEO, came with extensive consumer marketing experience in companies such as Armour-Dial. However, he had also been COO of U.S. Repeating Arms. Given the founder’s strong emphasis...
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...MBA 653: Organizational Behavior Ben & Jerry Case Executive Summary In the past three decades, Ben & Jerry’s has made a transition from a local ice cream maker into a large multinational corporation. The unique history and culture has made Ben & Jerry’s brand into a social icon. The core values and mission of the company have been defined as three interrelated parts in Ben & Jerry’s mission statement. The ever changing market has posed constant challenges to Ben & Jerry’s, which calls for a comprehensive strategy that addresses the competitive difficulties, while allowing Ben & Jerry’s to remain consistent with its mission and background. This report analyzes the strengths and weaknesses of Ben & Jerry’s organizational design during this transitional period in terms of its culture, social mission, marketing, competition, product development, manufacturing and distribution. We recommend that Ben & Jerry’s continues to strive in the global business market by taking following actions: protect the brand name while maintaining core cultural values, continue social activism at a local level, while exercising caution in the overtly politically arena, develop products that remain true to their roots, while using the new resources available from Unilever, and adopt a Lean manufacturing and distribution platform. Analysis Following the merger with Unilever, Ben & Jerry’s faces challenges as it navigates within a larger corporation while...
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... | |Module: |Strategic Management and Sustainability |Module Level (4, 5, 6): |6 | |Module code: |M3X9111 |Contribution to Overall |50% | | | |Module Assessment (%): | | |Lecturer: |Vic Saunders |Internal Verifier: |Ian Jackson | |Assignment Title: |Ben and Jerry’s – A commitment to quality |Assignment No (x of x): |1 of 1 | |Hand Out Date: |Monday September 28th 2015 |Submission deadline: |Thursday November 12th 2015 | |Return date of provisional |Thursday December 10th 2015 | |marks & written feedback: |...
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...Ben and Jerry’s Homemade Case Analysis Dean Podvin FIN 450W Professor Paup I. Problem Statement Ben and Jerry’s Homemade, a chief distributor of super-premium ice creams, frozen yogurts and sorbets has had success as a company through its business life, however now faces crossroads and important financial decisions. Despite reporting consistent gains in gross profit and total assets, Ben and Jerry’s struggles to create upward movement in its stock price. Due to the aggressive nature of the ice cream industry, production costs, stringent restriction on corporate control and their loyalty to philanthropy, these factors have pushed Ben and Jerry’s Homemade into a position where they are not free to assertively vie and grow as a business. Also, the fact that Ben and Jerry’s wants to remain loyal and open for business to all of its customers with a reasonable price, made it harder to stay afloat, let alone make a consistent profit. Ben and Jerry’s is surrounded with decisions and management is working on a decision to prevent from becoming stagnant and aide in creating more growth. When searching for the best solution to the problem five options come to pass. II. Alternative Solutions Considered 1. Restructuring from within and making changes to relieve restrictions, create more effective voting rights and to cut costs with vendors and other traditions would be a viable option in this situation. Ben and Jerry’s beneficial ownership structure and board of...
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...MARKETING PLAN BEN & JERRY’S 2012-2015 TABLE OF CONTENTS Page 1. CURENT COMPANY SITUATION……………………………………. 2 2. MISSION STATEMENT………………………………………………….3 3. MARKET SHARE INFORMATION…………………………………….3-6 4. MARKET ANALYSIS……………………………………………………6-8 5. MARKET COMPETITORS……………………………………………. 8-11 6. NEW PRODUCT……………………………………………………….. 11-12 7. FUTURE MARKETING STRATEGY………………………………… 12-15 8. FINANCIAL FORECAST……………………………………………….15-17 9. CONCLUSION…………………………………………………………. 17 10. LIST OF REFERENCES…………………………………………… 18-19 1. CURENT COMPANY SITUATION 1.1 Short History Ben & Jerry’s it’s an American company, producing super-premium ice cream that was founded in 1978 through the collaboration of two friends: Ben Coben and Jerry Greenfield. The two began the business by opening a shop in a renovated gas station in Burlington, Vermont, in 1984 following the first factory to be opened. The company’s product range is plentiful with several flavors including cream, frozen yogurt or sherbet, made with natural ingredients. 1.2. Ben & Jerry’s Today In April 2000, Ben & Jerry's sold the company to British-Dutch multinational food giant Unilever. With superior marketing techniques Ben and Jerry's has positioned themselves to be the leader in manufacturing premium ice cream products. They have successfully targeted their market, and there...
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...Ben & Jerry’s Homemade Ice Cream Inc: Keeping the Mission(s) Alive A Written Case Analysis by Mr. Aristotle Metin CASE BACKGROUND The U.S. Ice Cream Industry The total retail value of ice cream and related products in the United States was about $9.8 billion in 1990. The superpremium ice cream market held about 9.5% of the ice cream industry in the US. By 1990, Ben & Jerry’s was a strong # 2 in the superpremium ice cream market and the fifth largest ice cream maker of any type in the United States. Ben & Jerry’s Home-made Ice Cream Inc. Incorporated in 1977 by Ben Cohen and Jerry Greenfield, the first Ben & Jerry’s Home- made Ice Cream shop was opened in Burlington with an investment of $12,000. The company was known for “standing for something better than a typical corporation”. Its business mission was primarily to “become a growing force for social change.” Since its inception, the ice cream company was now gearing for further business growth. It had grown tremendously (9000%) from 1981 to 1997; with a yearly average growth in net income of not less than 12%. Stockholders equity had an average 3-year growth of 20% from 1986 to 1989. In 1990, Ben & Jerry’s Ice Cream was a public traded company. The 5-to-1 Policy This compressed salary structure means the highest paid employee (including corporate officers) will be paid at the rate no more than five times what the lowest paid employee could earn for an equivalent work week. It was applicable...
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...FIN 689 Ben & Jerry’s Homemade Case 3 Ang Xiao Case Study: Ben & Jerry’s Homemade (Case 3) This case focuses on the issues of asset control of Ben & Jerry’s Homemade, Inc with the four outstanding takeover offers by Dreyer’s Grand, Unilever, Meadowbrook Lane Capital and Chartwell Investment in 2001. Through the analysis of the four offers, I suggest the Board accept the Unilever’s offer. The advantage and disadvantage of each offer is discussed following. Dreyer’s Grand The offer does not maximize the shareholders wealth but retain the management philosophy. It is the best offer for Ben & Jerry’s management since the management team is maintained. In addition, Dreyer’s was also involved in community-service activities. It implies that the social drive will be strengthened after the acquisition offered by Dreyer’s Grand. However, the $31 per share offer is much less attractive than other rest offers from the shareholders perspective. In stock transaction, Ben & Jerry will share the synergy risk with the Dreyer’s Grand. Unilever The offer maximizes the shareholders wealth but disturbs the management philosophy. Unilever, as a profit oriented organization, may not encourage the philanthropy that is so important to B&J. There is a threat over the management philosophy. However, Unilever maintain select members of B&J management team. The select management team may influence policies to some extent. FIN 689 Ben & Jerry’s Homemade Case 3 Ang Xiao The offer with...
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...Company Description Ben & Jerry's is an American ice cream company owned by Unilever that manufactures ice cream, frozen yogurt, sorbet and ice cream novelty products. Ben & Jerry's Homemade Inc. was founded in 1978 and is currently based in South Burlington, Vermont. From the company’s inception more than thirty years ago, their plan was to provide quality ice cream while also creating a company that was socially conscious about the world and its environment. Ben and Jerry’s currently have 346 scoop shops across 25 countries all around the world, with countries like the UK, US and India some of the countries they operate in. Apart from these establishments, products are also distributed to supermarkets and convenience stores globally. Ben and Jerry’s benefited heavily from the merger with Unilever by leveraging on Unilever’s global reach. Operating in the highly competitive premium ice cream industry, product innovation is crucial to satisfy changing consumer needs. Ben and Jerry’s integrate product quality with social and environmental responsibility whilst still enjoying economic success. It donates 7.5% of pretax profits to the Ben and Jerry’s foundation for philanthropic causes and uses only Free trade certified ingredients in an effort to give back to the community. In 2000, Ben and Jerry’s was purchased by Unilever. Despite the merger, Ben & Jerry’s continues with its commitment towards sustainability. The Caring Dairy programme was recognized with Good...
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...UV0273 BEN & JERRY’S HOMEMADE Jerry: What’s interesting about me and my role in the company is I’m just this guy on the street. A person who’s fairly conventional, mainstream, accepting of life as it is. Ben: Salt of the earth. A man of the people. Jerry: But then I’ve got this friend, Ben, who challenges everything. It’s against his nature to do anything the same way anyone’s ever done it before. To which my response is always, “I don’t think that’ll work.” Ben: To which my response is always, “How do we know until we try?” Jerry: So I get to go through this leading-edge, risk-taking experience with Ben—even though I’m really just like everyone else. Ben: The perfect duo. Ice cream and chunks. Business and social change. Ben and Jerry. —Ben & Jerry’s Double-Dip As Henry Morgan’s plane passed over the snow-covered hills of Vermont’s dairy land, through his mind passed the events of the last few months. It was late January 2000. Morgan, the retired dean of Boston University’s business school, knew well the trip to Burlington. As a member of the board of directors of Ben & Jerry’s Homemade for the past 13 years, Morgan had seen the company grow both in financial and social stature. The company was now not only an industry leader in the super-premium ice cream market, but also commanded an important leadership position in a variety of social causes from the dairy farms of Vermont to the rainforests of South America. Increased competitive...
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...creation of a relationship that allows the client to perceive, understand, and act on the process events that occur within an organization in order to improve the situation as defined by the client (Cummings & Worley, pg. 253). In the case involving Ben and Jerry’s a consultant was brought in to work with the founders, board of directors, managers, and employees in order to undertake organizational development and also to bring the people, functions, aspirations, and directions together (Cummings & Worley, pg. 306). Schein proposes ten principles to guide process consultant’s actions: • Always try to be helpful • Always stay in touch with the current reality • Access your ignorance • Everything you do is an intervention • The client owns the problem and the solution • Go with the flow • Timing is crucial • Be constructively opportunistic with confrontive interventions • Everything is information; errors will always occur and are the prime source for learning • When in doubt, share the problem (Cummings & Worley, pg. 254). As the consultant in this case dove into the workings of Ben & Jerry’s these principles were apparent throughout the case. After spending time with the board, and interviewing key managers and staff at Ben & Jerry’s, the consultant concluded that the company had much strength and also some concerns. It was decided that while the leadership was seen as the company’s greatest strength, they were also seen and its greatest weakness. As a result the...
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...Ben & Jerry’s Market Research Table of Contents TABLE OF CONTENTS Opening Page ................................................................................................................................................... i Table of Contents............................................................................................................................................ 1 Introduction .................................................................................................................................................... 2 Background..................................................................................................................................................... 3 4.1 Market and Brand of Choice.................................................................................................................... 3 4.2 Ice Cream Market Issues ......................................................................................................................... 3 4.3 Important Issues about the Brand ............................................................................................................ 4 4.4 Pricing in Ben & Jerry's........................................................................................................................... 5 4.5 Market Segmentation............................................................................................................................... 6 4.6 Market Demand .....
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...Case Seminar Nokia 1. How do you think the marketing task for Nokia is different in developing markets (versus in developed countries)? Nokia has conducted a customer-driven marketing strategy. They segment the market by income and they have divided their target group into developing markets and developed ones. They sell phones to over 150 countries and among them European countries contributes to 39 percent of its total net sales while Asia, Latin America, and other developing markets account for 56 percent. It is shown from the numbers that developing markets are essential for Nokia. Nokia takes over the market shares in a way similar to Honda. It started by focusing on developing countries and selling them entry-level phones. In this way Nokia gains customers loyalty ahead of its competitors and after the economic emerges, those customers would be more likely to stick with them. In order to capture customer value, Nokia has put an effort in understanding the marketplace and customer needs, which is the first step to create value for customers and build customer relationships (Kotler, Armstrong and Parment, 2011). In this market segment, they position themselves as entry-level phones and to create differentiation in the market, Nokia has done some primary data collection to gain customer insights. They did ethnographic research to get to know customers. To meet the need of cheap phones, they changed the packaging and managed to cut down the cost by more than SEK 1 billion...
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