...Strategic Analysis of Ben & Jerry’s Homemade, Inc. Can B&J Serve a Double Scoop of Being Green and Making Green? ESM 210 Professor Delmas Final Paper November 21, 2000 Alex Tuttle Vicky Krikelas 1 BEN & JERRY’S ICE CREAM Table of Contents INTRODUCTION……………………………………………………………………………. MARKET DESCRIPTION………………………………………………………………….. FIRM DESCRIPTION………………………………………………………………………. THE MISSION STATEMENT……………………………………………………………… 1 1 1 2 GENERAL CORPORATE STRATEGY…………………………………………………… 2 CORPORATE ENVIRONMENTAL STRATEGY………………………………………… 4 STRATEGY ANALYSIS……………………………………………………………………... 8 Five Forces Model of Competition…………………………………………………….…8 SWOT Analysis…………………………………………………………………………..11 Key Success Factors……………………………………………………………………..11 STRATEGIC CONSISTENCIES……………………………………………………………..12 STRATEGIC DISCONNECTS……………………………………………………………….13 UNILEVER ACQUISITION………………………………………………………………….14 RECOMMENDATIONS & CONCLUSION………………………………………………...15 BIBLIOGRAPHY……………………………………………………………………………...17 Figures FIGURE 1. FIGURE 2. FIGURE 3. FIGURE 4. FIGURE 5. ANNUAL REVENUES…………………………………………………………..4 ANNUAL RECYCLING………………………………………………………...7 PORTER’S 5 FORCES MODEL ………………………………………………9 SWOT ANALYSIS………………………………………………………………11 KEY FACTORS OF SUCCESS………………………………………………..12 2 3 INTRODUCTION Ben & Jerry’s is an innovative leader in the super premium ice cream industry. The company blends a commitment to provide all natural, high quality ice cream with a commitment towards social activism and environmental...
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...A Quality Perspective of Ben and Jerry’s Embry-Riddle Aeronautical University MGMT 532 Group 1 Abstract Creative flavor names and quality products are just one part of Ben and Jerry’s, Inc. They are also deeply committed to economic and social causes, as stated in their three mission statements. Moving from selling ice cream in a little store on a corner to being distributed globally, Ben Cohen and Jerry Greenfield dedicated themselves and their company to create a corporation that is fully aware of the local and global environment. Upon examination of the events that occurred during the process, it becomes clear that Ben and Jerry successfully attempted to make their dream a reality. The American Dream lives on because of people like Ben and Jerry that will take a chance on something they believed in. The merger with Unilever, Inc. in 2000 caused some upset within the company, but with the election of the Board of Governors, their mission and employee commitment is stronger than ever. Table of Contents Title Page…………………………………………………………………...……1 Abstract....………………………………………………………………..………2 Table of Contents........................................................................................3 Chapter 1: Introduction………………………………………………………....4 Chapter 2: Description of research setting and the quality initiative……….6 Chapter 3: Analysis……………………………………………………………..8 Chapter 4: Outlining Findings……………………………………………...
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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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...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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...Ben & Jerry Opportunities Growing demand for quality ice cream in overseas markets, this will allow Ben & Jerry to take advance of the opportunity to expand their company overseas to bring in more profit and marketing for the company. It will also let them share their famous ice cream which Ben & Jerry was founded on and open up some ice cream shop overseas trying to get a wider customer base like McDonald have overseas. Ben & Jerry will have a much more diversion customer base and new flavor that they can bring back to the states. (Ben jerry .com (2010)) Increasing U.S. demand for frozen yogurt and other low-fat desserts, if Ben & Jerry make their flavor in low-fat to it will open the door for a lot of money to be made. Ben & Jerry team up with Subway and that way you will be able to get low-fat food and dessert in the same place. You will have the sub line on one side and the other will be the great low-fat dessert of Ben & Jerry ice cream. This way Ben & Jerry will be known for caring about the environment as well as the people in it with the low-fat dessert team up with Subway. (Mariotti, S. (1996-2000)) Success of many U.S. firms in extending successful brand in one product category to other, Ben & Jerry have made the way in the business world with their famous ice cream and numbs flavors. Now can branch off into food or a weight loss dessert which will open up other market for them and customer base because of the things Ben & Jerry have done in the future. So look...
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...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 consultant...
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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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...FREEZING OUT BEN & JERRY: CORPORATE LAW AND THE SALE OF A SOCIAL ENTERPRISE ICON Antony Page* & Robert A. Katz**† INTRODUCTION The perfect duo. Ice cream and chunks. Business and social change. Ben and Jerry.1 Nobody wants to end up like Ben and Jerry’s, where soon after a multinational acquired it, key facets of its social mission were cut from the company.2 Ben & Jerry’s Homemade, Inc. was once the darling of proponents of social enterprise and social entrepreneurship.3 It was a for-profit corporation that seemingly did not put profits first. Rather, it pursued, in the parlance, a “double bottom” line, seeking to advance progressive social goals, while still yielding an acceptable financial return for investors. It advanced its social mission in many ways, such as by committing 7.5% of its profits to a charitable foundation; conducting in-store voter registration; and buying ingredients from suppliers who employed disadvantaged populations.4 Ben & Jerry’s founders, Ben Cohen and Jerry Greenfield, held out their double bottom line approach (they called it the “double-dip”) as a model for others who wished to “Lead With [their] Values and Make Money, Too.”5 * Professor of Law at Indiana University School of Law—Indianapolis. ** Professor of Law at Indiana University School of Law—Indianapolis and Professor of Philanthropic Studies at the Indiana University Center on Philanthropy. † Thanks to the organizers of the symposium “Corporate Creativity: The Vermont L3C & Other...
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...Ben and Jerry’s is a reputable and well established company known for its high quality ice cream products and commitment to social responsibility. As the company continues to grow, an analysis of the external and internal forces shaping the ice cream industry and the company needs to be examined in order to prepare a feasible recommendation. Competition – Dreyers and Haagen-Dazs, intense, many numerous competitors, cost of switching brands is low, competitors use tactics to force rivals’ production volumes Buyers – power is high, buyers are large so have leverage over price, buyers more likely to switch because don’t incur large costs, need product variety Suppliers – moderate leverage, many suppliers depend on big dairy companies, can shop around for other suppliers Substitutes – other deserts, pies can deter buyers away from ice cream, most have good taste/brand in order to discourage substitutes for price differences New Entrants – established companies have brand loyalty, large start up costs (plants, capital etc), Ben & Jerry used distribution channels of rivals, might not be possible for others to do so. Strengths – success in consistent environmental policies and efficient manufacturing -exploit this strength to gain more customer loyalty towards social consciousness -few compliance issues, strong minimization of environmental damage -good business culture (salary ratio, corporate responsibility) Weaknesses – difficulty recruiting the best due to salary...
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...Powerpoint [pic][pic] Marketing Teacher: Home / The Marketing Environment The Marketing Environment [pic][pic][pic][pic][pic][pic][pic][pic] [pic][pic][pic][pic]The Marketing Environment What is the marketing environment? The marketing environment surrounds and impacts upon the organization. There are three key perspectives on the marketing environment, namely the 'macro-environment,' the 'micro-environment' and the 'internal environment'. [pic][pic][pic][pic][pic] The micro-environment This environment influences the organization directly. It includes suppliers that deal directly or indirectly, consumers and customers, and other local stakeholders. Micro tends to suggest small, but this can be misleading. In this context, micro describes the relationship between firms and the driving forces that control this relationship. It is a more local relationship, and the firm may exercise a degree of influence. The macro-environment This includes all factors that can influence and organization, but that are out of their direct control. A company does not generally influence any laws (although it is accepted that they could lobby or be part of a trade organization). It is continuously changing, and the company needs to be flexible to adapt. There may be aggressive competition and rivalry in a market. Globalization means that there is always the threat of substitute products and new entrants. The wider environment is also ever changing, and the marketer needs to compensate...
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...Definition: SWOT analysis is not only limited to profit-seeking organizations but also may be used in any decision-making situation when it is desired for an organization. It is use to develop a plan that takes into consideration many different internal and external factors, and maximizes the potential of the strengths and opportunities while minimizing the impact of the weaknesses and threats. This remarkable technique was provided by Albert S Humphrey, one of the founding fathers of what we know today as SWOT analysis. SWOT analysis came from the research conducted at Stanford Research Institute from 1960-1970. A strategic planning method which is used to evaluate the Strengths, Weakness, Opportunities and Threats involved in a project or in a business or in an organizations venture. The team members and the managers mainly use this analysis on behalf of an organization. It specifies the objective of any business venture or project to identify both the external and internal factors which are sometimes favorable and unfavorable to achieve that objective. Strengths, Weaknesses, Opportunities and Threats (SWOT): It is the first stage of planning and helps marketers to focus on key issues. SWOT stands for strengths, weaknesses, opportunities, and threats. Strengths and weaknesses are internal factors. Opportunities and threats are external factors. The factors (internal and external) may include all of the 4P's; as well as personnel, finance, manufacturing capabilities...
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...* What does the model tell you about the nature of competition in the industry? External Analysis (Porter's Five Forces Analysis) Threat of Substitute products (low) Food and beverage market has a long industry chain and big industry span so threat in substitute products is low. Giants such as Wrigley (Mars, Milkway, Snickers and etc), Unilever (Knorr, Cornetto ,Lipton Ice tea and etc) ,Coca Cola, Nestle have similar products to offer to customers. But in Nestle case threat of substitute products is high because of wide range of similar products that can compete directly with Nestlé. For example, Danone led Nestle to decreasing sales in 2009 in European Markets. In order to make a differentiation in the worldwide market Nestle should innovate its products to stay in the market and to go beyond its substitutes. Recent innovation made by Nestle health consciousness and wellness factor that has been introduced in all products of company. Threat of new Entrants (low) The company has been lunched since 1866 which gave Nestle a wide experience in the food and beverage industry. With substantial brand equity and a base of loyal customers Nestlé is at an insignificant risk from entrants. Nestlé has an advantage of holding majority of the share in the market where competition is becoming increasingly fierce in the world today. Although the food and beverage industry is very competitive and is constantly evolving with entrants, small business don’t have much advantages...
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...Overview of Financial Management SOURCE: Courtesy BEN & JERRY’S HOMEMADE, INC. www.benjerry.com STRIKING THE RIGHT BALANCE $ BEN & JERRY'S F or many companies, the decision would have been an easy “yes.” However, Ben & Jerry’s Homemade Inc. has always taken pride in doing things make money. For example, in a recent article in Fortune magazine, Alex Taylor III commented that, “Operating a business is tough enough. Once you add social goals to the demands of serving customers, making a profit, and returning value to shareholders, you tie yourself up in knots.” Ben & Jerry’s financial performance has had its ups and downs. While the company’s stock grew by leaps and bounds through the early 1990s, problems began to arise in 1993. These problems included increased competition in the premium ice cream market, along with a leveling off of sales in that market, plus their own inefficiencies and sloppy, haphazard product development strategy. The company lost money for the first time in 1994, and as a result, Ben Cohen stepped down as CEO. Bob Holland, a former consultant for McKinsey & Co. with a reputation as a turnaround specialist, was tapped as Cohen’s replacement. The company’s stock price rebounded in 1995, as the market responded positively to the steps made by Holland to right the company. The stock price, however, floundered toward the end of 1996, following Holland’s resignation. Over the last few years, Ben & Jerry’s has had a new resurgence. Holland’s replacement...
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...| | |GENERAL MANAGEMENT & STRATEGY | |Fall Semester, 2010 | |[pic] | |MANAGEMENT 374 (Unique No: 04570) | |Class Times: Monday and Wednesday, 08:00-09:30 am | |Location: UTC 1.118 | Instructor: David Chandler E-mail: david.chandler@phd.mccombs.utexas.edu Office: CBA 3.332K Tel: (512) 471-2548 Office hours: Monday, 10:00-11:00 am Wednesday, 10:00-11:00 am Immediately after class and at other times by appointment. REQUIRED COURSE MATERIALS (Available at the University Co-op) 1. Course reading packet: Selection of Harvard Business School case-studies, Harvard Business...
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...This paper analyses the performance of the company Ice-Fili at the end of fiscal year 2002. It’s the oldest Russian ice cream producer. It originated from the former state-run Soviet company Moshladokombinat N 8. In 1992 it was privatised and registered as a private jointstock company under the name Ice-Fili. Its CEO is Anatoliy Vladimirovich Shamanov. He transitioned the company to a privatized for-profit firm after the dissolution of the Soviet Union in 1991. The transition was successful; it could hold its good market position and remains the largest Russian ice cream producer in the year 2002. All information about the company, the competitive environment and the political situation used in the following article are derived from the Harvard Business School Case Ice-Fili (Rukstad, Mattu, & Petinova, 2003). 2. External Analysis In this part it will be looked at the Russian ice cream industry. Therefore, an industry definition will be given. Its structure will be highlighted and from there on, the threats for Ice-Fili will be examined. 2.1 The Russian ice cream industry In the case of Ice-Fili we deal with the Russian ice cream industry. It concerns the production of frozen ice cream products from the raw material to the selling of the different sorts of ice. The original Russian ice cream consists only of natural ingredients. The people love its unique flavour that comes mainly from the high percentage of milk fat which makes it less sweet and more aerated than the...
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