...Ben and Jerry Case study By Shelly Lee May 22, 2011 History: The Company was founded b y two friends who were unhappy in their current jobs. Deciding that being business owners would make them happier they decided to go into business. The first venture in to bagels did not work out. Upon taking a class from Penn University in ice cream they opened a dip shop. The company carried the owners resolve to live in a more rural culture. The company experienced a lot of growth, rapid, and the owners did not have the business knowledge to control the company strategically nor did they want or like the idea of creating a large business. Ben Cohen wanted a company that created loyalty, motivation, and pride which is what the 5 -1 ratio represented to him. One of the core competencies is the following that Ben & Jerry’s create products that represents its rural values. These need to be nurtured as they are the reason that the company has such continued growth. I fell the company has a strategy; the social mission that they have is a good strategy for the company to have. Key Management: Ben Cohen had very set ideals for this company. He wanted to get back to the simplicity of rural life. He also wanted his business that way. He believed that the company should keep upper management pay tied to the entry level employees with a 5-1 ratio for pay increases. He did not have any formal business training and did not have a business mind. He was not in business to get rich...
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...SWOT ANALYSIS STRENGTHS Reputable International branding High-quality products Promotes CSR Products caters for most age groups OPPORTUNITIES Healthy/healthier choice (fat-free, lesser sugars) Peanut-free products HFC-free freezers (ECO friendly) WEAKNESSES High in sugars (fattening) High pricing THREATS Government legislation on products high on fats and sugars. Consumers are more health conscious No strong barrier to entrants (competitors) TOWS ANALYSIS EXTERNAL OPPORTUNITIES EXTERNAL THREATS INTERNAL STRENGTHS Easier to push out new products Stronger support from society on Social responsibility Introduce healthy/healthier products INTERNAL WEAKNESSES Healthy/healthier choice products Pricing strategies/lower pricing Introduce healthy/healthier products Pricing strategies/lower pricing PEST ANALYSIS POLITICAL • High stability and reliability country • Strong government policies in assisting SMEs locally & globally. ECONOMICAL • Healthy GDP growth all these years • Strong government support in retail industry. SOCIAL • Strong spending power from youngsters & adults. • Consumers are more health conscious. • Social responsibility is a must today. TECHNOLOGICAL • Internet is a norm today (social media). COMPETITIVE ADVANTAGE BROAD NARROW COST Cost Leadership Cost Focus DIFFERENTIATION Differentiation Leadership Differentiation Focus High-quality product, Strong branding, Consistent promotional...
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...Ben & Jerry’s Case Study By: Niesha M. Felder February 22, 2014 MRKT 454 1. What do you believe is Ben & Jerry's management orientation and view toward global expansion? Provide evidence from the case to support your opinion. Ben Cohen and Jerry Greenfield, the forefathers of Ben and Jerry’s, management orientation skills were very unique, promoting a free spirit approach for employees. Ben Cohen and Jerry Greenfield were not the standard corporate managers, instead they were quite bias against traditional business practices because of the short-term interests as well as large profits; most commonly corporate managers are under pressure to produce shareholders’ demands. Ben Cohen and Jerry Greenfield did not place emphasis or value, on cash, equipment and inventory; the “tangible assets” of the firm. Instead, Ben Cohen and Jerry Greenfield focused on “intangible assets” such as social concerns, quality of life, charity, and reputation, but in their minds the “intangible assets” were just am important if not more important. Ben Cohen and Jerry Greenfield business values were based on growth, shareholder value, and the overall care/quality of employees. Ben Cohen and Jerry Greenfield were intentionally slow to embrace the foreign market (Kursh, Lant, Majeske, Olver, Plant, 2014). Ben Cohen was quite reluctant to embark on global expansion because he felt that it did not coincide with the mission of Ben & Jerry’s. On the other hand, Jerry Greenfield...
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...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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...Ben & Jerry's Homemade ice cream Inc. Tutor’s Introduction This case study comes from the second edition of Business Strategy: an introduction published in 2001. It is very readable and interesting, providing students with insights into how two entrepreneurs who set up an ice cream shop in a renovated petrol station became the names behind one of the most well-known ice cream brands around the globe. Students will find out how Ben and Jerry tackled the almighty (at the time) Pillsbury and Häagen-Dazs, how they developed a brand to distinguish them from competitors which included a focus on people and giving back to society, and how they successfully used PR to come up trumps in the ‘ice cream war’. At the end of the case study you will find a series of questions for students to get them thinking critically about Ben & Jerry’s strategy from its humble beginnings to where it is now. The case also provides the opportunity for students to conduct research into the current state of play. They could find out how Ben & Jerry’s have further developed their brand and product offerings (they now have ice cream counters in cinemas, they offer a full selection of Fair Trade ice creams, etc.) and what competition they now face, if any. Students will find it helpful to read chapter 20 on social responsibililty and business ethics. They could also use this longer case study as a springboard for their work on the Strategic Planning Software (SPS), to which they have free access with...
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...Ben & Jerry: Case Study 1. How has Ben & Jerry’s fulfilled its mission statement? Ben & Jerry’s has 3 dimensions on its mission statement: * Product: Ben & Jerry are making and distributing the finest quality of all natural ice cream with innovative flavors. For example they created Chocolate Fudge Brownie flavor but also Chubby Hubby, Chunky Monkey and Bovinity Divinity, which all are innovative and creative flavors with original names. For instance, they successfully avoided to ship back an amount of frozen brownie, a decision that you have both hurt Ben & Jerry and the supplier and created a new flavor with the frozen brownie. * Economic: In 1994 Ben & Jerry issued 75,000 shares at $10.5 per share exclusively to Vermont residents allowing the first supporters of Ben & Jerry to profit from its success. That both a financial and social decision. Later, the shares were listed on the NASDAQ to offer greater liquidity and capital. Ben & Jerry were also successful to cut expenses when they moved to their plant in Waterbury: instead of spending money to eliminate liquid waste they made a deal with a local farmer that would feed his pigs with the milky water. They later loaned money to the farmer to purchase 200 more pigs to eliminate all the liquid waste of Ben & Jerry. This satiation was profitable for both parties and was a financial and social success. However, at the end of the 60’s Ben & Jerry were not making any...
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...Ben & Jerry: Case Study 1. How has Ben & Jerry’s fulfilled its mission statement? Ben & Jerry’s has 3 dimensions on its mission statement: * Product: Ben & Jerry are making and distributing the finest quality of all natural ice cream with innovative flavors. For example they created Chocolate Fudge Brownie flavor but also Chubby Hubby, Chunky Monkey and Bovinity Divinity, which all are innovative and creative flavors with original names. For instance, they successfully avoided to ship back an amount of frozen brownie, a decision that you have both hurt Ben & Jerry and the supplier and created a new flavor with the frozen brownie. * Economic: In 1994 Ben & Jerry issued 75,000 shares at $10.5 per share exclusively to Vermont residents allowing the first supporters of Ben & Jerry to profit from its success. That both a financial and social decision. Later, the shares were listed on the NASDAQ to offer greater liquidity and capital. Ben & Jerry were also successful to cut expenses when they moved to their plant in Waterbury: instead of spending money to eliminate liquid waste they made a deal with a local farmer that would feed his pigs with the milky water. They later loaned money to the farmer to purchase 200 more pigs to eliminate all the liquid waste of Ben & Jerry. This satiation was profitable for both parties and was a financial and social success. However, at the end of the 60’s Ben & Jerry were not making any...
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...Motivations for forging strategic alliance Despite the inherent risks, it is often necessary for firms, because of their lack of necessary resources, to forge strategic alliances with other firms for acquiring complementary skills. Before establishing a formal relationship with other enterprises, an enterprise must realize its motivations and priorities. four motivations with different orientations: 1. Strategy-oriented. Enterprises forge alliance for strategic objectives such as maximizing the profit and possible cooperation. Tactic practices are increasing the market share, stepping up the pace of employee exchange, shortening the time for technological development and new products to enter market, and preventing vicious competition from competitors. 2. Cost-oriented. Another motivation behind forging an alliance is to reduce cost. To share the cost for developing a technology and avoid duplicating investment, to reduce the cost for searching the necessary information, to reduce the risk of R&D, and to cooperate with governmental organizations for tax policy are the common considerations for this motivation. 3. Resource-oriented. The availability of critical resources is the third motivation for establishing an alliance. To exchange the critical equipment and technologies with the alliance partner for reducing the risk of R&D, and to make use of the marketing channels of the partner will bring benefits to the participants of the alliance. 4. Learning-oriented...
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...1. Assume that Ben & Jerry's committed to entering the Japanese market. Answer the following questions: a. Should they join with Seven-Eleven or Mr. Yamada? Why? Giving the facts presented in the Ben & Jerry’s Japan Case study and assuming that Ben and Jerry’s did decide to ultimately enter the Japanese Market, I suggest that they do so with Yamada. After reading and evaluating the case study and learning some back ground information about Ben & Jerry’s Homemade Inc., the reasons that I would suggest that Ben & Jerry’s enter the market with Yamada are because Yamada provides Ben and Jerry with the expertise needed to penetrate foreign markets. Also, by giving Yamada full control of Ben & Jerry’s Homemade Inc., the company would no longer have to address issues involved in putting together an entry strategy. Yamada understands the frozen food market and possesses the entrepreneurial spirit and the marketing expertise, as seen with the development of Domino’s Pizza brand in Japan. These qualities all bode well for Ben and Jerry’s because after several unsuccessful attempts to penetrate markets in Canada, Israel, Russia, United Kingdom, France and Benelux I feel that Ben & Jerry’s lacks the managerial skill to put together marketing campaign for entering foreign markets. The down side of deciding to move forward with Yamada is that they would have to relinquish full control of marketing and sales and Yamada would have exclusive rights to sell Ben & Jerry’s Ice Cream in...
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...Case Study: Ben & Jerry’s Homemade, Inc. Mohammad A. Hoque Professor Jane Storm MKT 315 Aug 27, 2011 Ben & Jerry’s expects more from its partners than simply earning profits Ben & Jerry's Homemade, Inc., the Vermont-based manufacturer of super-premium ice cream, frozen yogurt and sorbet, was founded in 1978 in a renovated gas station in Burlington, Vermont, by childhood friends Ben Cohen and Jerry Greenfield with a modest $12,000 investment. Ben & Jerry's is a founding member of Business for Social Responsibility ("BSR"), an association of some 1400 or so businesses that aims to furnish "members with innovative products and services that help companies be commercially successful in ways that demonstrate respect for ethical values, people, communities and the environment." The company is now a leading ice cream manufacturing company known worldwide for its innovative flavors and all-natural ingredients made from fresh Vermont milk and cream (www.benjerry.com). Ben & Jerry's corporate strategy strives to implement the three integrated missions described as: developing a high-quality product, achieving economic growth and profitability, and incorporating social activism. The general corporate strategy can be characterized as a focused or market niche strategy based primarily on product differentiation and quality production. Although focused differentiation strategies target a narrow buyer segment, this strategy helps Ben & Jerry’s gain a strong...
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...Jer ry: Ben: Jerry: Ben: Jerry : Ben: What's interest ing abo ut me a nd my role in the company is, I'm j ust this guy on the street. A pe rson who 's fai rly conventional , mainstream. accepting of life as it is. Salt ofthe earth. A man of the pe opl e. But then I'v e go t this friend , B en, who challenges everything. It' s against his nature to do anything the same wa y any one 's ever do ne it befo re. To which my response is always , " I don 't think that'll wo rk." To which my response is always, "How do we know till we try ?" So I get to go through this leading -edge, risk -takin g exp erience with Beneven tho ugh I' m really ju st like everyo ne else. The perfect duo. le e cream and chunks. Business and social chonge. Ben and Jerry. • - Be n & Jer ry 's Double Dip , As Henry Morgan's plane passed over the snow-covered hills of Vermont' s dairy land, throngh his mind passed the events of the last few months. It was late January 2000. Morgan, the retired dean of Boston University'Sbusiness school, knew well the trip to Burlington. As a member of the board of directors of Ben & Jerry's Homemade over the past This case was preparedby Professor Michael J. Schill with researchassistancefrom D aniel Burke. VernHines. Sangyeon Hwang, Won sang Kim, Vincente Ladinez, andTyrone Taylor. It was written as a basis forclass discus sion rathe than to illustrat effectiveor ineffectivehandlingof an administrative situation Copyright 0 2001 by r e . the University of Virginia Darden...
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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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...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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...communication may do something on political PR or PR for a certain campaign. Someone interested in sports information may discuss the PR activities of a favorite team or league. Someone majoring in Spanish may look at Hispanic PR Firms. 3. A topic that they’ve read about or that they’ve heard about. In addition to just watching/reading the news, you could turn to industry websites for the latest articles/issues: PR Week US: http://www.prweekus.com/ or MediaPost Publications: http://www.mediapost.com/publications/ If you change your subject after having one approved, please check the new subject with me right away. Options: You have two general options for this assignment. You can prepare a case study that deals with a public relations campaign or you can choose an issue or topic discussed in class for further study. The guidelines for the two choices are presented below. Option 1:...
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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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