Ben and Jerry's
Strategic Profile Hippies. Tie-dye. Good ice cream. These three terms are what we think of when we hear the names Ben and Jerry in this same sentence. While this is the general profile that comes to mind when we think about Ben and Jerry's, what is this company from more of a corporate level? Well, Ben and Jerry's is a super premium ice cream company that is known, historically, for caring more about the world around them, than just making a buck. It started in 1978 in Vermont, by two friends from Long Island, New York by the names of Cohen and Greenfield. They adapted their mentality of the hippie generation to the ice cream business and took an ice cream idea that started in a renovated gas station, to one of the most well known brands in America. While growth was prosperous during the early 90's, many factors caused a slowdown into the late 90's and continue today. This case analysis will examine the state of the ice cream industry, as well as that of Ben and Jerr!y's Ice Cream, and finally give a recommendation for the future. The external environment holds some pretty grim indications for chances of increased, much less, sustained success in the ice cream industry. It se
The internal environment for Ben and Jerry's has historically been a sound one. A family atmosphere is encouraged through a variety of programs and committees, ensuring the happiness of its employees. There was even a long time cap on executive salaries, ensuring cohesion and cooperation among all levels of employees. The moment they discarded this policy in order to bring an outside executive was the moment that things at Ben and Jerry's started to take a turn from being all pralines n' cream. The struggling market for their fattening type of ice cream has left them faltering with poor management also contributing to the falling stock price. My recommendation is to begin with the restaurant strategy in the United States on a small scale to test it out. If successful, this strategy should be implemented with full force. This is also the way that the international strategy should start. By starting in foreign markets through well known restaurants, the credibility of the product will grow astronomically. The main strength of Ben and Jerry's a debatable subject, but I will give both up for discussion. First, there is the socially conscious nature of the corporation. The politically correct person is drawn to the practices that Ben and Jerry's partake in, but more importantly in our society, they aren't drawn away form the brand. The next strength is, of course, the innovative flavors that Ben and Jerry's develops. These tasty derivations are quite popular, yet are usually imitated quickly by competitors. For this reason, researchers are constantly in the planning room, trying to
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Approximate Word count = 1073
Approximate Pages = 4 (250 words per page double spaced)
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