Analysis Of Ben & Jerry's Best Interest

In order for both Burger King and Tim Hortons to reach their maximum growth potential, it is necessary for the Tim Hortons brand to expand into new US markets. In order to do this, the company should implement a combination of alternatives 2 and 3. The main justifications are as follows:

The younger end of our target market consists of college age consumers who are likely to be social media conscious (a free marketing tool that is perfect for a food truck), adventurous, and have access to disposable income that will ensure the cost of our product is not a deterrent. The later half of our target market will focus on young professionals and families who have disposable income and consider themselves ingredient conscious.The quality of ingredients that are synonymous with the Jeni’s brand is perfect for this market. Jeni’s Ice Cream flavors are not the typical kind one would find in a normal ice cream shop and their prices tend to fall on the more expensive side. The younger audience who perhaps still live at home with their parents would generally have extra spending money to spend on superfluous purchases such as ice cream and their taste buds would be more adventurous and open to the different flavors that The Cone Zone and Jeni’s Ice Cream would

To prioritize the strategic options, Ice Fili should first consider two dimensions of growth options. If neither domestic nor the global markets have attractive revenue potentials and high feasibility of materializing those potentials, Ice Fili cannot but focus on defending and increasing its market share within the current market landscape. However, even with 10% share, Ice Fili’s annual net income will not exceed $5M. On the other hand, if Ice Fili successfully reduces seasonality and increases per capita consumption to 6.5kg, about half of the U.S. consumption, the market size almost doubles. Furthermore, with the first-mover’s advantages, Ice Fili will be able to take most of the supermarket shares. Of course, increasing the ice cream demand will require marketing investments. Assuming that the annual marketing cost increases up to 6% of revenue and one time investment of $5M to launch new products incurs while its market

Ben & Jerry’s is an ice cream brand that started in Vermont in 1979 by Ben Cohen and Jerry Greenfield. Originally started as a small parlour business, it saw steady expansion in its distribution over time. Its acquisition by Unilever in 2000 allowed the brand to undergo worldwide distribution through tapping on the conglomerate’s logistics and distribution expertise. Faced with an ever changing business environment and dynamic consumer preferences, Ben & Jerry’s has adopted unique strategies to boost its competitiveness.

In 1998 during the Russian financial crisis, imports decreased from 19,000 to 6,000 tons of ice cream products. This led to a switch between heavily relying on domestic raw materials to relying more on local suppliers for their products. Ice Fili used 3 to 4 suppliers to gather ingredients for its major ice cream products. Kabuzekno stated, “In 1998 during the Russian financial crisis, imports decreased from 19,000 to 6,000 tons of ice cream products “, this signals a relatively low power of suppliers due to the accessibility of suppliers in the ice cream industry. In terms of the equipment, most of the companies in Russia were importing the equipment for the ice cream.

The companies I chose were the delicious Ben and Jerry’s Ice Cream and the famous Walt Disney Corporation. Ben and Jerry’s Ice Cream is food processing industry, while Walt Disney Corporation is more of an entertainment industry. I will first talk about Ben and Jerry’s social responsibility, the two main practices I had noticed in their report were of employees and community. The stakeholders of Ben and Jerry’s are the employees and community.

The social implications of business lie in the foundation of a business and the men who built that foundation. The consideration of a benefit corporation, while it looks good on paper, could still then negate the social justice obligations belonging to the owners/founders/executives of whichever company presents those beliefs – while a benefit corporation may implore that the shareholders are held to a social mission for the sake of the company, that does not defend against corrupt shareholders who are willing to manipulate the situation in general. Changing the type and means of business will not change the negativity with the business and legal world, yet placing safeguards in to protect not only the business but also the social beliefs reinforces

With both the above barriers the key entrants may be the other ice cream manufacturers in the premium or ordinary market, notably the premium. As it is these that already have the distribution network as well as the know how. It will still take a large investment for these manufacturers to sell their image.

Chobani is a greatly successful company based in New York, where their Founder Hamdi Ulukaya moved to when he came to the states from Turkey (Chobani History 2016). Chobani is a company known for having the best Greek yogurt in the United States. Chobani prides themselves on having a high quality yogurt that is incomparable with any other brand of yogurt out on the market. This dedication the quality is what sets Chobani above everybody else is directly causing their positive business growth. By the end of 2015 Chobani’s revenue was at “$1.5 billion where their competitors were at $250 million” (Giammona 2015). What differentiates Chobani between its competitors is its dedication to the quality and the fact that the Chobani Greek yogurt is healthier than that of Dannon and in any other competitors brings as they use all natural ingredients on where others may have antibiotics and other unhealthy byproducts in their yogurt which can be poorer for health of the consumer. With Chobani’s small staff of 2000 employees and their solo headquarters and different type of product manufacturing, Chobani makes a huge difference in less mechanical and robotic form of creating the yogurt that those of the competitor’s process to creating quality within the product. Companies such as Coca-Cola or Pepsi Co would want to buy a Chobani there has been no offers them product differentiation such as the purchases the Coca-Cola has made with Vitaminwater (Martin, Sorkin

However, Ben and Jerry’s also operates on values concerning its business. Thus Ben and Jerry’s have many values; they minimize their impact on earth, care for others (employees, consumers and communities), the company tries to develop economic opportunities to minimize the gap between the poor and the rich, and they refuse to use toxics on food (“Our Values”). Also, this company supports environmental/ political and social issues that they care about like Fairtrade, equality in marriage, climate justice and trying to create peace ("Issues We Care About").

Ben & Jerry’s then has to choose the right transportation mode. Because Japan is over seas from their Vermont factory, the only 2 options would be water transportation, which is inexpensive but slow (about 3 weeks) or by air, which is fast but expensive. Although Japan has barriers to foreign imports, in 1948 the General Agreement of Tariffs and Trade (GATT) was formed, which was an international forum for negotiating reductions in trade restrictions. The World Trade Organization (WTO) was also established to assume the task of mediating trade disputes among nations. Japan is part of the WTO, joining on September 10th, 1955. This will make it easier for Ben & Jerry’s to advance in Japan’s foreign market because there is a global mediation center. Also, there are expectations of falling tariffs on dairy products, which would be a desirable feature in selling in Japan. Even though Haagen-Dazs had already been selling their superpremium ice cream in Japan’s market, now Ben & Jerry’s doesn’t have to educate the Japanese market about superpremium ice cream. Haagen-Dazs’s sales in Japan were about $300 million, proving there is a large Japanese ice cream market and superpremium ice cream is desirable in the country.

Through my research and analysis on consumer reports and surveys, I demonstrated healthy food and ethnic/international food is becoming mega-trend in the current food industry. Despite the number of Korean restaurants and food products are limited, a variety of consumer surveys’ result reveal that Korean food is getting big and many young generations want to try more kinds of Korean food items. Given the good timing for Korean food restaurants or food brands to widen their business in the US market, I decided to develop my brand as a Korean food brand.

The biggest leading market for Frozen Yogurt globally are US and Europe, with the US producing more than 50% of the sales in 2015. The marketing for this product in the US is so efficient and has recorded a big evolution over 25% between 2009 & 2014, “says Technavio. “this big increase might be advantaged to the rising number of the Frozen Yogurt franchises across the country and increasing demand from customers for a healthier alternative to ice cream. The storyline will stay the same the forecast period. However, the evolution rate will slow down as a result of the mature nature of the market. rising private equity investments will develop as a driving force for the growth of the market,” according to the study.

In today’s economy a company needs to expand its customer base if it wants to continue to grow and develop. This process is sometimes difficult for older business managers. The need to stay locally and only focus within natural boundaries that were a staple in business in the past is no longer the way business operates. If the company does not branch out, it gives the opportunity for other companies to take more of the global market share and could eventually creep into the local area affecting the business that was not looking to expand. The international market place has provided a new template for many companies leading to adjusted and improved products or even in many incidents new products that would not have been realized at the local levels. Anson Zong-Liscum in a 2013 article provides five excellent reasons for why companies should expand internationally, staying competitive, opens up opportunities, growth for the company, increase personnel resources and advances in technology (Zong-Liscum, 2013). In the Oreo case study three of these reasons were directly looked at as being keys to the successful outcome in both China and India. This paper will review how Kraft strategically planned to enter the Oreo brand into new markets, the obstacles that occurred, lessons learned and how these processes changed the next expansion for the Kraft Oreo brand.

For example, SEJ noticed a recent health boom in Japan, causing more japanese to target wholesome and calorie-efficient foods. Previously, nuts have been placed near alcoholic beverages and delicacies. However, when SEJ simply moved its location next to more healthier food options such as yogurt and cereal, sales improved exponentially. The company benefited both parties involved-the consumer and firm-due to attentiveness and care for the consumer.