Ben & Jerry 's : Japan

In this case, the company has the ability to show social responsibility in bringing healthier products into its stores and have the added benefit that these items are high-margin, delivering profit opportunities to company shareholders. Because the items are high-margin, the costs of purchasing a reasonable supply and variety of items is relatively low as compared to lower margin items that are most likely currently stocked in each store. The company even has an opportunity to reduce costs in the stores purchases by eliminating similar products that are lower in margin to the ones that they will be bringing in based on customer requests. Promotion of the social responsibility plan is important. With no additional cost in advertising, company Q can promote these new healthy products in its advertising. Doing so can bring back some of their lost business as well as bring in new customers to the stores. This situation is a win not only for Company Q but is also a win for customers and employees. The additional profits from higher-margin items will assist the company in creating wages that are appropriate for each position and opportunities for advancement in pay and position for its employees. This can help create an atmosphere that retains employees and reduces turnover, consequently, reducing the costs of obtaining and training new employees on a regular basis.

Because Company Q is a small, local grocery store in a major metropolitan area it can at times be very over whelming. Big chain stores are putting family owned stores out of business on a constant basis. This reason, along with social responsibility taking hold of companies, brought on by consumers demanding that companies adjust their thinking from a profit-seeking standpoint to being socially and ethically understanding to all consumers in their business ventures.

Ben & Jerry were able to fulfill their mission statement with the finest quality all-natural ice cream, profitable business and by improving the community. Ben & Jerry stated, they would make and distribute the finest quality all natural ice cream with a wide variety of innovative flavors, which they fulfilled. They created interesting names such as Chubby Hubby, Chunky Monkey and Phish Food with flavors to match. With the great flavors and names produced a profitable business, which was one of the points in their mission statement.

While Arosio, Pollock, Sargent, and Binney were able to point out both the positive and negative sides of communicating the company’s CSR efforts, Jove, Vice President of Marketing, and Cicio, Vice president of Human Resources, did not have any reservations in voicing out the true risks of the idea. According to Jove, since the U.S. population is still an emerging market for yogurt, the timing for communicating Dannon’s CSR as a marketing message would be premature. He knew very well that the current challenge is to get the American consumers to “want yogurt first” before making them “want Dannon”. Jove quoted, “I cannot put the chariot in front of the horse. First is product. Then we can enrich it with community and social activities.” (Marquis et al., 2011, p.11). Alongside Jove opposition to the idea, Cicio’s main concerns communicated its potential “moral dilemma”. He reminded Neuwirth of the bold conflict that the idea can bring by mixing CSR concepts as a marketing effort and

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.

Ice-Fili’s marketing approach and product distribution could be seen as weaknesses in the company’s primary activities. In 2001 the firm started its first TV marketing campaign years after competitor’s advertised through the media outlets. To date Ice-Fili is still very inexperienced and far lacking of marketing strategies deployed by Western competitors such as Unilever and Nestle. Not only does Ice-Fili need to market more fiercely against competitors within industry, it must also compete against other consumables such as beverages and snacks. Another weakness is the distribution that is handed over to several distribution companies. There is a much higher chance (twice as likely) to find products of its biggest competitor Nestlé than those of Ice-Fili. Another detriment is how ice cream is viewed socially. Currently ice cream is primarily an impulse purchase. If Ice-Fili can change this outlook, it would result in an enormous

* Mr. Yamada would position the brand, form and executive an entry strategy, and will take care of marketing and distribution for Ben and Jerry’s well into the future,

I have chosen the company named by Mc Donald’s for my assignment topic as it is a worldwide and well-known fast food company covered in Asia and Europe countries .

Ben & Jerry 's Homemade, Inc. produces super premium ice cream, frozen yogurt, and ice cream novelties in rich and original flavors. The company sells its unique offerings in grocery stores, restaurants, and franchised ice cream shops, and it holds about one-third of the market for its products. This global company began with only a $12,000 investment to open Ben & Jerry’s Homemade ice cream scoop shop in a renovated gas station in downtown Burlington, Vermont, on May 5th, 1978. From one small shop in downtown Burlington, the company had grown to include a chain of nearly 100 franchised shops, and a line of products sold in stores across the country.

As we can see from Ben and Jerry's Mission Statement above, it sets out as part of its corporate strategy to implement these three integrated missions. That is to develop a high quality product whilst promoting business practices that respect and protect the environment. Whilst dedicating to achieving a sustainable economic growth under a concept of linked prosperity which they call "Caring Capitalism" which goal is to make profits but also providing career opportunities and

Ben Cohen,one of the builders of Ben & Jerry’s , proposes that it is unsubstantial for Ben & Jerry’s to merely do a business just like other companies, and it should make philanthropic contribution to society as well. This mind comes to be practical and when it comes to Corporate Social Responsibility (CSR), Ben & Jerry’s become prominent example (Dennis et al, 1998).

There are many pros to this offer. Unilever is the largest ice cream producer in the world and like Dreyer’s, already has an extensive distribution network and extensive knowledge of the market. With an offer of $36 (cash), Unilever had by far the best looking offer on paper. They also have a market capitalization of $18 billion and can provide the financial backing that Ben & Jerry’s needs. On the other hand, there are a large number of cons and a huge amount of risk. B & J would have to give up a great deal and essentially “sell its soul” if it were to accept this offer. Unilever has no intention of keeping with B & J’s corporate vision and practices of social responsibility which made B & J a household name in the first place. Unilever is a much larger and more diversified corporation than the others and simply won’t be able to put in the “t.l.c” into the product that Ben & Jerry’s has built their reputation around. As a result, brand loyalty will drop significantly as will B & J’s value. If Unilever were to adhere to B & J’s social charter this would be a much more attractive offer.

1. Does SK-II have the potential to become a global brand within Procter & Gamble’s worldwide operations? Why or why not?

This case analysis focuses on (1) CCD’s competitive advantages or success factors so far, (2) challenges new entrants like Starbucks have brought on, and (3) CCD’s possible response strategies to compete in the new market environment. At the end, corporate social responsibility is discussed in relevance for CCD to do well and do good in the market

At the beginning, this market segment represents about 30% of the total potential sales. In the current years, there are few ice-cream produces on the markets that are designed for this segment, because of there are increasing group of consumer in this segment are more concerned and aware of the implications of diet on their health. Most of there consumers do not buy ice=cream as a consequence, such as they thought ice-cream have high calories and not good for