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Ben and Jerrys Case Study

Decent Essays

Ben and Jerry’s Ice Cream
1997

Ben and Jerry’s
Perry Odak
1997

Background
Ben Cohen and Jerry Greenfield were childhood friends born four days apart in Brooklyn, New York, in 1951. You could say that ice cream runs in their veins. During his senior year of high school, Ben drove an ice cream truck. After high school, he attended and dropped out of various colleges in the Northeast, eventually leaving his studies altogether to teach pottery on a working farm in New York 's Adirondack region, where he also dabbled in ice cream-making.
Jerry started on a more traditional path. After graduating high school, he attended Oberlin College to study medicine. Jerry worked as an ice cream …show more content…

B&J has to continuously defend its current business against rival attacks.
The following is a list of feasible strategic options, in line with the company’s social mission.
• Reshaping internal structure
• Restructuring of distribution; channels, distributors
International Business Strategy
• Concentration on key markets
• International expansion

Strengths

• Reputation for quality
The high quality of the product is certainly a crucial factor for the success of the proposed strategy. The stress on the genuine origin of the ingredients and the company 's name "Homemade" creates and nourishes this impression in the eyes of the customer. The company 's strong R&D department constantly develops new, this helps to create the cutting edge innovative flavors. Even though the barrier to imitation is extremely low to stay ahead of the competition.

• Social Marketing
The founders’ belief in social responsibility has not only earned them the brand loyalty of the socially aware ‘baby-boomer’ generation, it also has saved the company a lot of money by providing free marketing through media coverage of social events.
• Employee satisfaction
International Business Strategy is one of the causes for the company’s low employee turnover The company’s devotion to employee satisfaction rate of 12%. The low turnover rate has impact on learning effects, training costs, and

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