Ben and Jerry's Case Study

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Ben and Jerry’s Case Study What makes a company great? Is it constant financial growth year after year? Is it producing a product that is known and recognized in millions of households around the world? Or is it being socially conscience while still providing a cost effective product? With Ben and Jerry’s ice cream company, it’s not enough to just be financially successful; they also strive to be socially successful. Ben and Jerry’s want more from their alliances with wholesalers, franchisees, and international partners than simply earning profits. They want to team up with companies that will be socially active and take into consideration the impact they will have in society and the environment when making business decisions. Despite…show more content…
The first area I see a problem developing is in the international channel. International business is tricky because it’s a foreign land, with foreign customs and cultures. The last thing a company wants to do is commit social suicide by being ignorant and saying or printing the wrong thing. In 2006, controversy arouse when Ben and Jerry’s came out with a flavor called “Black and Tan”, a flavor derived from mixing stout beer with a pale ale. As it turns out, it’s also the name given to a irregular force of British ex-servicemen recruited during the Irish War of Independence who were known for the brutality (Wikipedia). Another channel I can see issues with is online and mail order. With this channel a multitude of things can go wrong such as logistics of delivery, product quality upon shipment, or possible recalls due to malfunctioning refrigeration. Online mail ordering of ice cream seems too risky and too costly to see Ben and Jerry’s continuing to keep this channel. Given the kinds of social objectives the company is pursuing, I do believe Ben and Jerry’s existing structure is an ideal one to have. They have the conventional supermarket distribution channel, which heavily distributes their products to consumers, and its constantly growing (Rosenbloom 594-598). They’re also franchised, with 750 scoop shops around the world; they support franchisees with a special interest or social focus (Rosenbloom 594-598).
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