...business owners is their overwhelming desire to make their businesses grow. These entrepreneurs can be broken down into many different categories based on their entrepreneurial approach. The classic entrepreneur Fred Wells founded Blue Bunny ice cream. As a classic entrepreneur, he started his company by identifying a business opportunity and allocating his resources to create a profit. The wellsenterprisesinc.com site states they believe in consistent, predictable financial performance that provides a competitive return to the stakeholders, and they believe in being goal and performance-oriented through individual responsibility and accountability. Each year Wells Enterprises has supported and contributed to nonprofit community organizations that reflect the company values and complement business priorities, but their primary goal is to make profits. Social entrepreneurs Ben Cohen and Jerry Greenfield founded Ben & Jerry’s ice cream. They started their business in the same way as Fred Wells, but in addition to making a profit, they also focused on solving society’s challenges through their business. They took a strong internal view that created a value-led organization advocating on issues that don’t have an obvious fit with its business operations, such as peace. With very different leadership techniques, each business has been tremendously successful. Fred Wells founded his first business in 1913 by spending $250 on a horse, a delivery wagon, a few cans...
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...Ben & Jerry’s Analysis By:Group 2 The case presented on Ben & Jerry’s Homemade ice-cream is complex and produces a considerable amount of deliberation. In the following pages we hope to give you a synopsis of Ben Cohen & Jerry Greenfield, as well as the company they created, while attempting to carefully construct answers to the questions posed on specific issues raised by Mr. Brasel in the power point slides he provided to the class. The history of Ben Cohen and Jerry Greenfield can be dated back to when the men first met in the seventh grade. Both Cohen and Greenfield grew up in Merrick, Long Island and quickly became friends during Junior high school. After high school, Jerry finished college. His goal was to attend medical school to become a doctor, but he could not get in. (benjerry.com). On the other hand, Ben applied and was accepted to several colleges, but always dropped out of them. The beginnings for the development of Ben & Jerry’s Homemade were launched in 1977 from the front porch of Jerry’s parent’s house. Neither Ben nor Jerry knew anything about running or opening a business, but both men knew about food and shared the great passion of eating. They pondered on what type of business they would start. The men came across an AD in the local newspaper for an ice-cream-making course offered through a local college. There was a $5 fee associated with the course. Due to the extreme poverty...
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...Jer ry: Ben: Jerry: Ben: Jerry : Ben: What's interest ing abo ut me a nd my role in the company is, I'm j ust this guy on the street. A pe rson who 's fai rly conventional , mainstream. accepting of life as it is. Salt ofthe earth. A man of the pe opl e. But then I'v e go t this friend , B en, who challenges everything. It' s against his nature to do anything the same wa y any one 's ever do ne it befo re. To which my response is always , " I don 't think that'll wo rk." To which my response is always, "How do we know till we try ?" So I get to go through this leading -edge, risk -takin g exp erience with Beneven tho ugh I' m really ju st like everyo ne else. The perfect duo. le e cream and chunks. Business and social chonge. Ben and Jerry. • - Be n & Jer ry 's Double Dip , As Henry Morgan's plane passed over the snow-covered hills of Vermont' s dairy land, throngh his mind passed the events of the last few months. It was late January 2000. Morgan, the retired dean of Boston University'Sbusiness school, knew well the trip to Burlington. As a member of the board of directors of Ben & Jerry's Homemade over the past This case was preparedby Professor Michael J. Schill with researchassistancefrom D aniel Burke. VernHines. Sangyeon Hwang, Won sang Kim, Vincente Ladinez, andTyrone Taylor. It was written as a basis forclass discus sion rathe than to illustrat effectiveor ineffectivehandlingof an administrative situation Copyright 0 2001 by r e . the University of Virginia Darden...
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...UV0273 BEN & JERRY’S HOMEMADE Jerry: What’s interesting about me and my role in the company is I’m just this guy on the street. A person who’s fairly conventional, mainstream, accepting of life as it is. Ben: Salt of the earth. A man of the people. Jerry: But then I’ve got this friend, Ben, who challenges everything. It’s against his nature to do anything the same way anyone’s ever done it before. To which my response is always, “I don’t think that’ll work.” Ben: To which my response is always, “How do we know until we try?” Jerry: So I get to go through this leading-edge, risk-taking experience with Ben—even though I’m really just like everyone else. Ben: The perfect duo. Ice cream and chunks. Business and social change. Ben and Jerry. —Ben & Jerry’s Double-Dip As Henry Morgan’s plane passed over the snow-covered hills of Vermont’s dairy land, through his mind passed the events of the last few months. It was late January 2000. Morgan, the retired dean of Boston University’s business school, knew well the trip to Burlington. As a member of the board of directors of Ben & Jerry’s Homemade for the past 13 years, Morgan had seen the company grow both in financial and social stature. The company was now not only an industry leader in the super-premium ice cream market, but also commanded an important leadership position in a variety of social causes from the dairy farms of Vermont to the rainforests of South America. Increased competitive...
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...MARKETING PLAN BEN & JERRY’S 2012-2015 TABLE OF CONTENTS Page 1. CURENT COMPANY SITUATION……………………………………. 2 2. MISSION STATEMENT………………………………………………….3 3. MARKET SHARE INFORMATION…………………………………….3-6 4. MARKET ANALYSIS……………………………………………………6-8 5. MARKET COMPETITORS……………………………………………. 8-11 6. NEW PRODUCT……………………………………………………….. 11-12 7. FUTURE MARKETING STRATEGY………………………………… 12-15 8. FINANCIAL FORECAST……………………………………………….15-17 9. CONCLUSION…………………………………………………………. 17 10. LIST OF REFERENCES…………………………………………… 18-19 1. CURENT COMPANY SITUATION 1.1 Short History Ben & Jerry’s it’s an American company, producing super-premium ice cream that was founded in 1978 through the collaboration of two friends: Ben Coben and Jerry Greenfield. The two began the business by opening a shop in a renovated gas station in Burlington, Vermont, in 1984 following the first factory to be opened. The company’s product range is plentiful with several flavors including cream, frozen yogurt or sherbet, made with natural ingredients. 1.2. Ben & Jerry’s Today In April 2000, Ben & Jerry's sold the company to British-Dutch multinational food giant Unilever. With superior marketing techniques Ben and Jerry's has positioned themselves to be the leader in manufacturing premium ice cream products. They have successfully targeted their market, and there...
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...customers no longer expect the best price and quality, in addition they expect the company to utilise their custom in order to enhance a positive impact on the world around them, because of this, many organisations are prioritising CSR and are ensuring they pursue ethical practices in order to generate a good reputation for being responsible for the procedures they undertake in production and supply. One way in which a company may seek to utilise CSR in order to achieve a competitive advantage is by establishing an affirmative relationship with local authorities. For example, Ben and Jerry’s ice cream company strive for upmost responsibility when it comes to the production of their ice cream products; they only use fair trade produce in production and furthermore they developed a dairy farm sustainability programme in Vermount which is the company’s hometown (James Caan, J.C. (2008). If it were the case that Ben and Jerry’s established a strong relationship with the local authorities due to their exceptional CSR, then it could mean they will be granted more use of local government owned land than competitors, which would lead to an obvious competitive advantage (Ben and Jerry’s website). However, it is a possibility that forming a relationship with the authorities above and beyond that of already existing ones may be an impossibility using only CSR, as in the current day and age it Is very common for larger businesses to run a corporate social responsibility programme and a well-funded...
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...Strategic Analysis of Ben & Jerry’s Homemade, Inc. Can B&J Serve a Double Scoop of Being Green and Making Green? ESM 210 Professor Delmas Final Paper November 21, 2000 Alex Tuttle Vicky Krikelas 1 BEN & JERRY’S ICE CREAM Table of Contents INTRODUCTION……………………………………………………………………………. MARKET DESCRIPTION………………………………………………………………….. FIRM DESCRIPTION………………………………………………………………………. THE MISSION STATEMENT……………………………………………………………… 1 1 1 2 GENERAL CORPORATE STRATEGY…………………………………………………… 2 CORPORATE ENVIRONMENTAL STRATEGY………………………………………… 4 STRATEGY ANALYSIS……………………………………………………………………... 8 Five Forces Model of Competition…………………………………………………….…8 SWOT Analysis…………………………………………………………………………..11 Key Success Factors……………………………………………………………………..11 STRATEGIC CONSISTENCIES……………………………………………………………..12 STRATEGIC DISCONNECTS……………………………………………………………….13 UNILEVER ACQUISITION………………………………………………………………….14 RECOMMENDATIONS & CONCLUSION………………………………………………...15 BIBLIOGRAPHY……………………………………………………………………………...17 Figures FIGURE 1. FIGURE 2. FIGURE 3. FIGURE 4. FIGURE 5. ANNUAL REVENUES…………………………………………………………..4 ANNUAL RECYCLING………………………………………………………...7 PORTER’S 5 FORCES MODEL ………………………………………………9 SWOT ANALYSIS………………………………………………………………11 KEY FACTORS OF SUCCESS………………………………………………..12 2 3 INTRODUCTION Ben & Jerry’s is an innovative leader in the super premium ice cream industry. The company blends a commitment to provide all natural, high quality ice cream with a commitment towards social activism and environmental...
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...rP os t 9-306-037 REV: JANUARY 18, 2007 JAMES AUSTIN JAMES QUINN Ben & Jerry’s: Preserving Mission and Brand within Unilever op yo In December 2004, Ben & Jerry’s head of Social Mission, Yola Carlough, sat in her office in South Burlington, Vermont, talking with the company’s “social auditor,” an external consultant hired to generate an independent perspective on the company’s performance. Together, the two were compiling data for a forthcoming report, Social and Environmental Assessment 2004, in which Ben & Jerry’s social and environmental performance would be assessed in a comprehensive, candid fashion. The auditor had been conducting the report annually since 1996, each year evaluating the extent to which the company lived up to its ambitious three-part mission of “linked prosperity” under which its product, economic performance, and social contribution were viewed as “interrelated.” tC Carlough took a moment to reflect on the dramatic change that had swept over the ice-cream company since she became its head of social mission in 2001. Since then the company had transitioned from a self-described quirky, independent-minded maker of premium ice cream, to a division within a large multinational corporation. When Ben & Jerry’s was acquired by Unilever in September 2000, many familiar with the company’s unique brand and mission were concerned with how the company might change under the direction of a large parent company. Many employees, ...
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...FREEZING OUT BEN & JERRY: CORPORATE LAW AND THE SALE OF A SOCIAL ENTERPRISE ICON Antony Page* & Robert A. Katz**† INTRODUCTION The perfect duo. Ice cream and chunks. Business and social change. Ben and Jerry.1 Nobody wants to end up like Ben and Jerry’s, where soon after a multinational acquired it, key facets of its social mission were cut from the company.2 Ben & Jerry’s Homemade, Inc. was once the darling of proponents of social enterprise and social entrepreneurship.3 It was a for-profit corporation that seemingly did not put profits first. Rather, it pursued, in the parlance, a “double bottom” line, seeking to advance progressive social goals, while still yielding an acceptable financial return for investors. It advanced its social mission in many ways, such as by committing 7.5% of its profits to a charitable foundation; conducting in-store voter registration; and buying ingredients from suppliers who employed disadvantaged populations.4 Ben & Jerry’s founders, Ben Cohen and Jerry Greenfield, held out their double bottom line approach (they called it the “double-dip”) as a model for others who wished to “Lead With [their] Values and Make Money, Too.”5 * Professor of Law at Indiana University School of Law—Indianapolis. ** Professor of Law at Indiana University School of Law—Indianapolis and Professor of Philanthropic Studies at the Indiana University Center on Philanthropy. † Thanks to the organizers of the symposium “Corporate Creativity: The Vermont L3C & Other...
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...Based solely on what you observe in the store, did you visit the store during a busy season or a slow season for ice cream sales? Please explain your answer. Answer: I visited the store more often during busy seasons than slow seasons of ice cream sale since busy seasons are usually summer, late spring and fall. The weather and temperature are hot and high; people have more demand on something sweet and cold as ice cream 3. How have the ice cream manufacturers segmented the ice cream market? Answer: based on customers’ needs and wants, income, quality of products, place, ethic… there are many types of segments of ice creams. For example: On customer’s want and need: they have variety of flavor such as vanilla, chocolate, strawberry, green tea… or different type of ice cream such as ice cream sandwich, ice cream cones, ice cream cookies, ice cream bar, ice cream cup, ice cream gallon… On customers income and quality of products: they have super premium, premium, middle-price, and standard such as Haagen Daz – super premium, Dreyers – premium, Kirkland- middle price and some private brand of the grocery...
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...Here is a list of the top Broadway shows of the season: Gentleman's Guide to Love and Murder, A • Walter Kerr Theatre • Tony Award winner Jefferson Mays (I Am My Own Wife) plays eight roles in this frisky musical romp set in Edwardian England about a line of heirs, family money — and homicide. • When Monty Navarro finds out he is eighth in line to inherit a dukedom, he decides to eliminate the other seven heirs standing in his way — all played by one incredible actor. This witty music-hall comedy explores how low we'll go to make it to the top. BEAUTIFUL: THE CAROLE KING MUSICAL • Theatre: Stephen Sondheim • Here's how the creators bill the musical: "Her voice would define a generation, but first she had to find it. Long before she was Carole King: chart-topping music legend, she was Carol Klein: Brooklyn girl with passion and chutzpah. She fought her way into the record business as a teenager and, by the time she reached her twenties, had the husband of her dreams and a flourishing career writing hits for the biggest acts in rock 'n' roll. But it wasn't until her fairytale life began to crack that she finally managed to find her true voice. Beautiful tells the inspiring true story of King's rise to stardom, alongside husband and co-writer Gerry Goffin and fellow song writers Barry Mann, and Cynthia Weil, set to the music that made her one of the recording industry’s most enduring icon." IT'S ONLY A PLAY • Theatre: Bernard B. Jacobs Theatre • Written by...
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...Ben & Jerry’s Homemade Inc. – B: Facing Acquisition Abstract In December 1999 Ben Cohen and Jerry Greenberg confronted three offers for their 17-year-old firm. Ben & Jerry’s Homemade, Inc. had grown from $2M in 1983 to $237M as the year ended. Growth rates had significantly dampened, however, a result of changing U.S. consumer preferences for lower cholesterol foods and competition. Jerry Greenberg had stepped out of day-to-day management of the firm some years before. Ben Cohen stepped back in 1994 when the firm incurred its first ever loss. He turned the helm over to Robert Holland, the first African-American to head a major U.S. firm. Holland came to the Ben & Jerry’s CEO position after a national search. His background as a McKinsey consultant and turnaround artist stood the firm in good stead. His moves concentrated on improving profitability, turning around a new plant that more than doubled the company’s manufacturing capacity, strengthening the depth of management experience in the top team, and responding to the demand for low-cholesterol with the introduction of a sorbet line. However Holland stepped out of the firm after almost 18 months with observers suggesting that he had felt uncomfortable with the founders’ “clowning and campaigning.” Perry Odak, Ben & Jerry’s next CEO, came with extensive consumer marketing experience in companies such as Armour-Dial. However, he had also been COO of U.S. Repeating Arms. Given the founder’s strong emphasis...
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...The impact of social performance - Unilever and its environmental responsibility Unilever is one of the world largest multinational companies, merged by British soapmaker Lever Brothers and Dutch margarine producer Margarine Unie in 1929, which is related with lives of over two billion people every day mainly in the area of food and beverage, home care and personal care. The corporate purpose of Unilever indicates that they require "the highest standard of corporate behavior towards everyone we work with, the communities we touch, and the environment on which we have an impact (Purpose & principles 2010)". This corporate purpose highlights the importance of social performances and the interactions with their shareholders. Corporate social responsibility (CSR) is increasingly essential in the global environment (Wilburn 2009, 111), especially for large multinational companies who confirm that making contributions to shareholders is the driving force to increase the value of the corporations. Unilever claims that corporate social responsibility is at the heart of its business (Cescau 2007). “We've always believed in the power of our brands to improve the quality of people’s lives and in doing the right thing. As our business grows, so do our responsibilities (Our vision 2010)” Unilever has made a clear direction about their vision. These years Unilever has focus on building their corporate image with full consideration and improvement of social performance, varying from...
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...1. INTRODUCTION 1.1 Company Brief History Ben & Jerry’s (B&J) Ice Cream first started in 1978, where their very first scoop shop opened in a renovated gas station in Burlington, Vermont. It was founded by two friends, Ben Cohen and Jerry Greenfield, who started the business out of their passion for eating. It has slowly expanded its scoop shops to other states and started distributing its ice-creams in pints. In 1988, B&J introduced its 3-part mission statement which shows their desire and dedication to being socially and environmentally responsible in running its business. B&J also produces its ice-creams from fresh Vermont milk and cream. With its funky and interesting themes and its high quality ice-cream at affordable prices, it quickly gained popularity and have succeeded in expanding internationally, including countries like Singapore. 1.2 Mission Statement B&J’s mission statement is made up of 3 components; social, product and economic mission.[pic] Figure 1.2a: Ben & Jerry’s Mission Statement The factor that sets B&J apart from its competitors is its strong emphasize on its social mission. It did not just make an empty claim but has delivered its social mission through its development of a more recyclable packaging and entering a partnership with Nature Energy which provides clean energy alternatives. 1.3 Company Business Portfolio [pic] Figure 1.3a: Ben & Jerry’s Business Portfolio B&J is in a highly...
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...Part One Cause marketing and corporate social responsibility plans are two gears of contemporary production practices that assure opportunities for companies to do well fiscally by doing well in the general public. While cause-marketing and corporate social responsibility initiatives are essentially dissimilar, they can help assist a business develop or generate new advancements in the workplace, with the employees, and in the market (Charter & Ottoman, 2010). These programs can help perk up the substructure line and facilitate a company to meet the expectations satisfaction prospects of their consumers, human resources, and stakeholders. In the view point of a brand marketing manager, cause marketing can be defined as a potentially profit making scheme by a ‘for-profit’ business or product to raise responsiveness, funds, and/or consumer commitment in a collective or environmental issue. In general, course marketing refers to a type of marketing which generally involves the cooperative efforts of a business (which is after profitability) and a non profit making organization for reciprocated benefit. To come up with the conclusions on cause marketing, study survey was carried out on a number of retailers from different business perspectives in relation to the topic of discussion. The questions were designed in a way that could pin down all the responses and enhance the general formulation of a common idea among the retailers. The questions on the questionnaire included the following: ...
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