Business Description of Ben & Jerrys

Executive Summary

Ben and Jerrys is a successful ice cream company with many strengths and weaknesses. The company faces serious competition, financial struggles, economic and social influences, all of which are covered in my paper. I also discussed some recommendations I have for the companies success.

Ben and Jerry’s is one of the top ice cream companies around. They have had many ups and downs throughout the history of the company, but overall, they have overcome most of their hardships. They have some serious competition facing them in the ice cream industry; they have faced financial struggles, internal issues, and some social and economic factors. In conclusion, I have come up with a few recommendations for the company to possibly improve things in the future.

Haagen Dazs is currently the main competitor in the concentrated market place for super premium ice cream. Substitutes are however available. There are other ice creams not in the “super premium” category. To an extent, these are the real competition. However, for the market B&J caters for, their strategies should not have a great impact on B&J. The frozen yogurt lines which B&J now provides, also has a number of direct competitors to deal with.

Dealing with other substitutes is not that simple. Expensive (or inexpensive) chocolate, cakes, croissants and other desserts are realistic options for consumers. Other companies are going to try to assure you that their product is the perfect accompaniment to any meal. B&J needs to be aware of this. How he/she makes the choice for ice cream (as opposed to chocolate, etc.), then super premium (as opposed to premium or ordinary) and finally B&J (as opposed to Haagen Dazs etc.) is imperative.

The possibility of new competition in the market place is limited by two major problems, the brand and distribution. Remembering that these are higher market consumers, where by cheap alternatives are not necessarily desired, then the key element is the brand. This brand and the image that comes along with it, are something currently only Haagan Dazs and B&J have. This emotional tie related to B&J’s and everything it possesses beyond what it is in itself (a good tasting ice cream), is something that will be difficult to imitate. It is a question of “I wouldn’t be seen dead eating another ice cream” as o...

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...r Ben & Jerry

Strengths

Ben & Jerry have an established and recognized brand name.

They have a relaxed, loyal and casual workforce.

Good public and social image due to their principles in social awareness.

Wide variety of flavors in ice cream for customers.

Weaknesses

Ben & Jerry have a limited target market.

The suppliers and distributors (such as Dreyers) have high bargaining power, which allows them to raise their prices when they like.

They have concentrated more on donating their money to charities therefore neglecting upcoming changes in trends.

Declining market share.

Slow development of new products.

Opportunities

Ben & Jerry should seek to globalize their product to compete effectively.

Change their current suppliers and distributors, which might enable them to be more cost effective

Threats

Threat of substitutes

Economical changes such as in inflation or consumer spending

Social changes within the consumer market such as health conscience attitudes.

Bibliography

Ben and Jerrys Company Information, 2000. Woody Jackson.

1 May 2000<www.benandjerrys.com>

Haagen Dazs, 2000.

1 May 2000<www.haagendazs.com>