Ben and Jerry Case Study

2344 words 10 pages
Ben and Jerry’s

Introduction: Overview of the Case The corporation of Ben and Jerry’s first began on May 5, 1978 in a small town called Burlington located in Virginia. The founders of this ice cream parlor were Ben Cohen and Jerry Greenfield with only limited funds of $8,000, they produced a famous nationwide parlor that caters to millions of people. Specialty flavors of Chocolate Chip Cookie Dough, Cherry Garcia, Rain Forest Crunch, and frozen yogurt are attractions and symbols to the corporation. Establishing themselves as a top tier competitor in the ice cream industry. The first shop was opened in an abandoned gas station, making their drive and motivation during that time inspiring. Ben and Jerry’s sold their premium
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Ben Cohen was starting to misbelieve in himself that he can run the company, and that type of negativity can be disastrous to the company. Being pessimistic will only cause added worries and distress and a structure of wildness throughout the firm.
They have a slow development of products making their target market limited with what they can provide and sell.
Their market share was declining to shareholders, showcasing a little instability within the corporation, and vast improvements is needed to be made.

Were able to promote themselves within the 50 states by 1990, enabling almost the majority of supermarkets within those regions to supply their product to consumers. Affecting other supermarket stores to carry their product due to the high demand of premium ice cream.
Every year Ben and Jerry’s has been able to expand nation-wide and take it one step further by expanding towards other nations. They are reaching markets in Israel, Russia, and Canada, helping their firm to be known worldwide.
Diversifying their suppliers an distributors to eliminate the bargaining power of suppliers and full take charge of their expenses on the income statement.
Able to recruit powerful managers to turn the firm from making millions to a structured unified billion dollar corporation.
Have the ability to compete globally and become the top tier player in the ice cream industry, forcing other competitors to change or merge.



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