Strategic Plan, Part I: Conceptualizing a Business

1273 words 6 pages
Conceptualizing a Business
Paula Collins
BUS 475
January 20, 2014
Timothy Fiscus

Conceptualizing a Business
A bowl of ice cream is not just a bowl of ice cream anymore. It is an experience. Ben & Jerry’s has elevated the ‘ice cream experience’ to a whole new level with their company philosophy, the product they offer and the service they provide to their customers. It is important to understand how the vision, mission and values of a company can affect the business. Lip service is not something any consumer deserves, and Ben & Jerry’s has taken this to heart. Their three-part mission statement, progressive value statement and their stand on current social issues show they believe in their product and the business they
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30). Ben and Jerry’s values can be clearly sorted into sections to represent culture, social responsibility and ethics. At benjerry.com (n.d.), culture can be seen in the following portion of their progressive value statement:
We have a progressive, nonpartisan Social Mission that seeks to meet human needs and eliminate injustices in our local, national and international communities by integrating these concerns into our day-to-day business activities. Our focus is on children and families, the environment and sustainable agriculture on family farms (Activism, Mission Statement).
Further, a consumer can see that social responsibility can be seen in the next part of their value statement:
Underlying the mission of Ben & Jerry’s is the determination to seek new and creative ways of addressing all three parts, while holding a deep respect for individuals inside and outside the company and for the communities of which they are a part (Activism, Mission Statement).
Finally, the ethical value that Ben and Jerry’s portrays is evident in the last section:
Capitalism and the wealth it produces do not create opportunity for everyone equally. We recognize that the gap between the rich and the poor is wider than at any time since the 1920s. We strive to create

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