Ben & Jerry's

Paper Summary:

This paper investigates the running of the Ben & Jerry's company. It begins by exploring the present environment. It gives an internal analysis of the company and it lists its manufacturing and marketing capabilities in detail. It concludes with a SWOT analysis of the business.

Table of Contents

Industry Analysis
Economic Environment
Social and Cultural Environment
Technological Environment
Political and Legal Environment.
Ecological/Natural Environment
Competitive Environment
Internal Analysis
Organizational Capabilities
Creative Abilities of Management
Reputation for Quality of Staff
Clarity of Strategic Goals
Experience in Planning
Corporate Culture
Manufacturing Capabilities
Operating Capacity
Facilities for Increasing Production
Marketing Capabilities
Strength of Marketing Function
Effectiveness of the Marketing Information System
Range and Quality of Marketing Information
Market - Market Position, Understanding of Market Trends and Target Customers
Product - Reputation for Quality and Reliability, Newness of Product, Originality of Product
Distribution - Value of Location, Size of Distribution Systems, Level of Control Over Distribution, Quality of Relations with Distributors
Pricing - Accuracy of Costing Information, Appropriateness of Costing methods, Adequacy of Profit Margins
SWOT Analysis
Strengths of the Business
Strengths of the Product
Weaknesses
Opportunities
Threats

From the Paper:

"Ben & Jerry's break their mission statement into three parts. The first is product, with the mission described as being "To make, distribute and sell the finest quality all natural ice cream and related products in a wide variety of innovative flavors made from Vermont dairy products" (Ben & Jerry's, Statement of Mission). The economic mission is "To operate the Company on a sound financial basis of profitable growth, increasing value for our shareholders, and creating career opportunities and financial rewards for our employees" (Ben & Jerry's, Statement of Mission). Finally, the social mission is "To operate the Company in a way that actively recognizes the central role that business plays in the structure of society by initiating innovative ways to improve the quality of life of a broad community - local, national, and international" (Ben & Jerry's, Statement of Mission). This three part mission shows a clarity of strategic thought in that the various aspects important to the company have been taken into account."

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