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string(123) ‘ market when compared to Häagen-Dazs, Hurley was determined that the suppliers he employed were not likely to help a competitor\. ‘

The case study originates from the second model of Business Strategy: an intro published in 2001. It is quite readable and interesting, offering students with insights in how two entrepreneurs who set up a great ice cream store in a refurbished petrol place became what they are called behind probably the most well-known goodies brands over the world. Students will find out just how Ben and Jerry undertaken the luminous (at the time) Pillsbury and Häagen-Dazs, how they developed a brand to distinguish them via competitors including a focus on people and giving back to world, and how they will successfully utilized PR may arise trumps inside the ‘ice cream war’.

At the end of the watch case study you can find a series of questions for students to get them considering critically about Ben & Jerry’s technique from its very humble beginnings to where it is currently. The case also provides the chance for students to conduct exploration into the current state of play. That they could find out how Bill & Jerry’s have further developed their brand and product offerings (they will have ice cream surfaces in concert halls, they offer a complete selection of Good Trade ice creams, etc . ) and what competition they now deal with, if any.

Students will discover it useful to read phase 20 on social responsibililty and organization ethics. That they could also make use of this longer example as a springboard for their work on the Tactical Planning Application (SPS), where they have totally free access with purchase of the textbook. The start Ben Cohen and Jerry Greenfield started to be friends in school back in the 1960s in Burlington, Vermont in the North Eastern Us. Their standing as both the , odd’ eccentrics at school led them to contact form a strong camaraderie that would last for many decades.

When they kept school, both equally Ben and Jerry became , hippies’ , social drop-outs who have lived another solution and non-traditional lifestyle. They both grew their hair and a facial beard and along with their dog, Malcolm, they moved in together while flatmates. One of many interests that they shared is at food so that as they talked about various ways of getting a living, they concluded that the two most exciting parts of fast food at that time were bagels and goodies. Having set up that the equipment needed to cook bagels would cost $40, 000, the 2 men enrolled on an ice cream making messages course pertaining to the cost of $5 each.

In the late 70s, having developed some basic ice cream recipes, Ben and Jerry set up a shop in a renovated petrol train station in Burlington with a capital investment of $12, 500 ($4, 500 of which was borrowed). From the beginning, Ben and Jerry wanted to produce a high quality product plus the fact that it absolutely was made from , fresh Vermont milk and cream’ was stressed. It was referred to as , Bill & Jerry’s Homemade ice cream’ also to give the store a unique and welcoming personality, they employed a keyboard player to try out blues without your knowledge. Initially, the shop was a success between Burlington residents, many of who had known the boys when they were growing up.

The staff that Ben and Jerry utilized were encouraged to take a similar , hippiesh’ view of business activity as the owners (, every day was obviously a party’), nevertheless the major competitive advantage came about from the uniqueness of the item. Whereas almost all ice cream items were traditionally-flavoured, Ben and Jerry presented unusual flavours with , chunks’ to make the textures better, such as fruits, chocolate, nuts, toffee and similar sweets. , Chunky’ ice cream started to be the dominant feature in the new organisation’s image. Through the summer of 1978, client numbers grew as the reputation of the shop and the ice cream grew.

It was when the winter placed in at the end of the year the fact that troubles started. Over the counter goodies sales dry out and Bill and Jerry realised they would have to find other shops for their goods if we were holding to avoid individual bankruptcy. They convinced a number of community grocers in Vermont to stock the product in one pint tubs, but it really soon taken place that a wider customer base will be needed. Having approached a number of national supermarket chains, Bill Cohen learned that the size of the organization, not to mention his appearance and attitude to business, manufactured the purchasers reluctant to consider stock from him.

He was recommended that this individual ought to seek to sell the ice cream to large 3rd party ice cream marketers in adjoining states would you then sell the product to the major price tag multiples. At that moment Ben and Jerry encountered a problem. The Pillsbury confrontation Ben acknowledged the Dari-Farms corporation with a view to have that distribute Bill & Jerry’s ice cream through the New England states. Dennis Silva, the business vice-president, decided to take several Ben & Jerry’s inventory despite Ben’s unconventional method to business.

In order to increase syndication further, Bill also contacted Paul’s Distributors where the chairman, Chuck Green, also agreed to act as a Bill & Jerry distributor. The industry leader inside the super-premium ice cream segment during the time was Häagen Dazs, which was then owned or operated by the significant US structured Pillsbury Organization. Pillsbury switched over $4 billion 12 months and had extensive food passions in addition to Häagen-Dazs which includes Green Large (vegetables) and Burger King, the fast food outlet. Kevin Hurley, president with the Häagen Dazs subsidiary of Pillsbury, was the son-in-law with the company’s founder, Reuben Matthus.

Matthus got started Häagen-Dazs in 1959 in New York. He came up with the Danish-sounding name in the idea that it conjured up a feeling inside the consumer associated with an exotic Western brand. Simply by 1984 if the confrontation with Ben & Jerry’s came about, Häagen-Dazs organised a 70 percent share with the super-premium your favorite ice cream market. The moment Hurley learned that both Dari-Farms and Paul’s were distributing Ben & Jerry’s and also Häagen-Dazs, this individual rang both equally Dennis Silva and Chuck Green. Even though Ben & Jerry’s still had just a tiny discuss of the industry compared to Häagen-Dazs, Hurley was determined the fact that distributors he used weren’t going to support a rival.

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“We did not say to the distributor , You can’t bring Ben & Jerry’s. We asked these to make a choice'” explained Hurley. “We just informed them [Silva and Green] that they could not sell Ben & Jerry’s and Häagen-Dazs. ” This kind of , it’s us or them’ ultimatum took the 2 distributors by surprise and that presented a distressing issue. “We were just surprised at this review coming from Häagen-Dazs, this enormous company in which we were selling trailer loads of ice cream, versus this very low amount of Ben & Jerry’s i was selling” explained Chuck Green of Paul’s Distribution. “They had drawn this range in the fine sand saying that we had to make a decision. “

When ever Ben and Jerry heard of Hurley’s risk, they organized a meeting with all the distributors to discuss the situation. Taking into consideration the potential of Bill & Jerry’s, neither distributor wanted to end taking their products, but as well, the thought of having Häagen-Dazs pull away their source could prove very damaging certainly. The three celebrations agreed that they can would need legal representation in the event they were to consider the might of Pillsbury and they selected Howie Fuguet, a business legal professional who had spent his specialist life guarding large organisations. Like Ben and Jerry, Howie was an unusual.

He was said to have cared for little for his presence and had holes in his shoes and boots. He decided that Pillsbury had behaved in a wondering way and sent off a notice to them setting out the size of Ben & Jerry’s grievance. Protesting that Hurley had acted illegally, Howie had written to the Board of Pillsbury. “It can be wishful thinking on the part of your subsidiary’s officials [Häagen-Dazs] to imagine that it can easily bully Bill & Jerry’s, stifle their growth and cause it to roll over” wrote Howie. “Ben & Jerry’s represents a classic entrepreneurial achievement story as well as owners happen to be aggressive.

Häagen-Dazs will have to learn how to compete on their merits on the market place. This is the American way and that is what competition is all about. ” In spite of the apparent , correctness’ of Ben & Jerry’s case, the legal probabilities were plainly stacked against them. If they could not beat the , bullying’ Häagen-Dazs through usual legal channels, then one other weapon will be needed. The , money boy’ advertising campaign The key move was to generate Pillsbury the target of the plan and not Häagen-Dazs, Pillsbury was bigger together more to get rid of. Since the middle 1960s, the symbol of Pillsbury was the Pillsbury , dough boy’.

The money boy was used by Pillsbury in its advertising and marketing and other business communications and was a beneficial symbol of the company’s identity. So as to enough time appearance associated with an ‘ice cream war’ among two opponents, Howie recommended that they assaulted the Pillsbury company by simply specifically concentrating on the bread boy. Consequently, the What’s the cash boy scared of? campaign was launched, intentionally built to appear being a , David versus Goliath’ conflict where a small company (Ben & Jerry’s) had been unfairly treated with a large , bully’ in the shape of Pillsbury.

“We did not really know a thing about PR. I was just trying to survive” explained Ben Cohen. “If i was going to go down, we wanted to let as many persons as we can know what was going on. [We wanted to claim that] the reason why you can’t find Ben and Jerry’s on the shelf is really because this big corporation [Pillsbury] is trying to stop yourself, the consumer, coming from having a choice about what sort of ice cream you need to buy. ” The plan included T shirts, bumper stickers, bill cards and other press which every bore the statement “What’s the bread boy scared of? “.

Jerry launched a individual campaign outside of the Pillsbury headquarters in Minneapolis, Minnesota and it had not been long before the neighborhood television news programmes started out carrying the story on a regular basis. This kind of made the public sympathise with Ben & Jerry’s, yet also supplied a lot of free publicity pertaining to the company and its particular products. From its 17-strong legal department, Pillsbury assigned Richard Wegener to , be rid of’ the , Ben & Jerry problem’. Wegener quickly noticed the size of the job facing Pillsbury. “The publicity became bigger than the challenge itself” said Wegener.

The reputation of Pillsbury was at stake and Wegener sought to bring a rapid end to the controversy. Realising the fact that campaign got grabbed the public’s attention and the sympathies were predominantly with Ben & Jerry’s, Wegener advised Hurley to back down. Kevin Hurley was persuaded to sign a great out-of-court negotiation agreeing to never coerce any kind of distributors. The campaign was over and Ben & Jerry’s had won. The controversy not simply ensured the defeat of Pillsbury, in addition, it acted unknowingly as a huge amount of publicity intended for the Ben & Jerry’s brand.

Following your victory The success of Ben & Jerry’s following the Pillsbury confrontation was proclaimed. The division channels were widened even more until Bill & Jerry’s ice cream was supplied through supermarkets, grocery stores, grocery stores, and meals service functions, as well as through licensed ‘scoop shops’ (shops selling just their ice cream), franchised scoop outlets, and company-owned scoop shops. By 1992, the company’s turnover exceeded $130 million and it was within the verge of international development into the Uk.

In the super-premium ice cream sector, a number of new and unique product flavors were released including , Milk chocolate ice cream and light fudge bovine swirled with white chocolate ice cream and dark fudge cows, ‘ , Chocolate comfort low fat goodies, ‘ , Mocha latte’ and , Triple caramel chunk ice cream. , Additionally , non-ice cream frozen puddings were released including a selection of ice cream , novelties’, iced yoghurts and sorbets just like , Chunky Monkey frozen yoghurt , banana freezing yoghurt with fudge flakes and walnuts. ‘

The Ben & Jerry’s name and the industry�s reputation intended for quality resulted in the new items became quickly adopted by the market. The personality of the founders helped to framework the company’s culture and its objective. Two essential statements had been released which usually described the company’s approach to their business. In 1988, the company explained that “We are dedicated to the creation and demonstration of any new business concept of linked prosperity. ” This was articulated via the Philanthropy Declaration and its Quest Statement.

Bill & Jerry’s Philanthropy Ben & Jerry’s gives away six. 5 percent of its pre-tax earnings in three ways: the Ben & Jerry’s Foundation, employee Community action Teams at five Vermont sites, and through corporate scholarships made by the Director of Social Objective Development. We support assignments which are models for cultural change , projects which exhibit creative problem solving and hopefulness. The Foundation is handled by a 9 member worker board and considers plans relating to children and households, disadvantaged teams, and the environment.

Mission Assertion , Ben & Jerry’s Ben & Jerry’s can be dedicated to the creation & demonstration of your new company concept of linked prosperity. Our task consists of three interrelated parts: wTo make, distribute then sell the finest top quality all-natural your favorite ice cream and related products in a wide variety of ground breaking flavors made out of Vermont dairy food. wTo run the Company on the sound economic basis of rewarding growth, raising value to get our shareholders, and creating career options and economical rewards for our workers.

wTo run the Company in a manner that actively identifies the central role that business takes on in the framework of society by starting innovative methods to improve the quality lifestyle of a wide community , local, countrywide, and intercontinental. Underlying the mission of Ben & Jerry’s is a determination to seek new and creative techniques for addressing all parts, whilst holding a deep admiration for the individuals, inside & outside the company, as well as for the communities of which they may be a part. Questions for students: 1 .

Identify the stakeholders that Ben & Jerry’s and Häagen-Dazs experienced in common during the controversy. 2 . Which will of Donaldson and Preston’s view of stakeholders do Häagen-Dazs have at the time of the confrontation? Present evidence from your case within your answer. 3. Which of Donaldson and Preston’s view of stakeholders did Ben & Jerry’s have in case? Provide data from the circumstance in your answer. 4. Brief review upon the ethical behavior of the two ‘sides’ in the Pillsbury money boy advertising campaign. Which area, if either, was correct?

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