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Ben Jerrys Case Analysis Give the history of the company in the case In this history you should discuss how the company came into the situation presented in the case In 1977 two friends Ben Cohen and Jerry Greenfield decided they were tired of working for someone else and wanted to start their own business They took a five dollar correspondence course on ice-cream making rented an abandoned gas in Burlington Vermont and started their business with an investment of 12000 dollars They began making home-made ice-cream in a four-gallon mixer and used higher fat all natural and pure ingredients to produce a richer and smoother product Soon the business became successful in the local community Ben and Jerrys advertisement consisted of community based projects carnival shows and movie nights for customers in the parking lot Ben and Jerrys Homemade Ice Cream Keeping the Mission Alive The business continued to expand and by 1980 Ben and Jerry began to package pint-size ice-cream to sale in the local grocery stores This would be the beginning of the large expansion of the business Within a year manufacturing outgrew their current building and operations had to be moved to a second site Sales were approaching 500000 dollars The company continued to grow at an average of 60 percent per year In 1984 the Ben and Jerry offered a Vermont-only stock which raised 750000 for construction of a new operations site in Waterbury The new site allowed for a greater production and Ben and Jerry began distributing nationally By 1990 the company was selling in all major markets Ben and Jerrys Homemade Ice Cream Keeping the Mission Alive In 1982 Jerry Greenfield decided to leave the company to move to Arizona Jerry felt the company was getting to large and impersonal Ben Cohen became the dominant force in the company but in 1985 Jerry returned Ben established The Ben Jerrys Foundation in 1985 that was operated by
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