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Case Study - Ben Jerrys 1 What is your assessment of the job Ben Cohen has done as the CEO of Ben Jerrys Homemade Do you agree with his decision to relinquish his position as CEO Why or why not Ben has done a great job as CEO From a business standpoint and in view of the companys mission I disagree with his decision to step down as CEO The companys growth has been due in large part to the counter-culture and socially responsible image Without Bens guidance they may become just another ice cream company 2 Is the companys mission statement sound and well conceived Are shareholders well served by such a strong emphasis on caring capitalism Has the mission statement worked well for Ben Jerrys so far The mission statement is well conceived from the viewpoint of the founders and from a public relations viewpoint From a profit standpoint it is not good This mission statement does not serve the shareholder interests Profit and shareholder value are placed last among the three missions within the mission 3 What is the companys strategy How has it evolved over years-what new features have been added The companys strategy is to sell single pint ultra-premium labeled ice cream and to advertise through word of mouth ads and billboards and through events and to promote their product as all natural At first the company focused on sales through their ice-cream shop then sales to restaurants Now the concentration is on supermarkets 4 Does the present strategy seem to fit industry and competitive conditions Has it resulted in a competitive advantage for Ben Jerrys Has it produced good bottom-line performance The strategy fits well with current conditions Most of the competitors sell lower grades of ice cream Ben Jerrys has captured the top spot in the ultra-premium segment However their market share has decreased with
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