Ben And Jerry's Essay

Ben and Jerry’s: Preserving Mission and Brand within Unilever Ben and Jerry’s began as the premium ice cream company. The company transitioned into a corporation selling their company’s ice cream throughout different whole food retail sellers. This transition changed Ben and Jerry’s business strategy. Ben and Jerry’s business strategy relies heavily on differentiation. The company is well-known for their research and development in numerous ice cream flavors. Ben and Jerry’s has been successful through its open communication throughout the organization’s employees. Ben and Jerry’s resources and capabilities has gained the company a competitive advantage. Ben and Jerry’s mission statement for their employees is composed of three units the product, the economic, and the social aspect. The case states the company wants to provide the best quality ice cream to their customers while respecting the Earth and the Environment (PG. 45). The company is …show more content…
The economic section entails growth and opportunities for their stakeholders, profits, and employees. The company is able to differentiate themselves throughout their economic component. The case states, “the highest-paid employee would be pegged at no higher than five times the salary of the lowest-paid employee” (PG. 31). This concept helps show the importance of all employees and to help differentiate among their competitors. Additionally, this concept is not done by most companies. The last component of Ben and Jerry’s mission statement deals with the social aspect of the environment around the company. Ben and Jerry’s differentiated their company by showing concerns to the problems happening outside their company in the world. The company would encourage employees to show concerns towards different social problems, like the war in Iraq. Additionally, the company would even have a stance on these