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Essay / Research Paper Abstract
This 5-page paper offers an analysis of ice cream maker Ben & Jerry's. The paper attempts to analyze the company's core competencies, the strength of the company as it currently stands, and if the company's well-publicize social mission has been in advantage or disadvantage to the company's success. Bibliography lists 3 sources.
Page Count:
5 pages (~225 words per page)
File: D0_MTbenjer.rtf
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Unformatted sample text from the term paper:
creams that are delicious and high in butterfat; as well as a company that has become the media darling of corporate responsibility. To those who follow business, there has
also been another site to Ben & Jerrys -- namely the question of distribution. Much is been made in the media about this companys difficulty in establishing and maintaining
relationships with ice cream distributors. This is one reason why Unilever purchased Ben & Jerrys in 2000 -- better distribution. Yet interestingly enough, even with Ben & Jerrys
commitment to social responsibility, and even with its difficulties in distribution, the company that "Ben built" still remains strong. Launched during the late
1970s, co-founders Ben Cohen and Jerry Greenfield began packing their tasty ice cream in pints to sell through local grocery stores in 1980 (Hoovers Company Profiles, 2002). The following year,
the first franchise opened -- and Ben & Jerrys received national exposure when Time magazine considered their product as the "best ice cream in the world" (Hoovers Company Profiles, 2002).
The 1980s saw more Ben & Jerrys franchises being built, as well as more media exposure for the company. While Cohen and Greenfield
had distributed their ice cream by hand locally, in 1986, the Company signed an agreement with Dreyers Grand Ice Cream in order to distribute its products nationally (Hoovers Company Profiles,
2002). The partnership seem to succeed -- by 1988, Ben & Jerrys had 80 stores in 18 states, and Canada (Hoovers Company Profiles, 2002). other products in the 1990s were
to follow including the frozen yogurt and nonfat frozen yogurt (Hoovers Company Profiles, 2002). during the 1990s, Cohen decided to step down as
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