Ben and Jerry's Homemade Ice Cream Inc

 

Ben and Jerry’s Homemade Ice Cream Inc.: A period of  Transition  T ransition

Introduction to the Company • •

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Formed by friends Ben Cohen and Jerry Greened !ituated in "ermont and more consistent #ith the $countercuture% &aues Founders too' a corr correspondence espondence Company famous for its commitment to socia causes and coecti&e mana(ement )nd hi(hest mar'et share of *)+ ,a-or competitor #as Haa(en a/

Industry anaysis

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Ice cream industry #as #orth 012.3 biion !uperpremium !uperpremi um and premiuim ice creams dominated 45+ househods ate ice cream Aduts consumed ice cream as an indu(ence or (uity peasure and (a&e it to chidren as re#ards !uper mar'et ice cream in&entory turned 63 times year ,ar'et #as se(mented into cate(ories accordin( to butterfat content

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 The industry #as fra(mented into into oca and re(iona companies companies aon( #ith a number of (ro#in( muti nationas

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Ice cream ma'in( process

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!upepremium Ice cream mar'et •

istin(uished from other ice creams by hi(her fat content and o#er

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e&e of o&errun  T  Tasted asted much cream creamier ier and richer than traditi traditiona ona ice cream creams s Competition in the se(ment focused on 9uaity 9ua ity o&er price nce consumer in&ested in a superpremium brand they usuay didn’t

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s#itch due to any di;er di;erentia entia pri price ce ,ar'et #as se(mented into t#o sub se(ments : $smooth% ,anufacturin( other rms products > este ac9uisition

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Haa(e   r  e   y   e   r  . n .a/s

> ,i8?in > @ncon&entiona Iconic brand and o(o

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Breyer

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> 7urchased by unie&er > Threat: ess e8pensi&e > ;er to purchase H.

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Ben = Jerry’s

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Fa&or di;erentiation #as the 'ey factor of (ro#th ,i8 in