Ben Jerry

Ben and Jerry Case Study Solution

Introduction

Ben and Jerry’s is an ice cream chain which is very popular. They have a deep social value commitment. In some ways that is part of the reason why they have been so successful. People who buy Ben and Jerry’s ice cream like the ice cream because of its taste. The price of the ice cream is very attractive as well. However, Ben and Jerry’s have created a brand image of itself as a socially responsible company. Ben and Jerry are now considering a sale to a variety of investors. The main problem facing this sale is if Ben and Jerry would be sold on a pure economic basis it may not be attractive deal. And if the investors move away from Ben and Jerry’s social value ideology, they may be alienating some of Ben and Jerry’s customer and investor base.

1. How has Ben and Jerry’s fulfilled its mission statement?

Ben and Jerry had a three pronged mission statement:

Product: To make and distribute and sell the finest quality all natural ice cream and related products in a wide variety innovative flavors made from Vermont dairy products

Exhibit 3 shows a variety of innovative flavors which Ben and Jerry has come up with over the years. Many of them have been exceedingly popular. A lot of Ben and Jerry suppliers were out of Vermont. There was a clear commitment to Show Ben and Jerry’s was a Vermont based company.

Economic: To operate the company on a sound financial basis of profitable growth increasing value for our shareholders and creating career opportunities and financial rewards for our employees.

Ben and Jerry’s during its early years focused on making their ice cream as inexpensive as possible sometimes almost at the cost of profitability so they could be true to their image of being a people’s ice cream. Then the realization came that if they were not profitable and went out of business the people would not have their ice cream anyway[1]. And while they have never compromised on their...