B&J Homemade

Ben & Jerry’s Homemade is facing the increased competitive pressure and the declining financial performance had triggered a number of takeover offer. They should choose a best takeover offer to solve their financial problems and improve the profit.

Ben and Jerry focus on their social interests;J&B emphsize on socially progressive cause and strong commitment to community.By contrast with other company's cause-related marketing, J&B prefer social-value-led marketing. Ben&J's donated 7.5% of its pretax earning to various social foundations and community-action groups and set free cone day annually to return consumers.In the aspect of finance,B&J issued shares exclusively to Vermonters who had first supported the company.

B&J' mission statement is Product,Economy,Social. The three objectives were not always in harmony at first,but company chosen to sacrifice short profit for social gain.

Ben Cohen, Jerry Greenfield, and the board of directors of there classes should be the decision maker in this issue.

here are 4 offers in this case: Dreyer’s Grand Ice Cream, Unilever, Meadowbrook Lane Capital and Chartwell Investment.

The decision criteria are more focus on the interests of the shareholders. And B&J's shareholder would be better served by selling out the company to the bidder who can offer the highest price or the best interest.

Depending on the board of directors’ decision criteria, I will choose the Unilever alternative as the best offer. Because it keeps the B&J management team, integrate B&J into its company and restrict the social interests that may increase social costs. It offers a higher price with $36 cash. The board of directors should have the right to control the assets of a firm.The price of B&J stocks, based on the comparable firms’ P/E ratio is 19.8*1.06=20.988 and based on the P/B ratios is 1.8*1.06=1.908.

Morgan should support the takeover offer. As a member of the board of directors in B & J, he's duty is maximizing sharaholder's...