B&J Case Study

1. How has Ben & Jerry’s fulfilled its mission statement? What evidence can you provide regarding Ben & Jerry’s performance on each of the three dimensions of the mission statement?

The short answer is YES, and here’s why:

B&J Mission Statement:

Product: Make, distribute & sell the finest quality, all natural products in a

wide variety of innovative flavors made from Vermont dairy products.

Based on Exhibit 3, the variety of flavors B&J’s has to offer, certainly stands up to their mission statement in 2000. Today B&J’s offer not only ice cream but, frozen yogurt in a total of over 40 flavors. These are made with local dairy products from Vermont.

Economic: Operate on sound financial basis of profitable growth, increase shareholder wealth, provide career opportunities and financial rewards for employees

Although not always strong returns for shareholders, B&J’s remain profitable year over year. According to the Huffington Post (2013), entry level employees make double the minimum wage and are allowed 3 pints of ice cream to take home daily!

(http://www.huffingtonpost.com/2013/08/15/ben-and-jerrys-love_n_3726083.html)

Social: Initiate innovative ways to improve quality of life of the broad community - local, national, and international.

If nothing else, B&J’s is notorious for their social consciousness. From their Caring Dairy program to occupying Wall Street and supporting marriage equality both local and abroad. They have recently (post 2000) converted their global product line to source Fairtrade certified ingredients.

2. How did Ben & Jerry’s become a takeover target?

B&J’s became a target due to their low valuation in the market, reflected in their stock price coupled with a large market share and opportunities for growth.

3. Do you think the current takeover offers are justifiable? What might Ben & Jerry’s be worth to the bidders?

In order to maintain what Ben & Jerry...