Swot

SWOT  Analysis  

for  Ben  &  Jerry’s  

Strengths    

Ø  Strong brand awareness

Ø  Widely recognized for its

social responsibility and

environmental-friendly

actions

Ø  40％ share of U.S. super

premium ice cream market

Ø  Funniest brand image and

marketing communication

among all its competitors

Ø  Flavor differentiation and

high quality products

Fangzi Qian

Weaknesses    

Ø  Ben & Jerry’s social

responsibility may add extra

costs and reduce its focus

on core business

Ø  They have experienced flat

sales and profits in recent

years

Ø  They need a more talented

and experienced

management team

Ø  High price of their products

Ø  Received some negative

publicity due to social issues

2

Opportunities    

Ø  There’s a growing

demand for premium ice

creams in overseas

markets

Ø  Expand their product lines

into other categories

Ø  Increasing demand for

frozen yogurt and low-fat

desserts

Ø  Product innovation and

diversification to meet

customers’ preference

Fangzi Qian

Threats    

Ø  Customers are concerned

with fatty products

Ø  Much of their target

audience is changing its

product preferences to

avoid obesity or diabetes

Ø  Competitors are very

strong such as HäagenDazs and Pillsbury

Ø  Be aware of any

contamination of the food

supply, especially e-coli

3

Using  insights  to  get  opportunities!  

Customers  nowadays  are  concerned  

with  faBy  products

There’s  an  increasing  demand  

for  frozen  yogurt  and  low-­‐‑fat  

desserts  in  U.S.

Expand  their  product  

lines  into  other  

categories

Fangzi Qian

Product  innovation  

and  diversification  to  

meet  customers’  

preference

But  there’s  a  growing  demand  

for  premium  ice  creams  in  

overseas  markets

Selling  Ben  &  Jerry’s  

premium  ice  cream  in  

emerging  markets  like  

Asia

4