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Ben and Jerry Case Study

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Ben and Jerry Case study
By
Shelly Lee
May 22, 2011

History: The Company was founded b y two friends who were unhappy in their current jobs. Deciding that being business owners would make them happier they decided to go into business. The first venture in to bagels did not work out. Upon taking a class from Penn University in ice cream they opened a dip shop. The company carried the owners resolve to live in a more rural culture. The company experienced a lot of growth, rapid, and the owners did not have the business knowledge to control the company strategically nor did they want or like the idea of creating a large business. Ben Cohen wanted a company that created loyalty, motivation, and pride which is what the 5 -1 ratio represented to him. One of the core competencies is the following that Ben & Jerry’s create products that represents its rural values. These need to be nurtured as they are the reason that the company has such continued growth. I fell the company has a strategy; the social mission that they have is a good strategy for the company to have.
Key Management: Ben Cohen had very set ideals for this company. He wanted to get back to the simplicity of rural life. He also wanted his business that way. He believed that the company should keep upper management pay tied to the entry level employees with a 5-1 ratio for pay increases. He did not have any formal business training and did not have a business mind. He was not in business to get rich. He will never change his approach because they are his values and beliefs. His attitude is important to the future growth in that his beliefs are reflected in the core competences and strategy. Ben’s impact on the company is lessening as he is removing himself from product marketing, promotion and creation. Chico Lager was brought into the business because Ben did not want to manage the…...

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