Term Paper: Ben &amp Jerry's Ice Cream

Pages: 5 (1485 words)  ·  Bibliography Sources: 0  ·  Level: College Senior  ·  Topic: Business - Management  ·  Buy This Paper


[. . .] 3) It depends on how this social mission has been perceived by the consumers. Many companies have used such social campaigns in order to hide their real economic interest and attract customers. The "problem" with Ben & Jerry's social mission is that it is all for real and not a method to gain market share and new consumers. As such, it is hard to discern whether the social mission has been a boom or a bust for the company. To the degree to which it functioned during the 80s, it seemed to have worked fine. However, it is my opinion that the 90s will mean something else for the company and that it needs to clearly decide which of the two missions (social vs. economic) has the upper hand.

7. Possible solutions

In my opinion, there are only two alternative solutions in this case: either the company decides to remain on the trend set by Ben during the 80s and believe that the social mission of the company is primordial or it can decide to become a truly important player in the industry and reassess some of its "social" rules, here including the 5-to-1 rule.

If the company decides on the first alternative solution, it becomes quite obvious for me that it will not survive long in the 90s, especially if we look at this economic period of time retrospectively. Indeed, this was a highly competitive period and Ben & Jerry would lack exactly what would have been most needed: professional managers that could guide the firm during this time. It is hard to believe that, with what other companies had to offer, managers would choose Ben & Jerry, where no future pay increases were guaranteed.

On the other hand, the company had evolved well during the 80s and the social mission seemed to be the core to everything the company and the employees believed in. It could be held responsible for many of its successes and one can see no reason to change a strategy that functioned well until now.

The economic solution has the great advantage that it can actually make the company a huge name, perhaps even a market leader. With the proper economic management and with professional managers, it can fully lead into the 90s.

8. Optimal solution

In my opinion, the economic solution is to be preferred in this case. Again, as I have previously mentioned, I am evaluating this retrospectively and became assured that the company needed to evolve in order to succeed. The 80s had something glamorous about them and, additionally, the super premium ice cream market had been constantly on the rise. However, trends of slowing down had already become clear and I am not so sure the social mission would have the same positive impact.

1. We can agree on the fact that the future generally brings a somewhat change environment, in which some of the things that have correctly functioned in the past will not function the same way in the future. We may assert that the input variables have changed and, in this sense, it is difficult to have the same output in the future as we had in the past. As such, adopting the same solution is no "guarantee of future success."

2. Most simply and straightforward, a competence is a "bundle of skills and technologies" and, in this sense, it is not a sole skill or a sole technology. Indeed, a competence is formed of several integrated skills or/and technologies that interact and operate together in order to create a product, a service, etc. One skill would not do the trick here.

3. It is quite the same as "not seeing the forest because of the trees." Indeed, a company that is formed of separate skills or separate individuals that are simply put together will not work as well as a place where these skills and these individuals are integrated so as to produce the best results. A company that has a small vision on things is most likely to lose its individual skills, who will obviously not function to the best of their abilities.

4. Such a statement links the asset's depreciation to core competencies (given the fact that the book value of an asset is its acquisition cost minus depreciation). Nothing… [END OF PREVIEW]

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"Ben &amp Jerry's Ice Cream."  Essaytown.com.  September 12, 2004.  Accessed June 15, 2019.