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In: Business and Management

Submitted By pamela08
Words 882
Pages 4
Derrin Jones
Tasha Dunne
55200 Issues in Marketing
14 October 2013 Video Case: Ben & Jerry’s
The purpose of this paper is to provide a marketing overview of Ben and Jerry’s ice cream which was founded in 1978 in Burlington VA by Ben Cohen and Jerry Greenfield with a very low budget of about $12, 000.00. After reviewing the video of Ben and Jerry’s premium ice cream brand one could question. What is the secret? How has this one unique brand, become such a staple in today’s economy. I will aim to take a closer look at the marketing mix of the successful business of Ben and Jerry’s premium brand, while I enjoy the smooth taste of the Cherry Garcia and the Strawberry Cheesecake flavors. Key areas we will discuss from the video will be the Mission Statement, Market Segmentation, Diversification, and a look at some of the company’s strengths and weaknesses.
Mission Statement: As defined is a statement which clarifies an organizations purpose that essentially explains what the company wants to accomplish within the larger environment. It simply acts as an invisible hand that guides people in the organization. Ben and Jerry’s focuses it’s mission statement on three main areas Product, Social and Economic. Product mission is to create, deliver, and sell the best all natural premium brand ice cream and unique mixtures with a commitment to incorporating wholesome, natural ingredients while promoting business practices that respect the universe and the environment. The company’s social mission is to operate unlike most business by recognizing the central role that it plays in society by initiating Innovative ways to improve the quality of life locally, nationally and abroad. The company’s Economic mission is to operate on a sustainable financial basis of profitable growth, increasing its value their stakeholders and expanding opportunities for development and…...

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