Ben and Jerry Homemade

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Ben & Jerry Homemade Question 1: How has Ben & Jerry’s fulfilled its mission statement? (Provide evidence to support/refute Ben & Jerry’s performance on each of the three dimensions of the mission statement.) When Ben Cohen and Jerry Greenfield established Ben and Jerry’s Homemade in 1978 in Burlington, Vermont, the creators chose three main areas in which to focus their business: product, economic, and social objectives. 1. Product performance The product dimension of B&J’s mission statement seeks “[t]o make, distribute, and sell the finest quality all-natural ice cream and related products in a wide variety of innovative flavors made from Vermont dairy products” (Bruner, 2009). We believe B&J fulfilled its mission statement with respect to product performance. B&J has around 75 flavors including sorbets and international flavors, not including any flavors offered in a “lite” version. These variations in flavors were developed to please the increasing variety of customers who enjoy the premium ice cream B&J produces. B&J has a unique branding system for new flavors that uses catchy titles and sometimes humor to attract new customers. As mentioned in its mission statement, B&J used local merchants to help develop its final products and spent valuable time and money searching for the highest quality inputs for its ice cream.* More could be said about the “all-natural” ingredients and how they are sourced. 2. Economic performance The economic dimension of B&J’s mission statement seeks “[t]o operate the company on a sound financial basis of profitable growth, increasing value for our shareholders, and creating career opportunities and financial rewards for our employees” (Bruner, 2009). From an economic standpoint, we concluded that had both positive and negative factors relating to economic performance.

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