Strengths-Ben and Jerry's enjoyed a good position in the US super premium Ice cream market. Market share was second only Haagen-Dazs who enjoyed a 44% share the Ben and Jerry's 36 %. This was achieved in spite of a premium price point. The premium price of the product was supported by a very high quality image, which was developed by producing a very high quality product. The company had achieved a strong national distribution in its original US market.
Weaknesses-This was achieved in spite of several glaring corporate weaknesses. The most obvious was a total lack of professionalism in its management. This in turn precluded the development of a clear achievable corporate mission. The company mission had and still has three parts:
1. Product Mission To make, distribute & sell the finest quality all natural ice cream & euphoric concoctions with a continued commitment to incorporating wholesome, natural ingredients and promoting business practices that respect the Earth and the Environment.
2. Economic Mission To operate the Company on a sustainable financial basis of profitable growth, increasing value for our stakeholders & expanding opportunities for development and career growth for our employees.
3. Social Mission To operate the company in a way that actively recognizes the central role that business plays in society by initiating innovative ways to improve the quality of life locally, nationally & internationally
The mission to make a profit producing a premium product is fine. Improving the quality of life is sort of vague and directionless. The result is the lack of a mission for which a clear and definable strategy can be developed and implemented. When this is compounded by the requirement that it be operated as a caring capitalistic enterprise whose social goals were at least as important as its business goals, perhaps more so. The preoccupation of the board of di
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