Ben & Jerry’s Homemade Ice-Cream-Individual assignmentProblem:Ben & Jerry’s which was incorporated in the year 1977 by its founders Ben Cohen and Jerry Greenfield, soon became well known in the diary and beverage industry for its large chunky ice cream. Started by two friends with no business knowledge, the main idea was to earn some money for a living and had no intention to grow big. But the company received immense popularity and demand for its ice cream which pushed for the company’s growth. In the process of growing there was no strategy or planning in place, which clearly reflected the founders’ knowledge in business. In the year 1994, the company was a leader in the mix in ice creams and even had a huge market share for low fat ice cream and frozen yogurt but incurred its first quarterly loss in the company’s history due to certain misjudgments by the founders. This was when they realized that they need someone who had a business background and had good knowledge to take over the role of the CEO. They hired Holland for the role out of 22,000 applicants. Holland now has a challenge to develop the company’s strategy to deal with the current competitive difficulties and competition by keeping the company’s unique mission and background in mind. Internal analysis:For its distribution and production, Ben and Jerry relied on its competitors. Dreyer’s accounted for 52% of Ben and Jerry’s total sales in 1994 and its plant accounted for 40% of Ben & Jerry’s ice cream produced.