Ben & Jerry’s are one of the innovative leaders in the ice cream industry. Ben & Jerry’s evaluate its success by how much it gives back to the community (Flannery, 2000). It was founded by Ben Cohen and Jerry Greenfield in 1978 when they opened the first Ben & Jerry’s homemade ice cream scoop shop in a renovated gas station in downtown Burlington, Vermont (Ben & Jerry’s, 2013). The ice cream maker’s effective work of corporate social responsibility has made them a model for the industry for engaging in socially responsible behaviour (Poltenson, 1996)ObjectivesThis report will:1. Identify the strategy used by Ben & Jerry’s2. Analyse the methods used by Ben & Jerry’s to achieve this strategy3. Critically evaluate the strategy used by Ben & Jerry’s4. Offer recommendations based on the findings to improve performance for Ben & Jerry’sBusiness Level StrategyStrategy is the direction and scope of an organisation over the long-term: which achieves advantage for the organisation through its configuration of resources within a challenging environment, to meet the needs of markets and to fulfil stakeholder expectations (Johnson, Scholes, & Whittington, 2008). In order to maximize its competitive advantage, a company must find the best way to position itself againstits rivals. It does this by using business-level strategy. Business-level strategy is the plan of action that strategic managers adopt to use a company’s resources and distinctive competencies to gain a competitive advantage over its rivals in a market or industry (Jones & Hill, 2009).Competitive Advantage
Strategic management is all about gaining and maintaining competitive advantage. When a firm can do something that rival firms cannot do, or owns something that rival firm desire, that can represent a competitive advantage (David, 2011). According to Hill and Jones (2009) competitive advantage also can be obtained by a company when its profitability is greater than the average profitability for all firms in its industry. Therefore, it can be defined as ‘anything that a firm does especially well compared to rival firms.’ (Hill & Jones, 2009).When a firm combines the competitive advantage with the scope of activities for which a firm seeks to achieve them, it will lead them to
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Corporate social responsibility, Ben & Jerry's, Ben Cohen, Jerry Greenfield