Ben and Jerry for Business Media- MyAssignmenthelp.com

Question: Discuss about theBen and Jerry for Business Media. Answer: Introduction: Founded in the year of 1978, by Ben Cohen and Jerry Greenfield, Ben and Jerry indeed had a humble beginning that however witnessed unprecedented success over the coming years (Pol Wolle, 2016). The ice-cream company offers a variety of ice cream flavors to its consumers, including the rarest and most unique ones, such as graham cracker swirls and fudge peace signs. One of the major factors that contribute to the brand recognition of the company is that the company is not solely driven by the motive of profit maximization. The organization also manages to stay in limelight owing to its dedication to important social causes, such as marriage equality and cow-friendly farming methods. Although the organization works towards the accomplishment of a pre-determined set of strategies, it is important to evaluate the strategies and offer effective recommendations for the same. Corporate Goals and Strategies of Ben and Jerry: Although Ben and Jerry has managed to gain much recognition in the market of premium ice creams, it does encounter tough competition from companies such as Haagen Dazes. Hence, in order to sustain itself in future, and gain competitive edge over rival firms, the company intends to provide ice creams that are not only tasty, but are also nutritional in content. One of the integral goals of Ben and Jerry is to offer rich content of nutrients, minerals and vitamins to the consumers, so as to ensure that the consumed products also produce health benefit to the consumers. The quality of the ice cream products helps in distinguishing the Ben and Jerry ice cream products from its competitors, and hence the as per the strategy of the company, it charges a premium price from its consumers. The strategy of the company has always been to emphasize its healthy, preservative free, nutritional ingredients, and hence the taglines of its marketing campaigns like Food is not a Science Experiment has also stressed on this specific aspect only (Bourgeois et al., 2013) . Since the goals of the organization has always been to create a sustainable world, its strategy has also been to support social causes, such as creating awareness regarding the issue of climate change through its products, as well as marketing campaigns like Save our Swirled Campaign, that not only promote the brand but also help showing its utmost dedication to social causes (Endmondson, 2014). It should be noted here that while the organizational goal of the company has been to sell and distribute the finest quality of natural ice creams to its consumers, its strategy has been to align its goals with marketing strategies that uphold social causes for a sustainable global community. Analysis of the Corporate Goals and Strategies and the Recommendations for the Same: As a super premium ice cream organization, Ben and Jerry needs to retain its position, and thus its purchasing management team has to play an indispensible role. First of all, in order to delight the consumers, the purchasing management team must introduce product development, whereby the ice cream products can offer healthy ingredients along with unique tasty flavors. As it is a well-known fact that Ben and Jerry has been known for producing some of the most random ice cream flavors, which have failed to delight the cravings of the consumers. Hence, less known, unusual and well-tested ice cream flavors such as the flavors of natural fruit mix, coconut or raw mango can easily draw the attention of the consumers (Arbucke, 2013). While this will endorse the companys dedication to offer real, healthy and close to nature ingredients, it will offer a wide variety of unique flavors to the consumers as well. Besides, the organic ice cream industry is also witnessing a huge sale growth, owin g to the increasing health consciousness of the consumers. The organic ice creams are not only healthy, and rich in nutrients, but are also fat-free products. Considering the fact that the organizational goal of Ben and Jerry has been to promote a healthy life style, the purchasing management team can produce sweetened frozen food, rich in organic ingredients like organic milk, organic cream and organic egg yolks. The important goal of Ben and Jerry is also to generate revenue growth over the coming years, and the same can be accomplished if the purchasing department of the organization can diversify its products and start producing a variety of new products, including ice cream desserts and ice cream burgers (Johnson, 2014). This will help in product differentiation and will enable the company gain competitive edge over the rival firms. Conclusion: To conclude, it should be remembered that Ben and Jerry as an ice cream company is highly distinguished by the rival firms, by its dedication to produce the finest quality all-natural ice cream products. Since the company intends to offer value to the community, it must focus on offering a variety of natural flavors to the consumers. However, it should not compromise with the taste of its products, and at the same time, its marketing campaigns must foster a company image of social activism that in turn will help in enhancing the brand loyalty of the consumers. Reference List: Arbuckle, W. S. (2013).Ice cream. Springer Science Business Media. Bourgeois III, L. J., Bourgeois III, L. J., Mariani, E., Mariani, E., Yu, V. J., Yu, V. J., ... Yu, V. J. (2017). Ben Jerry's and Unilever: The Bohemian and the Behemoth.Darden Business Publishing Cases, 1-11. Edmondson, B. (2014).Ice Cream Social: The Struggle for the Soul of Ben Jerry's. Berrett-Koehler Publishers. Johnson, P. F. (2014).Purchasing and supply management. McGraw-Hill Higher Education. van de Pol, M., Wolle, A. L. (2016). Brand extension in the FMCG sector: A study of consumers attitudes towards a brand extension in the context of Ben Jerrys proposed launch of a dairy-free ice cream in the Nordic market. Weele, A. J., Raaij, E. M. (2014). The future of purchasing and supply management research: About relevance and rigor.Journal of Supply Chain Management,50(1), 56-72.