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Ethics, sustainable development and corporate social responsibility: Ben & Jerry's case study

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documents in English
case study
5 pages
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  1. SWOT analysis of Ben an Jerry's
  2. Strategy and marketing mix of Ben an Jerry's
    1. The product policy
    2. The price policy
    3. The place policy
    4. The promotion policy
  3. Corporate social responsability policy

Ben & Jerry's have evolved on a growing market. This is why the influence of customers and competitors is significant. Nevertheless, these threats have do not have a huge impact on the company, because the growth enables each competitor to find its own position. Even if prices are falling in mass retail, it does not impact Ben & Jerry's results directly, as mass retail represents only 17% of their shares of sales in France. Ben & Jerry's have a lot of advantages which are a result of their tie-up with Unilever, and their commitment to sustainable development. Thanks to these, the brand managed to increase its sales drastically and gain a position of leadership in France. Nevertheless, it has a low presence in mass retail, which could be linked with the types of packaging offered.

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