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BEN AND JERRY

E/B/16. Research Project on Ben & Jerry

WORDS:

5500

DATE:

2004

PRICE:

59.99 GBP

Ben & Jerrys UK website claims that Ben & Jerrys combines a commitment to provide all natural, high quality ice-cream with a commitment towards social activity and environmental responsibilities.(Ben & Jerrys, 2004) This project will analyze both the companys environmental strategy and general corporate strategy in order to identify the consistencies and discrepancies between these strategies and to determine whether a ?green? company such as Ben & Jerrys can sustain a competitive advantage. It will also be examined the strengths and weaknesses of the environmental and general corporate strategies base on the SWOT analysis which relates to its internal resources and external competitive forces. The project will be divided into six chapters. The first chapter here has introduced a general ice-cream market in the UK and Ben & Jerrys company background. The following chapter will be a literature review which helps to develop and define my research question. A methodology in the third part is going to present how the research methods are adopted to support the research question. In the fourth chapter, it follows by a finding that based on the primary research. Then, a discussion focuses on the secondary market research will be discussed. At last, a reasonable conclusion about whether Ben & Jerrys can maintain a competitive advantage with its environmental strategy and general corporate strategy will be drawn out.

KEYWORDS: research, project, ben, jerry,