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    Chintan Panchal
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    The document discusses Ben and Jerry's strategy in competing against Haagen Dazs in the ice cream market. [1] Ben and Jerry's initial strategy emerged out of necessity to survive after starting their business, but later became more planned as they learned from competitors. [2] Their strategy was stimulated by trends in food and the need to find a profitable business after doughnuts were deemed too expensive. [3] While the early strategy was emergent, responding to threats, it became more planned over time as they learned from Haagen Dazs and retaliated strategically. Their unique flavors and funky shops aligned well internally and with social trends, allowing them success against the dominant Haagen Dazs.

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    The document discusses Ben and Jerry's strategy in competing against Haagen Dazs in the ice cream market. [1] Ben and Jerry's initial strategy emerged out of necessity to survive after starting their business, but later became more planned as they learned from competitors. [2] Their strategy was stimulated by trends in food and the need to find a profitable business after doughnuts were deemed too expensive. [3] While the early strategy was emergent, responding to threats, it became more planned over time as they learned from Haagen Dazs and retaliated strategically. Their unique flavors and funky shops aligned well internally and with social trends, allowing them success against the dominant Haagen Dazs.

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    204 views3 pages

    Ice Cream Case Study Teaching Notes

    Uploaded by

    Chintan Panchal
    The document discusses Ben and Jerry's strategy in competing against Haagen Dazs in the ice cream market. [1] Ben and Jerry's initial strategy emerged out of necessity to survive after starting their business, but later became more planned as they learned from competitors. [2] Their strategy was stimulated by trends in food and the need to find a profitable business after doughnuts were deemed too expensive. [3] While the early strategy was emergent, responding to threats, it became more planned over time as they learned from Haagen Dazs and retaliated strategically. Their unique flavors and funky shops aligned well internally and with social trends, allowing them success against the dominant Haagen Dazs.

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    Ice Cream Case Study Teaching Notes Video: Ben and Jerrys Ice-cream Wars 1. 2. 3. 4. 5.

    What was Ben and Jerrys strategy in the video? What stimulated the strategy? Was it planned or emergent? Was it successful? How does this case help you think about What is strategy?

    Were their decisions strategic? Yes, because: Affected company as a whole About scope and direction Long-term Resource implications Yes, they had to invest 5 pounds in a correspondence course in ice-cream making (core competence)??? Was ice-cream making their core competence? How were they different? Strategic position: Differentiation (good value, chunky, hip) BUT: for everyone: The key was their UNIQUE ice-cream the invention of the chunk (de different seeking competitive advantage)weird flavours with lumps in Comparison even made: whole nut as opposed to this kinda bullshit. I mean, this is absurd! [DIFFERENTIATION] What is Haagen Dazs strategic position on the strategy clock? Isnt it stupid to take exactly the same strategic position as such a dominant competitor? [luxury & foreignness/being exotic vs. Inclusiveness & patriotism] they liked the ice-cream two regular guys they wanted to support what we were doing, so everybody came 1979, they marked their anniversary by holding the first-ever free cone day, now a nationwide annual celebration (wiki) [series of events linked to sustainability, resonating with Hippie image] What does that say about the fit of their strategy? It was just the funkiest ice cream shop I have ever been in (its not really about the icecream) good internal fit. All activities aligned Good external fit, responding to macro-trends Good stretch? Core competence

    Persistence hippie attitude Great combination of resources o owner tenacity o hippie culture o distinct shop culture o ambitious lawyer o gut instinct? o being hands on like the potter in Mintzbergs example

    Goal was SURVIVAL at first then competitive advantage Level of strategy? In B&J, competitive = corporate. They make the conflict corporate for Pillsbury, which is the crucial turning point of the whole story Keep that in mind when we discuss the style and value of corporate parenting later on. B&J break the internal fit of Pillsburys activities and show this mis-fit to the world. What Haagen Dazs did was irreconcilable with the image of the Doughboy. Good positioning strategy because they consciously position themselves AS ALTERNATIVE. They thrive on the ice cream war [There is a second reincarnation of this war when Haagen Dazs reduces its pint-sized icecream tubs. 2. What stimulated the strategy? Lack of money and success in business RESPONSE TO MACRO-SOCIAL or MACRO-ECONOMIC trends: The two big things happening in food at the time were bagels and ice-cream CHOICE made: Doughnuts too expensive, it had to be ice-cream Then response to lack of sales potential in winter Response to competitor move 3. Was it planned or emergent? Initially strategy was emergent. Very much responding to threats to survival. Then strategy becomes planned. Clear evidence of learning when Ben & Jerry retaliate with same strategy they learned from Haagen Dazs By contrast, how did Haagen Dazs come about? 4. Was it successful?

    5. How does this case help you think about What is strategy? bet the company questions Levels of strategy Importance of positioning Value of parenting Corporate vs. Competitive strategy Barriers to entry and control of competition Internal and external fit

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