Executive SummaryBen and Jerrys is a successful ice cream company with many strengths and weaknesses. The company faces serious competition, financial difficulties, economic and social influences, all topics covered in my article. I also discussed some tips I have for business success. Ben and Jerry's is one of the best ice cream companies around. They have had many ups and downs throughout the company's history, but overall they have overcome most of the difficulties. They have some serious competition to face in the ice cream industry; they faced financial struggles, internal problems and some social and economic factors. In conclusion, I have made some recommendations for the company for possible improvements in the future. Haagen Dazs is currently the main competitor in the concentrated super premium ice cream market. However, substitutes are available. There are other ice creams that do not fall into the “super premium” category. To some extent, these are the real competition. However, for the market B&J is targeting, their strategies are not expected to have much impact on B&J. The frozen yogurt lines supplied by B&J also have a number of direct competitors to compete with. Dealing with other substitutes is not so simple. Chocolate, cakes, croissants and other expensive (or inexpensive) desserts are realistic options for consumers. Other companies will try to assure you that their product is the perfect accompaniment to any meal. B&J needs to be aware of this. How he makes the choice between ice cream (as opposed to chocolate, etc.), then super premium (as opposed to premium or ordinary), and finally B&J (as opposed to Haagen Dazs, etc.) is critical. The possibility of new competition in the market is limited by two major problems, branding and distribution. Bearing in mind that these are higher market consumers, where you don't necessarily want cheap alternatives, the key element is branding. This brand and the image that comes with it is something that only Haagan Dazs and B&J currently have. This emotional connection to B&J's and everything it has beyond what it is (good ice cream) is something that will be difficult to imitate. It's a matter of "I wouldn't show up dead eating another ice cream" like o...... middle of paper ......r Ben & Jerry StrengthsBen & Jerry have an established and recognized brand. they have a relaxed, loyal and informal workforce. Good public and social image thanks to their principles of social awareness. Wide variety of ice cream flavors for customers. Weaknesses Ben & Jerry's have a limited target market. Suppliers and distributors (like Dreyers) have high bargaining power, which allows them to raise prices when they choose. They focused more on donating their money to charities, thus neglecting the upcoming changes in trends. Declining market share. Slow development of new products. Opportunities Ben and Jerry should try to globalize their product to compete effectively. Changing their current suppliers and distributors, which could allow them to be more convenient Threats Threat of substitutes Economic changes such as inflation or consumer spending Social changes within the consumer market such as health consciousness attitudes.BibliographyBen and Jerrys Company Information, 2000. Woody Jackson.1 May 2000 Haagen Dazs, 2000.1 May 2000>