Ben & Jerrys Homemade Ice Cream - Marketing Stratgies :: GCSE Business Marketing Coursework Essays

Ben & Jerrys was experiencing a steady growth within their sales figures from 1990 to 1993. However, In March 1994, Cost of Sales growthd more or less $9.6 million or 9.5% over the same period in 1993, and the overall gross dinero as a percentage of net sales decreased from 28.6% in 1993 to 26.2% in 1994. This loss might have been a result of several(prenominal) reasons, such as high administration and selling costs, a detrimental impact of inventory management, and start up costs associated with certain flavours of the reinvigorated Smooth, No Chunks glass cream line.Ben & Jerrys selling, general and administrative expenses extendd approximately 28% to $36.3 million in 1994 from $28.3 million in 1993 and increased as a percentage of net sales to 24.4% in 1994 from 20.2% in 1993. This increase might reflect the increase in marketing and selling expenses and the increase in the companys administrative infrastructure.Ben & Jerrys loss was not solely due to their employee orient ed approach, but they appeared to have taken out a vast descend of capital lease in their aim to automate their wareion to wait up with the intense competition.As reflected in the balance sheet, Ben & Jerrys had reinvested huge amounts of berth and equipment in 1994 increasing their long-term debts by almost 45% in 1993.Alternatives available to the consumer now, and in the foreseeable futureHaagen Dazs is currently the main contention in the concentrated market place for super premium ice cream. Substitutes are however available. There are former(a) ice creams not in the super premium category. To an extent, these are real competitors. However for the market B&J caters for the up market 25-40s with a high usable income their strategies should not have a great impact on B&J. The frozen yogurt lines which B&J now provides, has a subdue of direct competitors to deal with. Dealing with other substitutes is not that simple. Expensive (or not) chocolate, cakes, croissants and oth er post meal consumables are realistic options for the consumer. Ferrara Rocha will assure you that their product is the perfect accompaniment to any meal. B&J need to be wary of this. How he/she makes the choice for ice cream (as opposed to chocolate etc.) and so super premium (as opposed to premium or ordinary) and then B&J (as opposed to Haagen Dazs etc.) is essential. See section 3.21 Research The possibility of a bear on ceasing B&Js place as no.