Organisational Behaviour
Organisational BehaviourGroup 4 Arambur, CarlosAshcallay,
David
Casusol, MiguelFeria, Diana
The company1963: Ben Cohen and Jerry Greenfield1977: founded the
company1980: started packing ice cream.1981: opened second
manufacturing building.Unconventional mix-in flavors.Entered new
geographic markets.1990: selling in all major markets in US.
Changing leadershipIn June 1994, Ben Cohen announced
resignation. Needed a CEO because company grew (600 employees, 3
sites, not longer an upstart)Hold a contest named: Yo, Im your
CEOHolland had a commitment to social causes and collective
management.
Issues to face in Ben and Jerrys (1)Mix-in flavors: costly and
difficult to produce.High fat contentLower level of overrun.Rising
competition and related products.Super premium ice cream market
segment slowed down:Healthy eating trend appearedFrozen yogurt
market increasedValue-conscious consumers
Issues to face in Ben and Jerrys (2)Company level of production
did not supply the demand.No market research or test market
procedures Salary ratio policy (7-to-1) Strong dependence to their
primary distributors: Dreyers & SutsSt. Albans plant in Vermont
experienced significant delays.Spent no money on advertising.Scoop
shops low sales and revenues contribution
Recommendations for Holland (1)Product developmentConsider
introducing products or new brands on premium market segments.Set
up a new business development team to grow properly.Use research
and market studies ( consumers preferences).Evaluate smooth, no
chunks business (Sales vs. Costs).
ManufacturingTest for lower cost ingredients.
Recommendations for Holland (2)DistributionSet up a team to look
after store's layout and distributors .Retail Stores: evaluate its
profitabilitySupervise distributor's market coverage. Find
additional distributors in new locations. Encourage distributors
sales force.
MarketingForecasting tools .Marketing campaigns.Healthier ice
cream positioning.Foster social programs
Strategy in his decision-making processStrategy: actions to
follow in order to achieve objectives.
Having an strategy will make it easier to discern what steps to
take or decisions to make to accomplish the goals established.
If you dont know where you are going any road will take you
there
