ntroducing new flavours quickly. Flavour of the month may be a way of bringing consumers to them on a regular basis.To identify what the consumer wants and cannot receive elsewhere, what he/she detests and what they would like to improve is important. Although there are some signs of B&J carrying out consumer research it is essential to introduce continual focus groups or panels. It may be the case that a good ice cream is not selling well due to expense, lack of marketing or its just too different to comprehend trying. Research will be key in identifying the market in any region or country B&J wishes to operate, especially into consumers needs and wants. The way choices are made needs to be understood and the positioning of B&J needs to accommodate this. The decision is based, amongst others, by the mood of the potential consumer at the time of decision, the tastes of the accompanying friends V group decisions are likely to be an integral element, convenience of supply and time available.Ben & Jerry seem to be proud of the success rate of their relaxed, casual culture and having employees involved in the decision making. However this policy needs to be reviewed as decisions are taking too long to be made due to large staffing numbers but with staff turnover at a low twelve percent, changing the decision making process could be very difficult.If it is not bad enough that the company is loosing market share, the company putting more funds into promoting their image than to them is irritating shareholders even more. A happy medium will have to be found for Ben & Jerry to gain confidence back from their investors. The extent of internal rivalry amongst the established firms within the industry.Ben & Jerry exist in a consolidated market place with just two major players. The other is Haagen-Dazs. There is severe competition between the 2 players. If this rivalry is weak then companies have an opportunity to raise prices and earn greater pro...
