Ben and Jerry ice-cream company
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...ice cream company is widely known for its ability to manufacture one of the finest superpremiumice creams in its industry aside from its major competitors such as Haagan-Daz, Dreyer’s Grand, and Breyer’s. In 1990s, the competition in ice cream industry particularly in the superpremium segment was highly intense. Prior to this, based on the case, ice cream was already considered affordable luxury good in 1980s. As a result, product quality, flavor differentiation and marketing in superpremium segment for ice cream had become important factors to gain competitive advantage (Collis 3).
According to Porter, there are two important things... effectiveness and strategic positioning had...