Ben & Jerry’s Homemade Inc. Presented by: Jared Young August 2002. Session Objectives. To discuss and understand whether to wholesale, or not to wholesale To show that some products are more efficiently distributed through strong ties with independent wholesalers. Session overview.
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Super premium ice
(also in low fat)
Premium ice cream (super-market range)
Mail order &
& Convenience stores
Existing ProductsNew Products
Existing MarketsMarket Penetration Product Development
New MarketsMarket Development Product Diversification
Should we do the wholesaling or use intermediaries to take advantage of growth opportunities?Did anyone identify a different case issue?
What is the major issue?
Maintain current channel strategy BUT