Running head: BEN AND JERRY 1 BEN AND JERRY 4 Ben and Jerry Student’s Name Institutional Affiliation There are different types of customer variability that can be identified from the flow diagram. Capability variability is one of them. This suggests that every consumer of the product has the chance to suggest their ideas to the manufacturer. Their skills and motivation are included as part of the equation. For instance, even with a large number of customers contacting the manufacturer with the same suggestion, the manner in which they will do it will always be different and unpredictable. For instance, some may claim it is too plain while others say it is not sweet while what both customers want is more flavor added to that brand of ice cream. Also, the demands of the customers often require a professional opinion to back them up. The other type of customer variability is the effort variability. The effort that the customers are willing to put in in handling the product or service varies depending on the customer. While others may properly dispose the left overs, there are those that may feel like it is not up to them to make efforts to dispose it. As a result, they leave the left overs in the open. The type of process variability identified are controlled and uncontrolled variation. Controlled variation exhibits a stable pattern and it shows a random fluctuation in a given level. On the other hand, uncontrolled variation is not stable and it fluctuates irregularly. Both types of process variability apply in the flow diagram (Bourgeois III & Yu, 2017). For the company to properly manage the variability, they should increase the quality of communication with the customers of the products. This gives more allowance for suggestions, to help manage capability variability. Also, managing effort variability can be achieved by small ways of communication such as information on the containers about proper methods of disposal. On process variability, Ben and Jerry ice cream brand can increase the quality of product or introduce a new variety, which would manage the situation. Improving the quality of the product and the nature of communication between the company and its customers would have the most impact on customers’ perception of quality and related variability. Types of errors that are likely to occur in these steps of process include miscommunication and the risk of resistance to change. Miscommunication may cause the customers to have the wrong ideas about the reasons for change. For instance, if Ben and Jerry decide to increase their variety of products the customers may not immediately get the message. If the packaging is different they may consider it a different product. Similarly, resistance to change may occur if they decide to change or improve the flavor of the products. Some consumers may not embrace this well. The errors can be eliminated by p.

1. Running head: BEN AND JERRY 1
BEN AND JERRY 4
Ben and Jerry
Student’s Name
Institutional Affiliation
There are different types of customer variability that can be
identified from the flow diagram. Capability variability is one
of them. This suggests that every consumer of the product has
the chance to suggest their ideas to the manufacturer. Their
skills and motivation are included as part of the equation. For
instance, even with a large number of customers contacting the
manufacturer with the same suggestion, the manner in which

2. they will do it will always be different and unpredictable. For
instance, some may claim it is too plain while others say it is
not sweet while what both customers want is more flavor added
to that brand of ice cream. Also, the demands of the customers
often require a professional opinion to back them up. The other
type of customer variability is the effort variability. The effort
that the customers are willing to put in in handling the product
or service varies depending on the customer. While others may
properly dispose the left overs, there are those that may feel
like it is not up to them to make efforts to dispose it. As a
result, they leave the left overs in the open.
The type of process variability identified are controlled and
uncontrolled variation. Controlled variation exhibits a stable
pattern and it shows a random fluctuation in a given level. On
the other hand, uncontrolled variation is not stable and it
fluctuates irregularly. Both types of process variability apply in
the flow diagram (Bourgeois III & Yu, 2017).
For the company to properly manage the variability, they should
increase the quality of communication with the customers of the
products. This gives more allowance for suggestions, to help
manage capability variability. Also, managing effort variability
can be achieved by small ways of communication such as
information on the containers about proper methods of disposal.
On process variability, Ben and Jerry ice cream brand can
increase the quality of product or introduce a new variety,
which would manage the situation. Improving the quality of the
product and the nature of communication between the company
and its customers would have the most impact on customers’
perception of quality and related variability.
Types of errors that are likely to occur in these steps of process
include miscommunication and the risk of resistance to change.
Miscommunication may cause the customers to have the wrong
ideas about the reasons for change. For instance, if Ben and
Jerry decide to increase their variety of products the customers
may not immediately get the message. If the packaging is
different they may consider it a different product. Similarly,

3. resistance to change may occur if they decide to change or
improve the flavor of the products. Some consumers may not
embrace this well. The errors can be eliminated by proper
communication to clarify information concerning the products.
Key performance measures to improve customer experience
include giving timely feedback to the consumers. Also, Ben and
Jerry can track their variability using statistical measures. The
use of manufacturing intelligence helps in the process of
tracking variability.
References
Bourgeois III, L. J., Mariani & Yu, V. J. (2017). Ben & Jerry's
and Unilever: The Bohemian and the Behemoth. Darden
Business Publishing Cases, 1-11.
In the 20th Century, many organizations focused on goals, cost,
and efficiency in production to keep business profitable.
Today, for businesses to remain sustainable they must maintain
a competitive advantage either by price, new product ventures,
location, innovation in the marketplace, etc. In theme 1, we
will begin to put together the process of bringing a new product
line into Biotech’s business model to stimulate growth in a new
product sector, cosmetics, while remaining true to the
company’s current Mission “To develop products that are safe,
effective, affordable and natural with the customer’s health
always their primary goal.” This new Cosmetics Division of
Biotech will be located in Asia and the company intends for it

4. to be a leader in the use of sustainable products using the latest
innovations for production and delivery to our global customers.
Consider the information below:
Recently, Geraldine Barney Garrett, the granddaughter of
Wilford Barney who held the reins of the R&D department for
Biotech Health and Life Products in 1965, retired and
Geraldine’s own granddaughter, Melanie Malone, took over the
department. Melanie is qualified for the job. She was a Phi
Beta Kappa graduate of the University of Maryland College
Park with a double major in Botany and Food Science. She
minored in Business Management. She had worked in the plant
in Chicago every summer since High School and had reproduced
and revised all her grandmother’s and great-great grandmother’s
recipes. Starting full-time at 22 years of age Melanie got along
with everyone in the department but at 27 Geraldine thought she
may be too young to assume the position, but Melanie has
shown strong managerial and leadership qualities since stepping
into the role. Melanie wants the company to be a leader in
innovative ways to be a sustainable company using green
technologies as well as friendly to the environment, animals,
and human health.
Maximillian Barney, the President, CEO and Wilford Barney’s
grandchild, decided the challenge of deciding on a location for
the new Cosmetic Division as well as the search for a Division
Director would fall on Melanie. Since Melanie is passionate
about keeping business focused on all-natural products and
developing ecofriendly packaging, Max felt Melanie would
ensure the company would bring in someone who would seek
innovative, green, and sustainable ways to effectively bring
Biotech into this new venture, while also ensuring the products
are designed, developed, tested and delivered with the
organization’s mission and vision in mind.
Melanie has contracted a small minority owned consulting firm,

5. GoTo Consulting, to conduct research on the best location for
this new plant that meets all the expectations of Biotech and
also has the ability to launch these new products per Melanie’s
mandates for green sustainability and innovation. A group has
been assembled within the firm to decide on a location for the
plant. Melanie has narrowed her preferences down to India,
Japan, and Vietnam and wants the firm to present the best
option to her.
Instructions: present a four to six paragraph research about
whether Biotech should locate the new manufacturing and
distribution plant in India, Japan, or Vietnam. The defense of
your selected location will include the consideration of the cost
to acquire the real estate; sustainable/green products record;
access to affordable but knowledgeable labor; ease of
distribution of manufacturing products to the plant, and ease of
distribution of products to customers; and access to innovative
employees that can create a new product line to gain market
share from day one. Do not forget to support the reasoning for
the selection with research, case scenario facts (above) and the
course material.
Course Material: https://courses.lumenlearning.com/boundless-
management/chapter/adapting-and-innovating/
https://courses.lumenlearning.com/boundless-
management/chapter/technology-and-innovation/
https://courses.lumenlearning.com/boundless-
management/chapter/managing-change-for-organizations/
https://courses.lumenlearning.com/boundless-
management/chapter/managing-change-for-employees/
https://courses.lumenlearning.com/boundless-
management/chapter/internal-analysis-inputs-to-strategy/
https://www.thebalance.com/what-is-competitive-advantage-3-
strategies-that-work-3305828
https://www.forbes.com/sites/christopherskroupa/2017/10/04/co
mpetitive-advantage-how-innovation-is-shaping-the-21st-

6. century-company/#6b71931e6a4c+
https://courses.lumenlearning.com/boundless-
management/chapter/principles-of-management/
https://courses.lumenlearning.com/boundless-
management/chapter/defining-leadership/
https://courses.lumenlearning.com/boundless-
management/chapter/creating-strategy-common-approaches/
Marketing Team Assignment Part One: Analysis and
Assessment of the 5Cs
This first Marketing assignment draws on your previous
company strategy assignment as a foundation to further your
understanding of your company’s product/service, its customers,
collaborators, competitors, and the context (i.e., marketing
environment). A thorough understanding of the 5Cs will then
guide your appraisal of marketing challenges/opportunities.
1. Company (NOTE: you can draw information from your
strategy paper on core competencies and value propositions)
In a veryshort paragraph, summarize the following:
· What need or function does your product serve? What problem
does your product solve (motivation, need)?
· What are customers currently buying to satisfy the need and/or
solve the problem for which your
product is targeted (consider substitutions, or doing without if
this is reasonable)
· What differentiate your product/service from competitors?
2. Customer (15%)
· Describe the customers (briefly): does this type of
product/service appeal to a broad or a narrow market? What’s
their general characteristics?
· Determine how the consumer learns, understands, feels about
and purchases this type of product. What’s the general level of

7. involvement and what type of purchase is it?
· Map the purchase decision process: how a consumer might
move through each of the three stages of the purchase decision
process. Are there variations across different customers (e.g.,
different decision processes for different customers, e.g., people
who really care about it vs. who don’t; people who buy it often
vs. people who buy it for the first time)?
· Identify any resources or decision tools (research, referral,
marketing, online ratings, etc.) a typical consumer might utilize
in their buying and consumption process of your product.
NOTE: think of this from customers’ perspective. And think of
realistic scenarios.
3. Context (50% - this is the heavy part of the assignment. Need
a lot of research and synthesis)
Your team will conduct a macro environmental analysis of the
business, reporting on key trends/factors that are impacting or
will have an impact on the company’s industry. Note that not all
of these are significant influences for every company. Instead of
generally discussing all factors, focus on the factors that are
most critical for your company/product’s future growth and go
deeper on them. For each factor you discuss, identify the trends
and analyze how they are influencing or may potentially
influence your company down the road. Use your library skills
and support your analysis with data/information.
NOTE: these are external, environmental factors. DO NOT only
talk about what your company is doing. For example,
demographics refer to general trends regarding the population,
not your company’s target market. Economics does not refer to
your company’s economic situation. All factors are regarding
those uncontrolled factors in the environment. The analysis is
mostly at the industry level. Only briefly discuss what your
company is doing in response to these environmental factors.

8. Macro-Environmental factors (context) include:
· Demographic - changes in human populations in terms of size,
density, location, age, gender, race, occupation or other
statistics (for example: aging of Americans, growth in Hispanic
and Asian population, increased diversity)
· Economic - factors affecting consumer buying power &
spending patterns (for example, gaps in income and patterns in
wealth distribution).
· Natural - natural resources that are needed as inputs by
marketers or that are affected by marketing activities (e.g.
weather, gasoline, certain rare minerals)
· Technological - forces that create new technologies, new
product and market opportunities (NOTE AGAIN: this refers to
technology in the environment, not the company’s in-house
technical capabilities. Also not only technology influences your
company’s product development, but also aspects such as
communication with customers, customer services etc.).
· Political - laws, government agencies, and pressure groups
that influence and limit various
organizations and individuals in a given society.
· Cultural - institutions and other forces that affect society’s
basic values, perceptions, preferences, and behaviors (e.g., the
rise of shared economy, the shift from possessions to
experiences, integration of technology in everyday life etc.)
4. Competitors and Collaborators (15%, be very brief,
especially with collaborators)
· Competitors:
· Which products/companies are your product’s major
competitors? Provide market
share data for your company and its competitors (if available).
Assess the competition situation in this industry. Are
competitors sufficiently differentiated? How is your company
“different” from the competitors identified? Are the competitors
doing anything new and different to market their product to the
consumer?

9. · Collaborators
· Key suppliers (upstream) – Determine the raw materials,
services or components that are vital to the product.
· Key intermediaries (downstream) – Identify the critical
distribution partners that provide services or expertise between
the company and end user (e.g. Whole Foods, Trader Joe’s and
Wegmans for Stonyfield Farm Yogurt). What “value” do they
add? What would happen if this relationship was ‘interrupted’?
· Employees – What role do employees play in creating value
for the consumer? How integral is their relationship with the
customer to the overall product or brand value? Does the
company compete for high demand talent that could affect its
ability to deliver its product?
5. Key Marketing Challenges and Opportunities (10%)
NOTE: this is not to have you repeat your SWOT. The
challenges and opportunities should be those related to the
macro and micro environmental factors you discussed above.
Based on your findings, analyze potential future issues and
briefly discuss the following:
· Where the industry is heading? Growing? Shrinking? due to
the environmental factors’ influence?
· Any anticipated ‘future’ consumer needs? Could there be new
alternatives appearing (e.g., due to disruptive technology)?
· How can the company leverage their strengths to gain an
advantage over these threats?
Length Guideline: 5 to 7 pages maximum (plus graphs, tables,
etc. as needed); use 1-inch margin and 1.5 line space.
Due Date: Refer to master schedule.
Points Available: 40% of Team Assignments grade
GRADING

10. Analyzing 5Cs
Weight
Company
NA (summary from company strategy
Customer
15
Context
50
Competitors
15
Identifying key MK challenges and opportunities of the industry
10
Overall formatting, citation, and presentation
10
Total
100
Helpful Hints
· Write one paper, not several individual papers copied and
pasted together.
· Be sure the paper is integrated—all sections of the paper are
aligned (no contradictions).
· Format the paper uniformly.
· Provide facts—no hype, no fluff, no flowery language
· Do not copy textbook definitions but do relate to concepts
learned.
· If “no source” is provided, it’s either plagiarism or made up—
more source citations are better. Carefully follow APA style
both in text and in reference list.
· Use bullets, lists, tables, charts, etc. where appropriate. These
may be attached to the paper; therefore, not included in the
page-count. But do reference them in the text.
· Provide only the most important information to stay within the
page limits.