y’s Ice Cream, and finally give a recommendation for the future.

The external environment holds some pretty grim indications for chances of increased, much less, sustained success in the ice cream ind

ustry. It seems that those baby boomers who once thrived on Ben and Jerry’s Ice Cream and all of its flair, are now health-conscious forty to fifty year olds, who have a hard time even thinking about partaking in any types of desserts, much less indulging in the ultra-fat, ever delicious, super premium ice cream, that Ben and Jerry’s has to offer.

It seems that the threat of new entrants in this exclusive market has been overlooked for some time. One would think that the high brand recognition of the big two companies would fight all others off, but there is data suggesting that people may not have that big of a problem indulging in their local supermarket’s brand of super premium ice cream. This is not the case for the threat of substitute products, which has not gone overlooked in the industry. Frozen yogurts, sorbets, pops, and anything else you would put in this category, have been realized as a threat to regular business practices and Ben and Jerry’s has handled this by bringing these products into their own arsenal.

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