Abstract
Ben & Jerry's have evolved on a growing market. This is why the influence of customers and competitors is significant. Nevertheless, these threats have do not have a huge impact on the company, because the growth enables each competitor to find its own position. Even if prices are falling in mass retail, it does not impact Ben & Jerry's results directly, as mass retail represents only 17% of their shares of sales in France. Ben & Jerry's have a lot of advantages which are a result of their tie-up with Unilever, and their commitment to sustainable development. Thanks to these, the brand managed to increase its sales drastically and gain a position of leadership in France. Nevertheless, it has a low presence in mass retail, which could be linked with the types of packaging offered.
