Sustainability Indicators for Ben & Jerry’s

INTRODUCTION

In order to meet the organizational goals and objectives effectively and efficiently, the activities of the organization must always be closely observed. To keep a close eye on the activities of the organization a proper monitoring system is required which requires a proper check and balance by a continuing observation and keeping a record of all the actions that take place (Bartle, 2011). It must be done regularly as it can essentially help the organization analyze its current situation, determine if the resources that are put in are being optimally utilized, identify the issues that the organization may probably be encountering and derive proper rectification plans for those issues, it may also help confirm that the actions are being carried out timely by the right kind of workforce, and to check if the way that was planned to carry out the task was the most applicable one (Bartle, 2011).

An effective monitoring system can be developed, keeping in view the characteristics of a good monitoring and evaluation system (Hák, Bedrich, & Arthur Lyon Dahl, 2012). A good monitoring and evaluation system must be able to evaluate the methodology and process it uses for data collection, identify why the data has been collected, the nature of data in both qualitative and quantitative form, and the persistency of the data (Čuček, Jiří, & Zdravko, 2012).

An effective monitoring and evaluation system can help evaluate assuring intercession initially so it can be implicitly executed. It can also help with accurate and optimal utilization of the resources put in, in order to achieve maximum productivity (Bartle, 2011). A few of the main characteristics of efficient and effective monitoring systems include:

The perilously declared strategic goals of the organization must be measurable and emulated (Madu & Kuei, 2012).
The data for the outputs must be available and confirmable, and the organization’s indicators must be clearly provided (Madu & Kuei, 2012).
The key problems and their basic root cause must be evaluated.
The monitoring system has to be economical for the organization.
The system must emphasize on the results.
In order for it to run smoothly and efficiently the system must be updated on regular basis and closely monitored itself (Madu & Kuei, 2012).
Policy reform processes must be followed and should be supportive.
In terms of operation it must be user friendly and should be able to understand relevant policies of the organization (Madu & Kuei, 2012).
Monitoring system must be able to give an exposition of future expected performance goals.
In accordance with the technological era it has to be a computerized system
The decision making at managerial level should be made easy with the help of the system.
The monitoring system should be able to persuade the accuracy of the organizational structure (Madu & Kuei, 2012).
The system should be able to address the conclusions to the managers, to bring about the required positivity.
Responsible employees must be identified by the system.
A monitoring system may be considered to be effective in which the issues are addressed in an effective cretinism (Madu & Kuei, 2012).

Development indicators in general are the basis of evaluating the progress of a business. Using a numerical data it depicts the progress that is made in a specific field (Azapagic & Slobodan, 2000). In order for it to be effective and efficient the indicators must possess these four qualities: Relevancy, Understandability, Reliability, and Accessibility of the data. It can be further clarified in the table below (Xu & Zhiwe, 2006):

Relevancy	In order for an indicator to be relevant it is important that it serves a significant purpose of measurement.
Understandability	An indicator should be designed in a way, that it clearly tells you, what you actually want to know, without any ambiguities.
Reliability	An indicator has to be of a dependable source in order to be trusted and depended upon, so you know for sure that you are not being misleader.
Accessibility of Data	The information provided by the indicators should be timely, so that a time margin may be made in order to take necessary actions beforehand.

Indicators help in measuring the complex conditions which have no direct impact. Midterm report card is a prime example of indicator that best describes the stage at which the student stands. Indicators are used as proxies as well as tools for operationalizing the variables in question. A good effective monitoring and evaluation system helps in the identification of the critical interventions that are of viral importance for the implementation. Justification and formulation of the budget requests are dependent upon the quality of information about the health of project, program and/or policy.

THE ENTERPRISES

BEN AND JERRY’S

Ben Cohen and Jerry Greenfield were childhood friends. In 1977 out of boredom of their lives they decided upon starting with a food business. Their first consideration of food was of making bagels, but it required a much higher capital to start up with the business. It is then that they decided to go with making ice creams. In 1978 they opened their first ever Ben and Jerry’s scoop shop, in Burlington Vermont (Ben & Jerry’s, 2015).

It soon turned out to be the favorite spot of ice cream for the people around, as it offered a variety of different flavors. From the very beginning they both had made a point to keep connected with the community and in order to do so they would host a film fare on their business anniversary, and after years of business the tradition is still seen to be continued.

In 1981, their business started to expand, and they started selling pints to the local retailers of the area (Ben & Jerry’s, 2015). However, in 1983 their business started spreading admirably and them and opened up their franchise in Maine (Ben & Jerry’s, 2015). Gradually as the business increased, so did the number of employees leading to a somewhat formal hierarchy after the hiring of a CEO namely Robert Holland. As they grew in the market so did their competition, making Haagen Dazs and Dreyers their major competitors (Ben & Jerry’s, 2015).

In 1996 Ben and Jerry’s CEO Holland was taken over by Perry Odak. Later the same year, Ben and Jerry declared that some other greater giants had shown their interest in their business and in year 2000 the Ben and Jerry’s was sold to the “Unilevers” for $326million. In the process of acquiring Ben and Jerry, Unilever had to sustain the market share of the ice cream Ben and Jerry. (Richards) (Ben & Jerry’s, 2015).

BASKIN ROBBINS

Baskin Robbins was founded by two brothers in laws namely Burton and Irvin Robbins, out of their love for the traditional ice cream. They both at first individually owned their ice cream parlors and later in 1953 merged together their business and named it as Baskin Robbins 31, in order to make it a large scale of enterprise. They provided a choice of various flavors and high quality ingredients in a healthy atmosphere. The number 31 was demonstrated as 31 flavors, one for every day of the month.

The two are also famous for being pioneers in franchising in the ice cream industry. In 1954 they won their first gold medal in a contest for county and state fair participation, and after that there was no turning back. They have been winning it every year. By the mid-1960s the stores were expanded to over 400 all across the U.S and gradually went international in the 1970s.

Ever since 1945 the business grew tremendously and they introduced about 1000 different flavors of ice creams and expanded their variations of ice creams flavors by introducing hand packed ice cream quarts, mousse textured ice creams, ice cream cakes, beverages inclusive of their signature cappuccino and gained the customers trust. They were acknowledged as “America’s favorite neighborhood ice cream shop” (Baskin Robbins, 2015)

Baskin Robbins in collaboration with Dunkin Donuts under the brand of “Dunkin’ Brands” has achieved various sustainability measures. In order to comprehend with the environmental sustainability, some of the measures taken into consideration by Baskin Robbins are discussed below.