1. What issues does Bob Holland face as he takes over as CEO of Ben & Jerry's? Which are the most important?

2. Where is the market headed? What are the competitive influences and compare the significant competitive advantages/disadvantages of the major competitors.

3. What should Ben & Jerry's focus on as a main objective? Why?

4. What do you see as Ben & Jerry's competitive advantage?

5. What is Ben & Jerry's value proposition and how does it distinguish itself from its main competitors?

6. How should Ben & Jerry's decide what products to offer and in which geographies?

7. How does this case connect to our readings for this week? Where possible try to use language and images from the readings as examples.

8. What was the key learning from this case?