(Essay 100) Marketing

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 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.