Ben & Jerry's and Friendly's (ice cream industries)
Strategies employed by two firms within this sector both at business and corporate level.
You should focus on responding to these key questions: "What are the strategies of the two firms? Are they similar or different - and how? What aspects of their overall strategies help to explain their performance?" Keep in mind that strategies are formulated at two levels: business (how to position a given business on the competitive map) and corporate (what businesses should the firm be in).