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As reflected in the balance sheet, Ben & Jerry's had reinvested huge amounts of property and equipment in 1994 increasing their long-term debts by almost 45% in 1993. Alternatives available to the consumer now, and in the foreseeable future Haagen Dazs is currently the main competitor in the concentrated market place for super premium ice cream. Substitutes are however available. There are other ice creams not in the ??super premium?¦ category. To an extent, these are real competitors.
However for the market B&J caters for {the up market 25-40?¦s with a high disposable income} their strategies should not have a great impact on B&J...
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