THE HERSHEY CHOCOLATE COMPANY
The Hershey Company was originally a purely chocolate manufacturer but extended to wafers and other products, some even non-chocolate. Now, the Hershey Company has grown to become a leader when it comes to dark chocolate and premium chocolate. Hershey’s Mission Statement is “Bringing sweet moments of Hershey happiness to the world every day” (www.thehersheycompany.com). This means delivering quality confectionary to consumer for all occasion, being a dominant and fun organization for the employees, having good business relationships for growth with customers, suppliers and business partners, creating value for shareholders and philanthropic activities for society as a whole. The company, adhering to its Mission from the founding day till today, strives to continuously create value by developing a number of products to cater to frequently changing consumers’ desire. Hence by creating a diverse portfolio which transformed customer desires to reality, and by maintaining its quality The Hershey Company has managed to become one of the top chocolate brands in the market. HISTORY
Hershey’s derived from a single decision- the decision of candy manufacturer Milton Hershey. In 1894 he decided to produce sweet chocolate which would coat caramels. He started off an enterprise and called it The Hershey Chocolate Company, located in Lancaster, Pennsylvania. In 1900, the Hershey Chocolate Company started the production of milk chocolate bars, chocolate wafers and more. Hershey was the company which made the once a luxury item affordable to the common public by choosing to produce at a mass level. By using mass production the company had lowered its per unit cost and hence was able to sell it at a lower cost than other chocolates. The success of high sales led to Hershey’s expansion of new chocolate factories, one of them being in south-central Pennsylvania in Derry Township, close to the ports of New York and Philadelphia which supplied the imported sugar and cocoa beans needed, surrounded by dairy farms that provided the milk required, and with a local labor supply of honest, hard-working people. By 1905 the production of chocolate in this factory was flourishing. Today, the Hershey Company operates all over the world, employs more than 12,000 people and generates revenues of more than $5 billion. (www.thehersheycompany.com)
Sales of chocolate depend majorly on the demand of chocolate, and these demands fluctuate heavily. And hence the success of a chocolate industry relies heavily on whether it’s the Easter, Halloween or Christmas season or a plain summer day, sales being lower in the latter. It has been noted that sales of Hershey’s or any chocolate brand for that matter, increases during the third and fourth quarter of the year, that is, the holiday seasons. For Hershey’s, the difference in the net sales of the first quarter of 2009 and the third quarter of 2009 was $248,087,000. (www.thehersheycomany.com). Judging from this, we can safely deduce that chocolate sales, on a large part, depends on the environment. If we look at the social environment, there are all sorts of consumers with different demands. Some would prefer cheaper chocolate and would be more than ready to compromise on quality and consider it just a snack while others demand a rich taste making chocolate more of a luxurious item. This requires the industry to produce a variety of products to meet the needs of as many customers to ensure greater sales. But there is also the issue of brand image. If a company produces both rich and cheap quality products, it does not develop a specific image of the brand. Hence the business needs to identify what demographics they want to cater to. The Hershey Company has a number of competitors. The company itself has an average of 5 billion dollar sales annually, 5132.8 million dollars in 2008 (thehersheycompany.com) and employs 14,400 employees which is...
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