Professor Diane Barrs
09 December 2011
This paper briefly discusses Mars Inc., beginning with a brief history of its origins in 1911. The paper continues with identifying some of their products, as well as some initiatives they are currently working on here in the U.S. as well as abroad. Some elements of administrative law that may be relevant to the current and up-coming initiatives and are discussed as well as the sales laws needed to be considered. Recommendations are made to help the company minimize threats of lawsuits.
Frank C. Mars began making candies in his Tacoma, Washington, kitchen in 1911 and established the company’s first roots in the confectionary business. In the 1920s, his son, Forrest E. Mars Sr., joined his father in business and together they launched the now world famous Milky Way bar. In 1932 Forrest Sr. moved to the United Kingdom where he founded his own company with a dream of building a business model based on his philosophy of a “mutuality of benefits for all stakeholders”. This vision serves as the foundation of the Mars Incorporated we know today. Mars, Incorporated is a private, family-owned company and employs more than 65,000 associates at over 230 sites, including 135 factories, in 71 countries worldwide. Headquartered in McLean, Virginia, U.S.A., Mars Incorporated is one of the world’s largest food companies, generating global revenues of more than $30 billion annually and operating in six business segments: Chocolate, Petcare, Wrigley Gum and Confections, Food, Drinks, and Symbioscience. These segments produce some of the world’s leading brands: Chocolate – M&M’S, Snickers, Dove, Galaxy, Mars, Milky Way and Twix; Petcare – Pedigree, Whiskas, Sheba, Cesar and Royal Canin; Wrigley – Orbit, Extra, Starburst, Doublemint and Skittles; Food – Uncle Ben’s, Dolmio, Ebly, Masterfoods and Seeds of Change; Drinks – Klix and Flavia; Symbioscience – Wisdom Panel, Seramis, Cirkuhealth and Cocoapro. (Mars.com, 2011) Around the world, Mars is informing stakeholders about the nutritional content of their products. They continuously encourage people to lead healthy, active lifestyles through local communications, campaigns and partnerships with the government. One future initiative to do this is The “Healthy Weight Commitment Foundation” (http://www.healthyweight commit.org/) a program that seeks to lower levels of obesity in the United states by 2015, particularly in children, Mars is a founding member and plays a leading role in this initiative. Joining First Lady Michelle Obama and the “Partnership for a Healthier America” to announce a pledge to reduce annual calories across member companies from 2008 levels by 1.5 trillion by the end of 2015(starting with one trillion fewer calories by 2012) and to sustain those levels (“Mars Chocolate”, 2011). Mars is also promoting new chocolate snacks that will lower cholesterol and keep your arteries healthy. Partly true however, please read the small print. In order to benefit from the 2 grams of plant sterol needed to lower cholesterol, you must eat 2 portions of their new fortified chocolate. That means a daily dose also packs on an extra 200 calories (“Take two”, 2006). Some of the other preliminary research indicates that cocoa flavanols have antioxidant effects; it is hard at present to determine how far these early findings will translate into tangible clinical benefits (Lancet, 2005). Mars has also taken a leading role in a UK government sponsored anti-obesity initiative called “Change 4 Life”. Mars is credited as having initiated the proposal and has joined forces with other food businesses including Cadbury, Coca-Cola, PepsiCo, Kraft, Nestle and the UK’s biggest supermarket Tesco. The coalition of food, soft drink, fitness and broadcasting companies will contribute $268 million in cash and “in-kind” donations such as free air time that hit the television screens in 2009. Specific company...
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