Hershey Company-A Case Analysis

Topics: Chocolate, The Hershey Company, Hershey, Pennsylvania Pages: 17 (2679 words) Published: April 23, 2014


A Case Analysis

Abstract
The Hershey Company, known until April 2005 as the Hershey Foods Corporation and commonly called Hershey's, is the largest chocolate manufacturer in North America. Its headquarters are in Hershey, Pennsylvania, which is also home to Hershey's Chocolate World. It was founded by Milton S. Hershey in 1894 as the Hershey Chocolate Company, a subsidiary of his Lancaster Caramel Company. Hershey's products are sold in about sixty countries worldwide. In addition, Hershey is a member of the World Cocoa Foundation. The company has been topped to 384, compared with the previous rank 404, in 2013 (CNN, 2013). This paper is going to show the company’s international environment, exams the strengths, weaknesses, opportunities and treats. After analyzing the strategic management for going abroad and competitive advantages, the author concluded that how the Hershey Company successes to offer the whole world’s happiness and what else can be down to move forward.

Introduction to the Hershey Company
The Hershey Company is the largest chocolate and confectionary product manufacturer in the North America Region. The Hershey Company Headquarters is located in Hershey, Pennsylvania founded by Milton Hershey. Milton S. Hershey in the late 1800s and the company has been a huge stimulation of growth for Hershey, Derry Township (THEHERSHEYCOMPANY, 2011). As the new millennium begins, The Hershey Company continues to introduce new products frequently and take advantage of growth opportunities through acquisitions. HERSHEY’S products are known and enjoyed the world over. In fact, the company market, sell and distribute our products in approximately 70 countries. The Hershey Company’s key market includes United States, Canada, Mexico, Brazil and China. As of year-end 2011, Hershey employed 13,800 people and had consolidated net sales of $6.08 billion (THEHERSHEYCOMPANY, 2011). Hershey’s slogan is bringing sweet moments of Hershey happiness to the world every day. Below are some of the Hershey Company’s popular brands: Hershey’s Chocolate Bar

Almond Joy
Kit Kat
Hershey’s Kisses
Reese’s
Milk Duds
Mr. Good bar
Whoppers

Hershey’s Mission
“Our mission is to be a focused food company in North America and selected international markets and a leader in every aspect of our business. Our goal is to enhance our First position in the North American confectionery market, be the leader in U.S. chocolate-related grocery products, and to build leadership positions in selected international markets” (THEHERSHEYCOMPANY, 2011). Hershey’s Slogan is: Bringing sweet moments of Hershey happiness to the world every day. To the stakeholders, this means: delivering quality consumer-driven confectionery experiences for all occasions to customers; winning with an aligned and empowered organization while having fun to employees; building collaborative relationships for profitable growth with customers, suppliers and partners; creating sustainable value for shareholders; honoring our heritage through continued commitment to making a positive difference on communities (THEHERSHEYCOMPANY, 2011).

Customers
Full-time sales representatives and food brokers sell our products to our customers. Hershey’s customers are mainly wholesale distributors, chain grocery stores, and mass merchandisers, chain drug stores, vending companies, wholesale clubs, convenience stores, dollar stores, concessionaires, department stores and natural food stores (THEHERSHEYCOMPANY, 2011).

International Business Environment Analysis – SWOT Analysis 1. Strengths
History and market share. The Hershey company exports to 60 different countries include Largest Distribution Network across North American territory. According to market research firm Euromonitor International, the global confectionery market sits at $160 billion, and has grown at 5% annually the past five years. Meanwhile, the chocolate market in the United...


References: ACALORIECOUNTER. (2013, October 16). Candy & Chocolate Bars Compared Hershey 's, Nestle and Mars Nutrition Facts. Retrieved March 16, 2014, from
http://www.acaloriecounter.com/candy-chocolate.php
Glaberson, H. (2010). Hershey to launch confectionery brands in UK and Europe. Retrieved March 16, 2014, from http://www.confectionerynews.com/Manufacturers/Hershey-to-launch-confectionery-brands-in-UK-and-Europe
CNN
CNN. (2011, April 1). Hershey 's raises prices nearly 10%. Retrieved March 16, 2014, from http://edition.cnn.com/2011/BUSINESS/03/31/hershey.prices/index.html
Jones, D
Retrieved March 18, 2013, from http://www.reuters.com/article/2010/01/26/us-nestle-analysis-idUSTRE60P31A20100126
Markman, J
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