Hershey’s in Europe By: Kathryn Frehse Business 330 Principles of Marketing Professor Susan Craver December 3rd‚ 2012 The Hershey Chocolate has been dominating the market in chocolate in the United States for many years. They have expanded to different countries. But‚ they have not expanded to Europe. This is an excellent market where the Hershey chocolate would have competition‚ but they would also thrive in such a large market. With the right promotion‚ integration‚ and careful checks
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I. Background The Hershey Company was incorporated under the laws of the State of Delaware on October 24‚ 1927 as a successor to a business founded in 1894 by Milton S. Hershey. The company originated when candy manufacturer Milton Hershey decided to produce sweet chocolate coating for his caramels. The immediate success of Hershey’s low-cost‚ high-quality milk chocolate soon caused the company’s owner to consider increasing his production facilities. The following decades would see the company
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Hershey’s company mission The Hershey’s company mission is “Bringing sweet moments of Hershey happiness to the world every day.” Hershey’s mission statement is short and sweet. They are able to address the majority of the nine components of the mission Statement with one sentence. Their customers are the world‚ their product is Hershey‚ their market is the world‚ their philosophy is to bring happiness‚ and their self-concept is that they perceive themselves as a company that can bring happy moments
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aligned and empowered organization‚ while having fun” (Hershey Company). The Hershey Company’s current performance management system is designed to build a workplace environment that embraces diversity while seeking new approaches and continual improvement. The company redesign system takes into consideration the age distribution of the workforce by providing training to the different generations. In this paper we will look at the Hershey Company‚ and ways that it has utilized to help manage these
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Background of Hershey Company The Hershey Company (NYSE: HSY) is the largest producer of quality chocolate in North America and a global leader in chocolate and sugar confectionery. Headquartered in Hershey‚ Pa.‚ The Hershey Company has operations throughout the world and approximately 14‚000 employees. With revenues of more than $6.6 billion‚ Hershey offers confectionery products under more than 80 brand names‚ including such iconic brands as Hershey ’s‚ Reese ’s‚ Hershey ’s Kisses‚ Hershey ’s Bliss
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DEFINITION BCG MATRIX Boston Consulting Group (BCG) Matrix is defined by the following authors as follows: Table 1 Definition of BCG Matrix Pearce (2013) David (2012) BCG Matrix is an approach pioneered by the Boston Consulting Group that attempted to help managers “balance” the flow of cash resources among their various businesses while also identifying their basic strategic purpose within the overall portfolio. It is also known as “portfolio techniques”. BCG Matrix graphically portrays
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The BCG Matrix is a method used by businesses to identify market growth and market shares for organizations. It was developed by Bruce Henderson of the Boston Consultant’s Group in the early 1970s. To establish long term value creation‚ a company should have a portfolio of products that contain both high growth products in need of cash inputs and low growth products that generate a lot of cash and use this information to improve it. The basic idea behind it is that the bigger the market share a product
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Placing products in the BCG matrix results in 4 categories in a portfolio of a company: BCG STARS (high growth‚ high market share) - Stars are defined by having high market share in a growing market. - Stars are the leaders in the business but still need a lot of support for promotion a placement. - If market share is kept‚ Stars are likely to grow into cash cows. BCG QUESTION MARKS (high growth‚ low market share) - These products are in growing markets but have low market share. - Question
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Boston Consultancy Group (BCG Matrix) This product portfolio matrix classifies product lines into four categories. The BCG models suggests that organisations should have a healthy balance of products within their range. The Boston Consultancy Group classified these products as following: Dogs These are products which have low market shares and low market growth rates. The options for many companies is to phase these products out‚ however some organisation do go for the strategy of
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LEVIS SWOT ANALYSIS SWOT analysis empowers firms to identify elements that need to be taken into account when developing marketing and corporate strategy. Strengths and Weaknesses are in-house factors that are controllable by the organization. Opportunities & threats are outside factors‚ which are uncontrollable by the organization. According to Kotler and Armstrong‚ SWOT analysis involves a distillation of the findings of an internal and external inspection that lures attention‚ from a strategic
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