Essay about Hershey Corporate Culture

2425 Words Jun 7th, 2012 10 Pages
This section of the strategic environment is a realistic analysis of Hershey’s internal resources. The following internal traits portray a resource-based view of Hershey’s core strengths:
The market share is increasing globally. Customer loyalty is very low. Websites are increasing in quality and ease for all users. HERSHEY’S offers many unique products and services to many different kinds of customers. By offering so many distinct products and services, HERSHEY’S is able to achieve a competitive advantage.
Corporate Strategy - is concerned with the overall purpose and scope of the business to meet stakeholder expectations. This is a
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* In US, effort to make an impact on the premium chocolate segment. * Creation of Starbucks-branded premium chocolate products. * Distribution in a broad range of retail channels such as food, drug, and mass merchandise outlets. * Increase advertising spend by 20% in 2008 and by about 25-30% in 2009 to regain lost market share * Concentrate efforts on sharpening brand positioning and messaging for core brands, portfolio management and sustainable innovation. * In-depth study of the consumer market to understand changing consumer tastes.
(‘We need to drive growth through better understanding of consumer demographics’) * Reinvent the candy aisle * Modify the packaging for appearance and functionality * Consumer-centric innovation * Public relation (comparing to the past)

‘ Hershey’s chocolate expertise, distribution and selling capabilities combined with the strength of the Starbucks brand will help transform the high-growth premium chocolate segment. Our product development is focused on value-added chocolate and coffee-based products that will provide consumers with a new experience and accelerate growth in this key segment.’

To increase the company’s

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