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Hershey

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BUS 520

The Hershey Company is famously known for being the biggest manufacturer of chocolates and confectionery products in USA, having hired over 15,000 employees worldwide and exporting their products to ninety different countries over the world. They have several popular brands, some of most notable ones being Hershey’s Chocolate Bar, Kit Kat, Hershey’s Kisses, Reese’s, York Peppermint Pattie, Rolo and Krackle Bar. With the help of these brands, Hershey gained success and popularity, making the company’s net worth over $4 billion dollars.
As the preeminent chocolate empire in the United States, Hershey has rewarded its owners as it showered them with profits from sales of chocolate bars, chocolate kisses, candy, cocoa, and baking supplies. The problem has always been that the market recognizes how phenomenal of a business it is and prices it accordingly. Hershey is not a stock you can buy cheaply; at least not at any point in the past quarter century.
“Hershey has been riding high on a wave of lower expenses brought about because sugar prices are at a three-year low.”2 With costs low, Hershey has been able to simply keep pace with inflation on its pricing while keeping its marketing budget at bay and relying on its brand name to drive margin and sales growth. The worry here, though, is that neither sales trends nor sugar prices are going to work in Hershey's favor in the long run. The company is vulnerable to market prices of key ingredients all of which saw price increases in 2009. In order to combat rising costs, the company has both lowered product weight and raised domestic wholesale prices.
“Hershey is in the midst of what it calls "Project Next Century," in which it is spending $250 million to $300 million to modernize facilities, with annual savings between $60 million and $80 million.”2 The company will be able to cut 500 to 600 jobs in total by

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