Premium Essay

The Hershey Company: an Integrated Global Marketing Plan

In:

Submitted By rooneyboon
Words 3312
Pages 14
The Hershey Company
An Integrated Global Marketing Case Study | AbstractThe confectionary industry is becoming intensely competitive and so, the Hershey Company needs to continue to strengthen brand loyalty to stay competitive in a growing and changing global market. Hershey’s has increased the value proposition of chocolate and snacking in the minds of consumers by producing a variety of flavors and product choices that are marketed to targeted audiences in targeted segments through specific channels of communication. The company’s strategic focus on aligning marketing strategies with changing consumer preferences has led Hershey’s to expand their integrated marketing communications plan into social media channels and produce innovative new products for the health-conscious consumers.
Rebecca Simmons
MBA FP-6012 Assessment 5 |

The Hershey Company
An Integrated Global Marketing Case Study | AbstractThe confectionary industry is becoming intensely competitive and so, the Hershey Company needs to continue to strengthen brand loyalty to stay competitive in a growing and changing global market. Hershey’s has increased the value proposition of chocolate and snacking in the minds of consumers by producing a variety of flavors and product choices that are marketed to targeted audiences in targeted segments through specific channels of communication. The company’s strategic focus on aligning marketing strategies with changing consumer preferences has led Hershey’s to expand their integrated marketing communications plan into social media channels and produce innovative new products for the health-conscious consumers.
Rebecca Simmons
MBA FP-6012 Assessment 5 |

Table of Contents Introduction 2 Company Overview and History 3 Current Situation 5 Marketing Mix 5 Segmentation 6 Geographical 6 Product 6 PEST Analysis 6 Marketing Information

Similar Documents

Premium Essay

Sksn

...√ √ √ 1 CH2 X √ X √ √ Review for ERP/Systems Integration & Administration Lec. Dr. Abdullatif Ghallab ghallab@gmail.com CH01- INTRODUCTION TO ENTERPRISE SYSTEMS FOR MANAGEMENT A. DISCUSSION QUESTIONS 1. Refer to the Hershey case. What were the goals and details of the Enterprise 21 project? 1. 2. 3. 4. 5. 2. Establish a single supply chain across all divisions. Streamline all business processes by reengineering them across all functional areas. Increase the gross margin and maintain sales growth. Save $75 – 80 million through corporate restructuring and closing of older distribution sites. Fix their Y2K problem and replace existing mainframe environment. Refer to the Hershey case. What were some of the key problems that Hershey encountered when choosing, integrating and implementing their new ERP system? The implementation of the ERP for Hershey was beset with difficulties due to a number of failures: a. Project management issues, not faulty software: The company did not use the proper resources do ensure a good launch. This especially includes the failures of top management. b. Big Bang versus phased implementation: With their second attempt Hershey was able to plan more thoroughly in order to reduce redundancies, properly train and troubleshoot on a manageable basis. • • • • • There were several key...

Words: 9433 - Pages: 38

Premium Essay

Chi Lsdfopdfmsp

...overview of the implementation process (e.g., the ERP life cycle, business process reengineering, project management, and change management). Understand the role of staff, vendors, consultants, and the organization in making the ERP implementation process successful. Comprehend the ethical, global and security challenges while implementing an ERP system, as well as get an overview of ERP vendors and industry trends. CHAPTER  OUTLINE:     I. II. III. IV. V. Opening Case: Hershey’s Enterprise 21 Project Preview a) Enterprise Systems in Organizations b) Information Silos and Systems Integration c) Enterprise Resource Planning (ERP) Systems Enterprise Resource Planning Systems a) What is an ERP? b) Evolution of ERP c) Business Process and ERP d) ERP System Components e) ERP Architecture f) e-Business and ERP g) Benefits and Limitations of ERP ERP Implementation a) Business Process Management b) ERP Life Cycle c) ERP Implementation Strategies d) Software and Vendor Selection e) Operations and Post-Implementation People and Organization a) Project Management b) Role of Consultants c) Change Management d) Business Process Reengineering e) Global,...

Words: 4056 - Pages: 17

Premium Essay

Chocolate Industry

....................................... 2 The benefits of the “big4” ....................................................................................................................... 3 Kraft..................................................................................................................................................... 3 Nestlé .................................................................................................................................................. 3 Mars .................................................................................................................................................... 4 The Hershey Company ........................................................................................................................ 5 Common project between Marc and Hershey ................................................................................... 6 “Big4”, consequentialism and utilitarianism....................................................................................... 6 Moral and human rights infractions ....................................................................................................... 7 Recommendations for cocoa and chocolate industry ............................................................................ 9 Challenges remaining for the cocoa and chocolate industry................................................................ 11 References .......................................

Words: 3968 - Pages: 16

Free Essay

Hershey Facts

...(717) 534-7556 Fax: (717) 534-6550 E-mail: mpogharian@hersheys.com Matthew F. Miller Investor Relations Manager Tele: (717) 534-7554 Fax: (717) 534-6550 E-mail: mfmiller@hersheys.com Prepared by: The Hershey Company Investor Relations Department 100 Crystal A Drive, P.O. Box 810 Hershey, PA 17033-0810 Internet: www.hersheys.com The Hershey Company Fact Book Table of Contents Page(S) 3 4 5-24 Mission Statement Acquisition/Divestiture Summary Key Corporate Events Financial Data Summary of Statements of Income - GAAP: 2010 & 2009 Summary of Statements of Income - Pro Forma: 2010 & 2009 Six-Year Consolidated Financial Summary Quarterly Performance (2010, 2009 & 2008) 2002 – 2010 GAAP & Non-GAAP Annual EPS Capitalization Financing Arrangements Long Term Financial Objectives Capital Expenditures Depreciation Cash Flow Analysis Share Repurchases Economic-ROIC HSY Stock Statistics Key Management Hershey Executive Team Operations U.S. Confectionery Industry U.S. Market Share U.S. Classes of Trade U.S. Snack Market Hershey Products Hershey Canada Hershey Mexico Hershey International Commodities Cocoa Sugar Hershey Manufacturing and Distribution 25 26 27 28 29 30 31 32 33 33 34 35-36 37 38-39 40 41-42 43-44 45 45 46-47 48-50 51 52-53 54-55 56 57 The Hershey Company What it means to stakeholders Consumers Delivering quality consumer-driven confectionery experiences for all occasions Employees Winning with an aligned and empowered organization…while having...

Words: 17608 - Pages: 71

Premium Essay

Erp Failure

...ERP lmplementation Failure at Hershey FoodsCorporation Case study Reference 908-001-1 no This case written InduPerepu, was by under direction Vivek the of Gupta, lcFAl center Management for Research. intended be used thebasis lt is to as for class discussion rather thanto illustrate either effective ineffective or handlinq of a management situation.The was case compiled published from sources. @2008, ICFAI Center Management for (ICMR). Research Nopartof thispublication be copied, may stored, transmitted, reproduced or distributedanyformor medium in whatsoever without permission the of thecopyright owner. DlrtÍibuted by sch,UK and USA NoÍth AmcÍie RestoÍth. woÍld GE - thecase learninqffiffI;ïi" for ;ïl;:llï;:ï a ecchusa@ecch.com ;ïillll;:Íïiï; € êcch@ecch.com PÍinted in UK and UsA 908-001-1 ERP IMPLEMENTATION FAILURE AT HERSHEY FOODS CORPORATION "The Hersheydebacleis not an indictmentof ERPsper se, but it should caution any company that choosesto implementsuch a broad suite to make sure that systemwill function smoothly beforeenteringa peak salesperiod."l - Chain StoreAge, in 1999. "There is no doubt that 1999was a most dfficult and disappointingyear for Hershey Foods Corporation. llhile the year got off to a slow start due to excessiveretail inventories, we fully of expecteda strongfinish in the secondhalf of the yea.r.Instead, the implementation theJinal phase of the Corporation's enterprise-wide information systemcreatedproblems in the areas...

Words: 5652 - Pages: 23

Free Essay

Hershy

...Tele: (717) 534-7556 Fax: (717) 534-6550 E-mail: mpogharian@hersheys.com Matthew F. Miller Investor Relations Manager Tele: (717) 534-7554 Fax: (717) 534-6550 E-mail: mfmiller@hersheys.com Prepared by: The Hershey Company Investor Relations Department 100 Crystal A Drive, P.O. Box 810 Hershey, PA 17033-0810 Internet: www.hersheys.com The Hershey Company Fact Book Table of Contents Page(s) 3 4 5-24 Mission Statement Acquisition/Divestiture Summary Key Corporate Events Financial Data Summary of Statements of Income - GAAP: 2011 & 2010 Summary of Statements of Income - Pro Forma: 2011 & 2010 Six-Year Consolidated Financial Summary Quarterly Performance (2010, 2009 & 2008) 2002 – 2010 GAAP & Non-GAAP Annual EPS Capitalization Financing Arrangements Long Term Financial Objectives Capital Expenditures Depreciation Cash Flow Analysis Share Repurchases Economic-ROIC HSY Stock Statistics Key Management Hershey Executive Team Operations U.S. Confectionery Industry U.S. Market Share U.S. Classes of Trade U.S. Snack Market Hershey Products Hershey Canada Hershey International Commodities Cocoa Sugar Hershey Manufacturing and Distribution 25 26 27 28 29 30 31 32 33 33 34 35-36 37 38-39 40 41-42 43-44 45 45 46-47 48-50 51-52 53-54 55 56 The Hershey Company What it means to stakeholders Consumers Delivering quality consumer-driven confectionery experiences for all occasions Employees Winning with an aligned and empowered organization…while having fun Business...

Words: 17143 - Pages: 69

Premium Essay

Hershey Food Corporation

...HERSHEY FOODS CORPORATION: BITTER TIMES IN A SWEET PLACE Teaching Note Synopsis and Objectives The proposed sale of Hershey Foods Corporation (HFC) during the summer of 2002 captured headlines and imaginations. After all, Hershey was an American icon, and when the company’s largest shareholder, the Hershey Trust Company (HSY), asked HFC management to explore a sale, the story drew national and international attention. The company’s unusual governance structure put the Hershey Trust’s board in the difficult position of making both an economic and a governance decision. On the one hand, the board faced a challenging economic decision that centered on determining whether the solicited bids provided a fair premium for HFC shareholders. On the other hand, the governance decision required the board to balance its fiduciary responsibility against the original mandate of Milton Hershey to support the Hershey School in perpetuity. The fiduciary responsibility is relatively simple compared with satisfying a broad array of constituents, including the Hershey community, HFC employees, and Pennsylvania’s attorney general. In addition to this teaching note, we provide a variety of teaching supplements to support a discussion of the complex issues presented by the case: • Video footage of the Hershey community and key players in the case • Excel spreadsheets for key case exhibits • Excel spreadsheets for key teaching-note exhibits • Projection-ready...

Words: 7381 - Pages: 30

Free Essay

Business Strategy

...Ferrero SPA Corporation Ferrero is Italian manufacturer of chocolate and confectionary products being founded in the modest beginnings of 1946, when Pietro and Giovanni Ferrero started the company as a confectionary shop in northwest Italian town of Alba (Datamonitor, 2009). Today Ferrero International is the world’s fourth largest companies in the confectionery Market with 16 plants and 36 commercial companies all around the world, having 20,000 employees generating 35,000 cores of turnovers in 2006. A wide and complex portfolio of products, including mainly: chocolate spread, candies, pralines, bakery, chocolate snack eggs with surprise, cold tea & chilled chocolate products. The company is owned and managed by the founding Ferrero family. (Nutella.com, nd). 1. External Environment The Environment encapsulates many different influences, which can be difficult to analyze. The difficulty can be to identify: the environment diversity; the speed of change as managers feel that the pace of technological change and the speed of global communication change faster than even before; the last difficulty is complexity. Ferrero in order to face these difficulties can use different tools, such as: PESTEL (Political, Economical, Socio-Cultural, Technological, Environmental, Legal); Porter’s five forces; Market segmentation. In order to analyse: the macro-environment, competitors and market. (Johnson and Scholes, 2002, pp98). 2.1 Macro-Environment Macro-Environmental...

Words: 7421 - Pages: 30

Premium Essay

The Development of Instagram as a Social Media Tool

...The Development of Instagram as a Social Media Tool Introduction More than twenty years after its commercial launch, the internet is now an important distribution channel, as well as an essential basis for consumer information and empowerment. The rise of the social and digital media has revolutionized the online environment tremendously. Novel applications for social correspondence are replacing the traditional mass print media. The social media landscape is an ephemeral place. New networks emerge every time, and it is almost impossible to keep track of what works and what does not work. With the many social media applications, the rise of online visual content sharing has brought about further changes in the social media landscape across various industries (Christiansen, B., Yildiz, S., & Yildiz, E. 2014, 213). The rapid growth of visual content sites such as Instagram, Facebook, Pinterest, Vine, and Twitter demonstrates how visual content has become widespread in social media, particularly in industries such as beauty and fashion, which rely heavily on visual representations and aesthetics. In the current social media landscape, brands are trying out the power of visual content in encouraging consumer engagement. Concurrent to this trend, Instagram is now growing faster than any other social networking site (SNS). According to Pew Research, while Facebook continues to be the most popular social networking site, Instagram appears to the fastest growing (Southern, M. 2014...

Words: 4869 - Pages: 20

Premium Essay

Phd, Ascascacacaj

...Marketing Management 14 PHILIP KOTLER Northwestern University KEVIN LANE KELLER Dartmouth College Prentice Hall Boston Columbus Indianapolis New York San Francisco Upper Saddle River Amsterdam Cape Town Dubai London Madrid Milan Munich Paris Montreal Toronto Delhi Mexico City Sao Paulo Sydney Hong Kong Seoul Singapore Taipei Tokyo Editorial Director: Sally Yagan Editor in Chief: Eric Svendsen Executive Editor: Melissa Sabella Development Editor: Elisa Adams Director of Editorial Services: Ashley Santora Editorial Project Manager: Kierra Bloom Editorial Assistant: Elizabeth Scarpa Director of Marketing: Patrice Lumuba Jones Senior Marketing Manager: Anne Fahlgren Senior Managing Editor: Judy Leale Production Project Manager: Ann Pulido Senior Operations Supervisor: Arnold Vila Creative Director: John Christiano Senior Art Director: Blair Brown Text and Cover Designer: Blair Brown Lead Media Project Manager: Lisa Rinaldi Editorial Media Project Manager: Denise Vaughn Full-Service Project Management: Sharon Anderson/BookMasters, Inc. Composition: Integra Printer/Binder: Courier/Kendallville Cover Printer: Lehigh-Phoenix Color/Hagerstown Text Font: 9.5/11.5, Minion Credits and acknowledgments borrowed from other sources and reproduced, with permission, in this textbook appear on appropriate page within text. Copyright © 2012, 2009, 2006, 2003, 2000 Pearson Education, Inc., publishing as Prentice Hall, One Lake Street, Upper Saddle River, New Jersey 07458. All...

Words: 8292 - Pages: 34

Free Essay

Godrej

...Assignment – Organizational Behavior II – IIMK Introduction ........................................................................................................................................................................ 4 Executive Summary ......................................................................................................................................................... 5 Overview of the Godrej Group ................................................................................................................................... 7 Organizational Structure .............................................................................................................................................. 7 Godrej Group Companies ........................................................................................................................................ 8 Competition .................................................................................................................................................................... 9 Family Business Model .......................................................................................................................................... 10 Key Success factors – Family Business Model ........................................................................................... 11 Structural Change post Liberalization .........................................................................................

Words: 8874 - Pages: 36

Premium Essay

Business

...thomas a . meyer How Great companies Get Started in terrible times Innovate! Innovate! How Great Companies Get Started in Terrible Times THOMAS A. MEYER John Wiley & Sons, Inc. Copyright © 2010 by Thomas A. Meyer. All rights reserved. Published by John Wiley & Sons, Inc., Hoboken, New Jersey. Published simultaneously in Canada. No part of this publication may be reproduced, stored in a retrieval system, or transmitted in any form or by any means, electronic, mechanical, photocopying, recording, scanning, or otherwise, except as permitted under Section 107 or 108 of the 1976 United States Copyright Act, without either the prior written permission of the Publisher, or authorization through payment of the appropriate per-copy fee to the Copyright Clearance Center, Inc., 222 Rosewood Drive, Danvers, MA 01923, (978) 750-8400, fax (978) 646-8600, or on the web at www.copyright.com. Requests to the Publisher for permission should be addressed to the Permissions Department, John Wiley & Sons, Inc., 111 River Street, Hoboken, NJ 07030, (201) 748-6011, fax (201) 748-6008, or online at http://www.wiley.com/go/permissions. Limit of Liability/Disclaimer of Warranty: While the publisher and author have used their best efforts in preparing this book, they make no representations or warranties with respect to the accuracy or completeness of the contents of this book and specifically disclaim any implied warranties of merchantability or fitness for a particular purpose...

Words: 58226 - Pages: 233

Premium Essay

Marketing Management

...C A D B U R Y P E R K CADBURY PERK MARKETING PLAN Course: Marketing Management Faculty: Adnan Anwar Group Members: * Nimra Kasbati * Sidra Shaheen * Farheen Wasti ACKNOWLEDGEMENT: We have taken effort in this project. However it had not been possible without the kind support and help of many individuals. We would like it extend my sincere thanks to all of them. We are highly indebted to Sir Adnan Anwarfor his guidance and constant superior as well as providing necessary information regarding the project and also for his support. Thank You. EXECUTIVE SUMMARY: Cadbury is a British multinational confectionery company owned by Mondelēz International. It is the second largest confectionery brand in the world after Wrigley's. But its sub brand Perk is not that much successful as other sub brands. Due to its wrong and unstable positioning its market share 15%. We have made a marketing plan for Cadbury Perk. In our plan we have looked on Cadbury Perk Segmentation, Targeting, Positioning strategies and 4p’s. We have also looked around its competitors’ i.e. Kit Kat strategies and analysed SWOT. After looking through weaknesses and opportunities he have identified problem statement and made marketing objective. By following marketing objective we have launched a new product i.e. Cadbury Perk LOL. It is new innovative look of Cadbury perk in the form of chocolate balls. It contain oats which help in reducing calories. This new product...

Words: 4037 - Pages: 17

Premium Essay

Business

...NIGERIAN TURKISH NILE UNIVERSITY, ABUJA DEPARTMENT OF BUSINESS ADMINISTRATION EXECUTIVE MBA HUMAN RESOURCE INFORMATION SYSTEM HUMAN RESOURCE MANAGEMENT: MBA807 PREPARED BY ENEJO JOHN ID NUMBER: 151323006 Table of Contents INTRODUCTION ............................................................................................................................... 2 HISTORY AND EVOLUTION OF HUMAN RESOURCES SOFTWARE ................................................... 3 Defining Different Types of HRIS Solutions..................................................................................... 5 What Are HR Systems Managing? .............................................................................................. 5 What Are the Main HR Software Solutions? .............................................................................. 5 HRIS Solutions ............................................................................................................................. 5 HCM Solutions............................................................................................................................. 6 HRMS Solutions ........................................................................................................................... 6 HUMAN RESOURCE INFORMATION SYSTEM-DEFINITION.............................................................. 7 HRIS – Why it is needed? .................................................................

Words: 4248 - Pages: 17

Premium Essay

Knowldge Management

...approach to knowledge management 3 Learn local: 3 Act global, Learn local: 3 Learn local, act global: 4 British Petroleum (BP’s) approach to KM: 4 Business objectives of British Petroleum to KMS: 4 Developing better ideas: 4 Organization wide best practice: 4 Greater collaboration among entities: 5 Generating new ways: 5 Reduces cost: 5 Challenges of KMS implementation in BP: 5 Transferring best practice: 5 Train modest performing teams: 6 Management tools to avoid failure of KMS in BP: 6 Build a Case for Change Management: 6 Visionary Leadership: 6 Communication: 6 Time: 7 Deploy agents: 7 Proper performance measures: 7 Culture changes: 7 Social media in reconsidering the previous KM approach: 7 Socialization: from tacit to tacit: 7 Externalization: from tacit to explicit 8 Combination: from explicit to explicit 8 Internalization: from explicit to tacit 8 Conclusion: 8 References: 8 Executive Summary: Knowledge management is a multi-disciplined process of creation, developing, improving and disseminating the knowledge in the organization (Unc.edu, 2014). Toyota is one of the largest car manufacturing companies around the world. It produces car not only in its originated country but also different countries around the world. To be competent, Toyota puts much more emphasize on the knowledge managements of the organization. They develop the “learn local”, “act global, learn local” and “learn local, act global” approaches to develop a competitive environment...

Words: 2707 - Pages: 11