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You Decide: Future of Willy’s Candy Company

Dear Executive Committee:

We’re gathered today to discuss the future of Willy’s Candy Company, which has experienced flat sales and earnings for the last few years. Background: The company’s two major products, Willy’s Yummy Chews and Willy’s Sour Straws, has helped the company maintain sales through a combination of aggressive pricing and trade incentives. Over the years, however, the company has tried to introduce new candy products without much success. As your strategy consultant, I’ll be presenting you an overview of strategic ideas I’ve gathered from key executives in your company. Subsequently, I’ll share with you my own strategic recommendations to help this company move forward. Merger Strategy

Given the stagnation of sales and profits the last few years, Chester A. Wonka III, CEO, stresses the fact that the company’s portfolio is mainly supported by its two popular products: Willy’s Yummy Chews and Willy’s Sour Straws. Countless efforts, like pricing and trade incentives, have been done to improve sales, profitability and market share. Unfortunately, none of those have worked and he feels it’s necessary to make a bold, strategic move. Wonka proposes that the company considers a merger with the larger Swiss company that has made countless offers in the past. While this is indeed a bold move, we should weigh the benefits and risks: Benefits: * Becomes part of a larger conglomerate * Potential to expand into international markets (globalization) * Provision of resources, capabilities and marketing support (greater capacity) Risks: * Loss of pride in identity, ownership and

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