This paper analyzes the marketing position of Hershey Food Corporation, whose brand names are household names in the chocolate and confectionery industry.
Written in 2005; 3,055 words; 9 sources; MLA; $ 89.95
Paper Summary:
The paper explains that, although the Hershey products are competitively priced, high quality candies have been the foundation of their success. It points out however, that Hershey's revenues are significantly behind their competitors and their product mix lacks true diversity. The author points out that one recommended strategy is to extend globally the Hershey brand name. The paper recommends purchasing divisions, which other food companies are selling off, to acquire the needed revenue to be more competitive with some of the other larger companies, while also affording the opportunity to widen their product mix. Tables. Illustrations.
"The first force to be analyzed in Porter's Five Forces is rivalry amongst competitors in the industry. In the chocolate and confectionary industry, there are many competitors. The industry is quite fragmented, despite several large organizations, such as Hershey Foods, Cadbury, Nestle, etc. being present. Therefore rivalry is intense. Multiple organizations are continually vying for the same valuable market share, in a rather mature industry. "
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