Hershey: Going through a Sweet Recession
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(Case Code: MKTG222) click on the button below, and select the case from the list of available cases:
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Please note:
This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.
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Abstract:
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The case describes the efforts undertaken by The Hershey
Company (Hershey) to grow its business. It begins with a brief history of the
over 100-year old company and then discusses the various reasons for the
company's flat sales starting from the early 2000s.
Later, the case talks about
the business strategy adopted by the company in 2004-05 to boost sales, which
involved the introduction of new products and entry into new market segments. It
then describes the restructuring initiatives undertaken by the company in 2007
in order to streamline production, and how these efforts failed to improve its
financial situation.
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The case ends with a discussion on Hershey's new marketing strategy, developed and adopted after extensive consumer research in 2008, which finally managed to give a fillip to sales.
Issues:
» Finding ways to increase sales when faced with a mature market.
» Expanding into international markets.
» Consumer research in formulating the marketing strategy.
Contents:
Keywords:
Hershey, Chocolate and Confectionary, Market research, Consumer research, Advertising and Promotion, Marketing strategy, International expansion, Product innovation
Hershey: Going through a Sweet Recession
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