Hershey
Hershey’s in Europe By: Kathryn Frehse Business 330 Principles of Marketing Professor Susan Craver December 3rd, 2012
The Hershey Chocolate has been dominating the market in chocolate in the United States for many years. They have expanded to different countries. But, they have not expanded to Europe. This is an excellent market where the Hershey chocolate would have competition, but they would also thrive in such a large market. With the right promotion, integration, and careful checks and balances for the introduction of this product. It can be successful. If every one of these marketing techniques are not carefully looked at then the product could easily fail.
Hershey knows all too well the ideas behind marketing. They are already in 90 countries and the leader in selling chocolate in the United States. Moving their product to Europe could be one of the greatest challenges they have ever faced. Taking into consideration the customer value equation, the marketing process on how they will promote the product, and analyze the product. The different macro environmental factors the marketers will have to worry about in Europe. That they do not have to worry about in the United States. Since everyone loves chocolate the product is loved by both children and adults. The biggest factor of the success or failure of the product will be the competition. Europe produces some of the finest chocolate in the world. The United States and international ethical marketing consideration will also have to be taken into effect when they think about marketing this product to children. Making sure that their advertisements are not false or manipulating the minds of young children.
The customer value is important to marketers. The customer value equals the perceived benefits/price as stated in S. White, (2012) (Section 1.3). The perceived benefit is that someone is hungry and they want something sweet at is affordable. With Hershey’s wide range of chocolates, this would
The Hershey Chocolate has been dominating the market in chocolate in the United States for many years. They have expanded to different countries. But, they have not expanded to Europe. This is an excellent market where the Hershey chocolate would have competition, but they would also thrive in such a large market. With the right promotion, integration, and careful checks and balances for the introduction of this product. It can be successful. If every one of these marketing techniques are not carefully looked at then the product could easily fail.
Hershey knows all too well the ideas behind marketing. They are already in 90 countries and the leader in selling chocolate in the United States. Moving their product to Europe could be one of the greatest challenges they have ever faced. Taking into consideration the customer value equation, the marketing process on how they will promote the product, and analyze the product. The different macro environmental factors the marketers will have to worry about in Europe. That they do not have to worry about in the United States. Since everyone loves chocolate the product is loved by both children and adults. The biggest factor of the success or failure of the product will be the competition. Europe produces some of the finest chocolate in the world. The United States and international ethical marketing consideration will also have to be taken into effect when they think about marketing this product to children. Making sure that their advertisements are not false or manipulating the minds of young children.
The customer value is important to marketers. The customer value equals the perceived benefits/price as stated in S. White, (2012) (Section 1.3). The perceived benefit is that someone is hungry and they want something sweet at is affordable. With Hershey’s wide range of chocolates, this would
Bibliography: The Micro Environment analysis. (2010, September 23). Retrieved from Discovering strategy: http://www.whatmakesagoodleader.com/macro-environment-analysis.html What is the slogan of Reese 's Peanut Butter Cup Ariosto, D. (2012). Hershey pledges $10 million to improve West African cocoa farming, fight child labor. http://thecnnfreedomproject.blogs.cnn.com/2012/01/31/hershey-pledges-10-million-to-improve-west-african-cocoa-farming-fight-child-labor/: CNN. Ferrero. (2012, 9 sep). Kinder Chocolate. Retrieved from Made expressily for children: http://www.ferrero.com/products/the-most-famous-products/kinder-chocolate/made-for-children/ Hershey Hershey. (2012, Jun). Hershey making process. Retrieved from Hershey process: http://www.thehersheycompany.com/social-responsibility/marketplace.aspx ILRF, G Mundi, I. (2012, November 22). Birth rate index in Europe. Retrieved from Index Mindi: http://www.indexmundi.com/map/?v=25&r=eu&l=en News, C White, S. (2012). Principles of Marketing. San Diago CA: Bridge Point Education.