Hershey Marketing
The Hershey Company 1. History and Overview
The first Hershey’s Chocolate Bar was produced in 1900, six years after the firm that would become The Hershey Company (“Hershey”) was founded by candy-manufacturer Milton S. Hershey. 2. Strategic Planning, Corporate Vision
Until late last year when Hershey announced plans to revamp how it organizes its business with two new strategic business units—one for chocolate and the other for sugar confectionery—the company’s marketing organization was comprised of five primary product groups and three divisions: Hershey North America, Hershey International and the Global Marketing Group. According to their 2009 Annual Financial Report, this organization structure allowed Hershey to capitalize on unique customer and consumer trends, leverage marketing and sales leadership in the US and Canada, and focus on key growth areas in global markets (Annual Report p. 2). As indicated by a November 2nd, 2010 press release, the new structure is meant to leverage competencies for global growth, strengthen regional focus with additional resources, and augment confectionery consumer insights and innovation capabilities. (http://www.thehersheycompany.com/newsroom/news-release-1490640.aspx)
In 2009, Hershey put forth their first Corporate Social Responsibility Report. In the opening paragraphs of this report they call Corporate Social Responsibility integral to their mission of “Bringing sweet moments of Hershey happiness to the world every day.” Kotler and Keller (27) contend that not only should a mission statement be short, memorable, meaningful, and enduring, it should provide employees with a shared sense of purpose, direction, and opportunity. Hershey is attuned to these needs. The report elaborates, “Our employees are committed to our mission…In all of our efforts, we are guided by our values, which have enabled our company to succeed over the long term.”
Hershey’s internal marketing strategy is driven by their
The first Hershey’s Chocolate Bar was produced in 1900, six years after the firm that would become The Hershey Company (“Hershey”) was founded by candy-manufacturer Milton S. Hershey. 2. Strategic Planning, Corporate Vision
Until late last year when Hershey announced plans to revamp how it organizes its business with two new strategic business units—one for chocolate and the other for sugar confectionery—the company’s marketing organization was comprised of five primary product groups and three divisions: Hershey North America, Hershey International and the Global Marketing Group. According to their 2009 Annual Financial Report, this organization structure allowed Hershey to capitalize on unique customer and consumer trends, leverage marketing and sales leadership in the US and Canada, and focus on key growth areas in global markets (Annual Report p. 2). As indicated by a November 2nd, 2010 press release, the new structure is meant to leverage competencies for global growth, strengthen regional focus with additional resources, and augment confectionery consumer insights and innovation capabilities. (http://www.thehersheycompany.com/newsroom/news-release-1490640.aspx)
In 2009, Hershey put forth their first Corporate Social Responsibility Report. In the opening paragraphs of this report they call Corporate Social Responsibility integral to their mission of “Bringing sweet moments of Hershey happiness to the world every day.” Kotler and Keller (27) contend that not only should a mission statement be short, memorable, meaningful, and enduring, it should provide employees with a shared sense of purpose, direction, and opportunity. Hershey is attuned to these needs. The report elaborates, “Our employees are committed to our mission…In all of our efforts, we are guided by our values, which have enabled our company to succeed over the long term.”
Hershey’s internal marketing strategy is driven by their