Hershey Swot Analysis Essay
MKTG716 Assignment No. 1
Market Analysis
Done by: Judione Marshall
Student No.: 300782420
Done For: Professor Brian Press
Due: October 2, 2014
Market Analysis for Hershey Chocolate Bar
1 Macro Environmental Analysis
1.1 Demographic
While the number of immigrants entering Canada each year is small with 0.7% accounting for the total population of Canada in 2011; recent data suggests that the foreign born population is higher in Canada (20.6%), compared to the United States (13.1%). It is projected that by 2031 a quarter of Canada’s population will be foreign born (25% - 28%). Since 2010 the majority of immigrants coming to Canada are from the Philippines, India and China immigrant population is steadily increasing with majority of it …show more content…
1.7 Competitive
Hershey Co. nearest competitors are in the confectionary market is Mars Inc. and Nestle Co. Hershey has a 43% market share making it the leader in the chocolate maker market.
2 SWOT Analysis
Strengths
Weakness
Market Leader with largest share of market (43%)
Has a wide variety of chocolate bar brands (Milk Chocolate, Cookies ‘N’ Crème, Symphony).
Licensed to sell many of the top confectionery brands.
Emphasis on research on development.
Generally recognized as selling quality brands by consumers.
Litigation and lawsuits against Hershey, especially recently for allegation of colluding with other confectioner makers to drive of prices of certain products.
Not enough reach in the Canadian Market. Most of market sales is from the United States.
Lack of innovation in advertising. Not enough visibility in media for Hershey chocolate bars.
High dependence on point of sales displays, to attract consumers.
Hershey has been criticized for lagging behind it competitors in fair trade programs and not engaging more in sustainable and ethical cocoa purchases.
Market Analysis
Done by: Judione Marshall
Student No.: 300782420
Done For: Professor Brian Press
Due: October 2, 2014
Market Analysis for Hershey Chocolate Bar
1 Macro Environmental Analysis
1.1 Demographic
While the number of immigrants entering Canada each year is small with 0.7% accounting for the total population of Canada in 2011; recent data suggests that the foreign born population is higher in Canada (20.6%), compared to the United States (13.1%). It is projected that by 2031 a quarter of Canada’s population will be foreign born (25% - 28%). Since 2010 the majority of immigrants coming to Canada are from the Philippines, India and China immigrant population is steadily increasing with majority of it …show more content…
1.7 Competitive
Hershey Co. nearest competitors are in the confectionary market is Mars Inc. and Nestle Co. Hershey has a 43% market share making it the leader in the chocolate maker market.
2 SWOT Analysis
Strengths
Weakness
Market Leader with largest share of market (43%)
Has a wide variety of chocolate bar brands (Milk Chocolate, Cookies ‘N’ Crème, Symphony).
Licensed to sell many of the top confectionery brands.
Emphasis on research on development.
Generally recognized as selling quality brands by consumers.
Litigation and lawsuits against Hershey, especially recently for allegation of colluding with other confectioner makers to drive of prices of certain products.
Not enough reach in the Canadian Market. Most of market sales is from the United States.
Lack of innovation in advertising. Not enough visibility in media for Hershey chocolate bars.
High dependence on point of sales displays, to attract consumers.
Hershey has been criticized for lagging behind it competitors in fair trade programs and not engaging more in sustainable and ethical cocoa purchases.