FOSTIIMA Business School, New Delhi

CASE ANALYSIS
OF

HERSHEY FOODS CORPORATION

BY ATUL JAIN Dated: 11th Nov. 2009

SUBMITTED TO: Ms. Nadira Maam SUBMITTED BY: Atul Jain (69)
Case Analysis Hershey Food Corporation by Atul Jain [FOSTIIMA Business School] Page 1

TABLE OF CONTENTS
S.NO. TOPICS
EXECUTIVE SUMMARY OBJECTIVE CHAPTER. 1. INTRODUCTION 1.1 BACKGROUND 1.2 GROWTH 1.3 GROWTH GLOBALLY 7 8 9

PAGE NO.
5 6

CHAPTER. 2. CHAPTER. 3.

PRODUCTS SWOT ANALYSIS 3.1 STRENGTHS 3.2 WEAKNESSES 3.3 OPPORTUNITIES 3.4 WEAKNESSES FINANCE 4.1 FINDINGS 4.2 RECOMMENDATION MARKETING 5.1 FINDINGS 5.2 RECOMMENDATION

10

11 11 12 12

CHAPTER. 4.

13 14

CHAPTER. 5.

15 16

CHAPTER. 6.

PRODUCTION 6.1 FINDINGS 6.2 RECOMMENDATION 17 18

Case Analysis Hershey Food Corporation by Atul Jain [FOSTIIMA Business School]

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CHAPTER. 7.

ORGANIZATION STRUCTURE 7.1 FINDINGS 7.2 RECOMMENDATION 19 20

CHAPTER. 8.

CONCLUSION RESULT OF STUDY 21

BIBLOGRAPHY ANNEXURE .1. (MILESTONE ALONG OUR ROAD TO SUCCESS) ANNEXURE .2. (HERSHEY MERGERS & ACQUISITIONS LIST)

22

1 TO 5

1 TO 3

Case Analysis Hershey Food Corporation by Atul Jain [FOSTIIMA Business School]

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TABLE OF PLATES
S.NO. TOPICS PAGE N.

PLATE NO.1

HERSHEYS GROWTH CHART Source: www.hersheys.com

PLATE NO.2

GLOBALLY GROWTH CHART Source: Global Market Review Report

PLATE NO.3

MAJOR BRANDS AND PRODUCT LINES Source: www.hersheys.com HERSHEYS INCOME CHART Source: Case -5 Hershey Foods Corporation

10

PLATE NO.4

13

PLATE NO.5

2004 SALES CHART Source: Balance Sheets of Nestle, Mars etc. CHART OF HERSHEYS EXPENSES Source: Case -5 Hershey Foods Corporation

13

PLATE NO.6

15

PLATE NO.7

MARKET SHARE OF DIFFERENT PRODUCTS Source: www.investis.com

17

PLATE NO.8

ORGANIZATION STRUCTURE (FINDINGS) Source: Case -5 Hershey Foods Corporation

19

PLATE NO.9

ORGANIZATION STRUCTURE (RECOMMENDATION) Source: Self

20

Case Analysis Hershey Food Corporation by Atul Jain [FOSTIIMA Business School]

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EXECUTIVE SUMMARY
Hershey,
Pennsylvania the home of Hershey Foods Corporation known as

Chocolate Town, USA, the air in this city actually smells like chocolate.

Hershey has grown from a one product, one plant operation in 1894 to a $ 4.4
billion company producing as array of quality chocolate, nonchocolate and grocery products.

SWOT Analysis to define the Hershey Strengths, Weaknesses, Opportunities and

Threats.

Hershey market share is less than 10 percent, lowest among its competitor. So,
Hershey should come up with new strategies in finance, marketing, production department and in organization structure to increase the market share and compete globally.

Case Analysis Hershey Food Corporation by Atul Jain [FOSTIIMA Business School]

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OBJECTIVE OF THE STUDY

To Analysis the Hershey Food Corporation situation and suggest certain strategies
department wise to overcome from the main threat i.e. competitor.

Suggest the certain techniques and strategies to increase the market share and to
compete globally.

Case Analysis Hershey Food Corporation by Atul Jain [FOSTIIMA Business School]

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1.1 BACKGROUND
Milton Hersheys love for candy making began with a childhood apprenticeship under candy maker Joe Royer of Lancaster, Pennsylvania. Mr. Hershey was eager to own a candy-making business. After numerous attempts and even bankruptcy, he finally gained success in the caramel business. Mr. Milton S. Hershey Hershey has grown from a one-product, one plant operation in 1894 to a $4.4. Billion company producing as array of quality chocolate, non chocolate, and grocery products. The company markets confectionery and grocery products in over 60 countries worldwide, down from 90 countries a few years ago.

By 1901, the chocolate industry in America was growing rapidly. Hersheys sales reached $662,000 that year, creating the need for a new factory. Mr. Hershey moved his company to Derry Church, Pennsylvania, a town that was renamed Hershey in 1906.

In 1909, the Milton Hershey School for Orphans was founded. Mr. and Mrs. Hershey could not have children, so for years the Hershey Chocolate Company operated mainly to provide funds for the orphanages. In 1927, the Hershey Chocolate Company was incorporated under the laws of the state of Delaware and listed on the New York Stock Exchange. That same year, 20 percent of Hersheys stock was sold to the public. Between 1930 and 1960, Hershey went through rapid growth; the name Hershey became a household word. The legendary Milton Hershey died in 1945.
Case Analysis Hershey Food Corporation by Atul Jain [FOSTIIMA Business School] Page 7

1.2 GROWTH

In the year of 1901, the Hershey company sales were only $662,000 and within the span of 10 years the Hershey sales reached $ 5 million in 1911. Thereafter Hersheys sales increased 4 to 5 percent annually as we can see in the Figure .1.

1. HERSHEY GROWTH CHART (in $ million)

Growth (in million)

500 400 300 200 100 0 1998 1999 2000 2001 2002 2003 2004 2005

Source: www.hersheys.com

Case Analysis Hershey Food Corporation by Atul Jain [FOSTIIMA Business School]

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1.3 GROWTH GLOBALLY

Premium chocolate represents a fast-growing and dynamic market in many parts of the world, with global sales having risen by over 18% within the last year.

The global chocolate market is forecast to reach a value of US$12.9bn by 2011. This represents an increase of more than 85% in value terms compared with present levels, and provides an indication that the market in many parts of the world has only just started to develop towards its potential.

GLOBALLY GROWTH CHART (IN $ BILLION)

Growth
16 14 12 10 8 6 4 2 0 2000 2002 2004 2006 2008 2010 2012 2014 2015, 14

2016

Source: Global Market Review Report

Case Analysis Hershey Food Corporation by Atul Jain [FOSTIIMA Business School]

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2. PRODUCTS
Hersheys North America operations produce an extensive line of chocolate and non chocolate products sold in the form of single bars, bagged goods, and boxed items. These products are marketed under more than 50 brands names and sold in over 2 million retail outlets in North America. In 2004; Hershey introduced the following new products: Hersheys Kisses filled with caramel milk chocolates; Ice Breakers Liquid Ice mints; Hersheys Snack Barz rice and marshmallow bars; Hersheys Smart Zone nutrition bars; Take5 candy bars; Hersheys Almond Joy, York, and Reeses cookies; Reeses Piece candy with peanuts; and Reeses Big Cup, etc. MAJOR BRANDS AND PRODUCT LINES

Hershey's Hershey's Bliss

Reese's

Ice Breakers

Major Barnds

Kit Kat

Jolly Rancher
Twizzlers

Kisses

Case Analysis Hershey Food Corporation by Atul Jain [FOSTIIMA Business School]

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3. SWOT ANALYSIS
3.1 STRENGTHS:
Huge Market Share in North America. Marketed under more than 50 brand names. Derry Church, Pennsylvania, a town that was renamed Hershey in 1906. The name Hershey became a household word. Hershey acquired or purchased many corporations in America. Annexure .1. (Hershey Mergers & Acquisitions list)

Huge man power approx. 13,700 full-time and 2,300 part-time employees. Increasing sales 3 to 4 percent annually.

3.2 WEAKNESSES:
Hershey operates from a centralized, functional structure with no divisional president. Very few multinational distributors. They are not able to adopt Global Channels of Distribution. Less than 10 percent of Hersheys sales are generated outside the United States. Lack of experience of International Market.

Case Analysis Hershey Food Corporation by Atul Jain [FOSTIIMA Business School]

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3.3 OPPORTUNITIES:
Emergence of International Market. Innovation in the product. Innovation in low fat and functional candy category. They can adopt Global Channels of Distribution.

3.4 THREATS:
International Competitors. Change in Consumers life style towards low fat and healthy food.

Case Analysis Hershey Food Corporation by Atul Jain [FOSTIIMA Business School]

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4. FINANCE
4.1 FINDINGS
3. HERSHEYS INCOME CHART (IN US$)

Income
700000 600000 500000 400000 300000 200000 100000 0 1998 1999 2000 2001 2002 2003 2004 2005

Source: Case 5 Hershey Foods Corporation -2005& www.hersheys.com

4. 2004 SALES CHART (IN BILLION)

Sales
Hershey Nestle 3% 22% M&M Mars

75%

Source: Balance sheet of Hershey, Nestle & M&M Mars

Case Analysis Hershey Food Corporation by Atul Jain [FOSTIIMA Business School]

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Figure No.3, is defining the income of Hersheys food, the figure is clearly showing the growth of Income in Hersheys Food after 2001. Hersheys net income was $590.9 million in 2004 compared to $457.6 million in 2003. Now from the Figure No.4, we can easily identify the Nestle is leading with 75 percent of sales from its competitors because it is the largest food company in the world. Nestle sells products in over 360 countries on all seven continents. But if we talk about Hershey Food Corporation, it has the minimum percentage of sales i.e. 3 percent which is very low comparatively other two competitors because it has only limited branches worldwide, the company markets its products in over 60 countries worldwide and it generates only 10 percent sales from outside the United states.

4.2 RECOMMENDATIONS

To overcome from the problem means to increase the sales Hershey should adopt certain strategies like, Hershey should go globally. They have to take experience of outside market (untapped market). They have to come up with new candies like fat less candies because consumers are going to be health, nutrition and weight conscious. Hershey should adopt the Global Channels of Distribution to increase the sales worldwide.

Case Analysis Hershey Food Corporation by Atul Jain [FOSTIIMA Business School]

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5. MARKETING
5.1 FINDINGS

5. Chart of Hersheys Expenses (in millions)

Expense Chart
900 800 700 600 500 400 300 200 100 0 Expense in million $

1998 1.00
Advertisement Selling, Marketing Expenses Income 187.5 868.7 410.2

2002 2.00
162.9 833.4 403.5

2003 3.00
145.4 816.4 457.5

2004 4.00
137.9 847.5 590.8

Source: Case 5 Hershey Foods Corporation 2005

This Figure is indicating the Expense of Hershey Food Corporation and Income also, by the help of this figure we can identify that in which year Hershey invested more amount on Advertisement and Other Expenses then we can relate with the Income and find out the Expenses was worthwhile or not.

Case Analysis Hershey Food Corporation by Atul Jain [FOSTIIMA Business School]

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As per the figure Hershey decreased its expenses, in the year of 1998, Hershey invested $ 187.5 million on Advertisements and $ 868.7 million in Selling, Marketing and other expenses, total $ 1056.2 million in 1998. But in 2004, Hershey invested only $ 137.9 on Advertisements and $ 847.5 million in Selling, Marketing and other expenses, total $ 985.4 million in 2002. But on the other hand Income is increasing. In 1998, Hershey income was 410.2 million and it increased about 44 percent in 2004.

5.2 RECOMMENDATIONS

They have to invest in advertisement, if they have to have to maintain the market share/increase the market share. They have to find out the new channels of distribution and adopt the new channels to increase the sales. Go international advertisement to promote the product. Use Multinational channel to increase the sales.

Case Analysis Hershey Food Corporation by Atul Jain [FOSTIIMA Business School]

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6. PRODUCTION
6.1 FINDINGS
6. MARKET SHARE OF DIFFERENT PRODUCT (IN US$SHARE)

Market Share (in US $ Share)

Kraft

Ferrero

Hershey

Nestle

Mars

0.0%

5.0% Mars

10.0% Nestle 7.8% 12.6% 1.0% 3.2%

15.0% Hershey 5.5% 8.2% 1.1% 2.7%

20.0%

25.0% Ferrero 4.4% 7.3% 1.5%

30.0% Kraft 4.3% 7.7% 1.0% 1.0%

Confectionery Market Chocolate Gum Candy

9.0% 14.8% 3.0%

Source: www.investis.com

Case Analysis Hershey Food Corporation by Atul Jain [FOSTIIMA Business School]

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6.2 RECOMMENDATIONS
Increase the production capacity of Chocolate and Candy. Come up with different types of candies and chocolate because people rarely select the same candy bar twice in a row; consequently, product variety is crucial to success. Should increase the production of candies to be the market leader. Company can come up with variety of Gum product to increase the market share.

Case Analysis Hershey Food Corporation by Atul Jain [FOSTIIMA Business School]

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7. OGANIZATION STRUCTURE
7.1 FINDINGS
VP for Strategy and Innovation

Senior VP for Business Planning and Development

Senior VP and General Counsel

Chief Marketing Officer

Chief Customer Office Chairman of the Board President and CEO R.H.Lenny

Senior VP and President Hershey International

Chief Accounting Officer

Chief Information Officer

Chief People Officer

Chief Financial Officer

Case Analysis Hershey Food Corporation by Atul Jain [FOSTIIMA Business School]

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Hershey does not make public an organization chart, but titles of executives suggest that Hershey operates from a centralized, functional structure with no divisional presidents. This type of structure would be somewhat unusual for an organization of Hersheys size, since the more common design would be decentralized in some manner.

7.2 RECOMMENDATION
I am suggesting the new organization structure to Hershey Food Corporation. In this structure, I have suggested continental president, which will help to complete globally or to increase the market share globally because they will have the experience of the particular continents and they will work according to market conditions.

Chairman of the Board

President in United State of America

President in Asia- Pacific

President in Europe

President in Russia

VP for Strategy and Innovate

Senior VP for Business Planning

Senior VP for General Counsel

Chief Marketi ng Officer

Chief Custom er Officer

Senior VP and Presiden t

Chief Accounti ng Officer

Chief Informat ion Officer

Chief People Officer

Chief Financial Officer

Case Analysis Hershey Food Corporation by Atul Jain [FOSTIIMA Business School]

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RESULT OF THE STUDY

This

study used Hershey Food Corporation as a case to demonstrate how to

formulate global product strategy to penetrate growing international markets.

The results from the SWOT analysis indicate that Hershey Foods Corporation has
great strengths and opportunities but also has significant weaknesses and faces potential threats.

This study focused on the formulation of global product strategies for Hersheys
future expansion.

Case Analysis Hershey Food Corporation by Atul Jain [FOSTIIMA Business School]

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BIBLOGRAPHY
1. Case: Hershey Foods Corporation 2005 Fred R. David (Francis Marion University). 2. Hershey Website www.hersheys.com 3. Nestle Website www.nestle.in 4. M&M Mars Website www.mars.com 5. Search Engine www.google.co.in 6. Hershey Annual Report 7. Nestle Annual Report 8. M&M Mars Annual Report 9. Hindu Business Line article dated 19th April 2007. 10. Indian Express article dated 9th September 2009.

Case Analysis Hershey Food Corporation by Atul Jain [FOSTIIMA Business School]

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