Strengths

1. Well-known brand
Hershey is one of the largest chocolate producers in North America. It has a
variety of chocolate and candy products that Hershey’s kisses and almonds became one
of the top 10 candy bar in the U.S. during 1991.

2. Strong customer base

Their company has built strong and loyal customers that part of their strategy is
to target mothers which they believed that has good strong taste buds for their children.
3. Variety of marketing campaigns
Hershey uses creative selling, marketing, and merchandising techniques. In early
2000, the “Keep Easy Easter” campaign provided parents a brochure full of chocolate
recipe is a good example.
Weaknesses
1. Marketing campaign costs
This can be a weakness if their growth rate market share is not increasing
compared with the highly competitive chocolate candy industry.
2. Same chocolate and candy products
Their products milk chocolate bar and almond is easy to imitate and this can be a
weakness because competitors like Nestle and Cadbury is dominating the chocolate
industry.
Opportunities
1. Corporate social responsibility
Their strong customer base: parents and children. They can be used as a part of
an inventive campaign just like what they did on early 2000. A great example is helping
cocoa farmers to increase its productivity by giving them more income.
2.
Threats
1. Competitors
2. Health concerns