CASE STUDY

about
H E R S H E Y C H O C O L AT E
C O M PA N Y
BY: KRIZIA LEE ANNE J. GARCIA
BSBA-HRDM 1-3N
I. Hershey’s Chocolate Company
II. Point of View
According to Mike Wege, Senior Vice President and
Chief Growth and Marketing Officer at Hershey “Our
updated company brand, refreshed visual identity and mission
is an expression of our progression to a modern, innovative
company that positively impacts our local communities as we
grow globally.” He also said that they are much more than
the “Great American Chocolate Bar” and they have a great
workplace filled with remarkable people and longstanding
commitment in giving back to the community. They also
promised to bring goodness in the world.
III. Time Context
In the year 2012, Hershey Chocolate Company was mocked for its
previous Vision and Mission statement which is “Undisputed Marketplace
Leadership”.
IV. Short Historical Background
The Hershey Chocolate Company is one of many entrepreneur spirits
founded company. With its history dating back 1893, it was founded by the
Milton Hershey’s Lancaster Caramel Company and had an early exposure to
the process of making sweets. Within the 2 years, Hershey Company had
made over 100 different chocolate products that were marketed and
endorsed nationwide. Hershey focused on its top selling product which is
the milk chocolate.
 Hershey Milton made all the decisions for the company as he
is the sole owner of Hershey’s until his death occurred in 1945.
One of the benefits of it is the internationally advertisement of
Hershey’s Chocolate Company. On the year 2014, Hershey
Chocolate Company is known as the largest producer of quality
chocolate in North America and is one of the top international
manufacturers of chocolate.
V. Statement of the Problem
“Undisputed Marketplace Leadership” is the vision at the
Hershey Company to continue Milton Hershey’s legacy of
commitment to consumers, community and children by
providing high-quality Hershey’s products. On the other hand,
they got sued for the use of child or slave labor, they have
violated human rights like unfair methods of competition and
unfair deceptive acts or practices. From 2012 to 2018 they are
sourcing 75% only from certified and sustainable manufacturer
of cocoa and commits to have 100% in the year 2020.
VI. Areas of Consideration
STRENGTHS
1. Its own brand name and reliable image
2. Hershey Chocolate Company is widely distributed
3. Innovative chocolate brand
4. Has a huge product portfolio
5. Highly recognized company
6. It has strong partnership with other brands
7. One of the largest chocolate manufacturers in the world
8. Hershey runs philanthropic activities
 WEAKNESSES
1. Purchase of Cocoa
2. The company’s expansion is limited
3. Hershey’s are easy to duplicate
OPPRTUNITIES
1. Hershey Company can create other snacks other than
chocolates
2. Hershey Company can expand further
 THREATS
1. High competition
2. Health concern for every consumer
3. Lack of technological advancements
4. Child labor concerns in the cocoa farm
5. The company’s margins are decreasing
VII. Alternative courses of Action
Hershey Chocolate Company already established a
huge name in the industry of chocolate manufacturers.
Despite of that, they still need to invest more time and
effort on certain things.
1. Focus more on increasing turnover and margins since
nowadays the cost of products are rapidly rising.
2. Take advantage of the opportunities they have in order
to cope up with the advancement of products.
3. Comply to the required actions legally.
VIII. CONCLUSION
In conclusion, Hershey Chocolate Company
continue to adapt to the changing needs of its
c o n s u m e r s a n d t h e m a r k e t i n g n e e d s . U l t i m a t e l y,
f o r a c o m p a n y t h a t h a s b e e n r u n n i n g f o r ov e r 1 0 0
ye a r s , h av i n g a s k i l l f o r i n n ov a t i o n i s a n e c e s s i t y
f o r a c o m p a n y t o s u r v i v e . A l s o , H e r s h e y s h ow e d
that they are willing to self -correct themselves to
m a k e s u r e t h a t t h e y a r e p r ov i d i n g t h e b e s t
product for their customers and maintaining high
standards. Hershey has gone out of the dark and
p r ov e d t h e m s e l v e s a s a c o m p a n y w i t h l i m i t l e s s
possibilities.
IX. Recommendation
In this case, Hershey Chocolate Company should focus
more on their weaknesses to make it as their strength. Also,
plan to use the three alternative courses above to make
their company better.