Hershy's Strategic Planning Essay Example | Topics and Well Written Essays - 1000 words

Hershy's Strategic Planning - Essay Example This promotional strategy was the biggest marketing activity of the company which became one of its strongest core competencies. Other major competencies include its purchase of British candy maker Cadbury Schweppes PLC’s US business in 1988 and many other candy, pasta and ice-cream manufacturers in the United States. Continuous new product developments other than chocolate through acquisition of different confectionery product manufacturers in US have become its major core competency as well as a competitive advantage. Hershey has maintained the leadership position in the global chocolate industry through effective brand presence in sixty countries in the world. It has 43% market share in the chocolate market and 18% market share in the non chocolate candy market. The company is globally recognized by top brands like Hershey itself, Kisses, Kit Kat, Reese’s, Almond Joy, Twizzlers, York and Jolly Rancher. Hershey’s has retained 30% market in the global confectionery market that is near about double of its nearest competitor.