Hershey Food Corporation′s first tagline was "Where quality is paramount" ("Milton Hershey") and this philosophy still holds true today. Milton Hershey′s first candy company was the Lancaster Carmel Company, however after becoming intrigued by German chocolate making equipment, exhibited at the Chicago International Exposition in 1893, Hershey purchased the equipment and began Hershey Chocolate Company as a subsidiary of Lancaster Carmel. "In addition to chocolate coatings, Mr. Hershey made breakfast cocoa, sweet chocolate and baking chocolate." ("Milton Hershey")
Table of Contents
1. Multinational Marketing for Hershey Foods Corp.
Objectives and Topics
This paper explores the strategic feasibility and planning required for the Hershey Foods Corporation to successfully enter and market its products within the Italian confectionery industry. The primary goal is to determine how an American-centric chocolate brand can adapt to the cultural, economic, and competitive landscape of Italy.
- Analysis of Italy's demographic, economic, and cultural profile
- Evaluation of Hershey’s corporate history and international expansion strategy
- Development of a structured five-step marketing strategy for the Italian market
- Assessment of branding, competitive positioning, and consumer segmentation
- Logistical planning for distribution and operational resource allocation
Excerpt from the Book
Multinational Marketing for Hershey Foods Corp.
Italy is renowned, around the world, for their food, but would Hershey Foods Corporation’s products, so loved by the American people, be welcomed here? Through careful research and analysis, a sound marketing plan can be developed to help ensure Hershey’s success in their attempt to become an American import to Italy.
Italy is located in “Southern Europe, a peninsula extending into the central Mediterranean Sea, northeast of Tunisia.” (“ItaliaVoice.com”) With a total of just 300,000 sq km of land, Italy encompasses an area slightly larger than the state of Arizona. (“Quick Reference”)
Italy has the unique distinction of being “the oldest country in the world.” (as qtd. In “Italy Facts and Figures”) A high average life expectancy age coupled with a low birthrate of only 1.19 children per woman actually has Italy with a decreasing population by .08% per year. (“Italy Facts and Figures”) Italy’s current population is approximately 56.7 million people. (“Italy Fast Facts”) It is almost evenly divided between the genders, with .94 males for each female.
Summary of Chapters
Multinational Marketing for Hershey Foods Corp.: This chapter provides an overview of Italy as a target market, detailing its demographic and economic structure, while establishing a strategic framework for Hershey to introduce its products to the Italian consumer base.
Keywords
Hershey Foods Corporation, Italy, Multinational Marketing, Market Entry Strategy, Confectionery Industry, Consumer Demographics, International Business, Brand Positioning, Advertising Campaigns, Distribution Channels, Competitive Analysis, Product Strategy, Global Expansion, Italian Economy, Marketing Mix
Frequently Asked Questions
What is the primary focus of this paper?
The paper examines the potential for the Hershey Foods Corporation to expand its business operations into Italy by developing a tailored multinational marketing plan.
What are the central themes discussed in this document?
The document covers market research on Italy, Hershey’s corporate history, marketing strategy development, and the operational requirements for international expansion.
What is the ultimate goal of the research presented?
The goal is to outline a sound marketing strategy that ensures Hershey can successfully penetrate the Italian market despite established local competition.
Which methodology is utilized for the strategy development?
The author utilizes a five-step marketing strategy model, which includes defining the unique selling proposition, target market, product benefits, positioning, and marketing methods.
What specific aspects are covered in the main section?
The main section details the Italian demographic and economic environment, historical background of Hershey, and specific recommendations for branding, pricing, and distribution in Italy.
Which keywords best describe this work?
Key terms include Multinational Marketing, Market Entry, Hershey Foods, Italian Consumer Market, and Strategic Branding.
How does the author suggest Hershey should position its products in Italy?
The author recommends positioning Hershey’s products as an inexpensive, adult, luxury food item to appeal to Italy's maturing population.
What competitive challenges does the paper identify?
The paper identifies challenges such as strong local competition from established brands like Lazzaroni and Perugina, as well as a consumer preference for locally made goods.
What logistical steps are recommended for the launch?
The author suggests establishing distribution centers starting in the more populated North, followed by building a full staff for management, sales, and marketing.
- Quote paper
- Kimberly Wylie (Author), 2003, Multinational Marketing for Hershey Foods Corp, Munich, GRIN Verlag, https://www.grin.com/document/60905
