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
- Multinational Marketing for Hershey Foods Corp.
- Works Cited
Objectives and Key Themes
This document explores the potential for Hershey Foods Corporation to expand its operations into Italy, specifically analyzing the factors that could contribute to its success in the Italian market. The document utilizes research and analysis to develop a sound marketing plan for Hershey's entry into this new market.
- Understanding the Italian market and its consumer preferences
- Developing a marketing strategy tailored to Italian consumers
- Leveraging Hershey's brand image and product quality
- Overcoming potential challenges and barriers to entry
- Assessing the feasibility of Hershey's success in Italy
Chapter Summaries
The document begins by providing a brief overview of Italy's demographics, economy, and cultural landscape. It highlights the importance of understanding these factors in the context of Hershey's potential success. The document then delves into the history and evolution of Hershey Foods Corporation, emphasizing the company's commitment to quality and its established reputation as a leading manufacturer of chocolate and confectionary products.
The next section focuses on the development of a comprehensive marketing strategy for Hershey's entry into the Italian market. This involves defining the company's unique selling proposition, identifying the target market, outlining the benefits of Hershey's products, determining the product's positioning, and detailing the marketing methods to be employed.
Keywords
The key themes of this document include multinational marketing, consumer preferences, brand image, market analysis, product positioning, target market, and marketing strategy. The document focuses on Hershey's potential for success in the Italian market, examining the challenges and opportunities presented by this new market.
- Quote paper
- Kimberly Wylie (Author), 2003, Multinational Marketing for Hershey Foods Corp, Munich, GRIN Verlag, https://www.grin.com/document/60905
