Abstract
Hershey Company, a United States-based snack food company has been looking to assume an international role for the past two decades. Founded by Milton Hershey over one hundred years ago, going international has proven to be quite a feat especially when it is chocolate that is the topic for discussion. Currently, approximately five percent of the Hershey Company's total sales result from international business. Principal products sold in the United States, Canada, and Mexico include: Kit Kat, Twizzlers, Rolo Fast Break, Reese's, Hershey Kisses, Oh Henry, Mounds, Swoops and different flavored milks.
The Company manufactures, imports, markets, sells, and distributes its products in over sixty countries worldwide. Primarily focused in North America, the Hershey Company's marketing strategy is to maintain brand equity, induce product innovation and maintain the quality of its products and expertise in manufacturing and distribution.
It is interesting to see how such a well-known company that has been around for one hundred years in North America, faces difficulties in going international. It is common to hear of big-name brands that are doing very well in almost every region of the world, but this company is different from all the others. In the following exposition, different aspects and concepts related to the international expansion and development of the Hershey Company will be presented.
