Environmental Analysis of Hershey's Kisses Chocolate

Marketing Management 1
Marketing Management

Marketing Management 2
Executive summary
The Hershey Company prides itself as being the largest manufacturer of chocolate and
confectionery products in North America. Kisses chocolate has the unique taste and ability to
satisfy health conscious people. The organizational structure and the external marketing
environmental analysis have been described in this report. However, company is worldwide
famous but there are some threats which can be reason for low competitive advantages. The key
opportunities and threats have been elaborated in an appropriate manner.

Marketing Management 3
Contents
Executive summary.........................................................................................................................2
Introduction......................................................................................................................................4
Case Background.............................................................................................................................5
Theoretical Background...................................................................................................................7
Environmental Analysis...................................................................................................................8
Summary of opportunity and threats..........................................................................................10
Identification and assessment of opportunities and threats...........................................................10
Conclusion.....................................................................................................................................11
References......................................................................................................................................12
Appendix........................................................................................................................................14

Marketing Management 4
Introduction
Marketing management is the effective process of developing strategies and planning to reach
the desired customer segment. The purpose of this report is to conduct the environmental
analysis on company. The importance of external marketing environment analysis will be shown
in this assignment. Hershey’s Chocolate Manufacturer Company is chosen to accomplish this
task on which environmental analysis will be done on its particular product. Opportunity is the
scope of expanding business in an appropriate manner which will be described in the context of
Hershey Company. There are various competitors of this company that develops superior
lighting system and being the cause of threat.