Marketing Mix Strategies and Sustainable Operations of Hershey

Running Head: MARKETING MIX 1
Marketing Mix

Marketing Mix 2
Executive summary
The present report discusses the marketing strategies and tactics used by Hershey. The company
uses diversified strategies to attract the customers towards the organization. The business
organization has adopted diversified strategies to attract the customers in the target market. The
sustainable marketing approaches are also used to attract the customers towards the product.
Hershey has used sustainable marketing approaches to attract the customers towards the
organization. It is the method of using natural resources in a proper manner. The natural
resources should be used in such a manner that the future generations can use them. The
adoption of sustainability principles is also beneficial in enhancing the brand image of the
organization.

Marketing Mix 3
Table of Contents
Introduction......................................................................................................................................4
Marketing Mix of Hershey..............................................................................................................4
Marketing Mix Strategy of Hershey................................................................................................4
SWOT Analysis...............................................................................................................................6
Sustainable Operations: Hershey.....................................................................................................7
Conclusion.....................................................................................................................................10
References......................................................................................................................................12

Marketing Mix 4
Introduction
Marketing is an essential part of the business operations and refers to the tactics used to entice
customers. It has a direct impact on the sales and customer base of the organization.
Theoretically, marketing mix is a set of proposition used to distinguish the company from other
business organizations. In the present report, the marketing mix of Hershey has been examined.
It is a leading company in the food products and confectionary items. The relative position of the
organization in the market has been evaluated with the help of SWOT analysis. Further, the
sustainable marketing techniques used by the organization have been evaluated. The company
uses several methods for the sustainable operations such as waste management, minimal
packaging and shunning the use of artificial flavors.
Marketing Mix of Hershey
Hershey is a USA based confectionary brand with significant market share in other countries too.
However, it has a largest customer base in the USA market due to its high quality products and
brand equity. It has a long history in the USA, which has assisted the organization in developing
a niche marketplace of the organization. However, the company is not able to make the same
mark in other international markets. Several of its products such as Kisses, Twizzlers and Kit Kat
are fairly popular in international and the USA market. The constant delivery of high quality
product has developed a brand following and loyalty among the customers. The company has
majority market share in the USA: however, with a few competitors such as Cadbury and
Cargill. In the USA, the top competitor of the organization is Mars. Other than that, Cargill and
Mondelez are also major competitors of the organization. In the recent years, the company has
moved to several international markets by choosing the strategy of strategic alliance. Hershey
enters the foreign market by making alliance with other local companies. With this strategy, the
company acquires the market share of the local company and market intelligence, local to the
market.
In its marketing strategy, the company applies micro-marketing concept, which means that it
targets its strategy to specific customer sections. It not only targets large customer section, but
also consumer sections, which are smaller in size. It develops customized products, which suits