Sustainable Management and Company Positioning: A Case Study of Hershey

Running head: SUSTAINABLE MANAGEMENT AND COMPANY POSITIONING
SUSTAINABLE MANAGEMENT AND COMPANY POSITIONING
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1SUSTAINABLE MANAGEMENT AND COMPANY POSITIONING
Table of Contents
Introduction......................................................................................................................................2
Marketing Mix of Hershey..............................................................................................................3
Product.........................................................................................................................................3
Price.............................................................................................................................................4
Place.............................................................................................................................................5
Promotion....................................................................................................................................5
SWOT analysis of Hershey.............................................................................................................6
Strengths......................................................................................................................................6
Weaknesses..................................................................................................................................8
Opportunities...............................................................................................................................8
Threats.........................................................................................................................................9
Positional mapping of the selected company.................................................................................10
Sustainable marketing principle of the company...........................................................................11
Conclusion.....................................................................................................................................11
References......................................................................................................................................13

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Topic: Sustainable market position and the perceptual positioning of “Hershey”.
Introduction
Sustainable management is a business form of managing people and provides quality
practice to the stakeholders to manage the sustainability in this globalised world. This is a
relative term that may change in form of the company's situation, perception, condition and
experience in the market, but in case of achieving business goals in long-term viability, the
sustainable situation is needed. The organisation can take care of three main sections of people,
planet and profit. The whole thing of the sustainable market and fair trade products are
influenced by the need of people and their policy to sell to people. The concern matter for the
organisation is to sell their products and the make a sustainable ground for them so that business
goals can be achieved. In case of organisation sustainability, managers ensure the environmental
regulation in the company, sustainable policies and initiatives and building awareness
programmes for the organisation, so that people relate their problem with the initiative and
deliver a moral support to the company.
In this paper, the chosen company is Hershey and the entire situation of business
sustainability will be evaluated by the aspect of the company. This is the largest chocolate
manufacturing company in the world, headquarter is in the United States
(Thehersheycompany.com 2018). The products of the company have been sold more than 60
countries. The increment in revenue is also noticed in 2014 where a sum increase of US$7.420
billion revenue has been generated by the company. Hershey is one of the members of World
Cocoa Foundation and that influences high in term of employees' motivation to deliver quality
chocolate in every time. 15,000 employees are associated with the company and through the

3SUSTAINABLE MANAGEMENT AND COMPANY POSITIONING
manufacturing plants; it is easier for the employee to deliver quality products along with that. In
case of companies’ sustainability, quality and development is the most concerning factor for their
perceptual mapping and that will increase their position as well.
Marketing Mix of Hershey
Hershey is the pure cocoa involving products' company that develops their process and
marketing by the use of their field in cocoa. They have stated some good marketing strategies so
that a proactive business analysis can be extracted. The pricing, distribution, advertisement all
these processes help the company to sustain in this competitive market (Welford 2013). The
product, price, promotion and place are the concern aspects of this marketing strategy and
through this strategy, a good recognition can get in the market.
Product
Hershey is one of the most popular brands that offer quality chocolates to their customer.
These products are available in form of different shape and sizes. The quality is same in every
size and people trust over this brand and that can assume the revenue generation of last three or
four years statistics of the company. Innovative products are the USP of the company and
through the promotional strategy they attract customers to them and that signifies their marketing
strategy as well. The conical shape of Hershey kisses and innovative style of packing is the key
deliverable that added extra attraction for people. The hand-rolled packing is one of those that
deliver the innovativeness in the market (Thehersheycompany.com 2018). Iconic brands
accumulation is there and that help to control the product sustainable condition of the company.
In case of kids, the quality of the chocolate is very good, they produce this kind of chocolate
those are delicious as well as healthy for the growing kids. Continuous innovation helps the