hershey international power point complete
DESCRIPTION
TRANSCRIPT
INTERNATIONAL MARKET-ENTRY STRATEGY
HERSHEY’S COMPANY
SITUATION ANALYSIS
1.1 THE PHYSICL FLOWS
HERSHEY’S SUPPLY CHAIN STRUCTURE
INFORMATION MANAGEMENT• LOGISTIC INFORMATION SYSTEM
> help in planning & control logistic matters> gathered by limited test market> done by Grace Bros - a dept store chain in Sydney - use to determine brand awareness
HERSHEY’S ORGANIZATIONAL STRUCTURES
OVERALL PERFORMANCE
HERSHEY’S SUPPLY CHAIN PERFORMANCE
Ineffective supply chain
Below par
Financial problem Distribution problem
3 major competitors :
Mkt share controlled = 69.6%
BENCHMARKING
FUNCTIONS PERFORMANCE
FUNCTION Benchmarked
Manufacturing HIGH
Distributors LOW
Retailers MEDIUM
2 3
BECOME A MAJOR DIVERSIFIED FOOD
COMPANY
HERSHEY’S CORPORATE STRATEGY
LEADING COMPANY IN
EVERY ASPECT OF BUSINESS
WORLDWIDE CONFECTIONERY
MARKET LEADERSHIP
1
INTERNATIONAL EXPENSION STRATEGY
Australiamarket
AMERICA FOODS PTE LTD
EXTERNAL BUSINESS ENVIROMENT
LOW: Threat of New Entrants
LOW -> MODERATE: BargainingPower of
Buyers
MODERATE -> HIGH : Threat of
SubstituteProducts
HIGH: BargainingPower ofSuppliers
HIGH: Intensity of Rivalry Among
Competitors In An Industry
Porter’s Five Forces Diagram
ISSUES AND PROBLEMS
OPERATIONAL PROBLEMS
INTERNATIONAL EXPANSION STRATEGY
JOINT VENTURE
LICENSING
ACQUISITION
EVALUATION OF ALTERNATIVE SOLUTIONS
strategies
2) Reliable 2) Reliable
and and
effective effective
informatioinformatio
n n
managememanageme
ntnt
2) Reliable 2) Reliable
and and
effective effective
informatioinformatio
n n
managememanageme
ntnt
1) Specific 1) Specific
marketing marketing
strategy strategy
targeting targeting
the supply the supply
chainchain
1) Specific 1) Specific
marketing marketing
strategy strategy
targeting targeting
the supply the supply
chainchain
OPERATIONAL SOLUTION
INTERNATIONAL EXPANSION STRATEGY
SPECIFIC MARKETING STRATEGY TARGETING THE DISTRIBUTION CHANNEL
RECOMMENDATIONS
IMPLEMENTATION