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建立人际资源圈Chocolate competition in the international market--Essay代写范文
2016-11-28 来源: 51Due教员组 类别: Essay范文
Essay代写范文:“Chocolate competition in the international market”，这篇论文主要描述的是自从赫尔希公司自20世纪90年代开始生产巧克力以来，经过数百年的发展，它已经研发出多种种类的巧克力产品，成为了北美的确最大的巧克力生产制造商，但随着越来越多企业加入到巧克力的市场竞争当中，赫尔希公司也面临着前所未有的竞争危机。
Industry
The Hershey Company has begun to produce chocolate bars since 1900 and now it sells a wide variety of chocolate confections and many other kinds of sweets. As the largest manufacturer of chocolate and sweet products in North America, Hershey has more than 15,000 employees (The Hershey Company, 2012). Hershey also exports its products to more than ninety countries.
Industry trends of the chocolate and confectionery industry are expected to keep growing during the following five years, due to modest prices of products, consumers’ concerns about health, the advancement in producing commodity. During the following five years, industry revenue is expected to grow by an annualised 2.1% to $3.61 billion in total (Sivasailam, 2013).
Micro Environment
The company trend of Hershey includes two aspects. First of all, China and India are two huge and unexploited markets, so are Malaysia, Indonesia and Thailand. In the future, it is very hopeful that Hershey will enter into those countries. In Australia, Hershey plans to expand to local stores, instead of supermarkets only, so that consumers can get them at their convenience. Secondly, environmentally friendly products and packages are also another trend for Hershey. What Hershey can benefit covers decreasing industrial waste and recycling.
Competitive advantages of Hershey can be concluded in the following aspects, longevity (the history of 110 years), international recognition and authentic chocolate. Main competitors of Hershey are Mars and Nestle. In Europe, Asia, Mexico and Japan, Mars has gained more market shares than Hershey by means of a huge number of marketing and advertising expenses, instead of product innovation. 25% of Nestle’s revenues and profits come from coffee (Marano, 2011). Nestle will give play to its advantages in international markets.
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