Chapter 5- Developing a Global Vision

With exports to over 90 countries Hershey’s has taken advantage of the global markets. Hershey’s chocolate and grocery products worldwide are exported worldwide and they have licensing agreement with partners in nations such as South Korea, Japan, the Philippines and Taiwan. The following international markets also have Hershey websites Canada, Mexico, Brazil, Japan, China and Korea.

Over the past five years their international business has grown at an annual rate of about 20%. At the moment they are concentrating on strengthening their markets in India, Brazil and China.  Harris International brand equity study researched over 1,000 brands across 42 categories in 2010.  Hershey’s Kisses was named the highest rated brand that year with Hershey’s Milk Chocolate scoring number 3 and Reese’s Peanut Butter Cups number 6.

One of the reasons as to why Hershey’s Kisses are so popular around the world is because Hershey’s has tweaked and  perfected the product to serve each markets needs and seize the opportunities. One of the adjustments they have made in eh Chinese market is wrapping the Hershey Kiss in gold colored foil in order to make the product look more appealing to the consumer. Today Hershey’s is investing in its global infrastructure, and brands in order for their other products to reach such high popularity.