Hershey’s Kisses chocolates are one of the most popular brands. The popularity is so huge that their slogan is made as “EVERYDAY DESERVES A KISS. The report points out suppliers can pose no threats to Hershey and that the target market should be young children, athletes and older people and so on. Micro and macro environment are key to its development. Proper positioning and differentiation can improve its sales and promote its customers’ satisfaction.
The marketing strategy is made on the basis of a company’s micro and macro environment. For the success of a company, it is necessary to make effective decisions due to its competitive advantages. The report analyzes Hershey’s environment, target market and STP with some figures from websites from the demographic and psychographic factors. Limitations of the report lie in that due to the lack of quantitative methods, the accuracy of the analysis is doubtful and that on-the-spot investigation is still necessary.