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Essay / Research Paper Abstract
This 16 page paper examines the well known confectionary firm Hershey’s with the aim of identifying a suitable international strategy and target market. Hershey’s is examined with a SOT and Porters Five Forces models, Ireland is examined as a potential destination and then methods of entry are discussed. The bibliography cites 10 sources.
Page Count:
16 pages (~225 words per page)
File: TS14_TEherexpan.rtf
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Unformatted sample text from the term paper:
a Potential Market 13 6. Potential Entry Methods 14 6.1 Export 14 6.2 Licensing 15 6.3 Collaborative Venture 16 6.4 Wholly Owned Subsidiary 17 7. Conclusion 17 References 18
1. Introduction The ability to undertake international expansion is dependent on a number of factors, the ability of the firm to meet the needs of a new market as well as
the firms current poison within the market place and the way that their core competences may suit an international market. One firm that has some international operations and has the
potential to expand is Hersheys, the iconic US firm, which has already undertaken an export strategy to area such as China, Japan and Korea, there is a potential to expand
the firm further. It may be argued that one market that offer potential is Ireland. To consider the best method of entry it is necessary to look at the firm,
asses the way it competed and its values as well as the theory concerning entry methods. 2. Background Today Hersheys is the
largest confectioner firm located in North America. The companys entrance into the chocolate market; the core product, started with Milton Hershey in 1894, with the creation of a sweet chocolate
coating for the caramels that were being produced by the firm (Hersheys, 2009). This lead to the building of a chocolate factory in Pennsylvania, which was in easy reach of
the ports for the imports of sugar and cocoa (Hersheys. 2009). The factory was fully operational by 1905. It was from this beginning that the firm has grown to
the confectionary giant that it is today, the Hersheys Kisses were started in 1907, and over time more brands and product lines have been added to the range though
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