Marketing Report 代写:营销战略报告
好时吻巧克力是最受欢迎的品牌之一。人气如此之大，他们的口号是“每天都值得亲吻”。报告指出，供应商可以构成任何威胁Hershey，目标市场应该是儿童、运动员和老年人等。微观和宏观环境是其发展的关键。正确定位和差异化可以提高销售业绩，提升顾客满意度。
好时吻巧克力是最受欢迎的品牌之一。人气如此之大，他们的口号是“每天都值得亲吻”。报告指出，供应商可以构成任何威胁Hershey，目标市场应该是儿童、运动员和老年人等。微观和宏观环境是其发展的关键。正确定位和差异化可以提高销售业绩，提升顾客满意度。
营销战略是建立在公司微观和宏观环境的基础上的。为了一个公司的成功，必须根据它的竞争优势做出有效的决策。本报告采用定性分析方法对好时环境、目标市场和STP进行分析。该报告的局限性在于，由于缺乏定量方法，分析的准确性令人怀疑，现场调查仍然是必要的。
好时公司自1900开始生产巧克力，现在出售各种各样的巧克力糖果和许多其他种类的糖果。作为北美洲最大的巧克力和甜产品生产商，好时公司拥有15000多名员工（齐默尔曼，1993）。赫尔希还其产品出口到九十多个国家。
好时公司的行业发展趋势包括以下几个方面。首先，由于全球需求的增加，国际扩张是一个很大的机会。其次，高级巧克力和深色巧克力的增长速度很快。再次，Hershey重组计划的承诺，以促进其储蓄。Hershey落后于其竞争对手在营业利润方面。
Hershey公司的趋势，包括两方面。首先，中国和印度是两个巨大的尚未开发的市场，所以马来西亚、印度尼西亚和泰国。在未来，这是非常希望Hershey能够进入那些国家。其次，环保产品和包也是Hershey的另一个趋势。Hershey有什么可以利益涵盖减少工业废物及循环再造。
Hershey的竞争优势在以下方面可以得出结论，长寿（110年历史），国际认可和正宗的巧克力。Hershey的主要竞争对手是Mars和雀巢。在欧洲，亚洲，墨西哥和日本，火星已经获得了比Hershey通过大量的营销和广告开支意味着更大的市场份额，而不是产品创新。雀巢公司的收入和利润的25%来自咖啡（求助，2011）。雀巢将发挥其在国际市场上的优势。
企业的宏观环境包括：进入者的潜力、竞争对手、买方势力、零售商的权力、消费者的权力和供应商的权力等。该部分分析了供应商的权力和零售商的权力。首先，对于糖果行业的主要材料是糖、可可、牛奶和果仁。这些农产品的分化程度越低，所以对于那些供应商对糖果是不可能。然而，美国的食糖价格受制于联邦农业和1996的改良改革法案。我们的糖果在世界其他国家的人只需要付5美分支付每磅糖20美分（求助，2011）。其次，消费者经常购买的巧克力在超市，但大卖场购买的糖果产品增加了在过去的五年。1999，他们获得了37%的糖果销售，这表明，客户正在改变他们的购买决定，因为他们对零售商价格较为敏感（Brenner，1999）。零售商购买体积给他们更多的权力来讨价还价，糖果。
Marketing Report 代写:营销战略报告
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 that 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.
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 that 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 uses qualitative methods to analyze Hershey’s environment, target market and STP. 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.
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 Company has more than 15,000 employees (Zimmerman, 1993). Hershey also exports its products to more than ninety countries.
Industry trends of Hershey Company include several aspects. First of all, due to increasing global demand, international expansion is a big opportunity. Secondly, premium and dark chocolates have grown fast. Thirdly, Hershey can restructure initiative promises so as to promote its savings. Hershey falls behind its competitors in the aspect of operating margins.
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