The Hershey mission statement in its entirety is “At the Hershey Company, we make chocolate brands that people love. Hershey’s mission statement, bringing sweet moments of Hershey happiness to the world every day, summarizes our company, our people, our past and future. Our history of producing the world’s best treats goes back more than 100 years. We take great pride in our brands and in the fun and enjoyment our products add to the lives of our customers” (Kizil et al., 2013).
The mission statement shows that Hershey is determined on meeting the consumers’ needs by offering quality products. The central focus of Hershey is its customers, and the company produces goods and offers services intended to retain the consumers by making them happy.
The critical components of the Hershey mission statement are:
- Make brands that people love
- World best treats
- Fun and enjoyment
The “fun and enjoyment” and “Make brands that people love” components are part of the reasons why Hershey is successful as it aims to satisfy the customers. Hershey has successful brands such as Hershey Bliss, Kit Kat, Hershey Kisses, Almond Joy, Twizzlers, and Ice Breakers. These brands are popular among the consumers because Hershey focuses on making the “world best treats”. The treats are so popular that almost 81 million units of Hershey Kisses brand are produced daily to meet the market demand (Successstory, 2019).
Hershey Company was established in the year 1884, and it is currently the largest chocolate producer in North America. Hershey has its operations in more than ninety countries supplying more than 80 brands to its consumers around the world. The Hershey headquarters is in Pennsylvania, and many other plants are in different places such as Tennessee, Mexico, Illinois, Memphis, Hazleton, Lancaster, Virginia, Guadalajara, and Stuarts Draft among others.
According to Kizil et al. (2013), Hershey Company has other well-established firms such as Hershey Entertainment and Resorts Company, Hershey Trust Company, Hersheypark Stadium and Giant Center. These collections of firms were all established by Milton Hershey. Each firm focuses on developing different brands, entering new markets, studying consumers’ needs and producing quality goods and services.
From this analysis, Hershey’s mission is to offer quality products that make customers happy. They do so by providing sweet and nutritious products especially the chocolate brands that improve the quality of life. The vision statement indicates that Hershey focuses on delivering the best merchandise at the best prices and improving customer social responsibility.
Hershey’s vision is “We not only offer the best merchandise at the best prices, but we’re always working to make your shopping experience enjoyable.” The company aim at delivering the best services to its customers at affordable prices. Hershey is not only committed to offering healthy products but also changing the perceptions that people have about chocolate brands being unhealthy (Hershey Company, 2019).
The key components of the vision statement are:
- Offer the best merchandise at the best prices
- Make your shopping experience enjoyable
The “offer best merchandise at the best prices” component focuses on all the customers and potential consumers of the Hershey products. The company has operations in more than 90 countries, and they aim to expand the services by delivering the products to a price that everyone can afford. Their products are affordable, which makes them popular amongst the corporate and the customers.
“Make your shopping experience enjoyable” is focused on making sure that customers get value for their money. In this component, Hershey aims at ensuring the customers get the best products at competitive and affordable prices. The Hershey Company has also invested in supporting the underprivileged such as setting up Hershey Trust Company to help disadvantaged children.
The Hershey Company’s core values are what guide the company to interact with the external world and the internal environment. There are six core values of Hershey Corporation, which include:
The first core value, “deliver” refers to the capabilities held by Hershey Corporation to deliver quality products at affordable prices to the customers. The “collaborate” value indicates the willingness of Hershey to work with other organizations to produce healthy, sweet, and socially acceptable products to the market. The “develop” value defines the ability that Hershey Corporation has to produce products that meet the market demands.
The “question” core value guides the Hershey Company towards innovative ideas by questioning the processes of production, raw materials used in their products, value addition of their products, and the ability to use the answers to create long-lasting solutions. The “innovative” value indicates the resources invested by Hershey to adopt technologies that help in improving their products and accessing new markets. Finally, “inspire” core value indicates the strategies put in place by the Hershey Company to improve the life of underprivileged people through their corporate social responsibility.
Hershey Company (2019). Hershey Company. Retrieved from https://hersheycompany.wordpress.com/
Kizil, C., Eddy, V., Clary, L., & Crowell, K. (2013). Hershey Entry to the Australian Market with a New Brand: An Accounting and Marketing Perspective. Emerging Markets Journal, vol. 3, no. 2, pp. 97-126. Doi: 10.5195/emaj.2013.43
Lewis, R. (2017). Hershey Company. Retrieved from https://www.britannica.com/topic/Hershey-Chocolate-Corporation
Successstory (2019). The Hershey Company successstory. https://successstory.com/companies/the-hershey-company