NARSEE MONJEE INSTITUTE OF MANAGEMENT STUDIES

SCHOOL OF BUSINESS MANAGEMENT

Case Analysis : IFE Matrix of Hershey’s

Strategic Management

FTMBA, Trimester III, 2021-23

Course Instructor: Dr. Satish Kajjer

Group Details:

Student Name Roll Number

Diptesh Ganguly B003

Neha Damle B013

Samyak Poddar B033

Fahd Patel B043

Numair Shirqhi Mohammed B053

Saumya Agarwal B063

About Hershey’s

The Hershey Company, is an American multinational company and is one of the largest
chocolate manufacturers in the world. Ranging from baked products like cookies, cakes,
chocolate bars, candies to beverages like milkshakes and chocolate syrups, Hershey’s has a
wide product diversification in the market. Their highest revenue earners are Reese’s,
chocolate syrup and Kisses. It is available in almost 60 countries worldwide. The Company
focuses on three strategic business units: Chocolate, Sweets and Refreshments and Snacks
and Adjacencies. Their net revenue as of 2021 is $ 8.83 Billion.

The mission statement of Hershey’s highlights the company’s goal towards bringing sweet,
moments of happiness to the world every day. The critical components which popularize the
brand equity are “fun and enjoyment” and “Make brands that people love” which are
reasons that make the brand successful. The key components of the vision statement are:
▪ Offer the best merchandise at the best prices
▪ Make your shopping experience enjoyable

Hershey’s focuses on the below Strategic Business Units (SBUs):

❖ Chocolate
❖ Sweets and Refreshments and
❖ Snacks and Adjacencies.
 IFE Matrix for Hersheys

Ratings:
1: Major Weakness
2: Minor Weakness
3: Minor Strength
4. Major Strength

Conclusion
The average IFE score for a company is 2.5. Hershey’s with an IFE score of 2.68 represents
its mildly strong internal position with respect to the industry standards.
Their key strengths are that the brand has a worldwide popularity. They are considered a
socially responsible company. Further, they invest in R&D and offer product differentiation
from time to time They have a reliable distribution chain and have a good workforce. They
have a loyal customer base.
Recommendations

❖ They need to focus on finding independent board members who can help create new
business strategies and generate new business ideas.
❖ Currently, they do not have organic and sugar free chocolate products which makes it
an opportunity for them to explore and expand their current market share.
❖ They can focus on aggressive expansion strategy internationally to reduce dependence
on USA.
❖ They can maintain the consistent socially conscious operations whilst developing
more ways towards sustainable growth.