Business Strategy

Their business level strategy is to use their powerful brand name. This company is a powerhouse of several popular, powerful, and solid brands such as Reese's, Jolly Rancher, Kit Kat, Ice Breakers, as well as many other candy and snack brands. Each of these brands are strong, so when their core competencies are integrated and coordinated with the same values and strategies, the firm gains a huge competitive advantage. When you look at the Hershey website, the brands are shown with big, colorful pictures, drawing your eyes to them and triggering recognition. They can come out with new products like the line of candy that takes their traditional candy bars and makes them into smaller chunks, thereby being called the "Pieces" product line, and people will buy them without hesitation because there is so much customer loyalty that has built up over the past one hundred years.