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Implementation Planning: Hershey Company

The tactical plan selected as the best alternative for The Hershey Company involves the development of a new marketing strategy that will focus on consumer education in order to retain the Company's customer base and preclude further erosion of market share. The new marketing strategy will supplement the existing marketing strategy at the Company, as opposed to replacing the existing marketing strategy. Nevertheless, the implementation of the selected tactical plan will affect (a) organization structure and design, (b) technology and operations, and (c0 people, attitudes, and behaviors.

A. Organization Structure and Design

The Hershey Company is organized along functional lines. áThe company does have candy production and distribution facilities located away from its Pennsylvania base; however, its most important products are manufactured in the base area. áIn addition to the functional organization, The Hershey Company has a division that deals specifically with the company's business with Wal-Mart. áWal-Mart accounts for approximately 12 percent of the company's sales (Hoover's, Inc., 2006a).

The implementation of the selected tactical plan to educate consumers in relation to the nutritional values of foods, as well as in relation to the responsible consumption of candy and confections as a part of a nutritionally balanced diet will required adjustments in the Company's organization structure and design. None of the existing functional departments at the Hershey Company are designed or staffed to provide reliable and persuasive nutritional information to consumers. Further, the development of such a capacity within any of the existing departments at the Company would compromise the capacity of those departments to conduct their on-going responsibilities.

Thus, the implementation of the selected tactical plan will involve the creation of a new Consumer Information Marketing Department at the Hershey

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Implementation Planning: Hershey Company. (1969, December 31). In LotsofEssays.com. Retrieved 01:20, March 29, 2024, from https://www.lotsofessays.com/viewpaper/1709384.html