Analysis

1. Strengths Weaknesses
1. Exportto international
market
1. Facingtough
competition inBUBBLE
GUM segment
2. Cateringmultiple
categories
2. Local Brand
3. Consistentquality 3. Havinglow customer
loyalty
4. ConstantInnovation 4. In-house ERPsystem
5. Sub-brandhavingmore
awareness
6. Investmentinextensive
machinery
7. OwnR&D
8. StrongFinancial Position
Threats ST Strategies WT Strategies
1. increase inprice of sugar Acquire own land or make
alliance to grow resources
T1, T2, S8, S6
Increase cartoon character
endorsement T4,T5,T6,
W3,W2
2. SeafrightchargesfromPakistan are
higher
Promote quality certification
T3,T4,T6,S3, S1, S7
Promote nationalism
W2,W3,T6
3. Competitorsare more focused on
aggressive advertising
4. low quality confectionery products
inthe informal sector
5. PRICE SENSITIVE as the
majority of the consumers are
Kids
6. Increasing in import of foreign
confessionary products
Opportunities SO Strategies WO Strategies
1. Percapitaincome isincreasingwith
the growingsize of the middleclass
population inthe country.
Explore new export region
O3, S1, S8,O2,S5
Reduce costs due to
technological
advancements W4,O4
2. Productline extension,Changing
tastes=newproducts
Explore new taste and
flavours S2,S4,S7, O1, O2
Increase Qualityorcopy
international GumBrand
W1,O1,O2
3. Jointventures oracquisition outside
of Pakistan
4. Technological advancements will
lowermanufacturingcost

2. External Factor Evaluation (EFE) Matrix
Opportunities Weight Rank Score
1. Percapitaincome isincreasingwiththe growingsizeof the middle class
population inthe country.
0.05 2 0.1
2. Productline extension,Changingtastes=new products 0.15 4 0.6
3. Jointventures oracquisition outside of Pakistan 0.05 2 0.1
4. Technological advancements willlowermanufacturingcost 0.15 3 0.45
Threats
1. increase inprice of sugar 0.05 1 0.05
2. SeafrightchargesfromPakistan are higher 0.1 2 0.2
3. Competitorsare more focused onaggressiveadvertising 0.15 4 0.6
4. low quality confectionery products inthe informal sector 0.1 3 0.3
5. PRICE SENSITIVE as the majority of the consumers are Kids 0.15 4 0.6
6. Increasing in import of foreign 0.05 2 0.1
Total 1 3.1
Each factor is thenratedaccordingto how well Hersheyisrespondingtothatfactor (1=poor
response…4=superiorresponse).
Internal Factor Evaluation (IFE) Matrix
Strengths Weight Rank Score
1. Exportto internationalmarket 0.12 3 0.36
2. Cateringmultiplecategories 0.08 4 0.32
3. Consistentquality 0.10 4 0.40
4. ConstantInnovation 0.12 3 0.36
5. Sub-brandhavingmore awareness 0.06 4 0.24
6. Investmentinextensive machinery 0.05 3 0.15
7. OwnR&D 0.06 3 0.18
8. StrongFinancial Position 0.08 4 0.32
Weaknesses
1. Facingtoughcompetition inBUBBLEGUM segment 0.10 1 0.10
2. Local Brand 0.05 2 0.10
3. Havinglowcustomerloyalty 0.08 1 0.08
4. In-house ERPsystem 0.10 2 0.20
Total 1 2.91
Each strengthmustbe ratedas a 3 (minorstrength) or4 (majorstrength),andeachweaknessmustbe
ratedas a 1 (majorweakness) or2 (minorweakness)

3. COMPETITIVEPROFILEMATRIX
Critical Success Factors Weight
Candyland Hilal Mayfair Giggly
Rating Score Rating Score Rating score Rating Score
Marketing capabilities 0.06 3 0.18 4 0.24 2 0.12 3 0.18
Financial position 0.07 4 0.28 3 0.21 2 0.14 2 0.14
Global Expansion 0.04 3 0.12 3 0.12 2 0.08 2 0.08
Market Share 0.1 4 0.4 3 0.3 2 0.2 3 0.3
Product Variety 0.1 4 0.4 2 0.2 1 0.1 2 0.2
Product Quality and Standard 0.1 4 0.4 4 0.4 2 0.2 3 0.3
ConsumerDemand and Loyalty 0.12 3 0.36 3 0.36 1 0.12 2 0.24
E-commerce 0.08 2 0.16 2 0.16 1 0.08 2 0.16
Employee satisfaction 0.07 3 0.21 2 0.14 2 0.14 3 0.21
NewProduct Development 0.08 3 0.24 2 0.16 1 0.08 3 0.24
DistributionChannel 0.13 3 0.39 3 0.39 2 0.26 3 0.39
Price Competitiveness 0.05 4 0.2 4 0.2 3 0.15 4 0.2
Total 1 3.34 2.88 1.67 2.64