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Hershey and Mars are two major chocolate companies that compete in the US chocolate market. They have both expanded overseas as well. Mars aggressively pursued military contracts during the Gulf War in 1990 and won a large contract over Hershey, becoming the main supplier of chocolates to the US army. Both companies have grown significantly since their founding, with Hershey focusing initially on the US market and Mars expanding more globally earlier on through acquisitions. Their histories, leadership styles, marketing approaches, and strategic decisions have impacted their competitive positions over time.