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Case
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Reference no. 508-056-1
Subject category: Marketing
Published by: IBS Research Center
Published in: 2008

Abstract

Hershey and Mars had been rivals in the chocolate industry for decades, and had shown no signs of backing off from the way they had competed so far. The greatest irony was that, Mars and Hershey were partners in chocolate making way back in the 1930s. And when they split it was said that Mars vowed to replace Hershey as the number one chocolate maker in the US. But till 2006, Hershey had been going full throttle and held the top position in the US market. Though Hershey was on top, it faced new threats when its share price came down, sales declined, and Mars started taking them head-on in the retail front too. So is the vow that was taken decades back being fulfilled and will Mars overtake Hershey in 2007?
Location:
Industry:
Other setting(s):
2006

About

Abstract

Hershey and Mars had been rivals in the chocolate industry for decades, and had shown no signs of backing off from the way they had competed so far. The greatest irony was that, Mars and Hershey were partners in chocolate making way back in the 1930s. And when they split it was said that Mars vowed to replace Hershey as the number one chocolate maker in the US. But till 2006, Hershey had been going full throttle and held the top position in the US market. Though Hershey was on top, it faced new threats when its share price came down, sales declined, and Mars started taking them head-on in the retail front too. So is the vow that was taken decades back being fulfilled and will Mars overtake Hershey in 2007?

Settings

Location:
Industry:
Other setting(s):
2006

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