文章基本信息

标题：Hershey’s Entry to the Australian Market with a New Brand: An Accounting and Marketing Perspective
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作者：Cevdet Kızıl ; Valorie Eddy ; Laura Clary 等
期刊名称：EMAJ: Emerging Markets Journal
印刷版ISSN：2158-8708
出版年度：2013
卷号：3
期号：2
页码：97-126
DOI：10.5195/emaj.2013.43
语种：English
出版社：University Library System, University of Pittsburgh
摘要：This paper discusses the entry of Hershey’s Chocolates Company tothe Australian market with a new brand. For this purpose, background information and key performance indicators about the firm are presented. Also target customers and market summary, market demographics and target customer profile of the firm are mentioned in the context of situational analysis. Then,Hershey’s entry to the Australian market with a new product is proposed by providing and commenting on SWOT analysis, competition environment, accounting-finance indicators, marketing strategy and marketing mix (4P) factors. Thus, a deeper focus on the organization is realized and shared. As aresult, firm’s entry to the Australian market is discussed with a new product by suggesting recent and altered target customer base, customer profile,marketing strategy and marketing mix. Our study evaluates the potential disadvantages and advantages in detail and argues that there is a need for Hershey’s to enter the Australian market with a new product. In general, this article discusses and defends the entry of Hershey’s to Australian market witha new product by logical reasoning and draws a strategic roadmad to reach this goal.