GLOBAL MARKET STRATEGY IN THE CONFECTIONERY INDUSTRY: THE CASE OF HERSHEY FOODS CORPORATION By Chun Zhang A PLAN B PAPER ‘Submitted to Michigan State University in partial fulfillment of the requirement for the degree of MASTER OF SCIENCE Department of Agricultural Economics | Spring 2001ABSTRACT GLOBAL MARKET STRATEGY IN THE CONFECTIONERY INDUSTRY: THE CASE OF HERSHEY FOODS CORPORATION By Chun Zhang This study uses Hershey Foods Corporation as a case to demonstrate how to formulate global product strategy to penetrate growing international markets. In recent years, confectionery markets have been growing around the world, Hershey Foods Corporation, the North American confectionery leader, however, has been experiencing some setbacks in international expansion. This study uses the global strategy framework (Yip, 1992) to analyze the strategic position and resources of Hershey Foods Corporation, and to diagnose confectionery industry globalization potential. The focus of the study is the formulation of global product strategies for Hershey's future expansion into strategically important markets. Benefits and costs of a global product strategy and the organizational ability of Hershey Foods Corporation to implement a global product strategy are also evaluated.Dedicated to My mother Liu, Yuying, to my father Zhang, Kaiyin, and my sister Zhang, Yan For all their unconditional support and inspiration during my overseas study.