Change Proposal for The Hershey Company

Change Proposal for The Hershey Company ASHLEY GOMEZ, RYAN mCkenzie, Madison mealor, charissa ocealis

Matthew 25:13-30

He who showed great responsibility with little is given much responsibility

SWOT

Strength

Well-known brand and strong public image

Weakness

Low profit margin compared to competitors

Opportunities

Technology could drive growth
Adolescents and teens are spending more than ever before

Threats

Consumer shopping habits are changing- More online shopping, less impulse buying

Lack of technology presence

Today's society is extremely technology-oriented, and Hershey is behind in the game in using technology as a marketing tool.

Branded Mobile App

Rationale:

Research shows a correlation between branded mobile apps and customer satisfaction, which links to purchase intention.
Hershey's competition is already utilizing apps.
Smartphone use and apps have become more popular over the last decade.

Demand Shifts:

People are more dependent on technology than ever before. Online shopping is becoming preferable over shopping in-store.
Millennials are spending more now than past generations.

Kotter's Change Model

Losing sales from a large demographic (millennials) due to lack of technology presence
Board of directors needs to communicate with the technology innovation team
Introduce The Hershey Company branded mobile app
Find companies that are willing to advertise on the app
Release app to employees of Hershey's first to detect bugs and other issues before public release
Monitor sales and collect other data after the release of the branded mobile app within the first year
Create a reward points system and offer free shipping along with other incentives to VIPs
Continuing to update technology to be relevant to future generations

Appreciate

Credits:

Created with images by CinCool - "Hershey Chocolate Chicago Illinois" • Jim, the Photographer - "Hershey's Chocolate World Tour" • jelene - "weird hershey's bar" • Jim, the Photographer - "Hershey's Chocolate World Store" • skeeze - "chocolate bar chocolate milk" • mhiguera - "Hershey's"