Hershey entry into the Australian Market

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Running head: HERSHEYS ENTRY TO THE AUSTRALIAN MARKETNameKennesaw State UniversityHersheys Entry to the Australian MarketProfessorMKTG 3100, TR 12:30-1:45 p.m.Article 1 ReviewDue date: February 29, 20161HERSHEYS ENTRY TO THE AUSTRALIAN MARKET2ArticleHersheys Entry to the Australian Market with a New Brand: An Accounting and MarketingPerspectiveDr. Cevdet KzlFebruary 29, 2016http://emaj.pitt.edu/ojs/index.php/emaj/article/view/43SummaryThis article discusses Hersheys introducing a new product brand into the Australianmarket. When introducing products into global markets, it is essential to understand the marketin order for entry to be a success. In, global markets, the Hershey brand will not be as familiar toconsumers and there will be distinct taste differences. The article discusses the need to introducea totally new product in this market in order to succeed. A SWOT analysis was conducted aswell as an examination of the competitive environment, accounting-finance indicators, marketingstrategy and marketing mix (4P) factors in order to defend the need for new product introduction(Kzl et al, 2013). The study also evaluates the advantages and challenges involved withintroducing a new product into the Australian market.The threats and disadvantages identified starts with the unfamiliarity of the Hersheybrand in the Australian market. Consumers are familiar with brands, such as Cadburys andNestl, and favorite chocol
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