BRICs and beyond: Hershey wisely goes local in China
Hershey, long criticised for the slow speed with which it entered faster-growing confectionery markets, has seen sales jump in China in recent years on the back of its homegrown chocolate brands. However, chocolate is not China's largest confectionery sector and competition is fierce. Hershey has wisely launched a candy brand targeted at Chinese consumers. Candy is crowded, too, but as, Dean Best writes, the move demonstrates the company knows products tailored to local needs could help it gain ground faster.
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