Hershey: Going through a Sweet Recession |
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Restructuring of Operations and Making International ForaysIn February 2007, Lenny implemented a restructuring initiative. The three-year restructuring exercise was anticipated to cost US$ 550-575 million in pre-tax charges and non-recurring project implementation costs. However, it was expected to streamline the company's operations and result in annual savings of US$ 170-190 million by 2010... The Marketing InitiativeSpeaking about Hershey's future focus, West said, "Our primary goal in 2008 is to stabilize U.S. business marketplace performance. Markedly higher brand-building support, including advertising, quality merchandising, enhanced retail coverage, and new chocolate products within the premium and trade-up segments will enable us to achieve this goal."...
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