Hershey Blocks Cadbury Imports

US consumers can no longer purchase imported Cadbury chocolates, and the “loyalists” of the brand are upset. In the article, “How Cadbury lost the right to sell its own chocolate inthe US,” we learn that, to protect its products, Hershey forced a ban on imported UK confectionary. Consumers quoted in the article “Hershey’s lawsuit sparks British revolt for ‘superior’Cadbury chocolate,” believe the company only pushed the lawsuit because it couldn’t compete with the imported sweets. While this group of consumers is dismayed by the ban, author Bill Saporito reminds us in the article “Quit Whining,Brits! Hershey Had Every Right to Block ‘Real’ Cadbury Bars,” that “Hershey owns the rights to manufacture Cadbury’s products in the U.S.” Whereas Hershey competes in an oligopolistic industry, company decision makers may have believed that the ban would lead to an increase in market share for their products. However, the “loyalists” to the imported goods do not view Hershey’s Cadbury products as substitutes. Imported Cadbury is to the chocolate industry as Apple is to the technology industry, so an increase in market share for Hershey’s products is not likely. The “loyalists” to the imported Cadbury brand didn’t think much of the Hershey company to begin with, but now there is a tangible dislike that could lead to a boycott of the company’s products. How do you think the ban will affect the Hershey company?