In 2010, Hershey, the U.S. chocolate maker, announced plans to boost its presence in Europe. The company’s best-known brand is Hershey’s Kisses, but other brands include Hugs and Reese’s Pieces. The European push is part of an effort to expand the firm’s business outside North America. In 2010, international sales accounted for less than 15 percent of Hershey’s revenues. After the Second World War, Hershey focused on its home market, failing to capitalize on the fact that U.S. soldiers had made its chocolates known across war-ravaged Europe. Hershey’s chocolates tend to have a slightly sour taste compared to Swiss or British chocolates. As part of the new strategy, Hershey planned to ensure that chocolates sold in Europe do not contain genetically modified (GM) ingredients. Is Hershey’s drive to target Europe a sensible strategy? What do you see as some of the main challenges? What criteria would you use to select particular countries in Europe to focus on and which countries might meet those criteria?