Hershey ERP Case Study

A Case Study on Hershey's ERP
Implementation Failure:
The Importance of Testing and Scheduling
Imagine waking up one day to find out that your company's supply chain has ground to a halt, making it
impossible to fulfill $100 million worth of orders. For Hershey's confectionary manufacturing and
distribution operations, this nightmare came true in 1999. Read this case study on Hershey's ERP
implementation failure. Learn about the importance of ERP system testing and project scheduling.
OVERVIEW - HERSHEY'S ERP IMPLEMENTATION
FAILURE
the bulk of its Halloween and Christmas orders.

To meet the aggressive scheduling demands,
Hershey's implementation team had to cut
corners on critical systems testing phases.
When the systems went live in July of 1999,
unforeseen issues prevented orders from
flowing through the systems. As a result,
Hershey's was incapable of processing $100
million worth of Kiss and Jolly Rancher orders,
even though it had most of the inventory in
stock.
When it cutover to its $112-million IT systems,

Hershey's worst-case scenarios became reality.
Business process and systems issues caused
operational paralysis, leading to a 19-percent
drop in quarterly profits and an eight-percent
decline in stock price. In the case study
analysis that follows, I use Hershey's ERP
implementation failure as a case study to offer
advice on how effective ERP system testing
and project scheduling can mitigate a
company's exposure to failure risks and related
damages.
This is not one of those "hindsight is 20-20"

cases. A reasonably prudent implementer in
Hershey's position would never have permitted
cutover under those circumstances. The risks of
failure and exposure to damages were simply
too great. Unfortunately, too few companies
have learned from Hershey's mistakes. For our
firm, it feels like Groundhog Day every time we
are retained to rescue a failed or failing ERP
project. In an effort to help companies
implement ERP correctly - the first time - I have
decided to rehash this old Hershey's case. The
two key lessons I describe below relate to
systems testing and project scheduling.
KEY FACTS
Here are the relevant facts: In 1996, Hershey's
set out to upgrade its patchwork of legacy IT
systems into an integrated ERP environment. It
chose SAP's R/3 ERP software, Manugistic's
supply chain management (SCM) software and
Seibel's customer relationship management
(CRM) software. Despite a recommended
implementation time of 48 months, Hershey's
demanded a 30-month turnaround so that it
could roll out the systems before Y2K. Based
on these scheduling demands, cutover was
planned for July of 1999. This go-live
scheduling coincided with Hershey's busiest
periods - the time during which it would receive
1
ERP SYSTEMS TESTING
The third and final testing phase - the

Integrated Pilot Phase - is the most realistic of
the tests. In this "day-in-the-life" piloting phase,
the users test the system to make sure that all
of the various modules work together as
intended.
Hershey's implementation team made the

cardinal mistake of sacrificing systems testing
for the sake of expediency. As a result, critical
data, process and systems integration issues
may have remained undetected until it was too
late.
With respect to the Hershey's case, many

authors have criticized the company's decision
to roll out all three systems concurrently, using
a "big bang" implementation approach. In my
view, Hershey's implementation would have
failed regardless of the approach. Failure was
rooted in shortcuts relating to systems testing,
data migration and/or training, and not in the
implementation approach. Had Hershey's put
the systems through appropriate testing, it
could have mitigated significant failure risks.
Testing phases are safety nets that should

never be compromised. If testing sets back the
launch date, so be it. The potential
consequences of skimping on testing outweigh
the benefits of keeping to a longer schedule. In
terms of appropriate testing, our firm advocates
a methodical simulation of realistic operating
conditions. The more realistic the testing
scenarios, the more likely it is that critical issues
will be discovered before cutover.
For our clients, we generally perform three
distinct rounds of testing, each building to a
more realistic simulation of the client's operating
environment. Successful test completion is a
prerequisite to moving onto to the next testing
phase.
ERP IMPLEMENTATION SCHEDULING

Hershey's made another textbook
implementation mistake - this time in relation to
project timing. It first tried to squeeze a complex
ERP implementation project into an
unreasonably short timeline. Sacrificing due
diligence for the sake of expediency is a surefire way to get caught.
In the first testing phase - the Conference

Room Pilot Phase - the key users test the most
frequently used business scenarios, one
functional department at a time. The purpose of
this phase is to validate the key business
processes in the ERP system.
Hershey's made another critical scheduling

mistake - it timed its cutover during its busy
season. It was unreasonable for Hershey's to
expect that it would be able to meet peak
demand when its employees had not yet been
fully trained on the new systems and business
processes. Even in best-case implementation
scenarios, companies should still expect
performance declines because of the steep
learning curves.
In the second testing phase - the Departmental

Pilot Phase - a new team of users tests the
ERP system under incrementally more realistic
conditions. This testing phase consists of full
piloting, which includes testing of both the most
frequently used and the least frequently used
business scenarios.
By timing cutover during slow business periods,

the company gives itself more slack time to iron
out systems kinks. It also gives employees
more time to learn the new business processes
and systems. In many cases, we advise our
clients to reduce incoming orders during the
cutover period.
of the most important lessons are: test the

business processes and systems using a
methodology designed to simulate realistic
operating scenarios; and pay close attention to
ERP scheduling. By following these bits of
advice, your company will mitigate failure risks
and put itself in a position to drive ERP
success.
In closing, any company implementing or

planning to implement ERP can take away
valuable lessons from the Hershey's case. Two
Contact us to learn more.
About the Author:

Jonathan Gross
Vice President and General Counsel
1-866-282-5899 ext. 802
[email protected]
Pemeco Consulting
www.pemeco.com
Jonathan is Vice President and General Counsel at Pemeco Consulting, a vendor-agnostic firm that
specializes in the management of complex enterprise software projects. He leads a team responsible
for delivering projects for multinational and SMB manufacturing and distribution companies. Jonathan is
an attorney, and Pemecos clients benefit from his procurement and contract negotiations savvy.
Jonathan is regularly called upon by trade associations and publications to contribute his expertise
relating to the practical implications of enterprise software innovations as well as best-practices relating
to the successful implementation of complex ERP projects.
Jonathan enjoys educating and, time permitting, Jonathan teaches an upper-level Systems Analysis
and Design course to MBA students at the Schulich School of Business at York University - Canadas
#1 ranked MBA program according to The Economist magazine.
Prior to joining Pemeco, Jonathan worked as a corporate commercial litigator largely representing
manufacturing companies and financial institutions. He holds a B.A. Hons from McGill University, an
LL.B. from the University of Ottawa, and an M.B.A. from the Schulich School of Business at York
University.

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A Case Study on Hershey's ERP

the bulk of its Halloween and Christmas orders.

When it cutover to its $112-million IT systems,

This is not one of those "hindsight is 20-20"

ERP SYSTEMS TESTING

The third and final testing phase - the

Hershey's implementation team made the

With respect to the Hershey's case, many

Testing phases are safety nets that should

ERP IMPLEMENTATION SCHEDULING

In the first testing phase - the Conference

Hershey's made another critical scheduling

In the second testing phase - the Departmental

By timing cutover during slow business periods,

of the most important lessons are: test the

In closing, any company implementing or

Contact us to learn more.

About the Author:

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