At the time when Gwen became responsible for the account, another competitor had been the lead category management contact for several years. The largest portion of his responsibility was to create the seasonal candy orders for all manufacturers (the four major seasons-Halloween, Christmas, Valentine’s, and Easter-accounted for over 40 percent of the retailer,s total annual business).Therefore, because Hershey was not active in writing the orders, a competitor was controlling almost half of Hershey’s annual business with retailer.