British expatriates living in the U.S. frequently ask friends and relatives visiting from the U.K. to bring with them bars of Cadbury's chocolate on the basis that the Cadbury's chocolate available in the U.S. (manufactured under license by Hershey's) is inferior to "the real thing."

Should Cadbury-Schweppes plc maintain its licensing agreement with Hershey or should it seek to supply the U.S. market itself, either by export from the U.K. or by establishing manufacturing facilities in the U.S.?