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Marketing Opportunities

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Introduction

Date: 21 May 2007 Report on: Using analytical techniques to investigate the product range of Cadbury. Introduction This report is being products to compare different techniques to see which ones are more effective in investigating the different products of Cadburys chocolate manufactures. This will help me demonstrate my ability to apply marketing theory to real life business organizations. The use of internet and library resources will be used to help me research information on the products that Cadburys offer and the techniques that are available to complete this assignment. Findings Cadburys produce millions of chocolate bars a day and distributes them all over the UK and Ireland. They have two targets for its products - trade customers who stock the product and consumers who buy it. Analytical techniques are methods of obtaining data and analyzing it from every aspect. There are many different techniques that can be used, some are more in-depth than other and more appropriate for the kind of research it is for. For example PESTLE, competitor analyses, product life cycle and Boston Consulting group (BCG) matrix. These will be the three main techniques I will be analyzing and evaluating in my report. All the techniques focus on identifying the changes an organization needs to make to achieve its goals. These will be based around Cadburys the market leader in confectionary. ...read more.

Middle

Cadburys cr�me egg and flake are both existing product that have been around for many years but have remained a popular choice for its consumers. However Cadburys cr�me egg has been used to renovate other existing product to form new ones such as Cadburys dairy milk cr�me egg chocolate bar. The original Cadburys cr�me egg has also increase its publicity through this and is still unique in the confectionery market. That is why it has still high sales and has been positioned on the maturity stage of the product life cycle as it has stable sales and is still successful. However the flake has also been modified to create Flake Dark. This was due to a decrease in sales from the original chocolate bar. It has helped to boost sales by repositioning it on the product life cycle by refreshing the product and attracting new customers to buy the product. Repositioning helps to change old and existing products into new ones to show that Cadburys are keeping up to date with its market and keep them interested in their products. Boston Consulting Group Matrix: The BCG Matrix is based around the product life cycle and helps Cadburys to identify which products are worth investing in and which ones should be modified or taken out of their product range. I have placed Cadburys on the stars as it has the ability to generate sales. ...read more.

Conclusion

Threats of new entrants- These factors are those that make it harder or easier for another company to enter into the industry. Cadburys have High barriers to entry this keeps potential competitors out of the industry, has low barriers to entry will give an opening for competitors to enter into the company if the industry returns are high enough. One barrier to entry is brand loyalty. Brand loyalty is very important for the sales of Cadburys as it is a well known company that consumers will recognize. Also building on its brand allows the company to increase its market share. PESTLE analyses- External factors The PESTLE analysis is a useful tool for understanding risks associated with market growth or decline. This helps to understand the environment that Cadburys is operating in and what the risks that could affect its products and what to consider when developing a new product range. Such as political, economical, social environment and other legal factors. Most of them are out of the control of Cadburys. Political/legal factors- This affects Cadburys in many ways. For example the trading / government polices Cadburys have to follow when selling their product on the market and advertising them to the public. All business needs to follow the legal factors when producing and selling products such as prices/descriptions etc. Cadburys need to keep up to date with the changes in the law to make sure they stay within them. The social environment- This helps Cadburys to identify the specifics of its targeted market. ...read more.

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