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Introduction

TABLE OF CONTENTS Introduction 2 Cudbary vision and strategy 3 Customer satisfaction and innovation 3 Main shareholders 4 Swot analysis 4 Porter's model 5 Success trend 6 External environment 6 Key strategic choices 7 Route to marke 7 Emerging markets 7 Marketing and innovation 8 White spaces 8 Trends in confectionary 8 Table of contents 1 References (Literature 9 INTRODUCTION Who is John Cadbury? Cadbury's development. What makes Cadbury different form others? Globally, Cadbury is the leading confectionery company with an outstanding portfolio of: chocolate, gum and candy brands. By being globally strong across all three confectionery categories Cadbury is building competitive advantage- creating the right range, to be available everywhere, and for everyone. They are making specific strategies for each category and they are in many markets already leaders in one or two categories and can expand into a second or third by making the most of its global capabilities. In UK, for example, its strength in chocolate and candy has enabled Cadbury to lunch successfully into gum. Cadbury does so in over 20 of the world's 50 biggest confectionery markets. It has the largest and most broadly spread emerging markets business of any confectionery company. It employs 45,000 people globally and has direct operations in over 60 countries. Its origins stretch back nearly 200 years to 1824 when John Cadbury, a young Quaker, opened a shop in Birmingham (UK). ...read more.

Middle

and strong functional leadership. VIA is underpinned by sustainability commitments which improve both long-term business performance and the impact on wider world. This combination of performance and values characterises the company culture. CUSTOMER SATISFACTION AND INNOVATION Customer satisfaction and company's innovation activities are related to the company's strategy? Company's core purpose of creating brands which people will love. It is worth mentioning that Cadbury is very concerned on its customers. Cadbury's success is rooted by the desire and ability to really know what people want need and believe. Analyzing the customer's satisfaction, Cadbury realized that there are four important aspects to be aware of: 1. the pleasure principle, 2. natural is better, 3. being treat-wise, 4. access for all, 5. responsible planet. Cadbury Innovation is right at the heart of creating brands people love. Not just new products and improved recipes, but also innovative packaging formats and world-class brand communication. Cadbury determined to stay close to the people who buy our products and the retail customers who serve them, ensuring winning in-store experiences at the point of buying. MAIN SHAREHOLDERS How Cadbury achieve the maximum satisfaction for all stakeholders? As stated before the governing objective is to deliver superior shareowner returns by realising the vision to be the world's biggest and best confectionery company. The CEO intends to provide maximum satisfaction for all stakeholders, placing priority on shareholders, focus markets and focus costumers. ...read more.

Conclusion

In candy, they have a number one position. Halls is the largest brand in candy and the position is supported by other significant regional and local brands. KEY STRATEGIC CHOICES The four key strategic choices are designed to drive growth and market share gains: 1. Route to market 2. Emerging markets 3. Marketing & innovation 4. White spaces 1. Route to market Significant proportion of confectionery is sold through the small format traditional trade: - Around 50% of products sold through traditional trade - Rises to around 80% in emerging markets - Even more important or higher margin gum- Investment in Route to Market sustains a competitive advantage: - Creates barriers to new market entrants - Increases impact of scales and merchandising activities - Underpins strong positions and leading market shares 2. Emerging markets 3. Marketing & innovation - Cadbury transform out investments in marketing and innovation: 4. White spaces - Down are shown three pictures where we can see countries or existing Cadbury markets (purple colure), as well as adjacent market OPPORTUNITIES (BLUE COLOUR) TRENDS IN CONFECTIONARY Spending on confectionery remains high, up 4% in 2009.: � Emerging markets are sustaining high levels of growth � The category mix benefits from 'stay at home' behaviour � Private label remains a small segment of the market � Long-term dynamics for growth in gum remain strong: - Functional benefits of the product driving per capita use - Innovation set to broaden mass appeal of the product. ...read more.

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