• Join over 1.2 million students every month
  • Accelerate your learning by 29%
  • Unlimited access from just £6.99 per month

Strategic Business Management - Cadbury

Extracts from this document...


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.


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.


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.

The above preview is unformatted text

This student written piece of work is one of many that can be found in our International Baccalaureate Economics section.

Found what you're looking for?

  • Start learning 29% faster today
  • 150,000+ documents available
  • Just £6.99 a month

Not the one? Search for your essay title...
  • Join over 1.2 million students every month
  • Accelerate your learning by 29%
  • Unlimited access from just £6.99 per month

See related essaysSee related essays

Related International Baccalaureate Economics essays

  1. An Investigation of Vietnam's Barriers of Economic Growth and Development

    Particularly, the lack of road systems hinders economic development, as it is difficult for citizens to gain access to different areas of the country. Cultural Factors Initially an agriculture-based economy, Vietnam depends on seafood and rice as main exports for the country.

  2. Strategic and Operational Performance Assessment at Petrom

    with a significant impact on production costs, production volumes (gained incremental production for 5,000 wells of around 1,000 bbl/day) and operational safety; the number of interventions has been reduced by 60% compared to 2005. Refining and Marketing * Significant energy efficiency improvements (own-crude consumption level reduced from 14% in 2004

  1. What is the impact of the Notional Interest Tax Deduction system on investments in ...

    Changes encountered in statistics Having looked at Appendix 2, we can see that after the drafting of the NITDS in 2005, unemployment has reduced from 596000 to 532000 in 2007. Prior to the introduction of the NITDS, the unemployment figures aggravated from 2001 till 2005, from 470000 till 596000.

  2. Why did the UK did not join the EC until 1973

    EEC would be allowing a country that he came to view as America's Trojan horse (P. Calvocoressi, 2001:251). De Gaulle's fear that Britain would jeopardize the CAP before it was fully implemented could be said to have been his main reason to not let the Britain enter the EEC for

  1. Heritage Management

    Influence of men with vision can transform towns into tourist industries. Bohan and Elbe describe how Alvaden, Sweden was successfully turned into a tourist destination without being an expert in tourism development - the important point is cooperation amongst stakeholders (Kriyaki, 2004).

  2. Discuss The Need For Ethical Business

    Once there is no incident occurring, then the firm is successful. Overall, we can say that setting ethical objectives bring back huge advantages to the firms not only in maximising profit but getting support from consumers also. As an example in the video ?Food Inc.?, from the safe food standpoint, Beef Production Inc.

  1. The Benefits of Microcredit to Bangladesh

    on extreme poverty than on moderate poverty.? The results of this study indicate that micro credit not only affects the welfare of participants and non-participants, but also the aggregate welfare at the village level. In fact even in disaster situations and post conflict areas, it has helped rebuild economic activities and livelihoods.

  2. 15 Historical Economic Questions on Mercatilism and the Development of European Countries.

    The price-specie flow mechanism states that under a gold standard, countries with positive trade balances are effectively importing gold in exchange for their exports while those with negative trade balances are exporting gold in exchange for imports. The countries that experience higher exports than imports see a net inflow of gold.

  • Over 160,000 pieces
    of student written work
  • Annotated by
    experienced teachers
  • Ideas and feedback to
    improve your own work