From my visit to the Cadbury World, I gathered that the organisation is highly driven and motivated by competition form other confectionaries. For example, in order to compete with the producers of Kit Kat, the company has come out with Cadbury’s own version of Kit Kat but has design it differently and called their product ‘Time Out’.
One way of attracting buyers is by aggressive advertising, selling at competitive prices and also by allocating vending machines in various places such as school, railway stations and undergrounds.
Cadbury import most of its cocoa, the main component of chocolates from Ghana. With the strong pound, Cadbury can import large amount of cocoa at relatively cheap price and can increase production to a high level but on the other hand, the strong pound will make export uncompetitive. Thus it may not be such a good idea to overproduce.
Cadbury chocolate being considered as a luxury item, tend to be severely affected by the boom and slum of economic cycle. In good times, the company may be able to sell huge amounts but in bad times or during recessions, sale can be expected to dwindle significantly.