Strategic Business Management - Cadbury

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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

     Route to marke        7

     Emerging markets        7

     Marketing and innovation        8

     White spaces        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). His original focus was on the trade of tea and coffee in United Kingdom, but soon he spotted a new opportunity in cocoa beverages and laid the
foundations for Cadbury's move into chocolate and then confectionery. Today,
it’s brands

include many global, regional and local favourites including Cadbury Dairy Milk, Flake, Crème Egg and Green & Black's in chocolate; Trident, Dentyne, Hollywood and Bubbaloo in gum; and Halls, Cadbury Éclairs, Bassett’s and The Natural Confectionery Co. in candy. Cadbury invest in its most advantaged brands which today generate approximately half our total revenues and have significantly higher profitability than the confectionary portfolio as a whole. Cadbury is known for its business which is founded on strong values and a sense of social responsibility. As Quakers, the Cadbury family believed tea, coffee and cocoa beverages could serve as an alternative to alcohol, seen to be a cause of poverty and deprivation amongst the working classes. More broadly, they were active across other Quaker campaigns for justice, equality and social reform, putting an end to poverty and deprivation. For example, Cadbury were involved in the early anti-slavery movement, calls for better housing and sanitation, and inner city smoke abatement. In 2007, the decision was made to separate the Beverage and Confectionery businesses. The demerger of the Americas Beverages Business on 7 May 2008 marked the beginning of a new era for Cadbury plc with its vision to be the world’s biggest and best confectionery company. Cadbury continues even today to operate with the belief that -doing well is good for business. The Chief Executive Officer (CEO) was appointed to the Board in March 2000 and as CEO in May 2003.He joined Cadbury North America in 1983 as Assistant General Counsel and has gained extensive international experience in senior legal, marketing, sales, strategy development and general management roles within the Company. Todd was President and CEO of Dr Pepper/Seven Up, Inc. between 1997 and 2000 and Chief Strategy Officer between March 2000 and May 2003. Todd’s business leadership, legal and commercial expertise make him well placed to lead the organization as it delivers on its commitment to achieve superior shareholder performance through Vision into Action.

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CUDBARY'S VISION AND STRATEGY

What Cadbury is doing to achieve its vision of being not just the biggest but also the best confectionery company in the world?


Cadbury's
Vision into Action (VIA) plan summaries all aspects of its strategy which deliver on the aspiration and governing objective of delivering superior shareowner returns. At the heart of the plan is the performance scorecard – the financial targets reinforced by: priorities, sustainability commitments and culture. The growth priority is represented by – ‘’Fewer, Faster, Bigger, Better’’. Invest in getting our new product developments into more markets faster, use joined up commercial and marketing ...

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