Cadbury - Marketing Plan

Table of Contents

1. Executive Summary

2. Company Profile

3. Analysis

3.1 Key Competitors in the Market

3.2 External factors influencing the supply chain

3.3 Analyzing the Business Portfolio

3.4 Applying Ansoff’s Product-Market Expansion grid

3.5 SWOT Analysis

3.6 Applying Porter’s Generic Model

3.7 Applying Marketing Mix

4. Final Suggestions for Cadbury

1. Executive Summary

This marketing plan for Cadbury will look at ways and means of how Cadbury can consolidate its position as the number one manufactures of confectionaries in the world. It is suggested in this plan that Cadbury should continue to innovate itself in investing in technology and keeping a brisk of competition by ensuring it raw material supply. Cadbury should also understand the changes in customer behavior it will encounter in future.

It is further suggested in this marketing plan that Cadbury should concentrate in emerging markets and decentralized its operations so that that the company will be able to take quicker decision and advantage of the local marketing environment. Cadbury should continue to be a mass market quality product, it is advised in this report that Cadbury should continue to operate maintaining its own identify whilst drawing up synergies such as co branding with its parent company.

2. Company Profile

Cadbury Plc was the second biggest confectionery company in the world. With a history stretching back over 200 years, today Cadbury products are enjoyed in almost every country around the world.

In 1824, John Cadbury opened in Birmingham selling cocoa and chocolate. The products of Cadbury include household brands Cadbury, Bournville, Dairy Milk, Buttons, Fry’s, Bassets, Trident ect.

From 1969 to 2008 Cadbury was known as Cadbury Schweppes plc. In 2008 the company were demerged and the North American beverage unit was renamed Dr.Pepper Snappels Group Inc and the global confectionary area coming under Cadbury.