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Cadbury on the Irish market

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documents in English
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market study
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18 pages
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  1. Analysis of the global industry of confectionary.
    1. PESTEL analysis.
    2. SWOT analysis.
  2. Current position in the market place.
    1. Boston Consulting Group (BCG) growth-share matrix.
    2. Competition environment.
  3. The various strategic development directions open to the company.
    1. The TOWS Matrix.
    2. Strategy clock.
    3. Motives for strategies.
    4. Methods of Strategy Development.
    5. Development directions.
    6. Success criteria for strategic options.
  4. Bibliography.

Cadbury Schweppes is a global confectionery manufacturer and a soft drink producer in North America. The company is the number-one worldwide for confectionery products. The company is headed by Todd Stitzer, the Chief Executive Officer (CEO), and Sir John Sunderland, the Non-Executive chairman. In March 2008, Cadbury Schweppes has decided to split up its two business lines: soft drinks and confectionery. The confectionery business is organized into four market segments which are called regions. These four regions are BIMA (Britain, Ireland, Middle East and Africa); Europe; Americas; Asia and Pacific. Each region is focused on commercial operations within its geographical and product area. We will focus this paper on the Irish market, which is part of the BIMA region, and its development for the next three years. Cadbury is a chocolate confectionery supplier on the Irish market. We can characterize the Irish chocolate market in terms of products: boxed chocolates, chocolate countlines, chocolate straightlines, molded bars, novelties and others chocolates. The market is valued according to retail selling price (RSP) and includes any applicable taxes. Before we begin to consider new strategies of the company for the period 2008-2011, we need to look at the results of 2007.

[...] In conclusion we saw that Cadbury is the leader with of market share on the Britain confectionary market. This market represents a sure value for the companies. Even if there is a lot of competitors such as Nestlé, Mars, or Altria Group, some studies have proved that chocolate is in some way a potential addict product. This fact means that confectionary companies will always have a high demand from the customers. The Cadbury Company has succeeded to develop an efficient strategy based on the innovation, the market's trends and the customer's needs. [...]


[...] aim is to identify the extent to which the current strengths and weaknesses are relevant to, and capable of, dealing with the threats or capitalising on the opportunities in the business environment.? ?Overall, a SWOT analysis should help focus discussion on future choices and the extent to which an organisation is capable of supporting these strategies.? (Johnson et al., 2005: 102) STRENGHTS WEAKNESSES Cadbury owns more than 40% of Cadbury doesn't have any range of market share in Ireland and tend free sugar or fitness products. [...]


[...] CHAPTER 5 MARKET SHARE Cadbury Schweppes is the leading company in the Irish chocolate confectionery market, holding a share by value. Nestle holds a further share of the market's value. * CHAPTER 6 COMPETITIVE LANDSCAPE The Irish chocolate confectionery market is extremely concentrated, with the three leading players: Cadbury-Schweppes, Nestle, and Mars collectively accounting for market share in value terms. The market has a wide range of products, differentiated both by their inherent characteristics and by investment in branding. This has the effect of weakening buyer power and also easing rivalry, by increasing the loyalty of consumers to particular products. [...]

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