This 33 page marketing paper looks at the confectionary company Cadbury PLC. The writer looks at the industry and the company, discussing the history of the company and the way it competes in a highly competitive market, looking at marketing goals, strategies and tactics. The paper includes the use of a Porters Five Forces analysis and the examination of the way two competitors; Mars and Thornton's undertake their own marketing. The analysis also includes a SWOT analysis, a BCG Matrix and consideration of the different target markets. The paper ends with some suggested strategies to help the company attain its vision and increase revenues and profits. The bibliography cites 16 sources.
Name of Research Paper File: TS14_TECadbury.rtf
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3.4 SWOT Analysis for Cadbury 19 3.5 The Target Market 22 4. Cadburys Competitive Advantage 23 4.1 Porters Strategies 23 4.2 Products 27 5. Marketing 29 5.1 Marketing Objectives 29 5.2 Marketing Options 30 5.3 Marketing Objectives Analysis 30 6 Marketing Plan 32 References 35 Figures Figure 1 Porters
Five Forces Model 15 Figure 2 Competitor Analysis 19 Figure 3 SWOT Analysis 21 Figure 4 Target Markets 22 Figure 5 Perceptual map 23 Figure 6 Porters Generic Strategies 27 Figure 7 BCG Matrix 28 Figure 8
Cadbury BCG Matrix 29 Figure 9 Ansoffs Market Strategies 30 1. Introduction The confectionary industries will which is highly
competitive; it is also an industry which appears to be growing at a rapid rate with increased imams from all sections of the market. The ability to compete in such
an aggressive market for relying solely on the ability to create, manufacture and distribute products which meet consumer demands and expectations, it were also be reliant on the ability of
the company to effectively market their products, turning consumer is what they are selling and convince them it satisfies an existing need, or create the desire to make the purchase,
and then facilitate that purchase1. Cadbury is a major company within the confectionary market, being active in a number of areas including chocolate, chewing gum and candy. They are competing
with a number of other phones that have a range of interests and different backgrounds including companies such as Hersheys in the United States, the Swiss company Nestle, and small
companies with a more differentiated product such as Thorntons and Garderhelli. In order to appreciate the current position of Cadbury, and consider the way in which they do, and
can compete it is necessary to look up with the industry and the company itself. This paper will consider the market for the core products, and then look at the
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