StudentShare solutions
Triangle menu

Marketing in Practice - Case Study Example

Nobody downloaded yet

Extract of sample
Marketing in Practice

Global scenario of Confectionary industry: The confectionary market consists of chocolates, gum, cereal bars and sugar confectionary. The global confectionary market grew by 3% in 2006 to reach a value of 100.9 billion dollars. Chocolate sales dominate, accounting for 54.4% of the global confectionery markets value. Out of total confectionary market worldwide, Europe generates 46.6% of the total global confectionary markets value. It has been projected that in 2011, the global confectionary market will become to the value of 116 billion dollars, an increase of 14.9% since 2006. By the year 2011, the global confectionary market is forecast to have a volume of 15.1 billion kg, an increase of 9.9% since 2006. (All the data has been extracted from the Data Monitor report on global confectionary, Feb 2008). The confectionary market in regions such as Western Europe and North America has become mature and nearing to saturation. Consumption level in these areas reached to nearly static position. Confectionary market is growing mostly in Central and Eastern Europe, India and China. It has been forecasted that global confectionary market between 2006 and 2010, grow @16% in value terms reaching more than 145 billion dollars. Volume sales have been expected to over 17.8 million tones by 2010. So it has been obvious that globally, confectionery market is expected to grow and Cadbury being the largest company after merger with Hershey it has strengthen their respective positions in the higher-growth markets for healthier forms of confectionery. Confectionary market worldwide is very competitive and it could be very well understood by the fact that the global confectionery market remains relatively fragmented, with the top six manufacturers accounting for less than half (45%) of value sales.
Significance for Cadbury: The Company, Cadbury Schweppes is one of the largest confectionary companies based in UK and operates in almost 30 countries. UK has a well grown confectionery industry as a sub-sector of the British food industry. Within the European confectionery industry, the UK confectionery industry leads the field and the UK is unlikely to lose its place as the leading consumer of confectionery products. It has been estimated that in the last ten years consumer expenditure on food has increased to double but the expenditure on confectionary has tripled. It has been contributing considerably to British economy. This situation clearly shows that if Cadbury has to expand its business, it has to move in the areas like India, China, and East Europe etc. Market of confectionery is growing but in the developed country where market growth has stagnated, companies are trying various strategies like expanding its business in the areas which ultimately providing them proper opportunities to grow. Cadbury have 8 major competitors but one of the major competitors has merged with it and provided strategic mileage to the company. This market research has shown the direction of change as well as the direction of progress for Cadbury. It should know its competitors, which are mainly Mass Inc, Hearshey Food Corporation, Nestle SA, Ferrere etc. Most of the companies have similar types of distribution channel and developing new product range. Looking at the market situation it has been very obvious that confectionary market has the potential to grow and at the same time companies also have motivation and zeal to move ahead.
2. ...Show more


Marketing research provides the vital information to help marketing managers understand those wants and needs and translate them into actions in their marketing activities. This information reduces the risk and uncertainty marketing manager face and helps them make better decisions…
Author : jeffryfranecki
Marketing in Practice essay example
Read Text Preview
Save Your Time for More Important Things
Let us write or edit the case study on your topic
"Marketing in Practice"
with a personal 20% discount.
Grab the best paper

Check these samples - they also fit your topic

Full case study in Jobber, D. and Ellis-Chadwick, F. (2012)Principles and Practice of Marketing(7thed). London, McGraw-Hil
The retail chain started out as a photography business and slowly it grew into a high street store, selling not only photographic equipments but also other electrical appliance. In this part of the report the discussion would focus on analysing the marketing strategies of Dixons in comparison to formal marketing planning process.
7 pages (1750 words) Case Study
Full case study in Jobber, D. and Ellis-Chadwick, F. (2012) Principles and Practice of Marketing (7th ed). London, McGraw-Hill H
The retail chain started out as a photography business and slowly it grew into a high street store, selling not only photographic equipments but also other electrical appliance. In this part of the report the discussion would focus on analysing the marketing strategies of Dixons in comparison to formal marketing planning process.
4 pages (1000 words) Case Study
Successful Marketing
Not only is it extremely difficult to compete against beverages' manufacturers such as Coke, Pepsi or Nestle, but it is just as difficult to launch a successful local beverages outlet/caf. Competing against Costa, Starbucks or Columbus, to name but a few, is a daunting prospect and a highly risky venture.
6 pages (1500 words) Case Study
Marketing Management in Practice
The report will also contain the evaluation of the social, economical, technological and political factors which can affect the successful launch of the new product by the company. The competition which can be posed to the company and its new product is also evaluated.
16 pages (4000 words) Case Study
Nokia's Marketing
These factors can be political, economic, cultural, social or environmental. This report mainly focuses on the issues of the present economic downturn and globalisation, and how these issues affect marketing, with particular reference to the organisation and product Nokia.
12 pages (3000 words) Case Study
Marketing Concept and Marketing Communication
Kotler 2001). The additional Ps have been added because today marketing is far more customer oriented than ever before, and because of a growing importance managing long-term relationships with the different stockholders of marketing (Helfert et al. 2002).
6 pages (1500 words) Case Study
Marketing Report Case Study
However, Varey (2001) postulates that integrated marketing is a paradigm shift towards more personalised, customer-oriented, technology-supported marketing systems. Global marketing is marketing on a world wide scale reconciling or taking commercial advantage of global operational differences and opportunities in order to arrive at predefined organizational objectives while creating uniqueness.
12 pages (3000 words) Case Study
Direct And Database Marketing
The company presents two points of interest as a case study in this domain. Firstly, as a large company (over $500 million in annual sales), they have only recently begun to market to individual customers whose records are held on the company's database. This initiative dates from the start of 2007.
6 pages (1500 words) Case Study
Contemporary & international marketing
The study starts with a brief account of Tatbury Crystal's history which is vital to understanding the significance and dynamics of producing and marketing a product that is generally viewed as a "luxury good" or a "prestige product." It then attempts to tackle selected company branding notions which include fundamentally secured values, brand personality and brand positioning.
10 pages (2500 words) Case Study
Professional Practice
by turning out to be a great home for an impressive collection of contemporary art and architecture after the mutual agreement that was made in 1985 between the mayor of the town and Benesse Corporation which had the main purpose of turning the place into an art hub1 The project
12 pages (3000 words) Case Study
Hire a pro to write
a paper under your requirements!
Win a special DISCOUNT!
Put in your e-mail and click the button with your lucky finger
Your email
Comments (0)
Click to create a comment
Contact Us