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Marketing Essentials Table of Contents Overview of Cadbury 3 Analysis of Company Situation 4 Analysis of Market Situation 5 SWOT Analysis of Cadbury 6 Strengths 6 Weaknesses 7 Opportunities 7 Threats 7 Competitor Analysis of Cadbury 9 A New Product Idea for Cadbury 10 Future Marketing Strategy 11 Marketing Objectives 11 Marketing Strategies 12 Marketing Mix 12 Forecast and Budget 15 Financial Forecast 15 Sales Budget 16 Projected Cash Flow 17 Conclusion 18 References 19 Bibliography 23 Overview of Cadbury Cadbury is one of the largest confectionery organisations with an excellent portfolio of chocolate, candy brands, milk food products, snacks and gums.
It was originally named as Cadbury Schweppes Overseas Ltd (CSOL) after its merger with Schweppes. The mission of the organisation is to offer best quality products to its customers in order to enhance its market share and brand identity in the markets of the United Kingdom as well as globally (Cadbury, n.d.). Thus, in the year 2007, Cadbury undertook a vital strategic move and shifted from the sector of beverages towards confectionary, which not only augmented its corporate image and but its profit margin as well. It started developing various products such as ‘5 stars’, ‘Perk’, ‘Celebrations’, ‘Temptations’, ‘Diary Milks and Gems’. Along with this, it also has offered milk food beverage as well namely Bournvita. Thus, it can be affirmed that Cadbury is a renowned brand and in terms of financial aspect held annual revenue of ?5, 384 million in the year 2008 (Cadbury, n.d.). The major objective of this assignment is to prepare a marketing plan for Cadbury for the next one to three years. ...
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