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Today, Cadbury is the world's fourth biggest supplier of chocolate.
One of its products, Dairy Milk was introduced in 1905, and has become the most successful moulded chocolate in UK history and the basic ingredient for many other Cadbury products. 95 years later, Dairy Milk is one of the world's most famous brand names and the company's leading chocolate bar by revenue...
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Cadbury considers its success is based on three factors: quality, value for money and good advertising.
SWOT ANALYSIS FOR CADBURY
STRENGHTS
? Large established business
? Good reputation
? Wide portfolio of products
? Good advertising ( coronation St)
? Large target market
? Invest in research and development
? Well known brand with loyal customers
? Very profitable organisation; generating revenue of 6508 billion GPB in 2005
? Global chocolate brand
? Current trend of snacking and eating on the go favours confectionary business WEAKNESSES
? Strong branding requires substantial financial investment
? Confectionary not regarded as healthy as it contains high levels of fat and sugar
? Communication between manufacture and retailers very complex
OPPORTUNITIES
? Sponsoring of sporting events
? Diversify into different market
? Expand nationally
? Established products can be revived with new packaging and promotional expenditure
? More countries entering EU and therefore bigger market, the company has the opportunity to expand its global operations...
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