Competitor reaction Cadbury should develop new products and promote them domestically as well as internationally. Such product/market growth approach will ensure that the company has diversified range of products which are available and well-recognizable in many countries of the world [17] . Such strategic choice will provide the company with enormous comparative advantages over its competitors and will help it to better cope with the hurdles of the global economic crisis. Most importantly, such strategic step will erase the common stereotype claiming that consumers mostly associate Cadbury with chocolate. Evidently, ‘Chocolate is Cadbury’ marketing approach much facilitated the company’s success over the last decade. However, considering the challenges of the global competitive markets, this strategy will not be suitable any longer. Hence Cadbury should transform it into more powerful and innovative global image. The variety of new high-quality and reasonably-priced products will add value to the business activity of Cadbury and will win new overseas markets for the company. This task would require the company to carefully design and develop innovative brands of its products which are not yet present on any of the foreign markets, and which will be potentially demanded by the consumers (i.e. target markets) [18] . While developing innovative products and penetrating overseas markets, Cadbury should initially consider the demand-side of its target markets. Among the most important criteria are the following: (1) Average income; (2) Average spending amount on one-time supermarket/store purchasing; (2) Average amount consumers are ready to spend on chocolates, candies, cookies, and/or sweets; (3) PESTLE analysis of the target market with the consideration of the adverse affects caused by the global economic meltdown; and (4) Porter analysis of the targeted market. Such wide coverage of strategic issues will win Cadbury competitive advantage and increase its share on the foreign markets. 5) Preferred strategy Cadbury’s choice of the optimal marketing strategy should consider their chances of success in terms of market diversification. To reach optimal market diversification, the company should ensure that its new product adheres to the customers’ needs and preferences. Extensive market research will help Cadbury to explicitly identify its potential target markets for a new product. Herewith, Cadbury’s marketers should consider the following strategic factors: (1) Financial health of the targeted market; (2) Purchasing capacity of target market; (3) National and individual preferences of target market; (4) Previous experiences of target market in terms of buying and tasting the similar products produced by competitor companies; (5) SWOT analysis in each individual case will ensure that Cadbury eliminates all the possible constraints to the minimum and transforms the threats into potential opportunities. Realistic and achievable strat

1. There are many new technologies in the world around us that we use every day. Some
people don't even know they are using it. For example, the commonly called Internet of Things
and IoT. The IoT connects the physical world around us to the Internet, often making our day-
to-day operations much more convenient and easy. The term Internet of Things was first coined
by Kevin Ashton when he was working at Procter & Gamble in 1999 ("Why it's called", 2014).
This is a futuristic system that includes sensors that can connect to networks and exchange data
with today's everyday inanimate objects such as machines and devices. The IoT is the process of
collecting and processing data and converting this information into knowledge. Therefore, the
more data you collect, the better you can understand your surroundings. The IoT is already used
in many of the things we use frequently on a daily basis. B. The cars we drive and the watches
we wear. While the benefits of this technology are numerous, the new ones have some
disadvantages. Regardless of the turmoil that can occur, the IoT is an important technology that
will eventually be taken over, and the world around us is highly connected.
Today, the most common applications of the IoT are found among consumers, businesses and
governments. Some important examples of consumer use are in our homes, cars, and wearable
accessories. First of all, various electronic accessories can be installed in our homes today. All
of these can be controlled remotely via your smartphone or the internet. This is sometimes
referred to as a "smart home." Like lights, thermostats, locks, cameras, gadgets, whether you're
5 feet or 5 miles away from home, you can turn them on or off with a tap of the screen. In
addition, most new cars today are equipped with navigation, remote start, Bluetooth, blindspot
detection, a music app, and even
self-parking. These are all examples of connected intelligence that can help make consumers'

2. lives easier. Finally, there is a range of wearable accessories designed to monitor and track our
daily activities. For instance, there are watches that can monitor our exercise and heart rate or
connect to our phones to call and text all via the watch. Also, thereare necklaces for family
members that can track them or contact emergency services in the event of an accident.
Likewise, the use of IoT in businesses are an essential part of their success; including retail
stores, agriculture and healthcare industries. Most noticeably in retail, the ability to checkout
from our smartphones or scan QR codes for discounts are significant in creating an almost
contactless shopping experience. This further connects ourselves to objects instead of people. As
for agriculture, smart farming is an example of IoT that can improve cost and production of
goods for many industries. With the capabilities of water and soil monitoring to crop and
livestock analysis, there will be a better understanding of the resources necessary to improve the
farming trade. Another type of industry that will advance with the IoT is healthcare. Healthcare
systems offer many new features, including tools to obtain patients vitals and send that data
remotely to doctors’ offices without the patient having to constantly come in .Equally important,
our government utilizes IoT with utilities, smart cities and environment protection. This can be
understood in utilities by the ability to have sensors that monitor water, waste, and electricity
use. All of which can help improve functions and lower costs associated with these services.
Similarly, smart cities that contain automated lighting, parking assistance, and security cameras
will improve the overall experiences of citizens daily. Finally, the possibilities for IoT in
environmental protection can be seen by air pollution monitoring, natural disaster detection, and
wildlife tracking. By using sensors, the quality of air around us can be

3. closely observed for CO2 and pollution levels, especially in busy cities with an excessive amount
of vehicles emissions. With the observation of soil, natural disasters such as earthquakes,
landslides and avalanches could be detected early or prevented and aid in saving the lives of
many people. Furthermore, in order to protect and conserve our wildlife, the use of tracking
devices connected within the IoT can relay information regarding the patterns of many
endangered animals. All of these examples provide just a peek into what is imaginable when you
combine sensors and networks. The IoT has the power to impact every aspect of our lives,
creating a nearly endless combination of uses.
Additionally, there are an infinite amount of benefits we can see from the IoT; a few of
which are the ability to save time, enable automation and obtain information. The ability to save
time can easily be understood by the simple fact of machine to machine interaction providing
quicker and more accurate results. So, it will allow people to have fewer duties and allow them
more time to do other more enjoyable tasks. Also, the continuous monitoring will lead to the
automation of many responsibilities. By having machines and objects automate work for us,
results will be more consistent and lead to an easier lifestyle for many. In the same way, the
volume of information these objects will collect is limitless and can aid in more customization
for users. Ultimately, by having access to so much data, our lives would become a lot easier to
manage.
On the other hand, with any new technology, there will always be a few undesirable
effects that should be taken into consideration. For instance, there are privacy concerns,
compatibility issues, and complex features that will all be of significant value to each and every
user. Most concerning, would be the issue of privacy; with so much information being
automatically sent across the internet, there will need to be safeguards to protect it from hackers

4. and keep data safe. This is an important aspect of privacy that would be at risk of loss. Another
imperative issue lies in compatibility. Many different manufactures will develop products all
connecting to the IoT, but not all products may sync and work together if purchased from a
variety of sources. Therefore, leading to consumer frustration and a lack of support for the IoT.
As well, the potential complex features of IoT devices can cause for some unsatisfying
consequences and more chances to fail. In the event of simple power loss, with all devices being
connected it would cause some serious inconveniences, which would further support that
humans are dependent on technology.
Despite the number of pros or cons the IoT will bring forward, it will certainly be seen
throughout the future of the ever-changing world around us. With the main goal being a future of
automation, the IoT will dominate in almost every industry. Beginning with simple monitoring,
the smart devices will collect infinite amounts of data to be used throughout the IoT learning
process. Once there is sufficient data collected, objects can begin to control and act on the
information. As a result, these everyday things can optimize and eventually automate our simple
tasks around us. With the future being an automated process and we humans just existing with
little need to interact with machines any longer.
All things considered, we are still in the beginning stages of the development of the
Internet of Things. Eventually, objects and machines will be able to communicate with each
other, thus eliminating the need for human involvement. Everyday objects around us will have a
brain made of sensors and be enabled to connect with networks to analyze the abundance of data
it collects. With the concept of anytime, anywhere, and anything the IoT will be everywhere and
the next generation will never understand just how we accomplished things without it.