Cadbury was founded in 1824 in Birmingham, England by John Cadbury. By the late 1800s, it had expanded into manufacturing milk chocolate. Today it has a wide range of confectionary and cooking products and is the largest confectionary company in the world. It has strengths in its product range, prices, and international business. However, it also faces weaknesses in health concerns and a lack of dietary options. While opportunities exist in expanding into countries like France, threats include not understanding foreign customer preferences and unexpected costs from increased competition.

2. History of CadburyStarted in 1824By John CadburyIn Birmingham, EnglandHeadquarters : UK

3. By 1842, John was selling 11 kinds of cocoa and 16 kinds of drinking chocolates.By 1864, George and Richard, sons of John continued to expand the product line. Cadbury manufactured its milk chocolate in 1897Today Cadbury is the largest confectionary company in the world.

4. Product lineConfectionary: Caramello Koala, Freddo,BournvitaCooking products: choc chips, cooking choc,flake garnishBoxed chocolates: favourite chocolates, milk tray chocolates, roses chocolates Chocolates : fruit n nuts, crackle, silk, bournville , temptations, roast almond.Gums : Stride, Trident, Chiclets, Dentyne, Bubblicious

6. Strengths Wide product rangeGood pricesInternational businessAdvertisingGood availability

7. WeaknesssHealth and safety Only does the chocolateNo dietary options

8. Opportunities in countries like FranceIn terms of political issues, France being an advanced democratic country, specific risk is negligible.In terms of economic issues, it has fourth largest GDP in the world.

9. ThreatsUnable to understand foreign customer preference.Incur unexpected cost.Threat of entry due to the competition growing through acquisation.

10. Interesting factsFirst one to include pictures instead of printed text on chocolate boxes.Many children joined Cadbury’s Coco cub Club that it had 300,000 members in 1936.Launched a Get Active program in 2003, helping 10,000 teachers get in shape.

11. Others companies in sectorMars-wrigleyNestleKraft foodFerrero

12. Mars-wrigleyType : privateIndustry : confectionaryFounded : 1911 in Tacoma, Washington, USA.Founder : Frank C.MarsProducts : milky way, bounty, mars, snickers.Revenue: US$30 billion

13. Nestle Type : privateIndustry : Food processingFounded : Vevey, Switzerland (1866)Founder : Henri Nestle Products : baby food, coffee, dairy products, ice creamRevenue: CHF 107.6 billion

14. Kraft FoodsType : publicIndustry : Food Processing.Founded : Englewood,Chicago, USAProducts : ice cream, cheese, milk.Revenue: US$ 40.4 billion

15. FerreroType : privateIndustry : FoodFounded : 1946 Founder : Pietro FerreroProducts : confectionary.Revenue : 6.2 billion euros

16. Positionsin emerging markets

17. Competition

18. conclusionIn order for to reach the peak of achievement, the company would have to stress on the growth of the product. Cadbury should also look into other countries like Asia Pacific in order to market its products popular globally.Another strategic plan would be a joint venture.Needless to say that in order for the company to market its products globally, it is understood that heavy capital and expenditure have to be sacrificed.

19. “LAST BUT NOT TO FORGET THAT CADBURY SHOULD NEED TO STRENGTHEN THE BRAND NAME OF ITS PRODUCTS”

21. Marketing ManagementSubmitted by: Ishdeep Singh AroraHeenaPruthiArashvirKaurSonamAnkitAbhishekMittal