Marketing essentials Essay Example | Topics and Well Written Essays - 3000 words

Marketing essentials - Essay Example 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 p repare a marketing plan for Cadbury for the next one to three years. It also highlights the situation of the company and the market in the current scenario. The paper also focuses on the SWOT analysis and competitors’ analysis in order to evaluate the existing position of the organisation, Cadbury in the global market. Moreover, it also includes development of an innovative product idea for the organisation along with financial forecasts for the product for the future three years. Analysis of Company Situation Cadbury is a reputed organisation and it mainly operates in international confectionary market. It is the second leading supplier of chocolate and other sugar confectionaries in the market of the United Kingdom (Cadbury, n.d.). As the company is operating from many years so it has established an apparent market brand image that enhanced its position to a large extent among other leading competitors. Moreover, as the organisation is functioning in global markets, it incl udes high prospects of diversifying the booming products of one market to other emerging markets. This helps to augment the market share and uniqueness of the brand in the varied emerging markets all round the globe (Scribd, n.d.). Although Cadbury functions in more than 60 countries, the maximum turnover is originated from the markets of the United States, South Africa, Ireland and United Kingdom. Along with these, other promising markets namely India, Thailand and China also offer significant impact on the growth and development of the Cadbury brand. The other important factor, which enhanced the individuality of the brand among other apparent players in the market, is heavy concentration and investment over advanced technologies. This helped the organisation to offer various new products at an efficient cost, which enhanced the dependency and receptiveness of the customers (Scribd, n.d.). Thus, it facilitated in improvement of the financial situation of the organisation as well. In addition, the strong administration team with centralised hierarchical structure facilitates Cadbury in maintaining a uniform culture, which amplifies the