This document discusses the marketing mix and marketing plan of Cadbury, a British multinational confectionary organization. It covers the comparison of ways in which different organizations apply the marketing mix to their marketing planning, evaluation of a marketing plan, different tactics used by organizations to achieve their objectives, and a coherent evidence-based marketing plan. The document also includes an overview of Cadbury, its situational analysis, SMART objectives, STP analysis, and the marketing mix. It provides insights into the strategies and factors influencing Cadbury's marketing efforts.