Critical Evaluation of the Contribution of Current Marketing Management Theory and Practice

Running head: MARKETING MANAGEMENT 0
Critical Evaluation of the Contribution of Current Marketing Management Theory and Practice

MARKETING MANAGEMENT 1
Part 1
Marketing management is referred as a procedure for strategically planning and overseeing
new product development, promotions, marketing, and sales. This report will focus on
analysing the marketing management of ‘Cadbury’ and conduct research on marketing
environment of the firm for improving its profitability (Sahoo and Garg, 2012). The
marketing management philosophies direct marketing operations in an organisation; Cadbury
use effective marketing management strategies to deliver high-quality products to its
customers. The corporation has adopted a Holistic marketing approach which assists them in
delivering value to its customer. Holistic marketing focuses on designing, developing and
implementing effective marketing processes, programs and activities (Allen, 2010).
Following are major components of Cadbury marketing management strategy that assist the
delivering the value to its customers.
 The Selling concept of Cadbury provides a major competitive advantage to the
corporation; the firm offers its products in large supermarkets along with small shops
which assist them in targeting every segment of the customers. An extensive
distribution channel and create a competitive advantage over others.
 The firm uses Relationship marketing in order to deliver value to its customers. This
strategy primarily focuses on building an effective relationship with different
stakeholders of the enterprise including employees, suppliers (benefit driven relation),
society, and customers. Cadbury has become the market leader in chocolates and
confectionery industry in which their sales team plays a significant role (Thomson,
Crocker and Marketo, 2010).
 The company regularly conduct survey of customers’ requirements and choice which
provide them information that improves their production process. Collaboration
between research and development, sales, and production team assist Cadbury in
implementing Holistic marketing approach which increases their market share
worldwide.
 Cadbury implements Internal Marketing philosophy in which it considers its
employees as the first consumers of the firm. The corporation focuses on satisfying its
employees and aligning their goals with organisational objectives which creates
harmony, ownership, and coordination among workers. Following programs assist
Cadbury in delivering value:

MARKETING MANAGEMENT 2
o Workplace wellness programs
o Annual training for employees
o Equality between rights and opportunities for female employees
o Provide safe, diverse, healthy and inclusive workplace
 Cadbury has integrated Sustainability in its business strategy, and it implements
different Corporate Social Responsibility (CSR) programs for development of society
such as Cadbury Cocoa Partnership and Purple Goes Green.
Part 2
Following are various marketing environment factor which positively and negatively affects
its performance.
Political
Cadbury offers its products to a global audience across 40 countries; the political decisions
made by the governments in these nations influence the performance of the enterprise. In the
context of the United Kingdom, the change in policies from Labour party to Liberal
Democrat can influence company’s performance. The corporation has eight factories in the
UK, and it employs more than 3 thousand workers. However, the decision taken by the
Liberal Party to restrict the entry of skilled labour in the country can negatively affect
Cadbury’s performance. Another example is reduction in tax rate on confectionery products
can be beneficial for the organisation (Leissle, 2013).
Economic
Increase in interest rates due to unforeseen and unavoidable economic factors including
recession could result in reducing the opportunities for Cadbury. In recession, income gets
lower, and people spend less on expensive confectionary products. On the other hand, boom
phase results in increasing the opportunities for the enterprise, and it will increase the sale of
company’s products. Though the economic downturn negatively affected the global
expansion plans of Cadbury, its sales remained same in most of its major markets (Ngo,
Misra and Spence, 2011). The firm was able to generate 30 percent increase in its annual
profits which is a positive sign for the company.