Roles and Responsibilities of Marketing Function in Cadbury

This assignment discusses the key roles and responsibilities of the marketing function in Cadbury, the interrelationships between marketing and other functional units, and the application of marketing mix in the marketing planning process.

MARKETING ESSENTIALS
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TABLE OF CONTENTS
TABLE OF CONTENTS..................................................................................................................2
INTRODUCTION..........................................................................................................................3
LO1.............................................................................................................................................4
THE KEY ROLES AND RESPONSIBILITIES OF MARKETING FUNCTION OF CADBURY...............4
ROLES AND RESPONSIBILITIES OF MARKETING FUNCTION IN THE MARKETING
ENVIRONMENT OF CADBURY................................................................................................6
ROLES AND RESPONSIBILITIES OF MARKETING FUNCTION RELEVANT TO CADBURY...........7
THE SIGNIFICANT ANALYSIS OF INTERRELATIONSHIPS BETWEEN MARKETING AND OTHER
FUNCTIONAL UNITS OF CADBURY.........................................................................................8
MARKETING MIX APPLICATION IN THE MARKETING PLANNING PROCESS.........................10
EVALUATION OF DIFFERENT TACTICS THAT CADBURY USES TO ACHIEVE THE DEFINED
OBJECTIVES..........................................................................................................................13
TASK 3......................................................................................................................................15
P4 MARKETING PLANS OF CADBURY...................................................................................15
M4 MARKETING PLAN ADOPTED BY CADBURY...................................................................15
CONCLUSION............................................................................................................................27
REFERENCES.............................................................................................................................28
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INTRODUCTION
This assignment consists of the concepts and values of marketing which are relevant in
“Cadbury”. To apply marketing concept, requires to analyses and examines marketing
function, interrelationship of every department of an organization are being discussed. All
these insights related to interrelationship will be helpful in achieving the objectives of
Cadbury. In the next context, the application of 7P's of the marketing mix is being carried
out at Cadbury and its competitor organization. At last, a marketing plan will be emerged to
attain the objectives of marketing in Cadbury (Loutskina et al., 2017).
Cadbury is a multinational confectionery industry and established in 1824 by John Cadbury.
Its headquarter is in Uxbridge, West London, UK. It is the producer of chocolates. The
operation of Cadbury is carried out in 60 countries all over the world (Commander, 2018).
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TASK 1
INTRODUCTION
As a marketing manager of Cadbury, this report includes the findings of roles and
responsibilities that apply to Cadbury’s marketing function and the interrelationship
between the functional departments. The marketing function plays an essential role
Cadbury and also interrelates with the other functional departments which are further
evaluated and analyzed on the basis of marketing function of Cadbury.
BODY
THE KEY ROLES AND RESPONSIBILITIES OF MARKETING FUNCTION OF
CADBURY
As marketing is very much essential in every business organization, the role of it is
inseparable from the organization and it helps to achieve the desired objectives. Marketing
function involves in various roles and responsibilities that carries out the activities like
production, promotion and delivering the end products to the consumers effectively (Bailey
and Alexander, 2017).
The key (primary) roles and responsibilities of the marketing function in Cadbury are as
follows:
 Cadbury organizes planning and apply the comprehensive campaigns so that it
increases direct marketing, online promoting, email marketing, to capture the
worldwide customer. It is a primary role of marketing in Cadbury.
 Cadbury also consider top manage the advertisement concern and for managing the
organization's product sales along with customer relationship management activities
(Bailey and Alexander, 2017). it is main responsibility of marketing function which
conduct in company.
 Delivering services to the customers so as to meet the expectations of the customer
is also the primary role at Cadbury.
 It also involves maintaining the hygiene at the store to maintain the standard policy
so that pleasurable shopping environment is generated (Bailey and Alexander,
2017).
 It is also to be witnessed that sufficient stock of a variety of products is available at
the required time at the right place so as to meet the customer demand.
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 The marketing function also involves the role to conduct events i.e. club cards,
customer loyalty program etc. for offering identification of employees which
improves purchasing behavior of customers (Bailey and Alexander, 2017).
 To follow up the company’s code of conduct to maintain the values and ethics that's
main responsibility of marketing function with in company.
 To treat every employee, staff and colleagues with dignity and respect so as to
maintain the dedication from the marketing group of employees is also covered
under the responsibility of marketing function of Cadbury (Bailey and Alexander,
2017).
 Targeting is also one of the important function of marketing which supports Cadbury
to target their products which influence brand value in global market.
 Marketing also plays vital role in marketing mix strategy. For example marketing
analyses customers requirements and their preferences for the products and their
services. Based on the customer analysis Cadbury creates marketing mix strategy for
giving positioning of products. While marketing implements strategy by taking in
action. Thus, marketing perform essential role in company.
 Marketing improve brand value by offering values to customers. To give value of
customers marketer meets their objectives and establishes good relation with them.
Marketer aware Cadbury about competitors and brand position and helps company
to take competitive advantage. Thus, marketing improves brand positioning in global
market.
 Marketing function plays essential role in the 7p's marketing mix because it creates
strategy to influence Cadbury products and enhances purchasing behavior of the
customer. Thus marketing function helps Cadbury to influence brand awareness in
customers.
All the above-mentioned roles and responsibilities of marketing function result in
achieving the objectives of the company and also ensure that the work ethics and values
are maintained so that both; customers and employees are satisfied.
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ROLES AND RESPONSIBILITIES OF MARKETING FUNCTION IN THE
MARKETING ENVIRONMENT OF CADBURY
The procedure of despising and implementation of the various ideas of marketing like
pricing, distributing, advertising, sales and so on in context to the marketing environment
that is explained as follows:
The primary role of marketing at Cadbury is to interpret the marketing strategies to be
developed which helps in recognizing the customer needs and requirements and to meet all
such needs effectively. Nowadays, the increase in demand of the customer has made the
marketing department alert in fulfilling the needs by providing effective products and
services and maintaining the balance between the objectives and opportunities in the
market (McDonald and Wilson, 2016).
Marketing helps Cadbury to differentiate brand from other competitors to use marketing
mix strategy.
Apart from this, the role of marketing function also involves the information system of
marketing that collects necessary information with respect to planning, executing, and
controlling the key strategies for product planning. The marketing information system of
Cadbury helps in interpreting the logistics information that helps in increasing the channel
of distribution (McDonald and Wilson, 2016).
For identification of the new products and to get the positive responses for that particular
products and services of Cadbury, to survive in the marketing environment, the marketing
function plays an essential role.
The internal environment of the marketing function of Cadbury is also affected by the
external environment. External environmental factors are political factors, economic
factors, sociocultural factors, technological factors and legal factors.
In the past of globalization, market segmentation plays a crucial role, as the dynamic nature
of the market, the market segmentation helps Cadbury in identifying the customers, their
needs and to meet such needs and requirements, promotional activities are required to be
carried (McDonald and Wilson, 2016). Even market segmentation helps organization to
retain potential customer in targeted market which generates high revenue for the
Cadbury.
STP strategy (Segmentation, targeting and positioning) supports organization to segmented
customers. By the helps of targeting strategy, Cadbury focuses on targeted customers.
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While positioning strategy assists company to differentiate brand from others. Thus
marketing plays essential role in the company.
ROLES AND RESPONSIBILITIES OF MARKETING FUNCTION RELEVANT TO
CADBURY
Strategy management involves the marketing function, finance department, research and
development team, human resource department, etc. All these functions are interrelated
with each other in every organization including Cadbury (Esendemirli et al., 2015).
The link between the marketing function and other departments are discussed as follows:
INTERRELATION BETWEEN MARKETING FUNCTION AND FINANCE DEPARTMENT:
Economics is the most basic requirement of any department in the organization. The
marketing function relates to the finance department as whenever the activities relating to
marketing are required to be planned and implemented, the marketing function of Cadbury
will require funds. To carry out the promotional activities to increase the customer base all
over the world, funds are important. For this, finance department provide budget to the
marketing function (Esendemirli et al., 2015).
MARKETING FUNCTION IN RELATION WITH THE PRODUCTION TEAM:
Production department helps marketing function to meet customer requirement and needs.
Marketing function involves in market research which is primary role of marketing where
identify customers needs and expectation for the product ad their services and aware to
production team. On the other hand production team improves their product quality by
adding different flavours in confectionery products and improves product features. Thus,
both production team and marketing function collaborates together and helps organization
to build brand position in market (Esendemirli et al., 2015).
MARKETING FUNCTION IN RELATION WITH THE HUMAN RESOURCE DEPARTMENT:
As there is increasing demand and supply of the innovative products of Cadbury during the
seasonal occasion, there is a high requirement of human resource in the production
department and marketing department. This will help in meeting the daily marketing trends
effectively and efficiently (Esendemirli et al., 2015).
MARKETING FUNCTION IN RELATION WITH THE RESEARCH AND DEVELOPMENT:
Research and development department helps in the market survey as to what are the
requirements of the customers and what are the recent trends going on in the market. This
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department helps to capture the opportunities to sustain in the market by collecting
information through market research and then applies the strategies in such a manner
which directly gives the advantage to the marketing function (Esendemirli et al., 2015).
THE SIGNIFICANT ANALYSIS OF INTERRELATIONSHIPS BETWEEN
MARKETING AND OTHER FUNCTIONAL UNITS OF CADBURY
As there is always the interrelationship between marketing function and finance
department at Cadbury, the activities related to promotion, advertisement, distribution and
sales can be carried out easily. Not only this, but it also enhances the sales and will lead to
generating revenue with the effective cost reduction (Soriano et al., 2018). Finance
department supports marketer to give fix budget for conducting marketing functions
activities. Thus, finance department reduces liabilities of extra curriculum which marketer
wants to spend more amount to keep product positioning in business market. Both
marketing functions and financial department works together and assist Cadbury to
accomplish goal within time. The interrelationship between the marketing function and
production department, ensures the advantage in the market competition to the products
of Cadbury, as the production department produce as per the requirements of the
customers in the market and will also improve the quality and designs to attract more and
more customers. Thus, both marketing functions and production team works together and
maintains products positioning in global market.
At Cadbury, the human resource department also links with the marketing function as to
meet the increasing demand of the products in the market, especially during the festive
season, the confectionery products are highly in demand, this leads to the recruitment of
labours, and also training and development programme is organized at the workplace as to
increase efficiency of the job performance (Soriano et al., 2018). Even HRM department
implements various decision which helps labour to work in right direction as leads success in
company over the time. STP and marketing mix strategy conducts by HR to help marketing
function for improving brand positioning in market. Thus, HR and marketing function
interrelation plays significant role in organization.
Research department is also the important department that helps in enhancing the
marketing and sales at Cadbury with the help of surveying the market. Marketer aware
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about customers needs, requirement and preferences to R&D department where they give
feature in product or introduces new products. Marketing function creates strategy and
takes in action as result Cadbury enable to generate high revenue in business market.
CONCLUSION
Therefore, it can be summarised that at Cadbury, the marketing function is an essential
department that follows its roles and responsibilities accordingly and also maintains the
interrelationships with the other departments, which helps in achieving the target and to
meet the goals of the Cadbury. The interrelationship with the other functional unit helps the
marketing function to enhance its productivity and generate the revenue from sales with
the help of finance, research, production and human resource and attains the defined
objectives of Cadbury (Soriano et al., 2018).
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TASK 2
INTRODUCTION
The next step in this report describes about marketing mix and their application in the
procedure of marketing planning of Cadbury and its competitor Nestle and the comparison
is made between the same to achieve the business objectives at Cadbury (Bharucha, 2016).
MARKETING MIX APPLICATION IN THE MARKETING PLANNING PROCESS
There are various competitors of Cadbury, but Nestle is one the competing company, that is
selling similar products with enormous product differentiations. Nestle, is the Switzerland
based company, founded in 1866 by Henri Nestle, and produces and sells confectionery
products internationally (Bharucha, 2016).
This comparison is made on the two confectionery products manufacturing companies
running in the monopolistic market to achieve the desired objectives by using the 7Ps of the
marketing mix in their planning process.
PRODUCT
Cadbury always try to differentiate product from other products that improves customer
excitement. Organization offers wide varieties' products i.e. Cadbury golden biscuit,
Cadbury chocolate, Cadbury bubbly white chocolate, Crunchies etc. for giving value to each
type of customers like man, women and children. Organization offers seven type flavour in
their products which differentiate each product from other Cadbury products. Varieties
along with flavour influences brand positioning in competition market. Therefore,
organization consider as leading company across the world.
Nestle also a famous company which offers wide variety products apart from confectionery
products. Nestle specially offers food products i.e. coffee, drinks, Frozen foods and packed
milk, Nestle cereals, chocolate and confectionery products etc. apart from these items,
Nestle offers Maggie which gives significant position in the global market (JAIN, 2017).
PRICE
It is important strategy which plays remarkable role in the organization. Cadbury uses
seasonal price strategies which supports organization to generate net income and covers
large number of products. To influence product demand always improves product quality
and target those customers who want that products which gives positive impact on their
health in any cost. Continuous improvement of product quality influences' price of the
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products but company keeps different prices of chocolate products on the basis of quantity.
Thus, organization improves purchasing behaviour of customers within market.
Nestle also adapts different product price strategy which helps organization to
influence brand image in global market. Organization mainly focuses on customers choices
and improves product quality which directly influence price of products. In festival season,
organization offers wide variety products on attractive prices. Generally organization offers
confectionery products which is quite more expensive rather than other competitors
companies (JAIN, 2017).
PLACE
Cadbury is having a worldwide presence with a huge distribution channel. Organization is
multinational company which offers services to customers through various distributors.
Distributors channels are offline selling, online selling, dual distribution and reverse channel.
It is strongly available in more than 200 countries of the world without getting a deficiency
in its availability of the products.
Nestle offers worldwide services to customers and operates in 189 cvonu7tries around the
world. Organization uses efficient distribution channel such as C& F agent of the company
which helps organization to distribute products from manufacturing department to super
stockiest. Thus, organization retails their products to customers and make them satisfy
(JAIN, 2017).
PROMOTION
For promotion, Cadbury uses two types of marketing; ATL (Above The Line) and BTL (Below
The Line). Due to this, Cadbury is having a huge brand name with a huge demand in the
domestic as well overseas market.
To promote products, Nestle applies campaign strategy which has goal to assure customers
about product quality. Even organization claims 100% guarantee of products through the
policies which attracts customers for buying confectionery products (Abdul-Hamid, and
et.al., 2017). Organization uses online promotion strategy which supports organization
to cover large number of customers within time (JAIN, 2017).
PHYSICAL EVIDENCE
Having a huge demand for products in the market, Cadbury has also focused on the physical
evidence of its products. The packing of the chocolates has influenced more and more
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customers to buy the products. Cadbury focuses on the psychology of the customers and
along with the quality products also emphasizes on the packing of the products that are
highly attractive to the customers.
Nestle has also proven that although its chocolate product is having less market share, it has
focused on the packaging quality which ensures customer satisfaction at its best (JAIN,
2017).
PROCESS
Customer satisfaction is the key requirement of any organization. So to maintain the trust of
the customers, Cadbury focuses on the production activities and ensure that the quality is
maintained and customers are satisfied.
Nestle has started emphasizing on the production department so as to capture the market
by fulfilling the requirements of the customers (JAIN, 2017).
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PEOPLE
Employees and customer are the main stakeholder for the companies. For example,
Cadbury gives values to their employees by conducting training and development classes
which improves their efficiency and improves their communication behaviour with
customers. The main goal of the classes to improve their job performance and accomplishes
organization objectives. Cadbury conducts various polices for the employees i.e. employee’s
compensation, flexible working hours etc. To retain intellectual employees within company.
As same Nestle also focuses on employees’ objectives so organizes cultural shows and
involves them in decision-making process. The main goal of these curriculums to improve
their performance at workplace.
EVALUATION OF DIFFERENT TACTICS THAT CADBURY USES TO ACHIEVE
THE DEFINED OBJECTIVES
Cadbury has uses several tactics of marketing mix by implementing them in business
organization successfully to achieve the desired business objective. It emphasis on
variations and diversification of products which helps the company to satisfy the needs and
wants of the customer by accomplishing their requirements rather than producing the same
product.
Cadbury is having some products which are very costly as these products are available only
on some special occasion. Customers are ready to pay the amount of that specific product
due to demand of that product. The company has build up its presence significant over the
world by providing the products timely and according to the demand of customers at each
and every nearest store so that it can easily available to customers (Do and Vu, 2020)
There are Several Promotion policies which has been applied by the company that includes
social media promotion, advertising, that help the company to reach the international
market and to build good customer base to a wider area.
Cadbury has attracted number of people with its product packaging style and physical
appearance of product which has been done accordingly customer psychology and their
interest. Cadbury has regained its customers trust by providing them the quality product
(Venai. and Midgley,2019).. The company also focuses on the employees job satisfaction by
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formulating strategies according to requirement. All the strategies has been applied
effectively to the company that helps it in achieving the business objectives.
CONCLUSION
In brief, it could be concluded that Cadbury has the strong planning process due to which it
has always earned the positive response from the customer and it has also applied the
components of marketing mix effectively, which has created an issue to its competitors to
survive in the market by producing the same product.
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TASK 3
MARKETING PLANS OF CADBURY
MARKETING PLAN ADOPTED BY CADBURY
Slide 1
Executive summary
Cadbury is multinational company which operates in 200 countries and offers confectionery
products to customers across the world. Organization has super products is “Dairy Milk”
which helps organization to take competitive advantage, builds brand image and generate
high revenue in company this plan includes pestle analysis, swot analysis and porter five
force model.
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Slide 2
16

Slide 3
17

Slide 4
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Slide 5
Cadbury has to examine the external factors and should consider them for developing the
opportunities and effective planning to get the business executed successfully. Apart from
this, it will also help in investing in new products with some innovation to compete in the
market.
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Slide 6
Pestle analysis is essential framework which helps organization to analyses external factors
i.e. political, economic, social, technological, environmental and legal factors etc. these
factors gives impact on organization performance.
POLITICAL FACTORS: In the UK, political factors have much influenced the
confectionery industries like Cadbury with both positive as well as negative impact. The
government has laid down the fat taxes which have increased the price of the products,
on the other hand, it decreases the ratio of obesity, which has now eliminated due to
rise in food prices.
ECONOMIC FACTORS: The profit margin of Cadbury is affected by the economic factors
of the UK. The financial crisis or the recession affects the expenditure of the customers
as the chocolates that are premium in quality will become un-affordable for some
period.
SOCIAL FACTORS: The factors that influence Cadbury’s operations to meet the demand
of the customers and satisfy them should also be analyzed because customer
satisfaction is always the key determinant for any organization.
TECHNOLOGICAL FACTORS: Cadbury should technologically be updated so to survive
in the market among the competitors by making the effective use of the present
technology.
ENVIRONMENTAL FACTORS: Cocoa is the main key determinant of Cadbury. But there
are certain environmental effects that affect the production of these cocoa beans. So to
sustain the cocoa beans for avoiding the deficiency, Cadbury should design its own
strategies.
LEGAL FACTORS: As there many new amendments in law that affects the chocolate
manufacturing industries. For example health and safety law denote that product
should have standard quality and it gives positive impact on public health. So Cadbury
focus towards such amendments in legitimate regulations to maintain the reputation of
the company.
Slide 7
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NEW ENTRANTS (LOWER): As there is huge demand of confectionery products not only among
children but it is also preferred by the adults and seniors, which is making more and more entrants
to enter the market as the producer of chocolates. But as Cadbury has a remarkable response in the
market. Cadbury offers wide variety products along with different taste that differentiate each
product of Cadbury from other products. Currently organization offers dairy milk products which is
quite exciting products for the public because it includes milk continents. These continents improve
public health and gives value their money. In this situation, new entrant can face various difficulties
to introduce their products and gets sustainability of products within market. Thus threats of new
entrants is lower for the Cadbury.
THREAT OF SUBSTITUTES (LOW): There is less burden on the Cadbury of the substitutes due to its
brand name. Organization offers wide variety products i.e. chocolate products, milk chocolate,
bubbly chocolate and dark chocolate. Apart from this, there has been a huge demand for dark
chocolates as it seems to be healthier than other chocolates.
BUYER POWER (HIGH): retailers and consumers are the two main buyers of chocolates. There are
five supermarkets in the UK that dominate the retail market of confectionery products such as
TESCO, ALSI, MORRISON'S, ASDA, and SAINSBURY'S. But the products of Cadbury are more
appreciated as they are affordable. Organization has high brand name in global market for the
confectionery products. Thus, buyer power too high in UK market.
SUPPLIER POWER (LOW): Confectionery products manufacturing industry deals with the supplier of
cocoa, sugar and gelatin. The competitors of Cadbury such as Nestle, Mondelez and Mars have
captured 38.5% supply of these raw materials globally. But Cadbury has partnership funds that are
invested in farms of cocoa beans located in Ghana, India, Indonesia and Caribbean so that it can
avail the supply of cocoa beans in the near future as well. Dairy milk chocolate influences supplier
power because organization claims 100% guarantee which influences supplier confidence during
distribution of products to customers. Even organization retails their products in Indian market
which leads economical benefits for the company.
COMPETITIVE STRATEGY: The competitors of Cadbury like Nestle, Mars and Mondelez are giving a
tough competition to Cadbury in capturing the market by implementing multiple strategies of
marketing. To overcome this issue, Cadbury organizes strategic management who helps organization
to conduct strategies according to situation. Dairy milk chocolate is most effective strategy for the
organization which supports to take competitive advantage in competition market.
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Slide 8
The critical analysis of internal factors should be done by Cadbury which will help in
sustaining the human resource for better performance and maximizing the utilization of
resources. For this, the SWOT analysis is to be carried out which will help in evaluating the
internal as well as external factors affecting the company.
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Slide 9
STRENGTH:
* Having a top position in the market for manufacturing chocolates over 200 countries.
* The brand name is enough to compete with other manufacturers.
* Acquiring the Kraft leads Cadbury to access the resources and capabilities in a huge
percentage.
WEAKNESS:
* Incorporating with Mondelez has been a problem for two corporates.
* New competitors have a very high impact.
* Quality control has become an argument at a global level for Cadbury’s products.
OPPORTUNITIES:
* For the sustainability of the cocoa beans, Cadbury is working with the government of
Ghana.
* Various updation in the technologies has increase3d the efficiency of Cadbury’s
products.
THREATS:
* The threat of substitute products.
* Outbursting of diseases due to changing the climate.
* Implications of various policies and regulations.
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Slide 10
With the help of strategies being formulated, Cadbury will be able to meet the hurdles
smoothly and would be able to enhance the brand name not only domestic but also in the
UAE market. Diversification strategy will increase the product line of Cadbury with some
innovation in products.
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Slide 11
25

Slide 12
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CONCLUSION
Thus, from all the above discussions the marketing concept of Cadbury is much essential to
ensure the success of the business objectives by developing the interrelationship within the
functional units of the company. The roles and responsibilities help in achieving
organization goals. Various factors of marketing mix are compared between the Cadbury
and competitor of Cadbury i.e. Nestle for planning the strategies and implementing them
sophisticatedly which helps organization to achieve goal. At last marketing plan is being
evaluated by analysing pestle analysis and Swot analysis that will influence Cadbury in
achieving the organizati9on objective and to compete in the market.
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