(M26197) - International Marketing

This text appears to be an excerpt from a report on international marketing for the Cadbury company, specifically focusing on the expansion of their Double Decker chocolate bar into the Canadian market. The report analyzes the selected product, the target country, consumer behavior, competitors, and cultural dimensions. It also discusses the marketing mix and market entry strategy for launching the Double Decker chocolate bar in Canada. The report mentions that Cadbury is a well-recognized chocolate manufacturing brand with a strong presence in various markets, including the USA, China, UK, and Australia. The Double Decker chocolate bar is one of Cadbury’s confectionery items, inspired by double-decker buses and containing ingredients such as nougat, milk, crunchy cereal, and chocolate. The report suggests that children are the major target market for this product.

Sujon
International Marketing M26197

Contents
Introduction:.........................................................................................................................................1
Analysing the selected product:...........................................................................................................1
Country analysis:...................................................................................................................................2
Consumer analysis................................................................................................................................3
Competitors’ analysis:..........................................................................................................................3
Hofstede cultural dimension (UK vs. Canada)......................................................................................3
Marketing mix analysis:........................................................................................................................4
Market entry strategy:..........................................................................................................................4
References:...........................................................................................................................................5

Introduction:
There are different chocolate manufacturing business are operating in the UK and global
market. Cadbury is one of the most recognised chocolate manufacturing brand that started
their journey since 1976. There are different sub-brands and products does this business is
having and having the headquarters of their global confectionaries in London since 2010.
Double Decker is one of the chocolate bar brand that introduced under Cadbury. This
business is having direct presence in more than 50 countries and having wide range of
chocolate, ice creams, deserts, biscuits and different confectionary items. There are different
brands does running under this business like dairy milk, Bournvita, Oreo, Double Decker etc.
this business is having strong presence in the USA China, UK and Australian market. Canada
is one of the potential market and this business is having plan to launch their Double decker
chocolate bar on that market while they are already having reputation with some other sub-
brands and products in the target market. these all products and brand running under the
Mondale international that reach the revenue margin at $28.7 billion in 2021 and having
presence over 150 countries into eh world. This business sis also having more than 79000
employees. This business segmented theory products under different brands and categories
that helps to ensure strategic growth too (Canada’s chocolate market share by company,
2021)
This paper analyse the product and the country that the business can make further market
expansion. It also shows the market entry strategy and use marketing mix to analyse the
market to justify the chosen market and product for this business to ensure effective growth.
Analysing the selected product:
Cadbury is having wide range of products and services. In this paper, double decker
chocolate bar of Cadbury selected for the market expansion. This is one of the product that
listened under the confectionary items. This business taken the idea from double-decker
busses. This business are also using double-decker buses for the promotion of this products. It
is important to check the mixture or ingredients of this products. This product is mixing with
nougat, milk, crunchy, chocolate, cereals etc. where the major target of this product is
children while different age’s people are buying this but children the major potential
customer for the product. This product tis having their distribution agents this product is also
selling via e-commerce sites like using Amazon, Alibaba etc. this products is attached with
the Cadbury that is having strong brand image. This product is also having the nutritious
value that is giving more energy because it contains nuts and nougats. Per bar of this product
contains (54.5G) contains with 13% of energy, 13% of fat, 24% of Saturates, 33% of sugars
and 2% of salt that shows more energy does the product is giving and that is good for
children and young age people

Source: (Cadbury. UK, 2022)
Country analysis:
This business is targeting to make their market expansion in Canada while they are already
having presence in this market with different other brands and products. Double Decker
should be very new in this market. Before making the decision of launching the product in
the target country, it is important to anise the market and define opportunities to justify the
reason behind choosing this market. in2020, the population margin of Canada were about
38.01 million. In terms of population it is not a big country. in2021, the GDP margin reached
the highest position in all time that shows the GDP to grow by 5.6% in 2021 while it were
declines in 2017 and 2018 but having effective rising margin on 2021 and 2022. During the
Covid time, most of the country are suffering as well as Canada but they makes fastest
recovery with their Effective Street and economic strengths and make effective growth in
GDP in recent time. This country is having strong per captain income to their employees
where average salary of a full-time worker is $54630 per year. It shows the strong ending
margin of their people (Ahsan, 2022).
There are different external issue need to analyse where PESTLE analysis is one of the most
suitable tool to analyse the external issues that tis having impact ninths market.
Canada is having strong political stability in recent years and running with parliamentary
democracy. This country is also having positive diplomatic relations with different high
profile developed country. It is also one of the safest country and running with better political
stability and leadership of present prime minister is exceptional that helps to promote equality
and diversity. This country is also having strong economic development where they are
making effective trade alliances and running with mixed economic structure. GDP margin is
also in higher position that helps to ensures effective strategy to ensure better attachment.
This country is also stay positive in foreign direct investment and having effective connection
of exports and imports alliances with the UK (Woodman, 2019)
There are different social factors also need to be concerned that shows the country is second
largest in terms of area and also promoting better diversity and equality in workforce. It helps
to make better attachment with skilled workforce in strategic development. Living standards
is also high for population but the trend is changing that need to be considered by this
business to set the right strategy for the business of customer connection (Banco, 2021).
There are different technological factors need to be considered where the country is having
strong development with technological approaches and also running with IT business sectors

that is offering more benefits to the business. It is important for this business to use this
benefits and make further expansion of market (Ahsan, 2022)
It is also important to be concerned over laws and regulations where the country is giving
higher priority to the human rights, equality, minimum wages, working h ours, vacation
leaves, sick payments (Trading Economics, 2021).
It is also important to make better environment friendly approaches by the business that helps
to meet the criteria of the environment friendly approaches in this country to show the
sustained progress (Subhan, 2021).
Consumer analysis
It is important to make better consumer analysis that is having strategic alignment with the
digital transformation process. It is important to make better analysis over the target
customers. Double decker is mostly attracting child and young age people. It is also important
to check the buying behaviour. During the Covid 19, customer taste and preferences changed
a lot that makes impact to the habits of customers. During the Covid 19, people are giving
higher concerned over healthy issues and eating. It is important for the business to identify
the consumer behaviour. People reduce the chocolate consumption margin that is alarming
for this business. It is high time to coming up with different healthy products after the Covid
wave. Double decker is giving priority to the innovative to penetrate the market and reach
success margin. it is important to concerned over the pricing issue because if the business is
offering the same price in Canadian market then it will show the premium pricing so the
business need to understand the buying power and competitors pricing to set the right
strategy. GDP margin is also bit lower than the UK so it is highly important for this business
to shape the pricing strategy to ensure effective growth. It is also important to be concerned
over strategic alignment with target customers to reach effective growth n(Canada’s
chocolate market share by company, 20210
Competitors’ analysis:
This business is having different competitors in the market. Mars and Hershey’s are one of
the major competitor of this business. Hershey’s is the major confectionary and chocolate
manufacturing business in Canada. It is important to make better attachment with target
customers the business is having market share of 11% in this market and this chosen product
need to make effective strategic development with the products to stay unhealthier margin
and running with innovative approaches in this market. Mondelez is having presence in the
market but need to make strategic development of the business.
It is important to use Porter’s five forces analysis. The competition level need to be
concerned that shows better strategic progress of the business and also running with better
market share. It is important for this business to set strategic alignment with the market
competition issues. It is also important to concern over the new entrants issues. Canada
market is welcome the FDI and this is effective chance for the business to make better
progress of the business and having treats in new entrants. Suppliers margin are available that

helps to reduce the threats of superiors. Power of customer is in higher side that also need to
be considered and business need to bring more innovative products and services to reach
effective growth of the business. Threats of substitutes are also in higher side that shows the
risks of product getting substitutes and business need to ensure better innovation to reach
further customer attachment (Reecen, 2018).
Hofstede cultural dimension (UK vs. Canada)
It is important to measure ether cultural different as Canada is scoring 39 in power distance,
80 in individualism, 57 is masculinity, 48 in uncertainty avoidance, 36 in long term
orientation and 68 in indulgence. On the other hand, UK is scoring 35 in power distance, 89
in individualism, 66 is masculinity, 35 in uncertainty avoidance, 51 in long term orientation
and 69 in indulgence.
It shows UK is having 35 in power distance and Canada in 39. Both countries are showing
the low power distance that makes similar kind of working environment for both countries
and not a big differentiation can be found. Self-image concept is also higher in both countries
while in the UK, It shows better interaction of the culture with more effective approaches
with self-image. Masculinity shows the distinct gender roles where UK is in higher side that
Canada where this issues nee do be concerned by the business before promoting equality.
Indulgence shows the society allowing free gratification according to the life and enjoying
the time (CFI team, 2022). UK and Canada are almost scoring same. It shows oath, culture is
not having a much distance while people form UK are more long-term oriented than Canada
that need to be concerned to set the strategic decision making
Marketing mix analysis:
Marketing mix analysis is one of the effective strategy that helps to make better collaboration
with products, place, price and promotional issues. It is important to make better strategies
alignment with business competes. This product is making effective modification and also
make strategic alignment with health-conscious under the customer base. It is also important
to be concerned over the promotional strategy where the business need to use social media
and digital marketing components. They also need to use the traditional marketing where the
business can use the double decker bus that will helps to relates with their products and
services and make better promotion to reach effective growth.

Market entry strategy:
It is also important to set better market entry strategy. It shows the business can make direct
exporting as they are already having their exiting distribution channel in this country. It will
be effective for the business to make better use of their existing distribution line to reach
effective growth of the business. Direct export helps to cuts the middleman and reduce the
cost margin too. It is also an effective process that helps to increase profit margin and also
increase control margin over all the operations. It helps to make effective communication
with tare target customers that ensures effective progress of the business. It helps to make no
intermediaries and ensure effective distribution channel that helps to reach further profit
margin for the business. It will be also effective for this business to use existing experiences
and increase efficiency (Viven, 2022)
References:
 Ahsan, S (2022). PESTLE analysis of Canada. SWOT and PESTLE analysis.
 Banco, S.A (2021) Canada: Economic and political outline, available
at https://en.portal.santandertrade.com/analyse-markets/canada/economic-political-
outline (Accessed 15 July 2022)
 Cadbury (2022). Cadbury Double Decker. Accessed from:
https://www.cadbury.co.uk/products/cadbury-double-decker-11303 Accessed at [2
July 2022]
 CFI team (2022). Hofstede cultural dimension theory. CFI
 David, J. (2018, May 7). PESTEL analysis of Canada | howandwhat. Howandwhat.
https://howandwhat.net/pestel-analysis-canada/ (accessed 7 July 2022)
 Doole, I., & Lowe, R. (2012). International Marketing Strategy.
https://images.template.net/wpcontent/uploads/2015/10/09212256/international-
marketing-plantemplate.pdf(accessed 7 July 2022)
 Reece, S. (2017). Cadbury’s Double Decker & Boost. SQ 2.
https://saccharinequarantine.wordpress.com/2017/02/10/cadburysdouble-decker-
boost/ Statista. (2018).
 Canada’s chocolate market share by company (2018} | Statista. Statista; Statista.
https://www.statista.com/statistics/315275/canada-schocolate-market-share-by-
company/ (accessed 7 July 2022)
 Subhan, H (2021). PESTLE analysis of Canada. Free Pestle analysis
 Trading Economics (2021) Canada GDP, available
at: https://tradingeconomics.com/canada/gdp (accessed 7 July 2022)
 Viven, T (2022). Direct exporting. WISE
 Woodman, B. (2019) Establishing a business in Canada (Federal), available
at https://uk.practicallaw.thomsonreuters.com/9-564-0499? (accessed 7 July 2022)