Enhancing Quality Products and Innovation to Succeed in the Market

The assignment content highlights the importance of innovation in upgrading an organization's development. It emphasizes that innovation should be considered by organizations to create quality products and reduce time variety, which can lead to increased client satisfaction and loyalty. The report concludes that Cadbury should focus on the weaknesses prevailing in the market, present quality items, and consider a powerful step that upgrades the level of fulfillment for clients. Overall, the content stresses the significance of innovation in achieving organizational goals and objectives.

Running Head: Managing innovation
Managing Innovation

Managing Innovation
Contents
Executive Summary.........................................................................................................................1
Introduction......................................................................................................................................1
SWOT Analysis...............................................................................................................................2
Threats.............................................................................................................................................2
Opportunities...................................................................................................................................3
Future Innovative Trends.................................................................................................................4
Strength............................................................................................................................................4
Weakness.........................................................................................................................................5
Competitive Analysis.......................................................................................................................6
Direction of the company................................................................................................................6
Conclusion.......................................................................................................................................7
References........................................................................................................................................8

Managing Innovation
Executive Summary
Under this report the company that is taken into consideration is Cadbury. The report consists of
SWOT analysis by evaluating the market effectively. The strategies that are taken into
consideration by the Cadbury Company are discussed in this report. Cadbury is considered as
one of the biggest industry that offers various products to the consumers and also the products
that are introduced by the company satisfy the needs and wants of the consumer.
Introduction
This report considers the strategic analysis of Cadbury. It focuses on the working pattern of the
firm for the next 10 years along with the SWOT investigation. The investigation is based on the
strength, weakness, opportunity and threats that are analyzed in the Cadbury Company. There are
many products that the company offers to its customers like chocolates, biscuits, Chocolate
powder.
The company was founded by John Cadbury in 1831. The Cadbury is brand which is loved by
everyone in the world. The company expanded its business and considered as a most
recognizable brand in the world. The Company achieved rapid enhancement in the workforce of
the company and also the factory was expanded so that the company can easily achieve its goals
and objectives in effective manner. The company is the second largest confectionary brand in the
world after Wrigley’s. Cadbury achieved success due to three reasons and that are high quality,
sound advertising and value for money. There are more than 60,000 workers working in 60

Managing Innovation
countries of the world. Dairy Milk is considered as the most famous item of the Cadbury. The
company gives focus on enhancing the satisfaction level of the employees. Cadbury takes into
consideration many promotional activities that enhanced the goodwill of the company. The
customers are attracted towards the company because it provides variety and new range of
products to its customers. The first chocolate bar that was launched by the company was in the
year 1897. The Cadbury brand is most famous for its chocolates as it offers customers with
different types of chocolates. The company has different types of chocolates in the market that
induces the customers to purchase it. The company offers variety of attractive package that is
used on the occasions. There are various stages that the company has taken into consideration to
expand its operations in the market. The company also conducted internal analysis in which the
resources are divided into tangible and intangible resources. The tangible resources are human
resources, financial resources and intangible resources are technology, knowledge and the brand
name.
SWOT Analysis
The section focuses on the strength, weakness, opportunity and threats that are prevailing in the
market. The analysis allows the managers to focus on the external and internal environment of
the organization. SWOT analysis makes the strategies that are useful for the firm and help to
grab the opportunities in the market. Cadbury Company has created its brand name and also
enhanced the goodwill in the international market. By considering 10 years it is seen that there
are many threats and opportunities that are prevailing in the market. The threats and
opportunities that are prevailing in the market give direct impact on the working pattern of the
company (Dabholkar, 2015).
Threats
There are many threats which the company faces in the current environment. It is seen that there
in in the buyer and the loyalty in decreased. The main risk which is faced by the company is
from technological change. If there is change in the technology then it directly affects the
working pattern of the company. Also it is seen that there is an increase in the demand of the
energy, packaging and transport. It is seen that it hinders the operations of the company that
takes places to enhance the growth in market (Bernardo, 2014). Cadbury faces a high level of

Managing Innovation
competition in the market which creates hurdles for the company to manage its operations. There
is a high competitive pressure from the others brands that are prevailing in the market. The main
element that is taken into consideration by the consumers is the price level. The price war takes
place in developed market and also there are many companies that are providing variety of
products to its customers (Skilton and Bernardes, 2015). It is the policy of the customers that
they get attracted towards the product or the item which is available in the low price. So, the
company has to consider the price of the product before introducing it in the market. Every
company tries to promote their product by taking into consideration attractive promotional
techniques that induces customers to buy the product. It is also seen that there is high level of
enhancement in the concern which are related socially. The consumers are nowadays are concern
about their hygiene. So the demand for the product is affected due to enhancement in the
nutritional and healthier lifestyle (Mousavi, Bossink and Van Vliet, 2017). To survive in the
market the company should take into consideration better customer services and try to minimize
the competitors that are prevailing in the market. It is seen that the level of competition is
enhancing day by day. So to compete in the market the company should promote its products by
taking effective steps. There is slow enhancement in the industry of food and beverages and also
the new startup are taking place in the market. So by this the company faces a high level of
competition in the market. The product that is manufactured by the Cadbury is available in the
low price in the market. So it creates a major drawback for the company to sustain in the market.
The company takes into consideration effective steps so that the competition can easily be faced
(Akgün, Ince,Imamoglu, Keskin and Kocoglu, 2014).
Opportunities
Opportunities come under external factor. The company has many opportunities, it just a way
that it should be achieved in effective manner. Cadbury has an opportunity to reach large number
of people and also it can easily expand its business in the international market. The company
takes into consideration the economies that are developing in the market (Goffin and Mitchell,
2016). The company should take into consideration effective distribution system so that the
products can be easily reached to the consumer. The effective distribution will give enhancement
in the working pattern of the company. The customer reach can be enhanced if the effective
distribution system is considered by the company. Cadbury has enough resources which is

Managing Innovation
essential for the expansion (Wagner and Hollenbeck, 2014). The opportunity for the company
lies in the new market and also in developing countries where the level of population is
enhancing. The wealth of the consumer is enhancing and the demand for the confectionary
products are increasing. There is a high range of acquisition in the confectionery market. There
are many opportunities that are enhancing due to the share by specific acquisition. The fast
consumer goods are increasing in the market and it is enhancing the efficiency and cost
reduction. Cadbury should take into consideration cost effective events that covers a huge cost
and savings (Jahanshani, Hajizadeh Mirdhamadi, Nawaser and Khaksar, 2014) .The Company
also has an opportunity to innovate the product in effective manner. The innovation is an
important element for the company to survive in the market. The company should analyze the
requirement of the product in the market and then introduce it in the market. The demand for the
low fat natural and organic confectionary has increased. There are many customers that choose
the product which is beneficial for them (Bharucha, 2016). The customer focuses on the product
that is good for health and in which the labeling is done properly. So Cadbury should take care to
provide information that consists of all the additional values. The new businesses are presenting
new beverages and benefits that give new ways to develop and sell the product. In the current
situation it is seen that the brands are losing deals and capital is still low. Cadbury can take the
benefit and can build the interests in new companies that can help the organization to address the
difficulties and furthermore improves the profits and sales (Hollensen, 2015).
Future Innovative Trends
By considering the present condition it is seen that the organization should consider the
numerous creative patterns that upgrades the development in the business as well as give benefit
to the organization. The organization can accomplish its objectives and goals in powerful route
by presenting new items in the market that upgrades the level of fulfillment of the clients. The
development is necessary in each association; it gives development as well as offer advantage to
the purchaser to benefit the administrations. For expansion Cadbury has to present new ways and
creative thoughts with the goal that the level of rivalry can be limited successfully. The
organization have viable circulation channel that will upgrade the scope of the item to the buyer.
The organization has the chance to advance its items in the market. The organization has

Managing Innovation
numerous imaginative routes by which the objectives and targets can be accomplished in
powerful way (Chatterji, and Fabrizio, 2014).
Strength
Quality is considered as an advantage of the organization. The strength of the organization is that
it is considered as a renowned brand in the market. It is considered as the world biggest
organization that gives greatest fulfillment to its clients. Cadbury concentrates on singular
branding that help them to create awareness in the food industry. The company entered in both
urban as well as rural markets so that the products can be easily available to its customers. The
main advantage to the company is that it is considered as a top chocolate brand which has also
created a good international reputation in the market. One of the important reasons for being the
world leader is that it has adapted marketing and distribution strategies (Krafft, Goetz, Mantrala,
Sotgiu, and Tillmanns, 2015).The consumers are aware about the quality that is provided by the
company. The main strength of the Cadbury lies in dairy milk product which is one of the largest
sold products in chocolates. Cadbury is also considered as a leader in innovation and also
established a strong brand name and competence in manufacturing. The benefit for the company
is that it has understanding consumers in the segment of chocolates and candy. The organization
adjusted the strategy for distribution and decentralization in the supply chain that consist of street
markets and furthermore the organization offer door to door benefits that help organization to
make the item available in the market (Vega-Jurado, Juliao-Esparragoza, Paternina-Arboleda and
Velez, 2015).The organization has a substantial workforce that incorporates numerous
representatives that are focusing on making item visible internationally. Settle has an extensive
variety of item that upgrade the level of fulfillment of the clients. It gives numerous items to the
client that improves the level of fulfillment of the clients (Goetsch and Davis, 2014).
Weakness
Weakness is seen in every company. It is seen that the competitors that are prevailing in the
market has a diverse range of products that is offered to consumers. Also the competitors take
into consideration the profits from other areas of the business. The competitors of Cadbury have
a great international experience. So it is analyzed that there is lack of understanding the new
emerging market if the comparison is made with competitors (Baker and Sinkula, 2015). There

Managing Innovation
are many issues that are confronted by the organization, so to limit that issues it is fundamental
to give appropriate rivalry to the competitors that are there in the market. Cadbury presented
numerous items in the market by this many risks are involved at the time of acquisition. In many
countries Cadbury was not ready to accomplish share in the market. Cadbury has the fixed cost
in distributing the product. So to limit the high fixed cost the company require high share of
market so that goals and objectives can be achieved in effective manner (Gmelin and Seuring,
2014).
Strength
1) Effective distribution strategy
2) Renowned Company
3) Enhancement in innovation
4) Large workforce
Weakness
1) High fixed cost
2) Diverse product in the market
3) High Fixed cost
Opportunities
1) Promotional techniques
2) Effective distribution channel
3) Fast moving consumer goods
4) Enhancement in the product line
Threats
1) Competitive pressure
2) Cost
3) Technological change
Competitive Analysis
It is investigated that organization can upgrade its goodwill in the market. It is exceptionally
fundamental that the organization should give concentrate on presenting new and assortment of
item in the market with the goal to accomplish its objectives in successful way. By presenting

Managing Innovation
new items in the market it is fundamental that the organization ought to advance its items in
compelling way with the goal that the benefit of the association can be improved (Huang,
Jennings and Yu, 2016). The creative procedures can likewise give upgrade in the operations of
the organization and if the item is advanced in successful way then the benefit of the association
can be improved proficiently. By thinking about inventive thoughts the organization can
accomplish its development in the association. It is extremely basic to contend in the market with
the goal that the objectives of the organization can be effortlessly kept up. The organization can
likewise upgrade its market structure by improving the channel of distribution (Hoang and
Ruckes, 2017).It will help the clients to achieve the item effortlessly or the item can be
accessible effectively for the customers for expansion.
Direction of the company
By evaluating the four cells in the grid it is seen that the organization can without much of a
stretch accomplish its objectives and goals in viable way if the basic leadership is precise inside
the association. Cadbury offered many items in the market. The organization can be truly
outstanding and requesting one in next 10 years if all the resources are managed in effective
manner. Also customer satisfaction is very important to achieve growth in the market (Ross,
2013). Consumer loyalty and the item quality is the two fundamental component on which the
organization should give more consideration. To contend in the market it is critical that quality
products ought to be given or gave to the clients so upgrade can happen with no issue. In the
following 10 years the organization ought to present different items by breaking down the
request and needs of the clients so client can feel happy with the item. The advancement is
fundamental in each association so it can be just made when the necessities and prerequisites of
the client are considered. Innovation ought to likewise be considered by the organization so
quality item can be created and the time variety that is taken can be decreased in powerful way.
Innovation is very essential for attaining the goals and objectives of the organization (Tong and
Wei, 2014).
Conclusion
In this report it is seen that by effective measures the organization can upgrade its development
in the association. It is additionally observed that if the new item is presented in the market it is

Managing Innovation
required that advancement ought to be led. Cadbury should consider a powerful stride that
upgrades the level of fulfillment of the client and furthermore improve the working pattern of the
association. The organization should give focus on the weaknesses that are prevailing in the
market so that the company can easily achieve its objectives and targets. There are various items
that are offered by the Cadbury to its clients. It is also seen that Cadbury has entered into a new
market to enhance its growth but it can result in increase in risk. So to limit the hazard the
organization ought to present quality item so development can be simple for the organization.
References
Akgün, A.E., Ince, H., Imamoglu, S.Z., Keskin, H. and Kocoglu, İ., 2014. The mediator role of
learning capability and business innovativeness between total quality management and financial
performance. International Journal of Production Research, 52(3), pp.888-901.
Baker, W.E. and Sinkula, J.M., 2015. Maintaining Competitive Advantage Through
Organizational Unlearning. In Proceedings of the 1999 Academy of Marketing Science (AMS)
Annual Conference (pp. 206-209). Springer, Cham.

Managing Innovation
Bernardo, M., 2014. Integration of management systems as an innovation: a proposal for a new
model. Journal of Cleaner Production, 82, pp.132-142.
Bharucha, J., 2016. Cadbury Vs Nestle: A Study of The Chocolate War. International Journal of
Research in Social Sciences, 6(9), pp.609-620.
Chatterji, A.K. and Fabrizio, K.R., 2014. Using users: When does external knowledge enhance
corporate product innovation?. Strategic Management Journal, 35(10), pp.1427-1445.
Dabholkar, P.A., 2015. How to improve perceived service quality by increasing customer
participation. In Proceedings of the 1990 academy of marketing science (AMS) annual
conference (pp. 483-487). Springer, Cham.
Gmelin, H. and Seuring, S., 2014. Determinants of a sustainable new product
development. Journal of Cleaner production, 69, pp.1-9.
Goetsch, D.L. and Davis, S.B., 2014. Quality management for organizational excellence. Upper
Saddle River, NJ: pearson.
Goffin, K. and Mitchell, R., 2016. Innovation Management: Effective Strategy and
Implementation. Palgrave Macmillan.
Hoang, D. and Ruckes, M., 2017. Corporate risk management, product market competition, and
disclosure. Journal of Financial Intermediation, 30, pp.107-121.
Hollensen, S., 2015. Marketing management: A relationship approach. Pearson Education.
Huang, Y., Jennings, R. and Yu, Y., 2016. Product market competition and managerial
disclosure of earnings forecasts: Evidence from import tariff rate reductions. The Accounting
Review, 92(3), pp.185-207.
Jahanshani, A.A., Hajizadeh, G.M.A., Mirdhamadi, S.A., Nawaser, K. and Khaksar, S.M.S.,
2014. Study the effects of customer service and product quality on customer satisfaction and
loyalty.

Managing Innovation
Krafft, M., Goetz, O., Mantrala, M., Sotgiu, F. and Tillmanns, S., 2015. The evolution of
marketing channel research domains and methodologies: an integrative review and future
directions. Journal of Retailing, 91(4), pp.569-585.
Mousavi, S., Bossink, B.A. and Van Vliet, M., 2017, January. Organizational and Managerial
Capabilities for Managing Innovation towards Sustainability. In Academy of Management
Proceedings (Vol. 2017, No. 1, p. 16744). Academy of Management.
Ross, D.F., 2013. Competing through supply chain management: creating market-winning
strategies through supply chain partnerships. Springer Science & Business Media.
Skilton, P.F. and Bernardes, E., 2015. Competition network structure and product market
entry. Strategic Management Journal, 36(11), pp.1688-1696.
Tong, H. and Wei, S.J., 2014. Does trade globalization induce or inhibit corporate transparency?
Unbundling the growth potential and product market competition channels. Journal of
International Economics, 94(2), pp.358-370.
Vega-Jurado, J., Juliao-Esparragoza, D., Paternina-Arboleda, C.D. and Velez, M.C., 2015.
Integrating Technology, Management and Marketing Innovation through Open Innovation
Models. Journal of technology management & innovation, 10(4), pp.85-90.
Wagner III, J.A. and Hollenbeck, J.R., 2014. Organizational behavior: Securing competitive
advantage. Routledge.