Report On Cadbury - Marketing Management

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Added on 2020-02-03

Report On Cadbury - Marketing Management

Added on 2020-02-03

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EXECUTIVE SUMMARYMarketing management seeks to manage marketing activities and resources of a firm.The marketing umbrella encompasses various activities including advertising, promotion, salesand public. Cadbury has made marketing efforts to reduce the cost of production and strengthenits distribution system which affects the economies of large scale production. Cadburyconcentrates its efforts of marketing towards attracting and educating consumers. Cadbury focuson product development whose demand is high in the market to fulfil customer desire through itsproduct choices. It has been noted that the management is aware about not only the needs ofcustomers but also about the requirements of internal customers of the company as well as thedemands of external environment. Cadbury needs to improve its segmentation, targeting andpositioning strategy so that it can sell its products in new target markets and widen its customerbase. Cadbury has a good position in the market and it is capable of expanding its business ingeographical market places. Thus, shaping market offerings shall enhance the credibility of thebrand and help in attracting ideal purchasers as a result company gets competitive edge.

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Table of ContentsINTRODUCTION...........................................................................................................................1PART 1: MARKETING CONCEPTS AND PHILOSOPHIES......................................................2PART 2: MARKETING ENVIRONMENT....................................................................................5PART 3: RECOMMENDATIONS FOR Cadbury..........................................................................9CONCLUSION..............................................................................................................................13REFERENCES..............................................................................................................................15

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INTRODUCTIONMarketing management can be determined as an organisational discipline in which focusis laid on practical application of orientation, methods and techniques related to marketing withinan enterprise. It seeks to manage marketing activities and resources of a firm. The marketingumbrella encompasses various activities including advertising, promotion, sales and publicrelations (Marchegiani and Phau, 2011). The present report emphasizes on confectioneryindustry which deals in the sweets and candy. This has major two division such as sugarconfections and bakers confections. The products covers under the industry are; backed goodsand cakes as well as pastries which produced in accordance with desire of the customers. Theseproducts include daily use household products which are non – durable such as processed foods,toiletries, soft drinks etc. It is a multimillion dollar industry which is marketing some of thelargest household brand like Cadbury, Hope and Greenwood and Needlers etc. This study provides an understanding on different marketing concepts and philosophiesadopted by Cadbury which is transnational beverage and food organization based in UK. Itoffers a wide range of products including breakfast cereals, baby food, dairy products, frozenfood, medical food, tea and coffee, snacks and confectionery. Moreover, dynamics and trendswithin the marketing environment are evaluated to identify factors that could have positive ornegative impact on Cadbury brand (Lindgreen, Hingley and Morgan, 2012). Lastly,recommendations are provided in the assignment for enhancing the market share, profitabilityand sustainability of cited organisation.PART 1: MARKETING CONCEPTS AND PHILOSOPHIES1.11

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