Principles of Marketing: Cadbury Brand Analysis and PESTLE Analysis
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This report covers major dimensions of marketing including different marketing functions to gain growth and expansion. It includes a crucial information on PESTLE analysis for a brand in order to develop the external environment. The report also covers Cadbury's brand analysis, STP analysis, Porter's five forces model, and more.
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Principles of marketing management
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Table of Contents INTRODUCTION...........................................................................................................................3 MAIN BODY...................................................................................................................................4 Existing brand and brand values including Kapferer Brand identity Prism................................4 Description of target market(STP)..............................................................................................4 PESTLE analysis.........................................................................................................................5 Expansion of new product( packaging, positioning)...................................................................7 Porter's five forces model............................................................................................................8 CONCLUSION................................................................................................................................9 REFERENCES..............................................................................................................................10
INTRODUCTION Principles of marketing play a crucial role in the development of marketing activities of a business(Cannon, 2021). These principles are effective in developing systematic operations related to selling of the product in order to gain competitive advantage. This report covers major dimensions of marketing including different marketing functions to gain growth and expansion. This project also contains a crucial information on PESTLE analysis for a brand in order to develop the external environment.
MAIN BODY Existing brand and brand values including Kapferer Brand identity Prism The Cadbury brand is a major brand which is established at the marketplace in a precise manner. Value of Cadbury brand is also high in market to develop systematic operations which are helpful in increasing competitive value of the company. It is also major responsibility of marketing management to focus on brand development in a major period of time to achieve business goals. In the recent times importance of brand value is increasing at a faster pace in order to lead the marketplace. Cadbury has good will in marketplace, which helps in creating its brand value for achievement of goals and objectives. Companies should be also effective in the marketplace for a brief assessment and action plan for developing brand value. The main focus of a business should be on Kapferer Brand identity prism which is a model that helps businesses build strong, enduring brand identities that reflect their core values. This model enables a business to operate in international market with greater stability. Description of target market(STP) It is important for Cadbury to include STP related operations in the marketplace. The STP analysis of Cadbury is mentioned below: Segmentation-The segmentation includes dividing marketplace into different parts in order to sell different types of products(Kupec, 2018)Segmentation will help Cadbury to divide marketing according to target customers for better approach. Targeting-Targeting includes choosing the best target customers for serving business objectives and goals. The targeting is important for selling different types of products to different pointed customers. For Cadbury, target market will be youth and children from the age group of 10 to30. Positioning-The positioning of the product is refer to selection of a precise geographical location. Positioning includes geographical identity of product by marketing management to develop operations.
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PESTLE analysis The PESTLE analysis of external environment of Cadbury is mentioned below: Political factors-The political factors are related to rules and regulations developed by the government of a country. Cadbury should follow all rules and regulations in a specific manner to comply with political forces. Economic factors-Economic factors are related to inflation, deflation and recession which can occur in an economy. The economic factors like gross domestic product and national income also impacts on operations of Cadbury. Illustration1: PESTLE, 2021
Social factors-There are social factors like living standard of the society, social trends and behaviour impacts mainly on business environment. Cadbury should follow all legal policies and frame works to deal with social factors that help in development of internal environment. Technology factors-In the recent times, information and technology controls many different operations of the business. Technology helps a business to perform and lead accurate operations(Shah, 2019). The customer relationship software also helps a business entity like Cadbury to manage and deal with target customers. Environment factors-The environment related policy of the government should be followed by Cadbury to conduct sustainable business. It is the major responsibilities of a business to understand and analyse all environment related factors to develop business operations. Legal factors-Legal factors are related to law and policies which are formulated by local authorities. It is compulsory for Cadbury to follow major practices of legal authorities to develop ethical business.
Expansion of new product( packaging, positioning) In order to develop expansion of the new product at the marketplace, it is essential for the company to develop effective and precise packaging. Company like Cadbury choose designed and formulated policy prepared by marketing management in order to succeed at the marketplace (Taylor, 2020). The company is opening factories in almost every part of the globe to achieve business targets. It is also major responsibility of management of Cadbury to select target marketplace with the help of strategic and top level management. Company should do right positioning of the product in order to increase turnover and sales. Illustration2: Brand packaging graphics, 2021
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Porter's five forces model Application of Porter's five forces model for Cadbury is mentioned below: Bargaining power of buyers-The bargaining power of customers of Cadbury is high which will impact on its operations. It is major responsibility of marketing management to establish techniques to decrease bargaining power for better results. Bargaining power of suppliers-The bargaining power of suppliers is also high as there are many suppliers present in the economy. Cadbury should take quality raw material and develop optimum utilisation of resources. Threat of substitutes-Threat of substitutes impacts functioning of Cadbury in a precise manner. There are many substitutes like Milky Bar, Ferrero Rocher, Nestle which can give tough competition to Cadbury. Threat of new entry-New entries can impact on major business functions of Cadbury to createpositiveimpact(von Freymann,2020). Itisalso oneofthemajorroleof managementofCadburytoanalysethesituationanddeterminestrategytolead competitors. Competitive rivalry- This includes the list of companies which are giving tough competition to Cadbury. The marketing planning should be formulated in an effective manner in order to deal with current competitive rivalry.
CONCLUSION The above stated report concludes importance of marketing management to perform specific functions and operations. This project also concludes the importance of external environment analysis in order to gain systematic market growth. Companies should also develop marketing strategy in order to gain competency edge. In the corporate world it is essential for the company to manage different functions and operations related to marketing in a professional manner.
REFERENCES Books and Journals Cannon, J.P., Lohtia, R. and Paulich, B.J., 2021. Blended Learning in Principles of Marketing: The Effects of Student Differences on Student Performance.Journal of Marketing Education, p.02734753211058357. Kupec, V., 2018. First Step of Marketing Audit: Risk Analysis.Marketing Identity,6(1/1), pp.370-380. Shah, S.A., Azhar, S.M. and Bhutto, N.A., 2019. Halal marketing: a marketing strategy perspective.Journal of Islamic Marketing. Taylor, R., 2020. Reframing Delivery of Principles of Marketing: Moving Bored Students to BoardRoomEmployer-NeededKick-AssSkilledGrads.AcademyofBusinessResearch Journal,2, pp.52-66. von Freymann, J.W. and Cuffe, B.P., 2020. Can Higher-Order Active Learning Modalities Improve Student Learning Outcomes in a Marketing Principles Class?.Journal of the Academy of Business Education,21.