The Importance of Globalising a Business: A Case Study on Cadbury

This presentation explores the importance of globalising a business, using Cadbury as a case study. It discusses the concept of globalisation, strategies for success, and the challenges faced by Cadbury. It also highlights the role of digital marketing, innovation, and competitive strategies in driving success at the international marketplace.

RESEARCH ETHICS

INTRODUCTION
Background
Cadbury is one the world's leading British confectionery company, which was founded in the year
1824 by John Cadbury. It is headquartered in Uxbridge, London, England. Cadbury operates its
business in around 50 countries at a global level. It mainly deals in chocolate bars, candy, biscuits, milk
additives, drinks, etc. The main markets in which Cadbury operates are United Kingdom, Ireland,
United States, Australia, New Zealand, Canada, India and Malta. Cadbury promotes its business by
adapting to various marketing strategies and advertisement to approach large number of customers and
it also helps in selling products at international level which leads to higher organisational success and
also helps in achieving long term sustainable growth and development of the business.

AIM AND OBJECTIVES
• Aim:
• “To identify the importance of globalising a business and ways through which it helps a company
to achieve higher success at marketplace”. A case study on Cadbury.
• Objectives:
• To explore about the concept of globalisation within 1.5 months.
• To identify three strategies that help Cadbury in achieving business success at global level within the time
period of 2 months.
• To determine the four important ways in which globalisation help Cadbury in driving success within 4
months
• To recommend ways through which Cadbury achieve success at global level.

THEME 1: YES, GLOBALISATION DRIVE SUCCESS IN AN ORGANISATION.
• Interpretation: From the above
conducted survey it has been
summarized that out of 10 respondents, 8
participants said that globalization leads
to increase in growth and success of the
company in various international
boundaries.

THEME 2: YES, GLOBALISATION PROVIDES AN ACCESS TO EXPAND BUSINESS
MARKET.
• Interpretation: From the above
conducted survey it has been
summarized that out of 10 respondents, 7
participants said that globalisation helps
in effectively expanding the market to
new interactional boundaries which leads
to higher growth and success of the
business.

THEME 3: YES, ENTERING INTO A NEW MARKET WILL CREATE RISK FOR
CADBURY.
• Interpretation: From the above
conducted survey it has been
summarized that out of 10 respondents, 6
participants said that entering into new
market will create risk for Cadbury.
Various environmental factors adversely
affect the operational efficiency of the
business.

THEME 4: RESOURCING / TEAM BUILDING IS AN EFFECTIVE MARKETING
STRATEGIES THAT CADBURY NEEDS TO ADOPT FOR EXPANDING ITS
BUSINESS.
• Interpretation: From the above
conducted survey it has been
summarized that out of 10 respondents, 6
participants are in favour of resourcing
and team building is an effective
marketing strategy which effectively
helps in expanding the business.

THEME 5: INCREASE IN RIVALRY COMPETITORS IS A MAJOR CHALLENGES
FACED BY CADBURY WHILE GLOBALISING ITS BUSINESS.
• Interpretation: From the above
conducted survey it has been
summarized that out of 10 respondents, 5
participants stated that competition with
local and existing international players
impose a major threat and challenge on
business which adversely affect the
competitive position for Cadbury.

THEME 6: PROMOTE BUSINESS IN VAST AREA, IS ONE OF THE MAIN
ADVANTAGES THAT CADBURY CAN GAIN THROUGH
INTERNATIONALISATION.
• Interpretation: From the above conducted
survey it has been summarized that out of
10 respondents, 6 respondents sought to
agree on the fact that promoting business
in vast area leads to higher market share
and expansion of business in the emerging
markets to attain competitive position in
the market.

THEME 7: FACEBOOK IS ONE OF THE MOST APPROPRIATE MEDIA CHANNEL
FOR CADBURY FOR PROMOTING ITS BUSINESS IN INTERNATIONAL MARKET.
• Interpretation: From the above
conducted survey it has been
summarized that out of 10 respondents, 4
participants said that adaption and
implementation of social media
platforms like Facebook helps in
reaching large number of customers.

THEME 8: SOCIO-CULTURAL RISK IS ONE OF THE BARRIERS WHICH
CADBURY CAN FACE WHILE MOVING BUSINESS IN NEW MARKET.
• Interpretation: From the above
conducted survey it has been
summarized that out of 10 respondents, 4
participants agreed that socio cultural
risk is one of the barriers Cadbury face
which adversely affect the productivity
of the business.

THEME 9: DIGITAL MARKETING IS A TOOL CADBURY NEEDS TO USE FOR
CREATING BRAND AWARENESS.
• Interpretation: From the above
conducted survey it has been
summarized that out of 10 respondents, 6
participants said that digital marketing
helps in reaching large number of
customers across the globe.

THEME 10: YES, CUSTOMERS ARE SATISFIED WITH QUALITY OF PRODUCTS
OF CADBURY.
• Interpretation: From the above
conducted survey it has been
summarized that out of 10 respondents, 8
participants said that customers are
highly satisfied with the quality of
products.

THEME 11: YES, CADBURY NEEDS TO CREATE INNOVATION IN ITS
MANUFACTURING PROCESS FOR ENHANCING QUALITY OF PRODUCTS.
• Interpretation: From the above
conducted survey it has been
summarized that out of 10 respondents, 7
participants said Cadbury needs few
innovations and improvement to sustain
in the market for long run.

THEME 12: PROMOTIONAL CAMPAIGN HELPS CADBURY IN GRABBING
ATTENTION OF POTENTIAL CUSTOMERS AT NEW MARKETPLACE
• Interpretation: From the above
conducted survey it has been
summarized that out of 10 respondents, 5
participants agreed on the fact that
effective promotional campaigns and
advertisement attract large customers
from across the globe.

THEME 13: BRINGING NEW TECHNOLOGIES HELPS CADBURY TO
EMPHASISE MORE FOR OPERATING ITS BUSINESS IN NEW MARKET.
• Interpretation: From the above
conducted survey it has been
summarized that out of 10 respondents, 5
participants agreed on the fact that
bringing new technologies helps in
maintaining competitive position in the
market and leads to higher productivity.

THEME 14: EFFECTIVE COMPETITIVE STRATEGIES IS ONE OF THE BEST
RECOMMENDATION TO CADBURY FOR
DRIVING ITS SUCCESS AT INTERNATIONAL MARKETPLACE.
• Interpretation: From the above
conducted survey it has been
summarized that out of 10 respondents, 4
participants agreed on the fact that
effective competitive strategy helps in
evaluating the rivalry competitors and
understanding the market.

CONCLUSION
• From the above research, it has been cleared that globalisation has lead to positive impact on the
organisation's function and operations. Globalisation is reflected over the explosion of foreign
direct investment (FDI) where investors expand their capital within companies to earn profit and
support them to expand their business. Furthermore, study also summarised that organisations have
to focuses more over its marketing strategy in achieving business success which includes increase
in promotional activities. Moreover, study also concluded that inception of digital channel of
promoting product, services as well as brand has shifted the brand emphasis from structure to
culture. On the other hand, study has concluded some challenges such as anticipating changing
demands of customers, maintaining brands reputation and competition with local and existing
international players in global market.

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