Strategic Marketing: A Case Study of Cadbury in India

Strategic Marketing
1

Table of Contents
Introduction......................................................................................................................................3
1. Recommend a product or service and a country and provide a macro-environmental analysis
(PESTEL and future prediction) explaining the possible opportunities as well as threats your
client could face within the market of your recommended country and provide possible solutions
to the threats.....................................................................................................................................4
2. Critically assess three modes of market-entry that could be suitable to your client. Out the
three options, make a recommendation with justification as to the most appropriate one..............8
3. Applying the concepts of market segmentation and targeting critically evaluate the potential
target market of your client............................................................................................................10
4. Applying Porter’s generic strategy, explain how your client could gain competitive
advantage by adopting one of the generic strategies in your recommended market.....................12
Conclusion.....................................................................................................................................14
Reference.......................................................................................................................................15
2

Introduction
Strategic marketing is helps the organization to create a better plan for satisfying the customers
and make a strong brand image in the market. This also helps to increase the productivity and the
profits for the business. Every organization use the strategic marketing to know the needs of the
customer and to create a marketing plan in order to achieve the goals and objectives of the
organization. It will help to improve and develop the organization and earn the profit through
business. However, the strategies which are involve in marketing is how to engage the
customers, how to influence the customer buying behavior, implementing new sales and
marketing methods. It also focuses on the innovation and penetration of a market. In order to
achieve the goals the organization must understand the market segments.
In this assignment, the chosen organization is Cadbury. The assignment will discuss elaborately
about the macro-environmental analysis that is PESTEL analysis, which can impact the
organization business. Additionally, this assignment will also discuss the modes of market-entry,
market segmentation and targeting and Porter’s generic strategy.
3

1. Recommend a product or service and a country and provide a macro-environmental
analysis (PESTEL and future prediction) explaining the possible opportunities as well as
threats your client could face within the market of your recommended country and provide
possible solutions to the threats.
PESTEL is an important tool, which helps to understand the profit and loss of the business in the
market. External factors have an impact on the business. PESTEL stands for Political, Economic,
Social, Technological, Environmental and legal. PESTEL used as strategic planning, promotion
and development of the goods and services (Woods, 2017).
Cadbury is a confectionary brand and it is the second largest confectionery brand in the world.
The headquarter of the Cadbury company is in Uxbridge, West London. The company has their
presence in 50 countries. The popular product of Cadbury is Dairy Milk chocolate.
Factors Impacts
Political Political factors deals with the government
intervene in an economy. It includes tax,
policy, labor law, environmental law, trade,
tariff, health, education, infrastructure and
political stability. If the government of India
increase the rate on chocolate tax then it will
directly affect the customer thus they have
spend more on chocolates.
Positive and Negative affects in the business
depends on the government. Different
government has their own policies regarding
tax and norms. If the rates of chocolate in India
will become high then, the consumption of the
chocolate will decrease. Therefore, it will
directly affect the sales of the business
(Popescu, 2015).
Economic Economic factors have an important impact on
4