Research Report: Globalization's Impact on Cadbury's Business Success

This report presents a case study on Cadbury, a leading confectionery company, examining how globalization drives its business success. The introduction provides background information on Cadbury and its global operations, followed by the aims, objectives, and rationale of the research. A comprehensive literature review explores the concept of globalization, including its economic and technological aspects, and identifies strategies that have contributed to Cadbury's success. The research methodology outlines the inductive research approach, pragmatist philosophy, and exploratory research design employed, along with data collection methods. The report then delves into data analysis and interpretation, followed by a discussion of research outcomes and recommendations. The conclusion summarizes the key findings, emphasizing the importance of globalization for Cadbury's growth. References and an appendix are included to support the research.

RESEARCH ETHICS

TABLE OF CONTENTS
TOPIC:.............................................................................................................................................3
a.) INTRODUCTION......................................................................................................................3
Background.............................................................................................................................3
Aim and Objectives................................................................................................................3
Rationale.................................................................................................................................4
b.) LITERATURE REVIEW...........................................................................................................4
c) RESEARCH METHODOLOGY................................................................................................7
d.) DATA ANALYSIS AND INTERPRETATION........................................................................8
e.) RESEARCH OUTCOMES ......................................................................................................22
f.) REFLECTION & RECOMMENDATION FOR ALTERNATIVE RESEARCH
METHODOLOGY........................................................................................................................22
g.) CONCLUSION........................................................................................................................25
REFERENCES..............................................................................................................................27
APPENDIX....................................................................................................................................29

TOPIC:
“How globalization can drive business success: A case study on Cadbury”.
a.) 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.
Globalisation is an effective framework which helps company in expanding its business
at international boundaries which leads top higher sustainable growth and development of the
company. Globalisation is a wide concept and it support companies to operate at a large scale
effectively and efficiently which leads to higher sustainable growth and development of
Cadbury. Globalization is an effective framework which focus on implementing effective
technology which leads to higher sustainable growth, productivity 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.
 To identify three strategies that help Cadbury in achieving business success at global
levels.

 To determine the four important ways in which globalisation help Cadbury in driving
success.
 To recommend ways through which Cadbury achieve success at global level.
Reserch questions:
 Explain about several strategies that can be adopted by Cadbury to achieve success at
global level?
 What are the three strategies that help Cadbury in achieving business success at global
level?
 What are the four important ways in which globalisation help Cadbury in driving
success?
 What recommendation would you suggest which helpsCadbury in achieving success at
the global level?
Rationale
The main aim to conduct this research study is to effectively identify the importance of
globalisation on business and ways through which it helps a company to achieve higher success
and productivity at marketplace. Globalization help in innovating products which leads to higher
operational efficiency and also leads to higher growth nad sucess for Cadbury. It opens wide
range of opportunities for the buisness by entering into various emerging markets with improved
product range, innovation and technology across international borders. From the personal point
of view on which this research will be helpful to the researcher in terms of having proper
knowledge and information regarding the techniques used under methodology as well as
gathering data through relevant sources. Along with this, as per professional’s point of view it
can be said that, this research will bring adequate ascertainment over the outcomes regrading the
research issues. Industry and professionals which are associated with this research project will
have proper information regarding the facts.
b.) LITERATURE REVIEW
The concept of globalization
According to the Hitchcock, and Nuryanti (2016) , Globalization is a historical process
which comprises of innovation among humans and progress of technology. This concept of

globalization is getting popular because of increase in economics integration all over the world.
Globalization also includes movement of technology, people across borders and knowledge.
As per the view point of Smolentseva (2015) , Globalization is an integration of market in
global context economy which is leading to increase inter-connections of economies of nations.
The globalization in markets includes financial market like insurance markets, credit markets,
capital markets and money markets and commodity market such as markets for coffee, oil, tin,
product markets, and gold. Also, product markets like market for consumer electronics and
motor vehicles are included in globalization.
In accordance with the author Hotez, and Peiperl (2015) , The globalization reflects the
explosion of FDI (Foreign Direct Investment) by which their investors expand capital through
which business entity earn support and profit for further expansion. Also, this integration of
capital market in accordance with increase in their business expansion.
Apart from this author Manyika, and et.al. (2016) ,said that different companies are free
to move goods, services and people all over the world in a seamless as well as integrated manner.
Further which companies support in their expansion of operations of business and also aid them
to mark global presence in order to achieve competitive advantage.
According to the Forbes (2018) , It is a process which serves goods, services and ideas
and people within different countries across national boundaries. This is also a form of
government policy where free flow of goods and capital, elimination of control in price and
tariffs, open borders, free trade, privatization etc. are supported by government of different
countries where the global companies trade.
Strategies which help Cadbury in achieving success of business at global level
As per the view point of Burgmann (2016) , the company Cadbury is more focuses on
adopting different marketing strategies in order to attain success in their business. For this the
company increase their activities of promotions specially during occasions like Christmas,
Friendship day, Easter, Valentine's day and Christmas. By this company is gaining support and
attentions of their customers towards products of Cadbury.
According to Petrunin, (2016) , Cadbury adopt strategy of STP in order to attain success
in global context. Cadbury prefers to choose customers of different income class of people and
also all age group peoples are segmented for products of Cadbury. The company target audience

to whom can't resist for chocolates. Also, they position themselves at high attraction of peoples
for chocolates and increase in sales.
In the view of Radhakrishnan, (2015) , The company Cadbury designs smartly their
communication and promotion in order to handle controversies and education consumers more
about confectionery which help the company by spreading positive word of mouth.
On the other hand Wu, et.al. (2017) , says that for building a strong and consistent work
culture to familiarize customers. The company also follows digital channel for promoting their
products and services. Cadbury emphasis on brand rather than structure this reflects company in
achieving success at global level. Although this is a confectionery company who operates their
business in many countries and on many places they reflect belongingness culture for connecting
chocolates with emotions and in order to create happy time for people. Therefore, the company
achieve success at global level.
According to the view point of Amron and Usman (2016) , The main reason for growth
of business on international basis is for maintaining and creating a brand image which seems
familiarize to customers. This provide aid to Cadbury to enter in new market when brand and
product name to customers. Cadbury by their well known brand lay emphasis on creating strong
brand image by executing promotional activities. A major tool of digital marketing is also use by
the company to create awareness for the brand and connect customers through advertisement.
Whereas in the opinion of Jochen (2016) , Cadbury uses innovation strategies which
keeps on innovating through new flavours in their chocolates for keep engaging customers with
Cadbory company.
Important ways in which globalization can help Cadbury in driving success
In accordance with Parsons, Maclaran, and Chatzidakis (2017) , An essential role
globalization plays in Cadbury which enhances their success and growth by marking their
presence in international market. Initially Cadbury begins with business of serving coffee and tea
to their customers. After that they initiate their business by launching chocolates in other
countries to gain support of other nations and to attain popularity.
In the views of Surugiu and Surugiu (2015) , suggests ways for attaining success in
globalization for the company Cadbury is to provide access in large market in which Cadbury
gains experience regarding their products in context of rise in demand and company attains

maximum profit. Further Cadbury helps in achieving economies of scale which enables Cadbury
in attaining minimization of average production cost.
According to the Zikmund and et.al. (2017) , The step of internationalisation adopted by
Cadbury helps the company in reducing their time in development of product. The company
execute this process of internationalisation by supporting and engage different teams that can
work with maximum capacity. The support gains by Cadbury helps them in increasing their
productivity which further contributes in attaining success among market.
Recommend ways through which Cadbury can attain success at global level
According to the Amron and Usman (2016) , It is recommended that Cadbury must try to
maintain good and strong relationship with local trader so that they can enter in market and also
attain sustainability. Also, the company should focus towards formulating strategies of
competitiveness in order to deal with competitors and position themselves to serve the best to
consumers in differentiating their products.
Also, it has been recommended by Hitchcock, and Nuryanti (2016) , that Cadbury should
stay focus on setting price of products after proper analysing of cost which retailers do offer.
This supports customers of Cadbury to attract towards the their products.
c) RESEARCH METHODOLOGY
A research methodology is a systematic and theoretical analysis which uses method of
investigation in a particular study. It includes theoretical analysis of principle associates with a
huge branch of knowledge.
Research approach – A research approach is a plan which constitutes various steps by assuming
detailed methods of data collection, analysis, interpretation, etc. There are mainly three methods
in which research approach is divided into Inductive, Abductive and Deductive (Hernández-
Hernández, and Sancho-Gil, 2015). This research report in order to attain success in
globalization of the company Cadbury Inductive approach is chosen. Inductive research is begins
with questions of research along with aims and objectives which need to be achieved during the
process of research.
Research philosophy – A research philosophy is a technique which is used generally for
collecting information so that this can be recorded in right manner and can be used during
drawing conclusion from investigation (McNabb, 2015). In order to attain global success in

Carbury, pragmatist research philosophy is chosen. Pragmatism is a method of research
philosophy where both qualitative and quantitative data is collected.
Research design – A research design is a set of procedures and methods which is used in
analysing and collecting measures of variables which is specified in research problem. Research
design is divided into two groups, one is exploratory and other is conclusive. An exploratory
research design generate for the purpose to gain insights about a particular situation whereas
conclusive research verify the insights and help in selecting action. Here in this research report
exploratory research design is chosen for globalization and attaining success in Cadbury.
Data collection – Data collection refers to collecting information from relevant source in order to
generate outcomes of a problem of research. Data can be collected in two ways one is primary
and other is secondary. Primary data is originally collected through investigator while secondary
data is collected from already existing data which was generated for some other purpose
(Klenke, 2016). Under this research both secondary as well as primary data is collected by
questionnaire through survey method in order to achieve path for success of global business of
Cadbury. These method are chosen for excellent interaction with audience and to deal better in
global environment.
Sampling – A sampling is method to select group of respondents from the whole population to
collect information. The sampling are of two types one is probability and other in non probability
sampling. Probability sample are those which are chosen from a large set of sample. Here the
individual is chosen entirely by chance and probability for getting selected is equal with all
individuals. While Non Probability sample does not offer equal probability of selecting samples.
In this topic of research probability sampling is using by researchers so that they can generate
equal selection from population and can globalise successfully the company Cadbury.
Research type – A research type are of two categories qualitative and quantitative (Chapman,
Hadfield, and Chapman, 2015). In this research report researchers uses qualitative research type
for establishing success for Cadbury in globalization.
Ethical consideration – This research will execute in ethical manner and includes number of
techniques to implement the research which support in conducting interpretation by providing
relevant recommendation (Merriam and Tisdell, 2015). Also, the dignity, rights and welfare of
participants of research are taken great care.

Reliability and validity – This research is reliable, valid and is prepared under authenticated
manner. The proper findings are measured and extracted for this research report. Also, citation
will also be provided in order to establish reliability of research report.
d.) DATA ANALYSIS AND INTERPRETATION
Theme 1: Yes, globalisation drive success in an organisation.
PARTICULARS FREQUENCY
Yes 8
No 2
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.
PARTICULARS FREQUENCY
Yes 7
No 3
Yes No
0
1
2
3
4
5
6
7
8
FREQUENCY

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.
PARTICULARS FREQUENCY
Yes 6
No 4
Yes
No

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.
PARTICULARS FREQUENCY
Goal-setting and objectives 2
Resourcing / Team building 6
Budgeting 2
Yes No
0
1
2
3
4
5
6
FREQUENCY

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.
PARTICULARS FREQUENCY
Anticipating changing demands of customers 3
Maintaining brand reputation 2
Competition with local and existing
international players
5
Goal-setting and objectives
Resourcing / Team building
Budgeting
0
1
2
3
4
5
6
FREQUENCY

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.
PARTICULARS FREQUENCY
Reducing product development time 1
Increasing productivity 3
Promote business in vast area 6
Anticipating changing
demands of customers
Maintaining brand reputation
Competition with local and
existing international players

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.
PARTICULARS FREQUENCY
Instagram 2
LinkedIn 1
Facebook 4
You Tube 3
Reducing product development time
Increasing productivity
Promote business in vast area
0
1
2
3
4
5
6
FREQUENCY

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.
PARTICULARS FREQUENCY
Customer expectation 3
Political risk 3
Socio-cultural risk 4
Instagram
LinkedIn
Facebook
You Tube

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.
PARTICULARS FREQUENCY
Digital Marketing 6
Branded packaging 2
Referral programmes 1
Infographics 1
Customer expectation
Political risk
Socio-cultural risk

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.
PARTICULARS FREQUENCY
Yes 8
No 2
Digital Marketing
Branded packaging
Referral programmes
Infographics
0
1
2
3
4
5
6
FREQUENCY

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.
PARTICULARS FREQUENCY
Yes 7
No 3
Yes
No

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.
PARTICULARS FREQUENCY
Promotional Campaign 5
Impressive Guest Content 2
Social-media contests 3
Yes
No

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.
PARTICULARS FREQUENCY
Bringing new technologies 5
Increasing product range 3
Development of human resource 2
Promotional Campaign
Impressive Guest Content
Social-media contests
0
0.5
1
1.5
2
2.5
3
3.5
4
4.5
5
FREQUENCY

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.
PARTICULARS FREQUENCY
Effective pricing strategy 3
Maintain relation with local traders. 3
Effective competitive strategies. 4
Bringing new technologies
Increasing product range
Development of human
resource

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.
e.) RESEARCH OUTCOMES
(Covered in PPT)
f.) REFLECTION & RECOMMENDATION FOR ALTERNATIVE
RESEARCH METHODOLOGY
Reflection
I have gained immense amount of knowledge while conducting this research and it
helped be understand the concept of globalization. I have learnt that globalization helps Cadbury
to get access to larger market share which eventually leads to higher competitive advantage and
profitability of the business. I have also analysed the fact that, globalization helps Cadbury in
achieving economies of scale which leads to minimization of average production cost. It was a
great experience to conduct this research which helped me fill gaps in the current knowledge
and helped me increase knowledge and skills on the particular subject matter.
I have also learnt that, globalization helps in growing business internationally which
helps Cadbury in effectively creating and maintaining a consistent brand image which drive
Effective pricing strategy
Maintain relation with local traders.
Effective competitive strategies.
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
FREQUENCY

Cadbury to higher success and expansion across the globe. I was excited to examine the fact that,
Cadbury take into consideration various strategies to achieve growth and success at global level.
I have examined the fact that, Cadbury focus on improvising the marketing strategy
which helps inn effectively connecting with large number of people and it also leads to higher
market share and custom,er base. They offer wide range of promotional offers and discount at
specific occasion like Christmas, New year's, Valentine's day, Friendship day, Easter and many
more. I have also examined the fact that, Cadbury focus on maintaining a brand image and
goodwill by producing various innovative products for all demographics.
The most interesting part of the research was to conduct research methodology. I felt a lot
more confident while conducting research and it helped me gain immense amount of knowledge
by critically evaluating the viewpoints of various authors. I have taken qualitative research
method and it focus on effectively define the subject matter by understanding the viewpoints an
opinions of various individuals. This research helped me gain insight of the problem and further
develop ideas to fill the gaps on the particular subject matter of the study. The data was collected
from both primary and secondary source using various article, journals and book, experiment,
interview, investigation and questionnaire to gain in- depth knowledge, skills and attitude on a
particular subject matter. I have conducted this research in an ethical manner by effectively
protecting the rights, welfare and dignity of research participants. I have conducted research in
reliability and validity.
Recommendation
All the research methodologies which are selected by the research is appropriate and the
outcomes of the research are also logical and effective. But, researcher has recommended some
alternative methodology.
Research
Methodology
Current
Methodology
Can be used Reason
Research Type Qualitative Quantitative Researcher can get more
better outcomes by using
quantitative methods. By
using quantitative methods,
researcher can study the large

sample and derive more
reliable conclusion. In
addition to this, quantitative
methods are free from
personal interest and bias.
Research
Approach
Inductive Deductive Researcher can get more
better outcomes by using
deductive approach as
deductive methods are more
closer to reality as it helps to
make deduction from the
difficult situation. The
outcomes of study will be
more reliable by using
deductive research approach.
It is reliable for deducing
conclusions. Eventually,
deductive approaches are also
work more better when study
is quantitative.
Research
Philosophy
Pragmatic Interpretivism Interpretivism philosophy is
the approach to social research
would be much more
qualitative using methods such
as unstructured interviews or
participants observation.
Researcher can study the deep
insight the views and opinions
of participants can could revel

more logical outcomes.
Data Collection Primary
(Questionnaire)
Interviews Researcher has formulated
questionnaire to collect the
data but scholar can also use
interviews as it allows
personal interaction makes
more clear information.
Data Analysis Qualitative Quantitative
(SPPS and spread
Sheet)
Researcher could get more
specific outcomes by gaining
more specific outcomes and
results. By using the SPSS
tools, spread sheets, researcher
could analyse the actual result
of the research problems.
Statistical tools provide more
logical and reasoning answers
of the research questions.
g.) 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. Organisations have social media

such as Facebook, Instagram etc. to promote the business in the international market as well as
organisation was also focusing in gaol setting objectives, team building, resource building and
budgeting as the strategies for effective marketing that companies need to adopt for expanding its
business. Thus, apart from challenges, globalisation has paced up many opportunities for
businesses to grow and develop in the international market.

REFERENCES
Books and Journals
Amron, A. and Usman, U., 2016. Customer satisfaction in the marketing of inland transit
insurance service. International Journal of Applied Business and Ecomonic
Research. 14(12). pp.8311-8321.
Burgmann, V., 2016. Globalization and Labour in the Twenty-first Century (p. 261). Abingdon,
United Kingdom: Routledge.
Chapman, A. L., Hadfield, M. and Chapman, C. J., 2015. Qualitative research in healthcare: an
introduction to grounded theory using thematic analysis. Journal of the Royal College of
Physicians of Edinburgh. 45(3). pp.201-205.
Forbes, K., 2018, June. Has Globalization Changed the Inflation Process?. In 17th Bank for
International Settlements Annual Research Conference, Zurich, June (Vol. 22).
Hernández-Hernández, F. and Sancho-Gil, J. M., 2015. A learning process within an education
research group: an approach to learning qualitative research methods. International Journal
of Social Research Methodology. 18(6). pp.651-667.
Hitchcock, M. and Nuryanti, W., 2016. Building on Batik: The globalization of a craft
community. Routledge.
Hotez, P. J. and Peiperl, L., 2015. Noncommunicable diseases: A globalization of disparity?.
Jochen, W., 2016. Winning in Service Markets: Success through People, Technology and
Strategy. World Scientific.
Karami, A., 2016. Strategy formulation in entrepreneurial firms. Routledge.
Klenke, K., 2016. Qualitative research in the study of leadership. Emerald Group Publishing
Limited.
Manyika, J., and et.al., 2016. Digital globalization: The new era of global flows (Vol. 4). San
Francisco: McKinsey Global Institute.
McNabb, D. E., 2015. Research methods in public administration and nonprofit management.
Routledge.
Merriam, S. B. and Tisdell, E. J., 2015. Qualitative research: A guide to design and
implementation. John Wiley & Sons.
Parsons, E., Maclaran, P. and Chatzidakis, A., 2017. Contemporary issues in marketing and
consumer behaviour. Routledge.

Petrunin, A., 2016. A globalization for non-complete but geodesic spaces. Mathematische
Annalen, 366(1-2), pp.387-393.
Radhakrishnan, S., 2015. Limiting theory: Rethinking approaches to cultures of globalization.
In The Routledge international handbook of globalization studies (pp. 44-60). Routledge.
Smolentseva, A., 2015. Globalization and the research mission of universities in Russia.
In Higher education in the BRICS countries (pp. 399-421). Springer, Dordrecht.
Surugiu, M. R. and Surugiu, C., 2015. International trade, globalization and economic
interdependence between European countries: implications for businesses and marketing
framework. Procedia Economics and Finance. 32. pp.131-138.
Wu, T., et.al., 2017. Economic growth, urbanization, globalization, and the risks of emerging
infectious diseases in China: a review. Ambio. 46(1). pp.18-29.
Zikmund, W. G., and et.al., 2017. Marketing Research: Asia-Pacific Edition. Cengage AU.
Online
Globalization Benefits and Challenges. 2014. [Online]. Available through :
<https://courses.lumenlearning.com/marketing-spring2016/chapter/reading-globalization-
benefits-and-challenges/>.

APPENDIX
QUESTIONNAIRE
1.) Do you think globalisation drive success in an organisation?
a) Yes
b) No
2.) Do you agree with the concept that globalisation provides an access to expand business
market?
a) Yes
b) No
3.) Do you think entering into a new market will create risk for Cadbury?
a) Yes
b) No
4.) What are the effective marketing strategies that Cadbury needs to adopt for expanding its
business?
a) Goal-setting and objectives
b) Resourcing / Team building
c) Budgeting
5.) What will be the major challenges faced by Cadbury while globalising its business?
a) Anticipating changing demands of customers
b) Maintaining brand reputation
c) Competition with local and existing international players
6.) What are the main advantages that Cadbury can gain through internationalisation?
a) Reducing product development time
b) Increasing productivity
c) Promote business in vast area

7.) Which is the most appropriate media channel for Cadbury for promoting its business in
international market?
a) Instagram
b) LinkedIn
c) Facebook
d) You Tube
8.) What type of barriers Cadbury can face while moving business in new market?
a) Customer expectation
b) Political risk
c) Socio-cultural risk
9.) According to you, which tool Cadbury needs to use for creating brand awareness?
a) Digital Marketing
b) Branded packaging
c) Referral programmes
d) Infographics
10.) Are you satisfied with quality of products of Cadbury?
a) Yes
b) No
11.) Do you think Cadbury needs to create innovation in its manufacturing process for
enhancing quality of products?
a) Yes
b) No
12.) What are the ways by which Cadbury can grab attention of potential customers at new
marketplace?
a) Promotional Campaign

b) Impressive Guest Content
c) Social-media contests
13.) On which factor Cadbury needs to emphasise more for operating its business in new
market?
a) Bringing new technologies
b) Increasing product range
c) Development of human resource
14.) Provide recommendation to Cadbury for driving its success at international marketplace.
a) Effective pricing strategy
b) Maintain relation with local traders.
c) Effective competitive strategies.
PPT slides: