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