Cadbury Company Profile: Business Analysis for QXS 2004 Project

This report provides a comprehensive overview of Cadbury, a globally recognized confectionery company. It begins with the company's historical background, tracing its origins from a small tea and coffee shop to a multinational chocolate manufacturer. The report details Cadbury's organizational structure, highlighting key departments such as marketing, finance, operations, and research and development. It also discusses the company's diverse product range, marketing strategies, and areas of operation across the UK, US, Ireland, Canada, Australia, and New Zealand. Furthermore, the report explores Cadbury's future prospects, including potential expansion into new markets and the adoption of innovative technologies. The analysis concludes by summarizing Cadbury's strengths and its position as a leading player in the confectionery industry.

Running Head: Cadbury Company Analysis
Cadbury Company Analysis

Cadbury Company Analysis 1
Contents
Introduction.................................................................................................................................................1
Background of the company (history).........................................................................................................1
Organizational structure..............................................................................................................................2
Products/ Services.......................................................................................................................................3
Areas of operations.....................................................................................................................................4
Future of the company................................................................................................................................5
Conclusion...................................................................................................................................................5
References...................................................................................................................................................6

Cadbury Company Analysis 2
Introduction
The purpose of this task is to provide a brief overview about the company Cadbury. This world-
renowned organization manufactures different types of chocolates in the market. This
organization was formerly based in United Kingdom and now it has expanded its operations in
different parts of the world. Further, the below-mentioned task provides detailed information
about the history, future and organizational structure etc. activities of the company (Bell 2017). It
also provides details about the areas of operation and products or services served by the
company. More details, about the task are to be discussed below:
Background of the company (history)
In the year 1824, John Cadbury started selling tea, coffee and dinking chocolate in the Bull Street
of UK. Afterwards, he sifted his production to selling a variety of Cocoa and drinking chocolate.
Further, in the year 1847, Cadbury collaborated with Benjamin and named the company Cadbury
Brothers. And in the year 1849, the company Cadbury introduced its first chocolate bar but the
company declined its growth in the late 1850’s. After this, the business was taken over by the
sons of Cadbury, George and Richard in the year 1861 (Horsky, et. al., 2017). Till the 1865, the
business was going in loss but after then the company earned revenue by shifting their focus
from tea and coffee to chocolate. Soon the coming diversified their product range to crunchie,
fruit and nut etc. Later in 1969 the company merged with Schweppes to produce chocolates.
Schweppes was the third largest chocolate manufacturer in US. Further, in the year 2008 both the
companies demerged as well. In the year 2009, the company was taken over by Kraft Foods by
the way of bidding (US $ 18.9 billion). However, the company faced disapproval from the
market due to this acquisition (Harvey Pamburai, et. al., 2015). But, later in 20s the company
earned a stable growth and finally in the year 2015, the Cadbury foundation turned 80.

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Organizational structure
The company has a downward flow of communication and thus follows are hierarchical
organizational structure. Further, the departments of the company are discussed below:
Marketing and Sales: The most important activities that are initiated in this process are the
market research, promotions and advertisement, and sales. There are four P’s of sales, marketing
that is analyzed in this activity, and operations are implemented accordingly (Telang, and
Deshpande 2016).
Finance: This department helps in maintaining the objective of the company and aiming high for
the worldwide growth. This department controls the flow of money in the company Cadbury and
aims to minimize the cost of production in the process.
Administration and IT support: This department of Cadbury helps them to keep things clean
and take orders online as well. Social media has become a great tool to influence the market and
circulate the decisions of the activities of the company in the target market (Chakraborty, and
Sarkar 2015).
Operations: IT is one of the most important departments of the company where the employees
are directly related to the production process of the company. This department overlooks all the

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activities related to the process of producing chocolates and other confectionery products in the
market.
Research and Development: The research and development department of the company
research the market conditions to develop the new resources, the aims to innovate the products so
as to adequately meet the requirements of the customers present in the market. They also look
after the product improvements (Kemp, Hort, and Hollowood 2018).
Customer Services: Customers are the most important people for the company Cadbury. All
these activities initiated by the above departments are to satisfy the needs of the customers
present in the target market. The company states that customers are simply the natural resource
upon which the success of the company depends. Therefore, this department seeks issues of the
clients and aims to solve them appropriately.
Human Resource: Human resource management team of the company aims to recruit new and
efficient resources that are capable to follow the guidelines of the company fulfill their goals as
well. The company aims to diversify their business by recruiting people from different parts of
the world (Commander 2018).
Products/ Services
The reason for such extensive growth of the company Cadbury is the quality and variety in
products offered. The company offers a huge variety of products and services in the market that
people get so many options to choose. Every person’s demand is adequately fulfilled due to such
a wide range in products. This market works according to the taste and preference of customers
present in the market, so the company provides a variety of chocolates (fruit and nut, caramel,
white and dark, milk, crunchy etc.) to meet the needs of the customer. Further not only
chocolates but Cadbury also provides numerous confectionery products to the customers as well
like chocolate drinks, beverages, Choco chips, cocoa, desserts, drinking chocolate etc. (Bailey,
and Alexander 2017). Further marketing strategies of the company is discussed below:
Product: The above-mentioned are the verified details about the products of the company
Cadbury.

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Price: One of the biggest reasons of the sale of the products of this company is due to the
economical prices of the products served by Cadbury. The company has different ranges of
products according to the segmentation. Like, Cadbury bars have low prices than compared to
Cadbury gifting boxes. The pricing strategy of the company is participation costs for competing
leisure activities (cinema, other attractions etc.) and Recommended Selling Price (RSP) for
confectioneries (Ikpefan, Folashade, Agwu, and Odunaike 2014).
Place: The company serves its products in the worldwide market, there would be no place left by
the company to conquer but UK has headquarter of the company. The company has wide
distribution channel that helps in supplying the products worldwide.
Promotion: Advertisements are the best way to promote the company in the target market. The
company to advertise their brand also captures the social media.
Areas of operations
The below mentioned are the areas where the company Cadbury is initiating its operations in the
market:
UK: It is the first place where this company was originated as selling tea and coffee in the
market. By the time of 2004, the company had 3000 staff and 8 factories in UK. This company
also provides confectionery products such as biscuits etc. in the market. Birmingham, England is
the place where company has headquartered its operations. Further, other Kraft subsidiaries of
the company in UK include Cadbury UK Holdings Limited, Cadbury One LLP, Cadbury Two
LLP, Cadbury US Holdings Limited, Cadbury Holdings Limited and Cadbury Four LLP
(Vaman, et. al., 2015).
US: Cadbury Adams produces candy, gum, cough drops and breath mints. In US, it is
headquartered in New Jersey. In US Cadbury Adam produces wine gums, fuzzy peach, mini fruit
gums, sour chiller etc. US have always been a controversial place for the company Cadbury as in
the past the customers were not satisfied with the merger and acquisition activities of the
company. So, the operations of Cadbury face a hard time in implementing in US.

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Ireland: Cadbury Ireland Ltd. Is based in Coolock in Dublin, and the products manufactured
served by the company in this area are Cadbury Twirl, Cadbury Snacks, Boost, Flake, Cadbury
Dairy milk range etc. The company also produced the time out bar in Ireland but it substantially
shifted to Poland.
Canada: Not much products of Cadbury are produced in this country but are imported from
other parts of the world. These products are sold under the label of Cadbury and Maynard. In
addition, Cadbury Canada is now a part of Mondelez Canada and the products are presented on
the Snackworks website (Costello, et. al., 2017).
New Zealand: The factory of Cadbury in New Zealand’s south island is placed in Dunedin. In
New Zealand, the company partnered with various local confectionery businessman Richard
Hudson to supply the products in the market. Further, in 2017 it was expected that the company
would close down its factory due to shift their manufacturing process in the Australian factories
of Cadbury.
Australia: In Australia, headquarter of the company is placed in Hobart, where the company
manufactures its own products and serve them in Australian market.
Future of the company
As Cadbury continues to grow and expand their business in the international market, due to
which they receive many opportunities along with threats as well. A potential opportunity that
the company should use is their expansion in China, Russia and Nigeria’s market. These
countries have large population that shows that there is heavy demand of confectionery products
as well. The company can also utilize the new and innovative technology to initiate their sales
worldwide. In addition, they have partially come their way by developing an online website but
the company should focus on creating application for phones and tablets (Barrientos 2014). Mars
and Nestle are the two biggest competitors of the company, so for future purposes they should
also initiate activities that decrease the level of competition to some extent.

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Conclusion
Thus, in the limelight of above-mentioned events, it should be noted that the company Cadbury
is a well-renowned business operating worldwide. The company provides chocolate and other
confectionery products in the market. The report provide organizations structure of the company

Cadbury Company Analysis 8
References
Bailey, A.R. and Alexander, A., 2017. Cadbury and the rise of the supermarket: innovation in
marketing 1953–1975. Business History, pp.1-22.
Barrientos, S., 2014. Gendered global production networks: Analysis of cocoa–chocolate
sourcing. Regional Studies, 48(5), pp.791-803.
Bell, J., 2017. 'Setting the joy free'with Cadbury UK: A CDA analysis of how persuasion is
communicated within Cadbury UK's social media discourse, according to Aristotle's' persuasive
proofs'.
Chakraborty, K. and Sarkar, S., 2015. Financial Performance of Selected FMCG Companies in
India during Post-Reform Era: A Comprehensive Analysis. In Strategic Infrastructure
Development for Economic Growth and Social Change (pp. 260-272). IGI Global.
Commander, S., 2018. One-company towns: Scale and consequences. IZA World of Labor,
pp.433-433.
Costello, P., Inderpal, K.A.U.R., Rachel, T.F.C., Todman, J.P., Mintoft, S.K., Richardson, S. and
Layfield, E., Cadbury UK Ltd, 2017. Layered confectionery manufacture. U.S. Patent
Application 13/698,059.
Harvey Pamburai, H., Chamisa, E., Abdulla, C. and Smith, C., 2015. An analysis of corporate
governance and company performance: a South African perspective. South African Journal of
Accounting Research, 29(2), pp.115-131.
Horsky, G., Flude, A., Guerra, F., Sellers, J., Wetton, A., Monaghan, R., DeSmedt, G. and Ames,
D., Cadbury UK Ltd, 2017. Display unit. U.S. Patent Application 29/582,076.
Ikpefan, O., Folashade, O., Agwu, E. and Odunaike, D.A., 2014. Working capital management
and profitability of the manufacturing sector: An empirical investigation of Nestle Nigeria Plc
and Cadbury Nigeria Plc.

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Kemp, S.E., Hort, J. and Hollowood, T. eds., 2018. Descriptive Analysis in Sensory Evaluation.
John Wiley & Sons.
Telang, A. and Deshpande, A., 2016. Keep calm and carry on: A crisis communication study of
Cadbury and McDonalds. Management & Marketing, 11(1), pp.371-379.
Vaman, S.K., Pearson, S.J.P., Norton, C.R.T. and Elleman, C.J., Cadbury UK Ltd,
2015. Confectionery and methods of production thereof. U.S. Patent 8,993,020.