Customer and International Market Analysis Report: Cadbury Business

This report provides a comprehensive market analysis of Cadbury, focusing on customer and international market dynamics. It begins with an executive summary and then delves into the marketing environment, competition, market potential, and buyer demands. The report analyzes market selection, targeting, and positioning, alongside key marketing decisions and relationship marketing factors. It identifies proposed decisions and their feasibility from market, customer, and economic perspectives, offering recommendations to the marketing strategy team for establishing positive customer relationships. The analysis includes a discussion of the desirability of proposed decisions and a short reflection on the development and improvement of the feasibility study, referencing various academic sources to support its findings. The report aims to provide insights into Cadbury's strategic marketing approach and offers recommendations for enhancing customer relationships in international markets.

CUSTOMER AND
INTERNATIONAL MARKET
ANALYSIS

EXECUTIVE SUMMARY
In this investigation, we will discuss about to the alternative options in conducting a
market audit and strategic analysis as well. Furthermore, we review about critical evaluation of
different market audit and strategic analysis approaches so which can examine the marketing
performances of Cadbury firm effectively. Moreover, we will give a review about a market
analysis report of Cadbury firm in which environment analysis, competition, market potential,
and buyer requirements are identified effectively with the help of survey and then new chocolate
product strategic marketing analysis is to be done by mine as a marketing team member of
Cadbury business. Furthermore, we will analyse about identification of the desirability of the
proposed decisions and key recommendations to the marketing strategy team towards
establishment of positive customer relationship with our new customers.

TABLE OF CONTENTS
EXECUTIVE SUMMARY.............................................................................................................2
COMPONENT A.............................................................................................................................2
Covered in PPT.......................................................................................................................2
COMPONENT B.............................................................................................................................2
 A marketing analysis of Cadbury organisation.............................................................2
 A review of market selection, targeting and positioning and key marketing decisions and
relationship marketing factors................................................................................................3
 The identification of proposed decision and the feasibility of these decisions from
market, customer and economic perspectives........................................................................4
 Identification of the desirability of the proposed decisions and key recommendations to
the marketing strategy team....................................................................................................5
 A short reflective on the development and improvement of feasibility study..............6
REFERENCES................................................................................................................................8
COMPONENT A
Covered in PPT
COMPONENT B
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A marketing analysis of Cadbury organisation
Marketing environment analysis: Cadbury business need to conduct proper marketing
environment analysis in enterprise in order to find out the way in which strategic marketing
planned is formulated and also current marketing performances of the business can be measured
effectively. As a part of marketing team in Cadbury business I will analyse some essential
environmental factor which is politic climate of the country towards corporate business and also
analyse the environmental factor such as cultural and geographical factor which can affect the
business performance (Wellinger, Murphy and Baxter, eds., 2013). Moreover, I will examine the
technological factor which can execute Cadbury firm with innovative techniques and also assess
the social and legal factor of the business which make impact on customer positive relationship
in customer mind so that the business needs to conducting a strategic marketing analyse in the
enterprise. I will identify the opportunities and threats of the business by which we can analyse
our customer overview effectively towards the organisation and can according to strategic
approach Cadbury firm will be able to establish effective customer relationship with their new
customer in different-different country's new customers efficiently. We need to implementation
of appropriate marketing environment analyses and according to new approach we can better
make relationship with our new existing customers.
Competition: Being a part of Cadbury business marketing team, I will effectively
recognise competitors of the business like Hershey's and nestle which is furnishing same
products in the UK country's market and creating extreme competition in the industry. I will
formulate a strategy in which new flavour of chocolate will be added and these exercises would
attract their targeted customers towards new product and it will increase the market share of the
company effectively.
Market potential: Cadbury is the second largest chocolate brand in the world. So it
contains higher potential in the market to increase their sales in the market more potentially
(Ohern and Rindfleisch, 2010). As marketing team member, I will find out the potential market
by market analysis in which Cadbury could perform better in sales of their chocolate new
flavoured product across the world.
Buyer demands: Being part of marketing team of Cadbury enterprise, I will conduct
marketing research in which preferable flavour and ingredients in chocolate product is asked new
customers in new international market and according to their suggestion. I will modify
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company's chocolate product so that each of our customer will satisfy with our potential product
in the market. So proper relationship could be established effectively.
A review of market selection, targeting and positioning and key marketing decisions and
relationship marketing factors
Market selection: As marketing team member, I will find out potential market within the
country in which our new flavored product can generate more revenue from the market
effectively (Linoff, and Berry, 2011). I will conduct a survey in which suggestion will be asked
to our new customers so that market selection can be figure out effectively and according to the
information of new market, the business exercises focus on establishment of effective
relationship with their new customers.
Targeting and positioning: with the help of market analysis, I will find out the target
market in which our new flavoured product can get extreme success in the industry. From the
survey information, I can easily find out the potential market in which my new product is to be
set to launch and after targeting of our product in new market within the country, I will make
appropriate positioning of our new product in which new flavoured product is going to be
launched and sell to their targeted customers within new market. Product positioning is the most
necessary part for new product in which new product is introduced to their targeted new
customers in order to establishment of existing relationship with our new customers in
international market. Who will attract towards their new products that can clear the way in which
new product can get their appropriate targeted positioning according to strategic marketing plan.
Relationship marketing factor: Relationship marketing factor is the most necessary part
of each business in order to become its success in international markets. Retaining Cadbury
firm's consumer is more profitable for the business rather than acquiring new consumer from the
market. There are high level needs for Cadbury business and make effective relationship in terms
of raise market sales of the business in several new countries.
Market knowledge: Before entering into new market Cadbury firm's professionals need
to understand the key market realities by observing current market fluctuation style and
according to them make some of new decision which can understand the areas in which Cadbury
business can gain potential return and according to them I need to prepare a strategic marketing
plan to establish appropriate relationship with new markets effectively.
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Training program: Training program can retain Cadbury business employees more
effectively so that they can prove cost effective for the organisation in more effective manner
and establish positive relationship with their new potential customers in new market as well.
Proper training program can furnish such circumstances in which Cadbury corporation can build
strong relationship with their customers and through which they can increase their cost
effectiveness in new market efficiently.
Key marketing decision: In Terms of strategic marketing plan of Cadbury new flavoured
product as strategic marker in the business, I will formulate some of strategic strategy in which
our firm can get efficient profit from the new market (Argaiz, International Business Machines
Corp, 2011). So for this, I will take some marketing key decision such as what should be priced
of new product in which each of their new customers who can afford and our company also can
get effective profit from new product price policy. Furthermore, I will make decision about
proper place and promotional activities of Cadbury new product. So that our existing custoemer
will attract to our new product range and company can establish effective relationship with our
new customers.
The identification of proposed decision and the feasibility of these decisions from market,
customer and economic perspectives
Identification of proposed decision: being part of marketing team of Cadbury I do
prepare a project of new product according to the requirements of its launching in new market. I
make decision with the help of the information which I got from marketing analysis process. I
need to understand demand of our new customer in various region within the country in which
our new chocolate product will get more success and increasing revenue from new market as
well. According to plan in project I will launch my new chocolate product in new market and this
will product satisfy each needs of customers towards the company so that efficient relationship
can be established with our new customers. I expect that new customer will prefer to buy this
new product instead of buying other brand chocolate product. I will also give them lower price in
which each people can take advantage of it in more efficient manner. So that customer will
satisfy with our customers and will be able to effective communicate with our product and
services effectively.
Feasibility of decisions: Being a part of marketing team in Cadbury company, I need to
make some essential decision regarding with new product strategic marketing plan for its success
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(Gereffi and Fernandez-Stark, 2016). I will make decision regarding about its prices and
positioning towards new market and new customers which will give effective result as
expectation of mine from this product. From customer prospective view I will make price policy
of this new product minimum from their competitor's substitute product so that each of our
targeted new customer must prefer to buy it according to business expectations from their
existing customers in the new market. And they will engage to our company with utilisation of
our new effective products of the brand and this will help to establish effective customers'
relationship with our new customers in new international market. Moreover, I make effort to
prove it cost effective for Cadbury business and their customer as well as in order to make them
profitable for the corporation. These decisions must be taken in relevant form so that effective
decision can be made towards our new product strategic marketing and towards establishment of
positive relationship with our new customers in international market.
Identification of the desirability of the proposed decisions and key recommendations to the
marketing strategy team
Desirability of the proposed decisions: I've given my proposed decision above according
to my experienced of marketing strategic analysis of new product and services. Cadbury can
must utilise of this strategy at the workplace so that effective outcomes can be get from the
market. According to my survey in the new market most of the people are giving positive review
from new market so that it is essential for mine to modify our product according to customer
demand (Gunasekaran and Ngai, 2012). So each of our new customer will get satisfied according
to our expectation from our new chocolate products in new market effectively. According to the
customer comment on new chocolate product, most of customer have given positive review from
it so that our product must get their expected success according to our new customer’s reviews
from the market. There is highly possibility of succession of our new product in the targeted new
audience in the industry. These activities will help the organisation to establishment of effective
customers' relationship by furnishing of our new products in international market.
Key recommendations to the marketing strategy team:
1. Our team member must need to take initiative towards new product launching in new
market so that our product will generate more revenue from the market effectively
can more engage with our new customers in different-different markets.
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2. Our marketing strategy team must ensure that our strategic marketing planning is
being done according to our predetermined project so that appropriate customer
relationship can be established within the organisation effectively. (Gogineni, 2010).
3. Each team member should make sure that effective survey done through our
executives and all the information gathered in the survey must be in appropriate form
so that proper decision could be made towards establishment of positive relationship
with our new customers in effective manner. And also formulation of strategic
marketing analysis of our new product.
4. Marketing audit must be conducted time to time in the business in order to know
about performance of our new products and also know about to our marketing efforts
towards establishment of our effective relationship with our new customers in
international market.
A short reflective on the development and improvement of feasibility study
In this documentation, I have demonstrated some alternative options for conducting a
market audit and strategic analysis which can furnish appropriate information about the
performance of the business in the new market. Moreover, this study has reviewed both benefits
and limitations of various type of marketing audit related strategies and strategic marketing
analysis. It has together depicted a carried assessment of the marketing environment which
largely affects the business in order to create efficient strategic plans of marketing for the success
of the business. Furthermore, I have analysed the proposed decisions and the feasibility of my
undertaken study from both customer and economic perspective in order to make positive
relationship with our new customers in the international market effectively, on behalf of
Cadbury.
I have hereby segregated the entire task into 4 major parts starting from the analysis of
the chosen company called Cadbury. It is with a special consideration of assessing the marketing
strategies of Cadbury by conducting a marketing audit. This involved various type of suiting
measures namely outside, task force and self-audit. It was followed by a strategic marketing
analysis done using several tactical methods called price focus and differentiation, etc. I hereby
came to know about distinct marketing strategies that can be adopted by the companies like
Cadbury to easily succeed in the market. Although, the next section involved the evaluation of
the above determined procedures of auditing and strategic analysis of marketing. This assisted
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me in the attainment of a valid and justified method for carrying out the analytical process. It was
backed up by some other relative measures to choose for the marketing analysis of Cadbury as a
way of enlightening their current position in the market. On whose basis, some relevant
marketing objectives were framed on considering the present level of competition in the market
in comparison to their potential and buyers demand. After which, a particular market has been
selected with a targeted set of customers for positioning in the chosen marketplace. These
decisions reflected some key considerations of Cadbury that are feasible enough to achieve a
desirable position in the market.
From the above analysis, it has been determined that marketing audit and strategic
marketing analysis plays a vital role in Cadbury’s business to know about the marketing efforts
of the corporation. It has together assisted in identifying a strategic development in the
undertaken marketing plan in order to attain a sustainable growth in the market. Moreover, this
report summarises the market analysis report of Cadbury firm in which a new chocolate product
can get proper targeting, positioning in the new market so that it will get relevant success in the
targeted market. It is with a considerable approach of Cadbury with assistance of these activities
to help the organisation in the establishment of effective customers' relationship with our new
customers efficiently.
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REFERENCES
Books and Journals
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customer network value. U.S. Patent 7,941,339.
Gereffi, G. and Fernandez-Stark, K., 2016. Global value chain analysis: a primer.
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45(4), pp.995-1010.
Gunasekaran, A. and Ngai, E. W., 2012. The future of operations management: an outlook and
analysis. International Journal of Production Economics, 135(2), pp.687-701.
Gurău, C., 2012. A life-stage analysis of consumer loyalty profile: comparing Generation X and
Millennial consumers. Journal of consumer Marketing, 29(2), pp.103-113.
Jana, A. and Chandra, B., 2016. Mediating role of customer satisfaction in the mid-market
hotels: An empirical analysis. Indian Journal of Science and Technology, 9(1).
Kannan, V. R. and Choon Tan, K., 2010. Supply chain integration: cluster analysis of the impact
of span of integration. Supply Chain Management: An International Journal, 15(3),
pp.207-215.
Linoff, G. S. and Berry, M. J., 2011. Data mining techniques: for marketing, sales, and customer
relationship management. John Wiley & Sons.
Maklan, S. and Klaus, P., 2011. Customer experience. International Journal of Market Research,
53(6), pp.771-792.
OHern, M. S. and Rindfleisch, A., 2010. Customer co-creation. In Review of marketing research
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Taylor, D., 2012. Global software: Developing applications for the international market.
Springer Science & Business Media.
Wang, T. and Ji, P., 2010. Understanding customer needs through quantitative analysis of Kano's
model. International Journal of Quality & Reliability Management, 27(2), pp.173-184.
Wellinger, A., Murphy, J. D. and Baxter, D. eds., 2013. The biogas handbook: science,
production and applications. Elsevier.
Williams, P. and Naumann, E., 2011. Customer satisfaction and business performance: a firm-
level analysis. Journal of services marketing, 25(1), pp.20-32.
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