Research Report: Cadbury's Globalisation and Market Success

This report is a case study on Cadbury, a leading British confectionery company, examining the importance of globalisation in achieving business success. The study aims to identify the impact of globalisation on Cadbury's market performance, explore strategies for global expansion, and analyze the challenges faced. The research, based on a survey, explores themes such as the positive impact of globalisation on growth, market expansion, and customer satisfaction. It also addresses challenges like competition, socio-cultural risks, and the need for innovation. The findings highlight the significance of digital marketing, promotional campaigns, and competitive strategies. The report concludes that globalisation has a positive impact on Cadbury's operations and recommends focusing on effective marketing strategies and adapting to changing customer demands to maintain a competitive edge in the global market. References are provided for further reading.

RESEARCH ETHICS

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.

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 within 1.5 months.
• To identify three strategies that help Cadbury in achieving business success at global level within the time
period of 2 months.
• To determine the four important ways in which globalisation help Cadbury in driving success within 4
months
• To recommend ways through which Cadbury achieve success at global level.

THEME 1: YES, GLOBALISATION DRIVE SUCCESS IN AN ORGANISATION.
• 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.
• 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.
• 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.
• 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.
• 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.
• 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.
• 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.
• 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.
• 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.