Marketing Management: Cadbury Market Analysis and Sales Development

This report provides a detailed market analysis and sales development strategy for Cadbury, a British multinational confectionery company. It examines the company's background, competitive advantages, and the aim of analyzing the US market and its retail network. The research includes key questions regarding the current marketing strategy, sales growth, and competitive advantages. The objectives are to determine Cadbury's marketing strategy, assess the impact of the marketing mix, and identify strategies for increasing sales and market presence. The literature review discusses marketing management, customer relationships, and the importance of identifying target customers and determining product pricing. The research design employs a case study approach, combining qualitative and quantitative data collection methods, including semi-structured interviews, group interviews, and questionnaires. Data analysis will be performed using MS Excel, and the report outlines resources, including equipment, finance, and data access. The report concludes with a list of references supporting the research findings.

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Table of Contents
Market Analysis and Sales Development of Cadbury..................................................................................2
Background..................................................................................................................................................2
Aim of the study..........................................................................................................................................2
Research questions......................................................................................................................................2
Research objectives.....................................................................................................................................3
Literature Review........................................................................................................................................3
Research design...........................................................................................................................................4
Data collection.............................................................................................................................................4
1. Semi-structure.................................................................................................................................4
2. Group interviews.............................................................................................................................4
Data analysis................................................................................................................................................5
Resources....................................................................................................................................................5
Equipment...................................................................................................................................................5
Finance........................................................................................................................................................5
Data access..................................................................................................................................................5
References...................................................................................................................................................6

Market Analysis and Sales Development of Cadbury.
Background
Cadbury is a British multinational confectionery company which was founded in 1824 in
Birmingham, United Kingdom. The company is recognized as one of the leading brand of fine
confectionery products such as bournville biscuits, caramel biscuits, chocolate chunk cookies,
cookies choc chip, crunchie biscuits, dairy milk biscuits, and pretzels representing the
competitive advantage in the marketing strategy of Cadbury as well as the dedication of the
company towards excellence.
Aim of the study
The aim of the research is to analyze the United States market of Cadbury and find the size of the
retail network of Cadbury. The customer responses towards Cadbury would be inquired so as to
get acknowledgement through their willingness to purchase and use Cadbury products in the US.
Therefore, the demand of the products, whether it is occasional & situational would be analyzed
in this project so as to fulfill the business objectives and sales development of the company
(Agarwal and Thiel, 2014). Therefore, the information must be gathered and shared with the
market analysis and R&D department so as to excel the process of assessing, finding and
selecting better and innovative ideas for the company.
Research questions
1. What is the present marketing strategy and sales growth of the company?
2. What are the competitive advantage of the company as compared to its rivals?
3. What are the strategies adopted by the company for increasing its sales volume?

Research objectives
1. To determine the current marketing strategy and sales growth of the company.
2. To determine the impact of marketing mix and strategies on the market and sales
performance of the company.
3. To determine the various aspects for increasing the sales development and market
presence of the company.
Literature Review
In this paper a discussion is represented on the marketing strategy of Cadbury. As every
organization works with certain goals and objectives and these are to be achieved. In an attempt
to achieve those rationale pre-decided objectives and number of activities are performed by the
marketing managers.
According to Rust, Ambler, Carpenter, Kumar, & Srivastava (2004), marketing management is
defined as the process integrated by which companies create customer interest in goods or
services and build strong customer relationships in order to create value for their customers and
for themselves (Kotler et al., 2015). An effective and potential marketing strategy involves
identifying potential and target customers for the product to succeed, determining price of a
product to greatly impact how the product are sold in the market, marketing techniques and
strategies developed for product promotion, and availability of the product to the end consumer.
Blattberg et al. 1995. Wansink and Deshpande (1994) showed that when the product is perceived
as widely substitutable and quality-full, the likeliness is that consumers will consume more of it
in place of its close substitutes. Blattberg, Peacock and Sen (1976) defined purchase strategy as

the other aspect of a marketing strategy and addressed it as a general buying pattern such as
buying behavior such as brand loyalty, private brand proneness and deal proneness.
Research design
The paper follows the approach of a case study in order to develop a better understanding on the
various aspects of the market presence and sales development of the company. This approach
would be the best in order to understand the current position and future state of the company
with further improvement in the company. The paper will combine the qualitative as well as
quantitative data collection and its technique (Solomon, 2014).
Data collection
The paper will use the qualitative as well as quantitative approach for collecting the data.
1. Semi-structure
For determining the current position of the market and the sales growth of the company, semi-
structure, in-depth interview will be conducted in for the company so as to encompass the themes
and questions related to the current as well as the future state of the company (Creswell, 2013).
2. Group interviews
In order to determine the sales performance and development of the company, the employees
will be asked to participate in the group interviews so as to assess the perceived values and
market position by the employees of the Cadbury.
3. Questionnaires
The questionnaire is a statistical tool for assessing the desired data and information regarding the
issue from the respondents. These documents are printed and then distributed among the

respondents and may contain various subjective and objective questions. This methods helps in
collecting the opinions of the people along with evaluating the answers. Therefore the customer
satisfaction and other related views can easily be estimated using the questionnaire (Babin and
Zikmund, 2015).
Data analysis
The company will apply MS excel tool for screening the data where charts and graphs would be
used for interpreting the data. This data will aid in determining the findings of the research study.
Resources
Equipment
MS excel will be taken as the statistical tool for analyzing the collected data.
Finance
During the primary research various resources like stationary, telephone expense, travelling
expense etc. would be the financial expenses. It would require the most of the financial expense
due to the first-hand information being collected in this step.
Data access
The researchers would be asked to make a verbal agreement with the company for accessing the
documentation, reports and forms of the annual reports in the company. Further, data would be
taken from the market research report and can easily be collected from the online library.

References
Agarwal, R., & Thiel, M. (2014). World class sustainable product innovation: a case study.
International Journal of Entrepreneurship and Innovation Management, 18(5-6), 397-408.
Solomon, M. R. (2014). Consumer behavior: Buying, having, and being (Vol. 10). Engelwood
Cliffs, NJ: Prentice Hall.
Creswell, J. W. (2013). Research design: Qualitative, quantitative, and mixed methods
approaches. Sage publications.
Babin, B. J., & Zikmund, W. G. (2015). Exploring marketing research. Cengage Learning.