This report provides a comprehensive marketing analysis of the Cadbury Company, a British multinational confectionery, bakery, and health drink manufacturer. It begins with an introduction to Cadbury, its leadership, and key brands, followed by an overview of the confectionery industry, including threats from new entrants, customer and supplier bargaining power, threats from substitutes, and competitive rivalry. A SWOT analysis highlights Cadbury's strengths (financial strength, global brand) and weaknesses (subsidiary status, health issues), along with opportunities (becoming a full-fledged company, product line extension) and threats (data theft, counterfeit products). The report then examines Cadbury's segmentation, targeting, and positioning strategies, emphasizing its geographic and economic segmentation. Finally, it details Cadbury's marketing mix, covering product (premium chocolate), price (premium and economic pricing), place (brick and mortar and e-commerce), and promotion strategies. The report concludes with a list of references.