Corporate Strategy for Cadbury: Analysis, Planning, and Monitoring

This report provides a comprehensive analysis of Cadbury's business strategy, utilizing various frameworks such as SWOT, PESTLE, and VRIO to assess the company's internal strengths and weaknesses, external opportunities and threats, and resources for competitive advantage. It examines the political, economic, social, technological, legal, and environmental factors impacting Cadbury's operations, along with an evaluation of its competitive landscape using Porter's five forces. The report identifies Cadbury's strengths, including its strong brand and extensive product portfolio, while also addressing weaknesses such as limited product diversification and instances of product recalls. Opportunities for expansion in remote territories and innovation in flavors are explored, alongside threats such as increasing health consciousness among consumers and competition from rival firms. Furthermore, the analysis delves into strategic approaches, monitoring options, and recommendations for ensuring corporate performance in the dynamic confectionery market. Desklib provides access to this and other solved assignments to aid students in their studies.

Business strategy

Contents
Contents...........................................................................................................................................2
INTRODUCTION...........................................................................................................................1
PART-A...........................................................................................................................................1
SWOT, PESTLE, and VRIO concepts........................................................................................1
Porter five forces framework.......................................................................................................7
Determine and maintain the organization's current or projected comparative advantages.........8
Realistic strategies and planned targets to achieve overarching company aims..........................8
PART 2............................................................................................................................................9
Analyze each form of strategic approach thoroughly..................................................................9
Rationalize and suggest the best course of action for ensuring corporate performance............11
Assess the available monitoring options for the chosen strategic plan.....................................11
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................12

INTRODUCTION
Any organization's corporate plan is what determines how successful it will be. Each
company could thrive in its challenging marketplace and increase sales by using corporate plan
(Ahmed, 2022). For a firm to develop, it is imperative to do it strategically. Having specific aim,
visions, strategies, and activities which demonstrate how a company would profit from
comparative edge in its intended market whilst offering a variety of goods and offerings could be
referred to as a corporate plan. Cadbury was selected as the business to produce this study. It is a
multinational British candy company with offices in Western England's Uxbridge. John Cadbury
launched the corporation in 1824. Following Mars, it has established itself as the second-largest
candy trademark names in the world. It operates in more than 50 nations on a global scale.
Additionally, the company is well renowned for their "Dairy Milk Chocolate" and numerous
different candies. The macroeconomic corporate context is assessed using a pestle study. The
research analyses the company's interior assets and competencies using the SWOT and VRIO
models. In order to understand the competing dynamics in a certain sector, Porter's five forces
framework is also applied. The methodology utilised to create the strategy objective for Cadbury
is stated afterwards.
PART-A
SWOT, PESTLE, and VRIO concepts
PESTLE assessment: A PESTLE evaluation is a method for examining the primary
external variables influencing an organisation. The examination of the macroeconomic elements
in the instance of Cadbury is as described in the following:
 Political factors: Aspects which could affect the production and selling of the business
include taxation rules, trading regulations, current politics, protectionist measures, and
much more. The selected organisation must adjust its corporate practices in line with
changes in governmental rules (Azar, 2011). Such restrictions have a significant impact
on their recruiting, education, and worker protections procedures. When it comes to the
United Kingdom administration, it has changed from the Labour Party to the Liberal
Democrats, resulting in a significant impact on how businesses operate. According to
research, United Kingdom manufacturers have recruited almost 3000 people, but the

intake of skilled manpower could be curtailed, which would have an effect in the
foreseeable term.
 Economic factors: These comprise variables like Growth, bond yields, currency
fluctuations, and inflation expectations that have an impact on the activities and output of
Cadbury. Despite the global economical slump having an impact on Cadbury's
development goals, selling remained stable. The selected company was successful in
increasing its yearly earnings by 30%. Even yet, the downturn had an impact because the
company could only achieve the bottom part of its 4 to 6 percent target for 2009, when
the slump peaked. Consumption of dairy milk chocolates and trident bubblegum were
both sizable.
 Social factors: Because the Quakers community originally owned the selected
trademark, they opposed the addition of drink to coffee, tea, or melted chocolate. Despite
the fact that the chocolates as well as other confectionary products which Cadbury
delivers are well-liked on a worldwide scale, the company has been dealing with a
number of difficulties since its products are not as per the expectations of a particular
group of consumers across the world (Cascio, 2018). Consumers are also growing more
ethically concerned and physically mindful regarding the business operations. It was
discovered that certain chocolate manufacturers use kids to grow and harvest cocoa
beans. As a result, the principal criticism levelled at this industry for using underage
employment proved justified.
 Technology factors: Over the years, new brewing equipment to integrate and combine
coffee and cocoa beans have been introduced, which has revolutionised how
manufacturing and packing are done. Cadbury uses technology to market their products,
launch new products, and they also monitor many online networking platforms to retain
their clients informed.
 Legal factors: Regulatory concerns that may affect Cadbury include the requirement to
provide accurate information about the contents and nutrients to assist consumers in
taking decisions depending on the fatty level. Due to the Britain's presence in the
European Union, regulatory obligations for foodstuff manufacturers have significantly
increased, and these restrictions could decrease once the BREXIT procedure is complete.
Furthermore, the corporation has already been struggling in the United Kingdom as a

result of previous controversies, and it is unlikely that consumers would've been willing
to ignore the characteristics of significantly relatively lenient dietary rules for
components, hygiene, and quality. Therefore, if there are any legislative repercussions for
the use of ingredients in candy products, it could have a significant negative influence on
the business.
 Environmental factors: This is among the major issues which affects all different kinds
of businesses. More energy sources are being extracted therefore raises operating
expenses. As a result, it can require replacements. Cadbury must engage in renewable
initiatives, or eco-friendly methods, to enhance its company reputation (Chang and
Sanders, 2022). The ecological considerations pertain to issues with the volume of
packing. Furthermore, the firm has limited their utilisation of Spring shells. The carbon
footprint created by its Logistics for manufacturing and delivery would be another
problem. To ensure that cocoa beans are harvested and planted in a responsible manner,
Cadbury could provide assistance to farmers.
SWOT assessment: It is a tried-and-true managerial technique for evaluating an
organization's strengths, weaknesses, opportunities, and threats. With regard to the Cadbury firm,
this technology allows the corporation to evaluate its productivity and market share to its
competitors. Below are some findings from Cadbury's SWOT evaluation:
Strengths Weaknesses
 Powerful trademarks and goods
as Cadbury's goods portfolio includes a
number of powerful trademarks,
including Bournvita, Five Star, Dairy
Milk, Orea, and numerous others. All
of these products are of an exceptional
calibre, and a few of them serve as
money makers for the selected
company (Chowdhury, Dhar and Stasi,
2022).
 Digital networking existence as the
company has a sizable following on
 Restricted penetration in remote
territories as especially in Asia, where
there are more remote locations,
Cadbury has restricted reach in remote
sectors. Consequently, the organisation
has a possibility to expand in these
regions as well.
 Narrow item selection as Cadbury sells
a variety of chocolate products, the
selected company has come under fire
for its restricted item selection. It hasn't
expanded or produced in other sectors,

digital networking sites, with billions of
users mostly seeing content on
YouTube, LinkedIn, and Snap chat.In
the chocolate industry, Cadbury has
established themselves as the global
powerhouse. recognised for having the
greatest marketing and production
channels. More than 160 nations are
home to the Cadbury brand.
 Corporate reputation, branding
recognition, and customer commitment
are all strengths of the selected candy
company's goods. Over the decades, the
company has employed numerous
advertising methods, and corporate
reputation is likewise considerable.
Owing to its strong corporate
reputation, it even asks hefty pricing for
its products.
like the grocery industry. Additionally,
the business could suffer consequences
due to rising healthcare consciousness.
 Item recalls as on occasion, due to poor
item hygiene, several ants or maggots
were discovered in chocolates. This
inexperience is completely
unacceptable because tainted candies of
this calibre must never be allowed to
pass safety assurance. As a result,
Cadbury needs to handle product
assurance better (Ermolaev, Melnik and
Kuzmin, 2017).
Opportunities Threats
 Remote territories as for Cadbury,
expanding its customer base in remote
locations and serving those sectors may
present opportunities. The firm has a
strong commercial footprint in overseas
areas, but it needs to strengthen its
regional footprint to increase its
visibility and revenue.
 Refreshing flavours as customers,
particularly those in Asia, have a
sweets craving and possibly
 Folk's demands are expanding along
with their buying ability; for example,
if one gives a child chocolates, they'll
undoubtedly want a remote-control
vehicle or, in the case of younger
children, a laptop. As a result, as
purchasing ability increased, so did the
desire for presents. This poses a risk to
Cadbury.
 Customers are growing more health-
conscious practically everywhere,

occasionally enjoy eating chocolates
and bars. Customers occasionally have
preferences for various tastes.
Therefore, experimenting with different
aromas and sensations is a terrific
chance (Firnkorn and Müller, 2012).
according to research. Instead of eating
chocolate, some people prefer to have
nutritious drinks including juices or
enjoy vegetables. Many websites and
publications recommend avoiding
cocoa consumption and emphasise the
advantages of maintaining good
wellness.
VRIO: When doing a VRIO assessment, corporate assets are examined individually to
determine if they provide long-term comparative benefit. It additionally denotes if those assets
may be improved to provide greater competitive advantages. The corporate assets are then
analysed to see whether they provide a short-term comparative gain, long-term economic perks,
competitor equality, underused competitor financial advantages, or competition disadvantages.
Resources Value Rare Imitation Organisation Advantages of
competing
Regional and
international
presence
Yes, because it
diversifies the
firm's income
stream and
shields the
financial
statement from
macroeconomi
c conditions, it
is beneficial
for the
business
(Frame, 2016).
Yes Yes, the rivals
have copied it.
In fact, among
the most
varied
companies in
its industry is
Cadbury.
It offers
significant
comparative a
dvantages.
Order amongst
merchants and
Yes, it is
important for
Yes, it is
uncommon for
Although
challenging to
As the
company has
It offers
sustained

distributors the business as
Cadbury keeps
its connection
with its
distributors
and
merchants.
a business to
have devoted
marketing
network.
duplicate, it is
not
impossible.
maintained its
relationship
with
distributor
allies over the
decades, it is
structured for
the business.
strategic
advantages.
Item variety
and cross-
product listing
interaction
Yes, given the
various client
demographics,
interests, and
inclinations, it
has
significance in
the business.
Several rivals
are attempting
to break into
the lucrative
markets.
It is possible
for rivals to
copy it.
The company
is structured,
and this has a
positive
impact.
It gives the
company
short-term
comparative
edge, and
Cadbury must
constantly
innovate to be
relevant.
Valuation
Methodology
Yes No It is replicated
frequently in
the industry
(Franco and
DeLuca,
2019).
Yes, There is a
marketing
analysis
system at
Cadbury.
It has a
temporary
advantage.
Possibilities to
extend brands
Yes, there is a
growth in new
specialised
industries.
No, additional
competitors
are
furthermore
focusing on
the market
segments.
Yes, it can be
imitated.
Investing
money is
required for
company
expansion.
It offers
immediate
commercial
advantages.

Porter five forces framework
A managerial technique employed by companies to assess the viability of an industrial
framework is Porter's five forces concept. Below is a study of five competing factors as they
relate to Cadbury:
 Rivals: There are numerous companies that compete with Cadbury and are considering
unseating the hegemony that the firm has enjoyed for several decades. Rivals like
Hershey's, Nestle, Nutella, and numerous others are fierce rivals since those firms have
been in the candy business for an extremely extended time. Due to the fact that such
businesses offer comparable confectionary items at comparable costs, it has a significant
impact on the Cadbury business.
 Consumer bargaining power: Cadbury's consumers have strong to medium bargaining
power. There are billions of Cadbury customers spread out around the globe. Users are
not concerned with pricing sensitivity, but growing marketplace competition which
attracts comparable kinds of clients even at cheaper rates may result in client retention.
Therefore, the company needs to undertake required actions in choosing regarding prices
and sustaining their clients with business (Gapinski, 2017).
 Providers' bargaining power: Cadbury takes confidence in the strong connections it has
with its distributors all around the world. Due to its enormous buying strength and the
fact that its suppliers offer a wide variety of basic ingredients, Cadbury can negotiate
better terms than its suppliers. It exerts a lot of influence because several bigger
companies could provide the Cadbury with basic supplies like almonds, cocoa, cream, as
well as other components.
 Entrance of competing companies: Due to the large number of businesses who have
already founded their companies in the same industry, the Cadbury Group faces little
danger from new entries. Several companies are involved, including Kroger, Nutella,
Marks, Hershey's, Nespresso, and Kit kat. With its own unique varieties of chocolates,
those competitors control its respective candy industry. It puts up a hurdle in the way of
new competitors.
 Threat of substitutes: The privately labelling companies pose the greatest danger to
Cadbury as well as other candy businesses since they attempt to mimic well-known
candies, such as Ferrero, KitKat, and place their personal logo on the shops at a cheaper

cost. Furthermore, finding a decent site and putting together the criteria for a stronger
entrance are the sole factors which could affect productivity. As a result, the threat level
for the Cadbury Group is medium (Goi, 2019).
Determine and maintain the organization's current or projected comparative advantages
It is clear from the explanation previously that Cadbury is a well-known brand in the
foodstuff business. Using porter's five forces concept, it could be stated that rivals are significant
for the business as there are numerous other recognized companies including Nespresso,
Hershey's and therefore more. The firm acquires comparative edge from vendors in addition to
buy basic ingredients for their operations. There are several providers available for the sector to
choose from. Consumers could quickly change their preferences to another company that would
receive the most advantages due to the industry's high level of competition. There are several
barriers to entrance, including the need for a greater initial expenditure to start a company and
others, but Cadbury could potentially gain from new competitors' comparative advantages.
Although consumers may purchase goods that satiate their craving for chocolate, the threat of
alternatives is also significant (Gresch and Rawls, 2017).
Realistic strategies and planned targets to achieve overarching company aims
Vision: Cadbury's vision demonstrates how working collectively can create a business
which consumers appreciate.
Mission: Its goal is to deliver excellent services rather than plenty of them.
Objectives: To rank among the top brands in the chocolate industry.
Strategies: The company can build its firm most effectively with a global expansion
approach (Hristov and Appolloni, 2022).
Tactics: Marketing strategy is the strategy used by Cadbury:
 Product: Butter Dessert Bars, Brunch Chestnut, Bournvita, Dairy Milk Chocolates, and
many others.
 Price: Those of excellent grade have higher costs, like Bournville, whereas goods of
lower value, like Five Star and Eclairs, have relatively cheap rates.
 Place: It encompasses both urban and remote marketplaces worldwide.
 Promotion: Banners, radio, online networking sites, and numerous other mediums are
used for marketing.

Execution: Cadbury could deploy its finances with the aid of the plan which the accounts
department has produced. KPI approaches could be employed by the company to monitor and
evaluate company progress (Iryanto, Permatasari and Rakhman, 2022).
Assessment: It is concentrated on the problems affecting Cadbury's efficiency as they
expand their marketplace share. To determine the outcomes, they would then contrast the real
and envisioned achievement.
Particulars 1st year 2nd year 3rd year 4th year 5th year
Opening capital 404700 906700 279300 278300
Start up capital 60000
Investment 190000 280000 190000 160000 80000
Total 250000 680700 190000 160000 80000
Marketing outlay:
Marketing 85000 155000 36500 23200 82800
Publicity 69700 71000 52800 95100 114800
Total 154700 226000 89300 118300 197600
Closing capital 404700 906700 279300 278300 277600
PART 2
Analyze each form of strategic approach thoroughly
Porter's generic strategies outline how a company might achieve comparative advantages
across the chosen industry range. According to Michael Porter's perspective, a group's
capabilities finally divide into two categories: cost advantages and distinction. 3 generic methods
include distinction, cost leadership, and focus when such capabilities are used in either a limited
or broad context. Cost focus and distinctiveness emphasis are the two components of the
emphasis approaches. The accompanying provides a description of these kind of techniques in
the perspective of Cadbury:
Cost leadership: With this approach, a company aims to overtake the other cost producers
in its industry. The possibilities of price savings are numerous and depend on the layout of the
sector. For Cadbury, this might include exclusive technologies, preferred access to raw
resources, economies of scaling, and a lot more. If the company can achieve and maintain total
cost leadership, then would be regarded as an above-average corporation in its industry .