This report conducts a strategic analysis of Cadbury and Peppersmith, two companies in the confectionery industry. It begins by introducing the companies and their missions, visions, and objectives. The report then identifies the key issues faced by each company, including Cadbury's past Salmonella contamination issue and Peppersmith's challenge of entering a competitive market. The analysis utilizes the BCG matrix to assess the market share and growth potential of both companies, placing Cadbury in the cash cow segment and Peppersmith in the dog segment. The report further examines the strategies employed by both companies, including the build and hold strategies using the Ansoff Matrix. Cadbury adopted a hold strategy focusing on quality control and marketing to regain consumer trust, while Peppersmith implemented a build strategy emphasizing innovation and product differentiation. The report also analyzes the impact of these strategies, highlighting the positive outcomes for both companies in terms of improved market share and brand image. Finally, the report discusses the companies' positions in the Blue Ocean/Red Ocean framework, positioning Peppersmith in the Blue Ocean due to its niche market focus and Cadbury in the Red Ocean due to its competitive market.