Strategic Management & Organizational Behavior: A Cadbury Study

This research dissertation investigates the role of strategic management in developing favorable organizational behavior, focusing on a case study of Cadbury, a multinational confectionery company. The study employs a quantitative approach, utilizing both primary data collected through questionnaires and secondary data from books, journals, and articles. Thematic analysis is used to analyze the data, revealing the importance of strategic management in enhancing organizational behavior and improving business operations. The research aims to understand the impact of strategic management on employee productivity and to identify ways Cadbury can leverage strategic management to foster a positive organizational culture. The conclusion emphasizes the necessity of strategic management for Cadbury's success, and recommendations are provided to enhance the company's operational capabilities.

Research Dissertation
(An investigation over the role of strategic
management in developing favourable
organizational behaviour)

Abstract
The existing study aim to evaluate the role of strategic management in developing favorable
organizational behavior. However, it is a wide area of investigation which is imperative in
enhancing individual recognition in relation to the specific subject. In the context to this present
research the analysis is being executed over the study of Cadbury, thus it is a large and popular
British multinational confectionary business company which is entirely owned by Mondelez
international since 2010. Therefore, the company is working for the motive to increasing the
profitability of the business, thus, the suitable assessment of strategic management helps the
business in developing the suitable organizational behavior. In this present study, quantitative
study is being considering by the researcher, as it is effective in conducting the detailed analysis
as in this information is gather within actual facts and figures. In addition to this, here, both
primary and secondary research are involved to gather information. However, primary research
is executed to gather specific data as in this information is mainly accumulated via questionnaire.
Whereas, secondary research is imperative in conducting descriptive view as in this data has
been gather through books, journals, articles and so on. Furthermore, data analysis is being
executed via the support of thematic analysis as here themes are designed over the questions of
questionnaire. At the end, conclusion of the project states that, the suitable assessment of
strategic management is imperative for Cadbury in enhancing the organizational behavior and
developing the operations of the business. After, that recommendations are provided to make
suitable suggestions to generate suitable decision to enhance the operational ability of the
business.

Table of Contents
Abstract............................................................................................................................................2
Title of the Research........................................................................................................................1
Chapter 1: Introduction....................................................................................................................1
Overview of the Research............................................................................................................1
Background of the Research........................................................................................................2
Rationale of the Research............................................................................................................3
Research Aim...............................................................................................................................3
Research Objective......................................................................................................................3
Research questions.......................................................................................................................4
Research Hypothesis....................................................................................................................4
Chapter 2: Literature Review...........................................................................................................5
Chapter 3: Methodology and data collection...................................................................................9
Chapter 4: Results and Findings....................................................................................................12
Chapter 5: Analysis of the Results.................................................................................................28

Chapter 6: Conclusion...................................................................................................................29
Chapter 7: Recommendation.........................................................................................................30
References......................................................................................................................................32
Appendix........................................................................................................................................35

Title of the Research
An investigation over the role of strategic management in developing favorable
organizational behavior.
Chapter 1: Introduction
Overview of the Research
The present study initiates to conduct an analysis over the aspect of investigating the role
of strategic management in developing favourable organisational behaviour. Therefore, the study
states two aspects i.e. strategic management and the organisational behaviour, thus these two
aspects are relay overreach other and create value for the businesses in the manner to generate
more outcome (Aguinis, Edwards and Bradley, 2017). Organisational behaviour is one of the
most imperative aspect of business which helps in guiding and directing the actions taken by
employees toward accomplishment of organisational goals. Whereas strategic management is the
major consideration of the business to aid the organisational operations in right direction to
enhance the profitability and progress. In the contemporary era, strategic management is defined
as the management system in which the resources of an organisation are managed in the manner
to attaining the desired business objectives (Tangthong, Trimetsoontorn and Rojniruttikul, 2015).
The project is initiated to explore the potential role of role strategic management in increasing
the operations of the business, therefore, it is one of the major issue for the business strategists is
to understand the competitive environment and the interpretation of the influence of the
competition within business (Kimberley, 2019). For better understanding regarding the subject a
study on Cadbury is conducted, therefore, it is a large British multinational confectionery
company which has its operations all around the globe and manage its resources effectively to
gain growth and success. Moreover, it can be said that it is important for the businesses to
manage the culture of the business as it has its major contribution over increasing effective
organisational behaviour (Ajagbe, Inelo, Udo, UDUIMOH and AKPAN, 2016). Thus, Cadbury
is facing the issue of regularly changing the norms and policies of government bodies in relation
to regulatory control, custom and practices in the country, thus, these areas widely affects the
composition, production, packaging, labelling, distribution and sale of the Group’s products; the
Group’s property rights; our ability to transfer funds and assets within the Group or externally;
employment practices; data protection; environment, health and safety issues; and accounting,
1

taxation and stock exchange regulation and involve actions such as product recalls, seizure of
products and other sanctions and so on. However, it is important for Cadbury to be concern over
strategic management so that suitable tactics and strategies can be created to assist the operations
in the manner to attaining growth (Smith, Yellowley and McLachlan, 2020).
Background of the Research
Strategic management plays an important role in adding the functions of the business like
production, operations, marketing, finance and human resources. In the increasing competitive
business era, organisations are in the rush to gain more progression and advancement and in the
race of business growth the organisations are facing the issue of strategic management as it is an
important task to be performed by the management to manage the resources for the better
implementation of the business operations and lead towards developing the organisational
behaviour (Angwin, 2015). The study further investigates the way in which suitable strategic
management aid in affecting the effective organisational behaviour and together the aspects of
strati management and organisational behaviour helps the business in assisting the operations in
right manner to gain growth and success. Cadbury is mainly known as Cadbury’s and Cadbury
Schweppes; thus it is recognised as well-known British multinational confectionery company
which is wholly owned through Mondelez international since the year of 2010. It mainly
recognised as world’s second largest confectionery brand after Mars. The headquarter of the
business is in Uxbridge, London England. The company was founded by the potential efforts of
John Cadbury in the year of 1824. Therefore, the company is operating in around 50 countries all
around the globe (Larcker and Tayan, 2015). The company is mainly having its wellness within
market due to the presence of its Dairy milk chocolate, the crème egg and Roses selection boxes
and many other confectionery products. The company is having around 71657 employees who
are putting their strength and knowledge in the growth operations of the business
(Shanmuganathan, 2018). The company is seeking for gaining more progression and
development and for this, it is important for the businesses to manage its resources and assist
effective organisational behaviour as these two aspects helps the business to attaining its
strategic objectives which directly affects the growth of the business (Ansoff, Kipley, Lewis,
Helm-Stevens and Ansoff, 2018).
2

Rationale of the Research
The study into actual recognition is based on the aspect of evaluating the role of strategic
management in developing favourable organisational behaviour. Therefore, the study mainly
executed to enhance individual idea and knowledge in relation to the aspect of strategic
management and how it helps in developing suitable organisational behaviour (Lasserre, 2017)..
The major intention of executing this study is to develop better understanding about the issue of
strategic management as businesses in the modern era are facing the issue of strategic
management and fail to create suitable tactics for effective implementation of the business
operations, therefore, the study helps in developing the ideas about the aspect of strategic
management and developing suitable organisational behaviour (Schilling and Shankar, 2019). In
addition to this, there is an another reason behind executing the study is the personal interest of
the researcher as the investigator wants to explore own skills and idea in relation to the specific
subject as the researcher is having personal interest in the similar field to know enhance ides
about strategic management and how it leads to developing suitable organisational behaviour
(Argyres, De Massis, Foss, Frattini, Jones and Silverman, 2020). The study creates personal as
well as professional benefits for the researcher, therefore, the study helps the researcher in
gaining effective academic records and professionally the investigator can aid future benefits in
terms to career growth in the field of management.
Research Aim
The potential aim of the analysis is “To investigate about the role of strategic management
in developing favourable organizational behaviour. A study on Cadbury”.
Research Objective
The objectives of the research that aid the study in the direction to explore recognition about
the variable are associated as under:
 To study about the importance of strategic management within an organisation.
 To explore about the impact of organizational behaviour on productivity of employees
within Cadbury.
 To ascertain several ways in which Cadbury can use strategic management for creating
favourable organisational behaviour.
3

Research questions
The key questions of the research that are widely based over the specific aim and objectives
of the research are associated as below:
 What are the importance of strategic management within an organisation?
 How organizational behaviour affects the productivity of employees within Cadbury?
 What are several ways that can use by Cadbury as the tool of strategic management for
developing favourable organisational behaviour?
Research Hypothesis
 Hypothesis 1: There is significant relationship between impact of organisational
behaviour or the productivity of the business.
 Hypothesis 2: There is no significant relationship among the influence of organisational
behaviour the productivity of the business.
4

Chapter 2: Literature Review
Literature review is defined to be the most imperative aspect of the investigation which aid
in rendering in-depth analysis to assist the project in right direction to generate suitable results
(Remer, 2015). Therefore, this section of investigation is relay over providing suitable assistance
to the project via the past experience over the similar area, thus in this information accumulation
is widely encompassing over secondary sources i.e. books, journals, articles and so on (Bailey
and Alexander, 2019). In the context to this present investigation work based on the aspect of
investigating the role of strategic management in developing favourable organizational
behaviour, literature review is imperative in enhancing theoretical understanding in relation to
the specified subject and aid the project in right direction to generate suitable results (Luo and
Tang, 2020).
The importance of strategic management within an organisation.
According to Rouse (2020), strategic management is defined as an ongoing process of
planning, analysing and assessment of all important aspects for a business to meet its objectives
and goals. Rapid changes within the business environment and process needs businesses to
constantly assess their strategies for growth. Therefore, the strategic management process aid
value for the businesses to take stock of their existing situation chalk out strategies, deploy them
and evaluate the significance of the executed management strategies (Lynch and Dhesi, 2017).
Strategic management is also defined as an essential aspect of business and it refers to the
formulation and execution of the aims and initiates included within the strategies, laid out
through the stakeholders of a business. In another words, strategic management also ensure the
wise decision making process and it is also imperative in putting the strategies in the right place
to support the business functions and operations (Baldacchino, Gauci and Grima, 2019).
Strategic management therefore, entails analysing the organisational vision, goals, objectives and
the business future plans. Strategic management has assorted significance in terms of business,
therefore, planning and designing a strategy mainly includes a deal of risk and resources
assessment, ways to counter the risk and efficient utilization of the resources all while it trying to
attain a specific purpose of business. A business is mainly executed with a specific aim in mind
and the goals explains the purpose for its existence (Pastra, Gkliatis, and Koufopoulos, 2017).
The entire operations of the business are carried out through the businesses to revolve around the
specific objectives of the business and it has to align its internal and external environment and
5

resources in the way that the goals are attained in rational prescribed time (Maduenyi and et. Al.,
2015). In the context to business strategic management has assorted importance that are creating
value for the business, therefore, in which some are associated as under:
Reduction in Fixed and Flexible Expense: This is the major benefit which is mainly attained by
the suitable implementation of strategic management. Therefore, suitable assessment of strategy
helps the business to managing the fixed cost and also manage the extra expanses of the business
via executing the operations systematically.
Increasing productivity and profitability: This is also an another importance of strategic
management, however, businesses in the modern era are work for a potential objective and
suitable assessment of strategic management aid the business in right manner a managing all the
resources to developing the productivity, hence, the increasing productivity may result in
developing the entire profitability of the business to gain progression and advancement
(Baumgartner and Rauter, 2017).
Encouraging group activity: in the increasing competitive business era, organisations are
seeking to developing teams for improvising the operations at higher extent and the aspect of
strategic management helps the business in developing the team working and assisting the
organisational work in right manner to develop the operations and fil the business as well as the
interpersonal objectives (Ogbari and et. Al., 2016).
Increase in rate of return on investment: This is also an another significance which is widely
attained through the systematic management, therefore, businesses are also concern over
managing strategies for the purpose of increasing the rate of return over investment, thus with the
appropriate management of sources the business can attain more benefits in terms of increasing
the profitability of the business (Buckley and et. Al., 2015).
The impact of organizational behaviour on productivity of employees within Cadbury.
According to McShane (2018), Organisational behaviour can be defined as the behaviour
of the workforce of the company which can be reflected in their work performance in the
working environment. The behaviour of employees is being influenced by many factors which
involve policies and procedures of the company, structure of working environment, interaction
between the colleagues of the company. The organisational behaviour affects the employees
which impacts their productivity in the working environment (Nordberg, 2017). Cadbury have
considered many strategies in order to analyse the impact of organisational behaviour on the
6

productivity and performance of their employees. Organisational behaviour is study of
understanding the perspective and attitude of employees towards the working environment of the
company. The behaviour of employees and the working environment must be positive in order to
attain high performance. For this a human resource manager must focus on key criteria that are
influencing the behaviour of employees. If the employees are not happy and satisfied at their
workplace, then they cannot be able to achieve their targets on time (Chang, Tsai, Wong, Wang
and Cho, 2015). In relation to this, the manager can motivate the workers through rewards and
recognition in order to ensure them that they are an effective part of the organisation. The
perception of employee regarding the work effects their productivity in a negative way. If the
workers develop an attitude that they must focus on the individual goals only then this will
impact the productivity of the organisation and employees both. The behaviour of employees
influences their working style approach as they sometimes ignore the organisational goals. Also,
the behaviour of other employees in the organisation may dissatisfy an employee which will
ultimately demotivate them towards the attainment of goals of the company. Moreover, the
organisational behaviour impacts the productivity and performance of employees by creating a
communication gap among the employee. According to Menteş (2017), Leadership is also
considered to be an effective factor that enhances the productivity of employees. The duty of the
leader is to solve the issues of the employees in the complex working environment. Sometimes
the behaviour of employees creates misunderstanding which leads to emergence of conflicts
between them. So here the leader plays an important role by devising strategies towards the
management of conflicts. Effective leadership will motivate the employees which will create a
healthy working environment. Also, the positive working culture will encourage the workers to
achieve high targets which will ultimately enhance their skills and abilities (Child, 2015). The
organisational behaviour will impact the productivity by introducing competition among the
employees of the company. Healthy competition will motivate them to achieve and sustain high
level of performance in the workplace.
The several ways in which Cadbury can use strategic management for creating favourable
organisational behaviour.
According to Trigeorgis and Reuer (2017), Cadbury's can use suitable implementation of
policies and legislations as the tool of strategic management for developing favourable
organisational behaviour. The organisation can also use effective process training in order to
7

enhance the quality of organisational behaviour. Training and development helps in orientation
of employees and making them well aware about organisational code of conduct so that there are
no misconducts from their end. In order to enhance the overall operational efficiency, the
organisation have to make sure that they work within the conventions set by legislation. Any
misconduct at this can risk the contingency of the operations. In order to make sure that the
organisation have a peaceful environment, the organisation also have to develop free flow of
communication within the organisation itself (Considine, 2015). Effective management is the
key to harmony in an organisation. In order to make sure that workforce operates within the
boundaries set the management have to figure out the motivating spark for the employees and
use it in order to make them follow the conventions of the organisation. According to the author,
Cadbury should make use of the proper human resource practice for their planning process as it
will help them in having a better understanding and it will also help them in getting creative and
innovative ideas while developing an action plan (Nordberg and Booth, 2019). with the use of
human resource Cadbury can train their employees which in turn will give them effectiveness
and efficiency in their planning. With the help of HR practice Cadbury can motivate their
employees more and more to suggest creative and innovative ideas for the process of planning.
with the help of a proper strategy a lost war also can be won. According to the author
Cadbury have to formulate their strategy in a way that it can be effective and efficient. They have
to do proper market research and develop plan according to that they have to formulate strategy
and tactics so that they can easily achieve their goals and objectives (Daellenbach, Seymour, and
Webster, 2020).
8