The aim of this unit is to analyze, evaluate and prepare a report on the marketing strategy, factors affecting strategy, method and process and marketing issue.
- Carry out environmental analysis of Cadbury
- Conduct evaluation of marketing strategy.
- Develop segmentation, targeting and positioning of Cadbury.
INTRODUCTION
Marketing strategy is defined as the overall game plan of an organisation to get in touch with people to convert them into consumers for products and services that the association is providing in the marketplace. The marketing strategy of a firm comprises the company's value proposition, key marketing messages, information on target customers and other higher-level elements. The main objective of a marketing plan is to spread information about a marketing plan which is a document that contains types and timing of marketing actions and tasks. This type of action helps attain all targets in a limited period. This report revolves around Cadbury company which is running its business operations in the confectionery industry in and outside the United Kingdom. This firm was started by John Cadbury, especially for dairy products. This assignment comprises environmental studies and other marketing strategies that could be useful for association along with discussing current marketing strategy.
TASK 1
Environmental Analysis
Environment comprises two types one is internal and the other is external. On the one hand, an Intrinsic atmosphere is related to organisational behaviour and culture and on the other hand extrinsic atmosphere is linked with an outsider business environment that includes various factors like political, economic, technological etc. Both of these kinds of environmental analysis are described as follows:
PESTLE Analysis
This is a powerful tool that can provide a deep study of the business environment and its impacts on the operational activities of Cadbury company. This technique is an evaluation tool that measures a business and its operations. This type of technology contains several factors that are stated as beneath:
Political:- In a domestic country, the government changed from a Labour party to a Conservative/Liberal Democrat and this type of political situation has its impact on the business operations of Cadbury company. According to the last estimation, it was found that in and around 8 factories of Cadbury in the UK have employed about 3000 staff members. So restriction of stringent entry of skilled workers from the rest of Europe became a flaw in the operational actions of the company. There are many other factors also present like tax policies.
Economical Factors:- Cadbury is conducting its business in many countries and the economic conditions of all these nations have different impacts on the association. If the economy is stable then it would be a positive condition and on the other side if the unstable situation is there then it would be a losable term for the company. To sell products and services in the marketplace, it is required that every firm analyse the disposable income of the population so that how much people can expand can be measured and organisations can take appropriate decisions regarding this.
Social Factors:- In respect of Cadbury Firm, it originated due to social aspects. In earlier times, other companies used to sell alcohol and in revert of this, Cadbury venture sold tea, coffee, cocoa and liquid chocolates but Cadbury company's chocolate was very popular and accepted worldwide. To sell the products of the company in Muslim countries, the venture took Halal Certified and then started selling operations.
Technological Factors:- Due to tools and technologies association has been changed and now it has fully novel packaging and production tricks that are manufacturing better quality products. The main transformation is seen in brew machines for blending coffee and cocoa gains. The latest move in this aspect is the pathogen system and the company also filed patents for heart-resistant chocolates.
Legal Factors:- This type of framework is divided into three parts. One is local and other is regional and the last is national. In this context, the company should follow all legal formulations and always take care of human health so that in the future company should not face any legal obligations.
Environmental Factors: The atmosphere always concerns all parts that hurt itself. For example, Cadbury's process contains energy consumption as well as utilisation of water along with waste relief of packaging material that is made from plastic and this type of behaviour hurts environmental factors and all these should be considered by the corporation.
The above analysis shows that many factors should be taken into consideration for smoother conduction of business actions. These aspects have their negative and positive effects on business operations if there is any change in law whether it becomes strict or smoother then both these situations have different results in the market.
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