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 overall game plan of an organisation in order to get in touch with people for converting them as consumer for products and services that association is providing in marketplace. Marketing strategy of a firm comprises company's value proposition, key marketing messages, information on target customers and another higher level elements. Main objective of marketing plan is to spread information about marketing plan that is a document that contains types and timing of marketing actions and tasks. This type of action is helpful in attaining all targets in limited period of time. This report revolves around Cadbury company which is running its business operations in confectionery industry in and outside 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 other is external. On the one hand, Intrinsic atmosphere is related to organisational behaviour and culture and on the other hand extrinsic atmosphere is linked with outsider business environment that includes various factors like political, economical, technological etc. Both of these kinds of environmental analysis is described as follows:
PESTLE Analysis
This is a most powerful tool that can provide a deep study of business environment and its impacts upon operational activities of Cadbury company. This technique is an evaluation tool that measures business and its operations. This type of technology contains several factors that are stated as beneath:
Political:- In domestic country, government changed from labour party to conservative/Liberal Democrat and this type of political situations have its impact on business operations of Cadbury company. According to last estimation, it was found that in and around 8 factories of Cadbury in UK have employed about 3000 staff members. So restriction of stringent entry of skilled workers from rest of Europe became flaw in operational actions of company. There are many other factors also present like tax policies.
Economical Factors:- Cadbury is conducting its business in many countries and economic conditions of all these nations have their different impact on association. If economy is stable then it would be a positive condition and on the other side if unstable situation is there then it would be a losable term for company. In order to sell products and services in marketplace, it is required from each and every firm that they could analyse about disposable income of population so that how much people could expand can be measured and organisation could take appropriate decisions in regarding of this.
Social Factors:- In respect of Cadbury Firm, it was originated due to social aspects. In earlier times, other companies used to sale 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 on worldwide. In order to sale product of company in Muslim countries, 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. Main transformation is seen in brew machines for blend coffee and cocoa gains. Latest move in this aspect is pathogen system and 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 last is national. In this context, company should follow all legal formulations and always take care about human health so that in future company should not face any legal obligations.
Environmental Factors:- Atmosphere always concern all parts that have negative impact upon itself. For example, Cadbury process and contains energy consumption as well as utilisation of water along with waste relieve of packaging material that is made from plastic and this type of behaviour have negative impact on environmental factors and all these should be considered by corporation.
Above analysis shows that, there are many factors that should be taken into consideration for smoother conduction of business actions. These aspects are having their negative and positive effects upon business operations like if there is any change in law whether it became strict or more smooth then both these situations are having different results in market.
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