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Cadberry/Schweppes
Cadbury/Schweppes
Cadbury has a rich history that begun nearly two centuries ago. In 1831 John Cadbury began manufacturing cocoa products in the United Kingdom that were used in primarily chocolate drinks. The company later went through a series of evolutions to become the multinational confectionery company known today. Its original introduction into the confectionery market was a direct attempt to stem off the Swiss dominance that overtaken the industry. Today's market is somewhat similar to the market of the early twenty first century in the sense that there is still a large dominance by one of Cadbury's competitors.
Strengths
By the late twentieth century Cadbury virtually dominated its home markets which were mainly comprised the European market and that of former British Commonwealth nations such as Australia and New Zealand. In these markets, Cadbury gained notary and product loyalty through early expansion efforts. In this particular industry, it is difficult to introduce new products since brand loyalties have...
To attract consumers to a new product in this market, it takes massive amounts of advertising to sway consumers away from their favorite brands. Only a small percentage of attempts at taking new products to this market succeed as a result and a large component of success relies on having sufficient patience and capital to fund new product expansions.
Cadbury has worked to build significant brand loyalty in what it would consider its home markets and has also had several products that dominated in certain narrow product niches in international markets such as the United States. In the U.S., some products like Coconut Mounds, York Peppermint Patties, and especially Cadbury's Creme Eggs operated with a high level of success. These successes serve as the parent company's strongest asset because they have acted to build brand awareness in international markets where brand loyalty is crucial.
Weaknesses
The case highlights instances of gross mismanagement of operations as well as the expansion…
Works Cited
Carr, R. "Cadbury Chairman Reiterates Opposition to Kraft Bid." 12 September 2009. DealBook. Web. 13 October 2011.
Reynolds, J. "Kraft claims Cadbury brand is top British icon." 16 September 2010. Marketing. Web. 13 October 2011.
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