Provide a 6 pages analysis while answering the following question: The Marketing Strategy of Cadbury through the 4Ps of Marketing. Prepare this assignment according to the guidelines found in the APA Style Guide. An abstract is required. The company continues to grow as the global market is adopting the taste of chocolate. The younger market segment is more attuned to the taste of chocolate and thus the industry is bound to grow further in the near future.
According to McCarthy’s theory, the right mix of the 4Ps needs to be developed in order for the marketing strategy to effectively work (Kotler, Armstrong, Wong, and Saunders (2008). .
Cadbury is a UK based confectionary company that is owned by Mondelez International Inc. and is operating in more than 50 countries with a geographical network expanding to more than 250 countries of the world. The company is known for the manufacturing of good quality chocolates with the most popular brand being Dairy Milk. The company began operations in the 1800s due to the vision and hard work of John Cadbury who began operating through a grocery store and later expanded into more stores and more varieties.
The company, during the 1960s, merged with Schweppes but later demerged and then in 2009 again merged with Kraft Foods. This again did not work and in 2010, the company began being owned by Mondelez International Inc. (Bradely, 2012).
Right now the company has a diverse product range and recently it launched a new campaign that has improved the brand value of the company further. Though manufacturing costs for the company have been increasing and the recession has impacted the company, the company still hopes for better sales in the future.
With its chocolate brands, Cadbury faces its main competition from Nestle, Mars, Throtons Plc, Lindt and Spruengli, and Ferrero within the UK market. With each new country, there is a slightly different competition. The main competitor for Cadbury remains Nestle since the product portfolio of Nestle closely matches that of Cadbury. Mars is yet another brand that is in direct competition with Cadbury and ranks as the top chocolate brand in the world.
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