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Strengths:

- Strong customer brand name – known globally

↳ High brand recognition

- High customer loyalty

↳ Repetitive purchases by customers

- Premium quality brand

- Well known advertising

↳ During festive seasons such as Christmas

Weaknesses:

- Doesn’t appeal to EVERYONE – health reasons

↳ Many customers may tend to avoid high in sugar products

- Only focused on chocolate-based products

↳ Mainly known for their bars of chocolate rather than other products

Opportunities:

- Cadbury can explore ways to create healthier products

↳ Low sugar chocolate etc.

- Make other products (non-chocolate)

↳ Other than bars, could expand into cakes, cookies etc

Threats:

- A lot of competitors within the industry

↳ Galaxy, Hershey’s, Lindt, Nestle

- Many substitute products

↳ Customers have multiple choices, if they can’t find a specific bar of chocolate, another brand may

Political:

- Cadburys is a global brand

↳ Policies may be placed due to trading as well as tariffs

Environmental:

- Cadburys support of fair trade

↳ Making sure they have sustainable sourcing

- Recyclable packaging

↳ Prevents waste

Social:

- Health trends

↳ Decrease in demand due to customers prioritising their health

↳ The customers are much more educated, demanding and are highly selective in their approach (Mythily, 2015)

Technological:

- Use of social media

↳ Allow them to advertise products more

↳ Be able to see what customers want

↳ Has resulted in an increased interconnectedness

(Wichmann, 2022)

Legal:

- Food and safety regulations

↳ There must be labelled ingredients on the back of the packaging

↳ Also to make sure there’s a list of ingredients which could cause allergies to customers.

Economical:

- Exchange rates

↳ Exchange rates can influence the cost of imports and exports.

Micro Element: Consumer Behaviour

- Customers have different tastes and preferences

↳  focuses on the behaviour of people in a company, which is based on the interaction of individual characteristics (Horbachevskyy and Murenets, 2022)

↳ Based on culture/ habits

↳ Different tastes across the globe

Macro Element: Technological Factors

- As technology adapts overtime, allows Cadbury to research data

↳ Helps them to see demand for certain products

↳ Also helps them to spread information about their products as well sell them online

- They have many strengths such as brand loyalty

- BUT they have many opportunities to expand into other markets.

- This would be beneficial in this dynamic market as there are many competitors

- Having more products would attract more customers especially since there would be less substitute (in the short term) for these new products produced

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Cadbury's Marketing Mix and their Customer Orientated Strategy

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Product:

Cadbury is a high-quality chocolate brand who have many products. Their products are influenced by the festive seasons such as Christmas (where they sell advent calendars) and Easter (where they sell Easter eggs). This allows them to keep up to date with their customers and their festive traditions, attracting them to purchase Cadburys products.

Cadburys also has a range of chocolate bars such as ‘marvellous creations and an Oreo bar. This gives customers a wide range of options to choose from on a daily basis, based on their preferences.

Price:

Cadbury’s bars of chocolate (and products) are known for being high quality. However, they are known for being cheaper than other competitors such as Lindor. This means that they are high-quality, low-priced products are affordable for customers, making it cost effective (demand-based pricing strategy is implemented to satisfy customer needs). The cheap prices also makes it available to a larger target audience ranging from children to the elderly due to its affordability, creating brand loyalty due to the cheap prices.

Place:

Cadbury is an international brand, and their products are distributed globally. This means that their products can be found in many countries. This creates brand awareness across the globe and also makes their products accessible to people wherever they are. In addition, Cadbury products can be found in many stores which could range from local convenience stores to bigger retail stores. This once again makes their products more accessible to customers as they are available and reach a wide audience. Moreover, as well as being able to purchase the products physically, customers can also purchase the chocolate online making it accessible to everyone even if they are unable to physically buy the products.

Promotion:

Cadbury does a lot of advertising especially during festive seasons such as Christmas, allowing them to keep up to date with trends or festivals. This creates brand awareness as it creates familiarity for the brand and its products. This would encourage customers to purchase their products as they may have seen the advertisements on the television or across social media. Moreover, the sense of familiarity would lead to more brand recognition and awareness especially since the advertisements are repetitive.

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What makes a Sustainable Customer Orientated Marketing Strategy in Cadbury

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Marketing is engaging customers and managing profitable customer relationships (Jobber, 1947). Cadbury does this by ensuring their products are sustainable in order to attract customers. They do this by making sure their products are fair traded and product waste are recyclable.

Fair Trade within Cadbury

Cadbury has focused on making their products sustainable and environmentally friendly by making sure that their products are sourced sustainably. This means that the cocoa production done by the workers are paid fair wages in good working conditions ‘the best possible return for labour without damaging the environment’ (Willis, 2006). Moreover, they protect the environment as they make sure their products have been sourced without causing harm to environment through the use of machinery which can create toxic chemical, which further leads to CO2 emissions.

Recyclable Packaging

Cadbury aims to maintain sustainability by making sure their packaging is recyclable meaning the packaging can be thrown away without affecting the environment in comparison to other plastic based packaging which are not degradable. They package their products using aluminum foil, reusable plastic and cardboard, all of which can be recycled and turned into other products.

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Slide 1:

Hello, my names Leah and this is my situation analysis on Cadbury.

Slide 2:

Cadbury has many strengths. First of all they're known for their strong customer brand name which means that they have high brand recognition and is also known across the globe. They also have high customer loyalty as customers usually repetitively purchase their products such as the chocolate bars. They are a premium quality brand and has well known advertising especially during festive seasons such as Christmas.

Although this doesn't appeal to everyone due to health reasons. Many customers may tend to avoid these high sugary products in order to keep up with health trends. Another weakness is that they only focus on chocolate-based products and are mainly known for their chocolates rather than anything else.

Slide 3:

Cadburys also has many opportunities to create healthier products and also make other products that aren't just chocolate, this means that they could expand into different markets such as the cookie market.

On the other hand, they have many threats as there are many competitors within the industry and there are many substitute products so customers have multiple choices so they can pick other products from other competitors.

Slide 4:

As Cadbury is a global brand, they have many policies placed as well as tariffs due to trading.

Some environmental factors consider how Cadburys supports fair trade to make sure they have sustainable sourcing for their products. Moreover, their packaging is made to be recyclable to prevent any waste.

Although as mentioned before, social factors such as health trends means that there's a decrease in demand for chocolate due to customers prioritising their health and looking for healthy alternatives instead.

Slide 5:

Technological factors such as the use of social media allows Cadbury to advertise their products more and also be able to see what their customers want. This allows them to interact with the target market and be able to see what the customers would be interested in purchasing and overall would help cadburys to do research.

Legal factors such as food and safety regulations means the categories have to have labelled ingredients on the back of their packaging and this is to make sure that customers can also look at the list of ingredients to make sure they aren't allergic from the ingredients.

Economic factors such as exchange rates means that there may be an increase of cost of imports and exports which means that it would cost more to produce products overseas.

Slide 6:

One micro element that we look at is the consumer behaviour this means that customers have different tastes and preferences therefore purchase products. Based on their background and culture, they may want different products to meet their needs. This means that Cadburys have to adapt their products to meet the needs of customers across the globe in order to maintain demand. For example, smaller chocolate bars are available in India but not in England.

A macro element that we look at is technological factors. this means that as technology adopts overtime Cadbury is able to use technology to research data and this helps them to see demand for certain products and therefore invest in research and development for products that maybe more suitable for customers in the future. It also helps to spread information about Cadbury products as well as sell them online.

Slide 7:

To conclude, they have many strengths and weaknesses such as brand loyalty but they also have many opportunities to expand into other markets. This would be more beneficial in this dynamic market as there are many competitors and having more products would attract more customers especially since there would be less substitutes (in the short term) for these new products produced.

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Horbachevskyy N. P., Murenets I. H., (2022),  Micro and macro approaches in the concept of doing business, Odessa polytechnic university, Available at: http://repository.hneu.edu.ua/bitstream/123456789/28605/1/MICRO_AND_MACRO_APPROACHES_IN_THE_CONCEPT_OF_DOING_BUSINESS.pdf

Jobber, D., Chadwick, E.C., (1947) Principles and Practices of Marketing (Ninth Edition), Creating customer value and engagement. English, London McGraw-Hill Education 2020.

Mythily, G., (2015), International Journal of Management Research, Meerut, 5(12), 1204-1212.

Ritsel, C,. (2020) Cadbury settles debate over whether chocolate should be stored in pantry or fridge. Available at: https://www.independent.co.uk/life-style/food-and-drink/cadbury-chocolate-bar-fridge-pantry-cold-how-to-a9526636.html [Accessed 20 December 2023]

Wichmann, J.R.K., Uppal, A., Sharma, A., Dekimpe, M.G., A global perspective on the marketing mix across time and space, International Journal of Research in Marketing, 39(2), 502-521

Willis, C. (2006). Fair Trade: what's it all about? in Fair Trade Advocacy Office (2006). Business unusual: successes and challenges of Fair Trade. Brussels, Belgium: Fairtrade Labelling Organizations (FLO), International Fair Trade

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Peer Review I (Callum Bassett - 27649202)

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Peer Review I (Callum Bassett - 27649202)

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Leah has made her padlet suitable to her business. The colour scheme for both the padlet and infographics, as well as the video, is suitable. This makes it visually appealing as well as making it easy to read and understand for the infographics. From the infographics itself, you can tell what business her portfolio is based off of. Her video is also clear and easy to read and understand. There is a good use of images to show what is being discussed and the video is explained clearly. Although, I would recommend adding more references to both the video and infographics to support your information.

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Peer Review II (Samanta Matulena - 26522027)

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Peer Review II (Samanta Matulena - 26522027)

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Leah's work is clear and aesthetic and it looks like a chocolate which suits her business. I like how her infographics also looks like a chocolate and the video is also a chocolate bar. This makes her portfolio eye-catching. I would recommend writing less on the first infographic to make sure it doesn't become over the top. Also, add more citations and references. Other than that, the video and infographics show that you understood the task at hand as well as showing your understanding of the business.

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I believe that I have tried to make my work as visually appealing as possible as well as make it blatantly obvious to anyone that my portfolio is based on Cadburys, hence the colour scheme and making sure the infographics look like chocolate. I believe I have made all the key points for a situation analysis although I feel as though I could have added more references to support my points. If I were to make another online portfolio, I would add more references. I could also add more information to the video.