Cadbury Report Done Retouched

Executive summary
This marketing situational analysis was carried out by an independent group of students and was designed to investigate the current condition of Cadbury internally and externally as well as to think of venturing into a new protein-based confectionery product line.
Overview
This report was written in conciseness and clarity to provide insights into Cadbury from the history to the marketing theories they have applied. The information regarding the internal and external situation of Cadbury and conclusions drawn from the applied marketing theories in this report were collected and deduced from reading materials such as news articles, textbooks, and related websites.
Summary of Result:
Cadbury is the world 2nd largest confectionery company.
Mondelez operates in 55 countries and has captured 70% chocolate market share in India.
Cadbury managed to market its way out of scandal in recent years by venturing into premium chocolate and by showing sensitivity towards a country’s belief and practices.
The growing trend of health-consciousness in the society has pushed Cadbury into introducing an innovative idea of protein-based confectionery product line.

CONTENTS
1.0 Introduction 3
2.0 Market Situation 3 2.1 Market Competitors 3 2.2 Market Segmentation 4 2.3 Consumer Behavior 5 2.4 Cultural Factors 5 2.5 Social Factors 5 2.6 Personal Factors 6 2.7 Psychological Factors 6
3.0 Product 7
4.0 Price 8
5.0 Place 8
6.0 Promotion 9
7.0 Process 10
8.0 People 10
9.0 Physical Evidence 10
10.0 Competitive Situation 11
11.0 Macro Environment 15
12.0 Demographic Environment 15
13.0 Natural Environment 16
14.0 Technological Environment 17
15.0 Cultural Environment 18
16.0 Strengths 18
17.0 Weaknesses 20
18.0 Opportunities 22
19.0 Threats 23
20.0 Opportunity Identification 24
21.0 Conclusion 27
References 28

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