Cadbury Scweppes Swot and Environments

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NZ Chocolate and confectionary industry

7/31/2012
Assignment 1 Task 3
Annelize Vermeulen

Table of Contents
NZ Chocolate and confectionary industry3
Macro environments:3
Political3
Environmental4
Social6
Technological7
Economic7
Porters five forces8
New Entrants:9
Substitute:9
Buyers:10
Suppliers:10
Rivalry:11
Micro environments12
Consumers:12
Employees:12
Suppliers:13
Distributors, Retailers and wholesalers:13
Transportation providers:13
Shareholders and investors:14
Government:14
Media:14
Sponsors and Charity organisations:15
Direct and Indirect Competitors.15
Swot Analysis:15
Segmentation Criteria:17
Marketing Cadbury Marvellous Creations Jelly popping candy beanies chocolate to South Africa and Germany:17
Geographic:17
Demographic:17
Psychographic:19
Motives19
Lifestyles19
Behavioural:19
Occasion20
Readiness to buy the product20
Benefits20
Attitude21
Marketing Cadbury Milkybar chocolate to New Zealand and Saudi Arabia:21
Geographic:21
Demographic:22
Psychographic:23
Motives23
Lifestyles23
Behavioural:24
Occasion24
Readiness to buy the product24
Benefits24
Attitude25
Targeting strategy for a selected product in Cadbury:25
Undifferentiated marketing25
Differentiated marketing strategy25
Concentrated Marketing26
Buyer behaviour- Influence on marketing activities26
Step 1: Need recognition26
Step 2: Identification and evaluation of alternatives26
Step 3: Purchase decision26
Step 4 Post purchase behaviour26
Scenario 1:26
Scenario 2:27
Scenario 3:27
Positioning matrix of Cadbury products vs. Competitors28
Plan marketing mixes for 2 different segments in consumer markets:29
Business marketing approaches of Cadbury:30
B2B30
Market structure and demand:31
Nature of buying unit:31
Type of decisions and decision process:32
International marketing:33
Political and legal:33
Economical:33
Socio-cultural:34
Technology:34
Language:34
Religion34
Values and Attitudes34
Education35
Marketing Mix35
Price:35
Promotion36
Place:37
Product:38
Standardization:39
Bibliography40

NZ Chocolate and confectionary industry

Macro and micro environments play a crucial part in the development and success of any business. It is important that chocolate and confectionary producers keeps in touch with their environments, both internally and externally in order to ensure that they are building, promoting and helping to grow their business. Macro environments:

Political
Chocolate and confectionary producers are affected by various decisions of the government. In order to trade as an ethical, safe and fairtrade company, chocolate and confectionary producers are necessitated to follow these laws. This will also help to build a bigger customer base seeing that if a company act fairly and safely, customers are more likely to support a business. This will in turn also increase their revenue. Factors Chocolate and confectionary producers have to keep in mind with regards to political influences: * Political decisions can affect Chocolate and confectionary producers, these can be either advantages or disadvantages, if taxes increase, therefore consumers decrease and sales of stock decrease. However if taxes decrease the likelihood is consumers will buy more. * Laws can also change the chocolate and confectionaries income because if a law was brought out, that you could only work from 9am till 5pm, factory hours would be cut short resulting in less chocolates being produced. * The Government and current generations are very concerned with obesity. Heart problems are costing health services more each year. If the government decides to either imply a law that confectionary and chocolate may only contain certain ingredients or must may only have certain levels of fat, cholesterol and calories in...
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