CONTENTS 1. What is SWOT Analysis3
2. Company Overview5
3. Cadbury India7
4. Facts and Figures 23
5. Vision and Values of Cadbury 28
6. Research and Development SWOT 33
7. Marketing SWOT 38
8. Conclusion 45
9. References 46
1. WHAT IS SWOT ANALYSIS
SWOT analysis (alternately SWOT Matrix) is a strategic planning method used to evaluate the Strengths, Weaknesses/Limitations, Opportunities, and Threats involved in a project or in a business venture. It involves specifying the objective of the business venture or project and identifying the internal and external factors that are favorable and unfavorable to achieve that objective. The technique is credited to Albert Humphrey, who led a convention at the Stanford Research Institute (now SRI International) in the 1960s and 1970s using data from Fortune 500 companies. Setting the objective should be done after the SWOT analysis has been performed. This would allow achievable goals or objectives to be set for the organization. * Strengths: characteristics of the business, or project team that give it an advantage over others * Weaknesses (or Limitations): are characteristics that place the team at a disadvantage relative to others * Opportunities: external chances to improve performance (e.g. make greater profits) in the environment * Threats: external elements in the environment that could cause trouble for the business or project Identification of SWOTs is essential because subsequent steps in the process of planning for achievement of the selected objective may be derived from the SWOTs. First, the decision makers have to determine whether the objective is attainable, given the SWOTs. If the objective is NOT attainable a different objective must be selected and the process repeated. Users of SWOT analysis need to ask and answer questions that generate meaningful information for each category (strengths, weaknesses, opportunities, and threats) in order to maximize the benefits of this evaluation and find their competitive advantage.
2. Company Overview
Half a century of constant innovation, constant value addition, constant success, Cadbury India Ltd. (CIL), a part of the Cadbury Schweppes group which is now taken over by US giant Kraft for a deal of 11.9 billion dollars, is India's leading confectionery manufacturer with a 70% volume share of the chocolate market and is synonymous with chocolate in the minds of countless Indians - young and old. The company is also a key player in the malted food drink and sugar confectionery markets in the country. Today, the governing objective for Cadbury India is to deliver Superior Shareholder Value and to see the brand in every pocket, in every home. The Cadbury story is a fascinating story of a family business that grew into one of the biggest, most loved chocolate brands in the world. Founded in 1800’s, Cadbury has been a part of England’s history with ties to the British monarchy. The first Cadbury shop was established by John Cadbury in Birmingham, England and grew through the hard work and vision of his sons, the Cadbury brothers- Richard and George. The firm was known as “Cadbury Schweppes plc” from 1969 until a May 2008 demerger, which saw the separation of its global confectionary business from its U.S. beverage unit, which has been renamed Dr Pepper Snapple Group Inc. Cadbury has grown from strength to strength with new technologies being introduced to make the Cadbury confectionery business one of the most efficient in the world. The merger in 1969 with Schweppes and the subsequent development of the business have led to Cadbury Schweppes taking the lead...