Company and Market Situation Analysis: Cadbury
Element 010 Title: Presentation (50% of the total marks)
Company and Market Situation Analysis: Cadbury
Task:
Your task is to prepare a 15 minute company and market situation analysis presentation for a company of your choice operating in the Chocolate (confectionery) industry, addressing the brief outlined 94% of adults in the UK eat chocolate, with 3 in 5 (61%) eating chocolate more than once a week. The emotional links of chocolate play a key role, with craving being a main reason for eating chocolate throughout the day and relaxing/de-stressing being a main reason for eating chocolate in the evening (Winthur, 2018).
Premiumization remains to be a key market trend in the chocolate confectionary industry (ibid). The incorporation of additional flavorings, use of natural sweeteners or focus on cocoa content and origin can help achieve the premium perception (Hopping, 2018; Winthur, 2018). These trends are also useful tools for working towards the PHE’s 20% sugar reduction target to be reached by 2020, in order to avoid measures such as promotion bans or an extension of the sugar tax currently restricted to carbonated drinks (Winthur, 2018).
Some of the sub-markets in the chocolate industry are as follows:
- Chocolate confectionary
- Chocolate assortments
- Seasonal chocolate
- Chocolate biscuits
- (Store cupboard) Chocolate cakes and cake bars
- Cocoa powder
- Chocolate drinks
- Chocolate chilled desserts• Chocolate ice-cream
- Chocolate spread
- Cereal bars
Some chocolate manufacturers also provide services in the form of factory tours /attractions, or have their stores / e-commerce sites.
Company and Market Situation Analysis: Cadbury
Element 010 requirements:
Internal Evaluation. Internal analysis of the company, to include the analysis of:
The company’s current situation and the key challenges it needs to overcome (if any) -any existing purpose statements the company has e.g. vision and mission statements, core values and strategic objectives – Internal environment capability analysis, including resources, core competencies, sustainable competitive advantage, etc. This analysis should point to the company’s strengths and weaknesses – the consumer perceived value of the chosen chocolate brand- A product or service marketing mix evaluation of the company (whichever is more appropriate to the company).
