Abstract

We need to draw an intensive Case look at on Cadbury agency in absolutely one of a kind nations. We
have to give Overall photograph, number of fundamental merchandise/services, aggressive approach,
and its presence in specific nations and foremost worldwide competitors and many others. We should
discover Country A and B ( paragraphs): Macro Environment: For each countries, you can create a quick
table on PESTLE with key critical statistics.

Table of Contents
Abstract......................................................................................................................................................2
Introduction................................................................................................................................................4
Company’s International Outlook image................................................................................................4
Products or Services................................................................................................................................5
Big international Markets........................................................................................................................5
Competitors.............................................................................................................................................6
Mars........................................................................................................................................................6
Hershey’s.................................................................................................................................................6
Nestle......................................................................................................................................................6
PESTEL Analysis in both countries........................................................................................................6
Micro-enviromental factors....................................................................................................................10
Canada...................................................................................................................................................10
Nigeria...................................................................................................................................................10
Market Analysis.......................................................................................................................................11
Market entry strategy............................................................................................................................11
Segmentation..........................................................................................................................................12
Gender Wise Stats.................................................................................................................................12
Location Wise Statistics.........................................................................................................................13
Product Strategy of Cadbury.................................................................................................................13
Marketing Mix decisions.........................................................................................................................14
Pricing strategy of cadbury....................................................................................................................14
Place policy of cadbury..........................................................................................................................14
Promotion Policy of cadbury.................................................................................................................14
Conclusion...............................................................................................................................................16
References..............................................................................................................................................17
Introduction

Cadbury is a multinational corporation fashioned 198 years in the past in Birmingham, England.

With branches in almost 50 extraordinary countries, Cadbury is the second massive corporation

after mars in Confectionary industry. Its fundamental competitor is mars. The massive Markets

of Cadbury are in UK, Australia, Canada, Ireland And India.

Firstly we need to deliver the review of the chosen business enterprise. Specially, our essential

target it its services or products And their weightage. Then we have to briefly describe its image

in selected countries and their competitors in those selected countries. (AdeoluB.Ayanwale,

2016)

Analyze its bargaining energy of providers- If they're few and concentrated in a location-

bargaining strength is high- enterprise no longer appealing

bargaining strength of buyers ( clients)- If they're few and are focused their bargaining power is

excessive. Industry is therefore, now not attractive (Patnaik, 2018)

Our shape of content material is largely essay. But we do add tables, charts and clever chart if

wished.
The essay consists of five components. First element include of evaluation of enterprise and its

competitor analysis.

Second part is all about PESTAL analysis of enterprise in both countries.

Third part comprises of some kind of micro-monetary environmental factors.

Fourth element consist of Market state of affairs of both international locations, demo-pix and

different factors that affects sales of a business enterprise. (raja rajeshwari, seventy five.50)

The closing element Is approximately the fee, region promotion of the product.

Company’s International Outlook image

Based its head-workplace in London, Cadbury is a multinational business enterprise

shaped 198 years in the past in Birmingham, England. With branches in almost 50 unique
countries, Cadbury is the 2nd large corporation after mars in Confectionary enterprise. Its
fundamental competitor is mars. The large Markets of Cadbury are in UK, Australia,
Canada, Ireland And India. (Cutis, 2013)
Its largest marketplace is in its homeland united states, UK with over 3500 workforce
individuals and 8 factories.
Dairy milk is ranked the fine-selling object In UK. (Paton, 2004)
Its other markets are on the whole in Australia, Canada, Ireland And India.

Products or Services
Cadbury is a confectionary organisation. Its maximum well-known or high-quality-
promoting product is dairy milk. The majority of the goods have a common composition
of Chocolate. It includes bar sweets, box chocolates and so forth. They in addition added
chocolate drinks which might be very famous in children. (Jackson, 2019)
The specialists classify merchandise of Cadbury into five classes:
1. Chocolates 2. Candy three. Gums 4. Biscuit 5. Drinks
Big international Markets

Its biggest market is in its homeland country, UK with over 3500 staff members and eight

factories.

Dairy milk is ranked the best-selling item In UK. (Fitzgerald, 1939)

Its other markets are mostly in Australia, Canada, Ireland And India.

India is the biggest market of Cadbury in its chocolate products with a share of about above

70%.

Competitors
There are three primary international competitors of Cadbury in international markets.

Mars
Mars is the world biggest confectionary company. It is he seventh-largest company in the

United States in 2020.

The main products of mars are Chocolate, pet care, food, Wrigley's (gum), beverages, and Sy

bioscience . Unlike Cadbury, Mars is a private company. (Chris Katjie, 2020)

Hershey’s
Hershey is also a American-based confectionary company with a huge market share in U.S

along with mars. There is a long rivalry between Hershey and Cadbury in United States. In U.S

mars and Hershey are dominated companies. (Chris, 2015)

Nestle
As nestle has a small share in confectionary products but it’s still the world largest food

company. Its main confectionary items are KitKat, Smarties and Gerber baby food.
PESTEL Analysis in both countries

PESTEL Analysis is also a framework used by business executives in order to identify different

areas of business going into an area. It examines the Political, Economic, Social, Technological,

Environmental, and Legal factors in the external environment (Hendry, 1999)

Overview Overview

Cadbury Plc Canada merged with modeless Cadbury plc Nigeria is a confectionary public

international in previous years. The biggest limited company in Nigeria with major

market share is of snacks which is pure a products in chocolate and Choco- drinks. The

modeless products. Then after, there is a main product is bourn Vita here. In 2016,

second large market share in chocolates Mendeleev acquired Cadbury .

products.

Political Analysis Political Analysis

There is a democratise political system in 37% of sales of Cadbury are from outside the

Canada. It is basically a agricultural land. It American business operations. The war trade

has a strong part in the international politics between U.S and China has affected the

as it is the founder of UN. business operations in Nigeria as China

Canada has very low crime rates and one of boycotted its products. Nigeria is basically a

the safest country which is very welcoming federal country with almost 36 states. It is a

for companies like Cadbury to opened their developing country. (Heap, 2007)

franchises here. It has also a politically stable

country.

Economic Analysis Economic Analysis

Candi has a strong economy. It is considered

as the seventh largest country by trade. The Nigeria is a developing country. It is the

biggest trading partner is America. Canada is biggest exporter of crude oil. A business

also member of WTO, Commonwealth etc. which comprises of labour is a well suited

China is a mixed economy with both company for it because Nigeria has cheap

government and private sectors involved.

labour extensive. For instance, the CIT rate
Major imports of candy are oils,
is 0% for small companies that generate
manufacturing materials. And the major
NGN 25 million or less a year, while 20% for
exports are IT products. There is a more
medium size companies that generate
likely chance for a company like Cadbury to
greater than NGN 25 million but less than
grow here. (Muspratt, 2016)
NGN 100 million a year.

Social Analysis Social Analysis

Canada is a diversified country where Unlike Canada, Nigeria is a populous

different peoples of different backgrounds, country. The major religion is Islam. There

ethnicities and religion are living. It is the are major social problems like

world 2nd largest country with respect to area unemployment, inflation or poverty. Cadbury

after Russia. has a small setup in Nigeria.

Canada has high living standards because as A small setup matched with the demo-

their area is largest, economy is strong but graphics of the society of Nigeria.

population is very low. That is why they have Islam is the dominant religion. There are

very income per capita. major socioeconomic issues such as

Canada has two official languages with equal unemployment, inflation, and poverty.

status egg English or French. The majority Cadbury operates a minor facility in Nigeria.

population are youth so it easier for Cadbury (Griffen, 2020)

to bring up their products with the youth age

group.

Technological Analysis Technological Analysis

Canada has a strong relation with Nigeria has not much successful in

technology. Most of the IT companies are technology like Canada but in last couple of

founded in Canada. The majority of the years there is an increasing trend in media.

population are also used too about it. Due to Nigeria is the founder of many media houses

its strong and certain political condition , its IT that later introduced in many other African

growth is increasing day by day. countries.

As the majority population is inclined towards After covid-19 there is a huge trend in online

technology , so Cadbury should use shopping . Cadbury has a plus point for their

technology for its sales. It must launch E- online shopping. (Scotsman, 2019)

Commerce sites for increasing its sales.

Environmental Analysis Environmental Analysis

Canada is the least polluted country stated in Nigeria has many places which attract

a research. tourists like mountains, desserts, historical

It has a natural beauty and many tourism places or forests.

places . the tourism industry in Canada is But there are some environmental problems

also a major source of revenue . which the Nigeria had to faced such as Air

Some of the prominent tourist locations are pollution, Anti-safety or scarcity.

Niagara Falls, Banff National Park, and There is a low rule of law trend as compared

Rocky Mountain, Victoria’s Inner Harbour, to Canada.

Vancouver Island and Gros More National

Park.

Legal Analysis Legal Analysis

 There is a strong rule of law implemented in

Canada. Any illegal activity would be deal Although there is complete law process in

accordingly. The collection of taxes, Nigeria, however there is high rate of crime in

regulation of business is a common practice. its some states. Many experts said that

It has welcome legal environment for any Nigeria has lot to do with human rights

company.

Micro-environmental factors

Micro-environmental factors encompass the bargaining electricity of providers or clients.

Bargaining strength of suppliers- If they are few and concentrated in a area- Bargaining
power is excessive- industry no longer attractive
2. Bargaining power of consumers ( clients)- If they are few and are concentrated their
bargaining electricity is high. Industry is consequently, now not appealing
three. Threat of latest entrants- If entry limitations are excessive- hazard of latest entrants
is low. On the alternative hand, if access boundaries are low chance of new entrants is
excessive
four.Threat of substitutes- If there are numerous substitutes , the risk is excessive
five. Rivalry amongst competitors- if new products are unexpectedly getting into the
marketplace, if there is aggressive advertising and marketing campaigns, if there is price
battle- then the contention is excessive
Canada
In Canada, there Is a strong system of price regulation. So there is less likely chances of

supplier bargains because there are strong laws and legislations. If there are several

substitutes , the threat is high Rivalry among competitors- if new products are rapidly

coming into the market, if there is aggressive marketing campaigns . (Shah, 2021)

Mars is rival competitor in Canada of Cadbury.

Nigeria
In Nigeria, there is not as much strong system of price regulation as in Canada, there is

a lot of chances of bargain between suppliers Ans retailers which means it is not an attractive
market comparatively. In a research articles, it is stated that the prices of cement and fertilizers

are increasing 40% a day.

Market Analysis

We need to explore customer needs for the product of your company, market size, growth

potential, culture, level of education, disposable income, market trends, key success factors:

egg strong brand positioning, high level of customer satisfaction, customer loyalty, etc.

distributional channels, customer service etc. in this section. (www.Businesstoday.in, 2021)

Canada Biggest Cadbury chocolate Exporters

In U.S Million Dollars

United States 592.82

Switzerland 70.51

Germany 55.34

Belgium 50.43

Mexico 49.31

France 45.21

Italy 42.67

United kingdom 31.42

Market entry strategy
In Canada, it is quite a job to enter market and build up a brand. Because there is a powerful

system of rule of law outside the market and a strong rule of conduct or ethics system inside the

market entry strategy. you have to fulfill all the basic legal requirements and above all approved

it by the attorney at the law.

In Nigeria, it is a different case. There are no much improvement of laws. But there are also

many safety issues faced by the owners of such businesses. They must know a class

distribution of a society. The poverty line of that country. If there are majority of the state are

lower or middle class, then they have to mark up their product or prices up to their standards,

but if the majority is high class like in U.K then they have a little bit margin. (Desk, 2019)

Segmentation

Segmentation includes bases: demographic, geographic, psychographic and behavioral,

concentrated on ( the phase or segments the employer is concentrated on and positioning ( how

the company is placed in the focused purchasers’ minds, how they discover and differentiate the

organisation’s offer from competition, the call, signs and symptoms, symbols, slogans of the

emblem.

The target market of Cadbury isn't precise because it goals all the age group of peoples. But the

earnings institution is a basis of segmentation in Cadbury company. As a particular income

institution people can fed on Cadbury merchandise.

Cadbury Customer Demo graphics in Canada

Age-Group Percentage Frequency

10-20 43.44 85

20-42 48.09 94

42-80 8.01 17
It states that the majority of the age group in youth and then the children zone.

Gender Wise Stats

Gender Percentage Frequency

Female 57.44 117

Male 43.45 85

It means that females are more likely to but Cadbury products than male.

Location Wise Statistics

Location Percentage Frequency

Malls 2 5

Super markets 58.12 117

Departmental 20.19 41

Retail stores 16.4 34

Other places 4.88 5

Product Strategy of Cadbury

The components used in the products of Cadbury are all health conscious. They are regarded for his or
her high satisfactory merchandise. The primary merchandise are different styles of candies.

Its most well-known or satisfactory-promoting product is dairy milk. The majority of the products have a
common composition of Chocolate. It includes bar candies, box candies etc. They further delivered
chocolate beverages which can be very famous in kids.
The professionals classify products of Cadbury into 5 lessons:

1. Chocolates 2. Candy 3. Gums 4. Biscuit 5. Drinks

Marketing Mix decisions

Standardization/ Adaptation, Differentiation practices in center product or advertising thing such

as Packaging, Labelling, Branding and offer justifications

Price Standardization Adaptation practices for each international locations, what pricing method

getting used ( Price skimming strategy, marketplace penetration strategy, top rate pricing

approach, competitor based pricing, product fee based pricing, value based pricing and so on.

Pricing strategy of Cadbury

As Cadbury products are of high first-rate , they own a top class rate coverage for that
reason. It is said in a research article that at times in beyond, Cadbury sales are
decreasing traditionally. They are badly stricken by the rate policy as simplest a specific
profits group can purchase.
So considering this, Cadbury senior executives launches Cadbury products of different
sizes from very small to jumbo-length so as that all age organization peoples can have
enough money this. This strategy bring about excessive boom of income
Place policy of Cadbury
Cadbury has a large customer base in all over the world. But the interesting and powerful thing

is due to their size strategy the customer base is become a diversified customer base. From

small coffee shops to large five stars hotel Cadbury products are everywhere.

After covid-19, there is also no more need of a strong place strategy. E-commerce is the new

future. There are online stores of Cadbury products in all big E-Commerce platforms
Promotion Policy of Cadbury
Cadbury spends a lot of its revenue in advertising. It believes in different slogans or different

advertising techniques for different products or in different countries. (MACalister, 2010)

In Canada, there Is a strong system of price regulation. So there is less likely chances of

supplier bargains because there are strong laws and legislations. (Richardson, 2010)If there

are several substitutes , the threat is high Rivalry among competitors- if new products are

rapidly coming into the market, if there is aggressive marketing campaigns . (Jannare, 2012)

Mars is rival competitor in Canada of Cadbury. It is the biggest confectionary company with

outlets in about 80+ countries. It is the biggest rival of Cadbury globally.

In Canada, it is quite a job to enter market and build up a brand. Because there is a powerful

system of rule of law outside the market and a strong rule of conduct or ethics system inside the

market entry strategy. you have to fulfill all the basic legal requirements and above all approved

it by the attorney at the law. (Wood or zoe, 2011)

Cadbury serves a big number of customers all around the world. But the important and powerful

part is that as a result of their size strategy, their customer base has become a more diverse

consumer group. Cadbury products can be found everywhere, from small coffee shops to large

five-star hotels. (Miles, 2009)

There is no longer a need for a strong placement strategy after covid-19. E-commerce is the

way of the future. Cadbury goods online stores can be found on all major e-commerce

platforms. (Mackzeze, 2017)

Cadbury Products have a variety.

Cadbury has a large customer base in all over the world. But the interesting and powerful thing

is due to their size strategy the customer base is become a diversified customer base. From

small coffee shops to large five stars hotel Cadbury products are everywhere. (Mcnielly, 2013)

After covid-19, there is also no more need of a strong place strategy. E-commerce is the new

future. There are online stores of Cadbury products in all big E-Commerce platforms

Conclusion

Cadbury is the second largest Confectionary company in the world. We analyze the PESTEL

analysis of both countries; Canada or Nigeria. Canada is far better country than Nigeria to do a

business of a confectionary company than Nigeria. Because there are many opportunities in

Canada, they have strong economy, they have a rule of law in their country . On the other hand,

Nigeria had less rule of law and a weak economy comparatively.

Canada has a strong price regulation policy which means their market has a strong chance of

doing a business. Cadbury products sizes have a strong influence on their sales as they have a

variety of different products . so all income group can afford their products. After covid-19 place

or distribution is not a big deal , there are online stores which Sells their products virtually on

amazon.

Cadbury have an influential global marketing strategy which in result advertises it products all

over the world.

There are some recommendations that we have made after this case study.

1. If we see the product line of Mars and other competitors , there is a diversification in their

products. But we don’t see such diversification in Cadbury company.

 2. Mars and harshly dominated USA market share in their respective field, but Cadbury put

its focus on opening new outlets ignoring the fact that USA has a great potential of

customers.

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