Through the analysis of the macroeconomic environment, the industry and the business level analysis, the industry driving forces and key success factors were identified, and the external opportunities and threats were listed. The main opportunities identified were its focus on emerging markets, Vodafone’s market leadership, its global footprint and reputation, and the low threat of new competition through the highly regulated industry. While the external threats were its low revenue potential through its focus on emerging markets, the continual emergence of new technology and the difficulty and cost of keeping up, emergence of new companies extending their product line such as Apple and Microsoft, its global footprint which can lead to exposure of unpredictable risks, the highly regulated Industry which has an effect on revenue as reported, and the saturation of the market.
The resources and capabilities of Vodafone were identified and analysed through the use of Value Chain and VRIO analysis to identify its internal strengths and weaknesses. The identified strengths of Vodafone were its strong R
Marketing Plan For Cadbury Marketing Essay
Marketing Assignment Help Assignment Help Cadbury is the icon of the British confectionary industry, with a heritage which dates back to 1824. Since then, Cadbury has expanded its business throughout the world, through both organic and acquisition led growth. Today Cadbury is a leading global confectionery company, operating in over 60 countries. Cadbury has an outstanding portfolio of Chocolate, Gum and Candy brands. In 2008, Cadbury enjoyed a 10.5% market share of the global confectionery market, with revenue of GBP5.4 billion. The company employs about 50,000 people and work with around 35,000 direct and indirect suppliers globally. Cadbury manufactures markets and sells unique brands which give pleasure to millions of people around the world every day. Cadbury’s Vision is to be the biggest and best confectionary company in the world. One of Cadbury’s Strategic goals for 2009 to 2011 is to increase market share of the global confectionery market, with revenue growths of 4% to 6% annually.
Cadbury believes that the confectionery business still has significant unused potential. By exploiting the strengths of its innovative products/brands, it believes it can continue to grow its market share and returns, and achieve its Vision of becoming the biggest and best confectionery company in the world.
Vision The Vision into action (VIA) plan embodies all aspects of our strategy. Our governing objective is to deliver superior shareowner returns by realizing our vision to be the world’s biggest and best confectionery company.
Cadbury’s Philosophy Cadbury’s philosophy of Vision into Action (VIA), a strategic plan for 2008 to 2011 is an example of how business strategy is translated to a Marketing plan to deliver positive impact to its revenue and margin performance.
Cadbury’s growth ambition is based on the following:-
Strengths of its brands and market position
Increased investment in Innovation, Marketing