Industry background
Both companies are involved in the confectionary industry in U.K. The industry is competitive with many players. The products manufactured by the industry include dairy products, chocolates, snacks, biscuits among others. Over the past years, the industry has witnessed closure of some of its companies. The closure led to increase in the number of imports of confectionary products with fewer exports. The confectionary industry has been leading over the year, although there are fears that it is facing competition from other emerging economies.
Company background
Cadbury is a multinational company with its headquarters in London U.K. The company is ranked the second best confectionary after the mars incorporated. The company owned by Kraft foods operates in more than 60 countries thus making it the second best. Cadbury U.K employs more than 3000 employees and has 8 manufacturing factories. Some of the products produced by Cadbury U.K include biscuits, chocolates, ice creams, cakes and flakes.
All its products bear the Cadbury brand to differentiate them from others in the market. Rococo, Grococo and the Grenada Chocolate Company is a key player in the confectionery industry. The amazing thing about the company is that after its inception it was awarded academy of chocolate award in 2008. Some of the products of Rococo are chocolate bars, Hampers, chocolate art, gift bags, drinking chocolate and nougat among other confectionaries.
Product overview
The Cadbury Dairy milk chocolate has been around since 1905. This has been a success story for Cadbury making is a leading and famous chocolate brand (Kraft Foods 2011). The Cadbury dairy chocolate is still famous even today. It is made from milk, sugar and cocoa mass which are mixed and cooked together. The combination of these ingredients makes the chocolate its unique flavour. It is packed in different size ranges and can be used as a snack. Rococo chocolate is organic and is made from cocoa and other ingredients. It comes in bars and in different shapes, flavours and sizes.
Strategic marketing
It is the identification of the most sustainable and suitable competitive advantage a company has based in the industry and using available resources to its advantage (Lamb 2011, p.35).
Macro-environmental forces
These are external forces that affect a company and it has no control over. They directly affect companies and the whole industry. They can be dynamic and volatile and need not to be underestimated (Groucutt, Forsyth & Leadley 2004, p.34). They include economics, politics, legal frameworks, technology, social cultural factors and the natural environment.
Micro-environmental forces
There are internal forces that originate from the company and it has control over. They include employees, suppliers, customers, competitors, regulators, trade unions among others (Groucutt, Forsyth & Leadley 2004, p.29).
SWOT analysis
It is an analysis framework that gives the strengths, weakness, opportunities and threats that an organisation faces in the market industry. According to Bohm ( 2009, p.1) SWOT analysis uses an integrated approach to confront internal strengths and weakness of a company as well as the external opportunities to the company and the threats it faces so as to come up with strategic options.
Market segmentation
This is a marketing concept that involves the division of the target market based on particular characteristics they share or posses like gender, age, and sex/
Target market
This is the populations that an organisation targets as the consumer of a product been launched in the market.
Targeting strategy
It is the market segmentation by choosing the target group in each segment by determining the kind of products to be offered to that particular segment.
Positioning strategy
A marketing strategy used to place the products of a company in the market in a way that differentiates them from those of the competitors.
Recommendations
They are the opinions or statements given by a researcher after analysing a particular incident or phenomenon with the aim of spelling out what can be done to rectify or improve the situation.
Reference List
Böhm, A., 2009, The SWOT Analysis. München: GRIN Verlag.
Groucutt, J., Forsyth, P., & Leadley, P, 2004, marketing: essential principles, new realities. London: Kogan Page.
Kraft Foods., 2011. Cadbury Dairy Milk. Web.
Lamb, C. W. 2011, Essentials of marketing. Cincinnati: South-Western.