Strategic Marketing Audit of Cadbury in the United Kingdom

Purboningtyas, Gertrudis Novindya Maheshwari (2024) Strategic Marketing Audit of Cadbury in the United Kingdom. S1 thesis, UNIVERSITAS ATMA JAYA YOGYAKARTA.

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Abstract

Cadbury has significantly shaped the confectionery market, particularly in chocolate. The company is known for pioneering cocoa and drinking chocolate and now operates in over 30 countries with more than 10 manufacturing facilities. Cadbury’s Cocoa Life program is a key initiative aimed at sustainable cocoa sourcing, targeting engagement with around 300,000 cocoa farmers by 2030. This paper analyzes Cadbury's commitment to responsible production, examining the impact of macro-level factors such as regulations, economic conditions, and competitive dynamics on its market performance. The study also addresses challenges and opportunities arising from demographic shifts and technological advancements, while highlighting how Cadbury's strong brand and marketing strategies position it to overcome obstacles and maintain its industry leadership.

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