mp_final
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Management PracticesSubmitted to Sir Ayaz Reshi
5/17/2011
Asim Javed & Amir QasimFA09-BBA-016 & FA09-BBA-050
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Table of ContentsTable of Contents .....................................................................................................................2Introduction ..............................................................................................................................3History: .....................................................................................................................................3.................................................................................................................................................. 5MISSION OF CADBURY ......................................................................................................5VISION OF CADBURY .........................................................................................................5Values of Cadbury ...................................................................................................................5.................................................................................................................................................. 6
Internal Audit ...........................................................................................................................6Culture in Cadbury ...............................................................................................................6Diversity and Opportunity ...................................................................................................6Resources: ............................................................................................................................7Marketing ............................................................................................................................7Research and Development .................................................................................................9Management .......................................................................................................................10Production or Operations ...................................................................................................11Finance ...............................................................................................................................11
External Audit ........................................................................................................................12Pest Analysis ......................................................................................................................12
Political: .................................................................................................................................12References .............................................................................................................................15
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Introduction
Cadbury plc is a British confectionery company, the industry's second-largest globally
after the combined Mars-Wrigley. Headquartered in Cadbury House in the Uxbridge
Business Park in Uxbridge, London Borough of Hillingdon, England and formerly listed
on the London Stock Exchange, Cadbury was controversially acquired by Kraft Foods in
February 2010. After integration the combined Cadbury and Kraft companies became the
largest confectionery company in the world
The company was a constant constituent of the FTSE 100 from the index's 1984 inception
until its 2010 takeover.
The firm was known as "Cadbury Schweppes plc" from 1969 until a May 2008 demerger,
in which its global confectionery business was separated from its U.S. beverage unit,
which has been renamed Dr Pepper Snapple Group.
History:
Cadbury, the global leader in the chocolate confectionery market, began in 1824 when a
young Quaker named John Cadbury opened up a shop in Birmingham. John sold coffee,
tea, drinking chocolate and cocoa at his shop. Believing that alcohol was a main cause of
poverty, John hoped his products might serve as an alternative. He also sold hops and
mustard. Like many Quakers John had high quality standards for all of his products.
By 1842 John was selling 11 kinds of cocoa and 16 kinds of drinking chocolate. Soon
Johns brother Benjamin joined the company to form Cadbury Brothers of Birmingham.
The Cadbury brothers opened an office in London and received a Royal Warrant (one of
many) as manufacturers of chocolate and cocoa to Queen Victoria in 1854. Six years later
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the brothers dissolved their partnership because of Johns failing health and the death of his
wife. They left the business to John's sons George and Richard. John devoted the rest of his
life to social work and died in 1889.
George and Richard continued to expand the product line, and by 1864, they were pulling a
profit. Cadburys Cocoa Essence, which was advertised as "absolutely pure and therefore
best," was an all-natural product made with pure cocoa butter and no starchy ingredients.
Cocoa Essence was the beginning of chocolate as we know it today. The brothers soon
moved their manufacturing operations to a larger facility four miles south of Birmingham.
The factory and area became known as Bournville.
With Cadburys continued success in chocolate, George and Richard stopped selling tea in
1873. Master confectioner Frederic Kinchelman was appointed to share his recipe and
production secrets with Cadbury workers. This resulted in Cadbury producing chocolate
covered nougats, bonbons delices, pistache, caramels, avelines and more. Cadbury
manufactured its first milk chocolate in 1897. Two years later the Bournville factory
employed 2,600 people and Cadbury was incorporated as a limited company.
In 1969 Cadbury merged with Schweppes to form Cadbury Schweppes. Schweppes was a
well-known British brand that manufactured carbonated mineral water and soft drinks. Themerged companies would go on to acquire Sunkist, Canada Dry, Typhoo Tea and more.
Schweppes Beverages was created, and the manufacture of Cadbury confectionery brands
was licensed to Hershey.
In March of 2007, Cadbury Scheweppes announced that it intends to separate its
confectionery and beverage businesses. With almost 200 years in the business, Cadbury
Schweppes will continue to prosper in the coming decades. In 2010 it is take over by the
Kraft foods.
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MISSION OF CADBURY
Our core purpose "creating brands people love" captures the spirit of what
we are trying to achieve as a business.
We collaborate and work as teams to convert products into brands. Simply
put, we spread happiness!
VISION OF CADBURY
Be the worlds BIGGEST and BEST confectionery company.
Values of Cadbury
They are performance driven, values led. Throughout changing times,
their constant values have inspired us to be pioneers in business and in
corporate responsibility. They help ensure they are proud of their company
and are critical to their core purpose of creating brands people love.
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Internal Audit
Culture in Cadbury
We are a performance driven values led business
We have a clear vision, performance scorecard,priorities and sustainability commitments.
As a culture we value performance, quality, respect, integrity and responsibility.
We work as one team across geographic and functional boundaries to be the best. Wework hard and have fun along the way.
We listen to our consumers, customers, suppliers, shareowners, colleagues and
communities. Our success is sustained by understanding and responding to their needs.
We have always believed that doing good is good for business. This belief inspired our
founders, and is still at the heart of the way we work today. We see it as key to our future
success.
Diversity and Opportunity
We value diversity and value employees from varied backgrounds as they enrich our
culture and support our commercial success.
Our diversity practice helps us to attract the best people to Cadbury and allows us to reflect
the diversity of the world around us better - our consumer base and the communities in
which we operate. We aim to reflect diversity in both our workforce and in our leadershipteams. Through a culture of inclusiveness, we also aim to inspire the best in our people,
earn their trust, increase their engagement and promote pride in our company.
Our group-wide Equal Employment Opportunities & Diversity Policy emphasises that we
recruit and promote employees on the basis of their suitability for the job without
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discriminating on grounds of gender, race, ethnic or national origin, colour, religion,
marital status, age, sexual orientation, disability, social class and political association.
Resources:
Cadbury Schweppes is the largest confectionery company in the world, employing
more than 71,657 employees.
35,000 direct and indirect Suppliers
Direct operation over 60 Countries
In 2008 the company had over $9,988.3 million in overall sales.
In 2008 operating income of Cadbury is $627.51 million.
Cadbury have their manufacture plants in more than 23 countries .like United
Kingdom, United States, New Zealand, Ausralia, India etc.
Marketing
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Strengths
.
Cadbury would realize several possible advantages in going abroad. By penetrating
a foreign market the company could. Strong distribution system the Dr Pepper Snapple Group has inherited the largest
independent distribution network in the US and a reduced reliance on Coca-Cola
Enterprises and Pepsi Bottling Group for securing access to the market for its
brands
Cadbury is totally focusing on chocolate, candy, chewing gum, unique
understanding of consumer in these segments
With its brand name, Cadbury could counterattack the competitors it faces in thedomestic market by attacking their domestic market.
Cadbury Plc (Cadbury) is one the leading global confectionery company with a
portfolio of chocolate, gum and candy brands. The company has global operations
spread across Europe, Americas, Asia Pacific and Africa
Key US soft drinks player the Dr Pepper Snapple Group has inherited a position
as a leading soft drinks player in the US, boasting high-profile brands such as those
which comprise its name and the likes of 7-Up and Schweppes.
Independent drinks business following the demerger from Cadbury Schweppes,
the sole focus of the new Dr Pepper Snapple Group is soft drinks, a status that
should allow it to better target growth in the sector.
Weaknesses
Generally, as Cadbury has a weak position in the US market, thus, need to change
its target to a different location. Besides its lack of distribution network, it also has
a small total of market share altogether. Therefore in order to market the product in
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France successfully, Cadbury would have to find out on how it can improve in
order to have great performance. It is also good to find out what are the situations
that they could avoid in order to be successful. In order to market products the
following issues should be considered:
Consumption of chocolate products, which has been growing until 1991, remained
fairly static in 1992, reflecting a fall in demand due to the gloomy economic
situation.
Overexposed to US carbonates despite its emphasis on expanding its non-
carbonates presence, the Dr Pepper Snapple Group remains over-reliant on the
floundering US carbonates market. As such, it is exposed to fluctuations in this
marketplace.
Limited product portfolio the Dr Pepper Snapple Group has a smaller product
portfolio than its competitors, in particular The Coca-Cola Company and PepsiCo,
which provides a smaller base from which to rapidly expand and diversify its
product offer.
Geographic constraints owing to the multiple franchisee ownership of core
brands such as Schweppes, Dr Pepper and 7-Up, the Dr Pepper Snapple Group is
restricted in terms of international expansion, which given its reliance on the US, is
a definite weakness.
Cadbury role shrinks in its new guise, Cadbury Plc became a smaller-scale,
regional soft drinks player and hence, cannot rely on the same level of financial
backing and brand exposure to generate revenues as was available before.
Research and Development
Strengths
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Strong manufacturing competence, established brand name and leader in
innovation.
Advantage that it is totally focused on chocolate, candy, chewing gum, unique
understanding of consumer in these segments.
Overall, Cadbury has been successful through the new products (development) it
has to offer.
Weakness
The company is dependent on the confectionery and beverage market, whereas
other competitors e.g. Nestle have a more diverse product portfolio, where profits
can be used to invest in other areas of the business and R&D.
Other competitors have greater international experience - Cadbury has traditionally
been strong in Europe. New to the US, possible lack of understanding of the new
emerging markets compared to competitors.
Cadbury has a reputation for new product development and creativity. However,
they remain vulnerable to the possibility that their innovation may falter over time.
Management
Strengths
The organization has strong ethical values and an ethical mission statement.
The concept of team work is very high in the firm.
Acting in a fair and equitable manner with employees and potential employees and,
as a result, earning a good reputation internally and in the communities in which we
do business
Weakness
Due to diversity in the organization there is lack of coordination among the
manager which effects the overall production of the company.
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Production or Operations
Strengths
Strong manufacturing competence as compare to its competitors.
Maintain a stable growth of a company by maximizing the use of its production
capacity and thus increase economies of scale and scope.
By using JIT product line, the inventory cost of Cadbury reduced from $670,000 to
$200,000
Weakness
Total French production of chocolate bars and confectionary, which
has increased by 24.5 per cent between 1988 and 1991, has slowed
down in more recent years, partly due to the economic slump.
Finance
Strengths
The company recorded revenues of 5,384 million (approximately $9,988.3
million) duringthe financial year ended December 2008 (FY2008), an increase of
14.6% over FY2007. Theoperating profit of the company was 388 million
(approximately $719.8 million) during FY2008, increase of 39.6% over FY2007.
The net profit was 364 million (approximately $675.3 million) inFY2008,
Keep up with the financial strength by increasing its sales and profit, indeed the
foreign market could present higher profit opportunities than the domestic products.
Weakness
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Weaker financial position following the demerger, the Dr Pepper Snapple Group
Overexposed to US carbonates despite its emphasis on expanding its non-
carbonates presence, the Dr Pepper Snapple Group remains over-reliant on thefloundering US carbonates market. As such, it is exposed to fluctuations in this
marketplace.
Finds itself operating without financial backing of what was the much larger
Cadbury Schweppes group, which could also rely on confectionery revenues.
Sales of milk chocolate bars, which account for 24 per cent by volume of total sales
of chocolate bars, decreased by 3.7 per cent.
External Audit
Pest Analysis
Political:
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Any change in laws or regulations, especially concerning international trade and food
labeling could greatly affect Cadbury
Cadbury needs to make sure none of its companies are breaking laws in the production,
and for example employing children or paying under minimum wage. Otherwise,
scandals and lawsuits would greatly hurt Cadburys reputation
Political decisions can affect Cadburys, these can be either advantages or
disadvantages, if taxes increase, therefore consumers decrease and sales of stock
decrease. However if taxes decrease the likelihood is consumers will buy more.
Laws can also change Cadburys income because if a law was brought out, that you
could only work from 9am till 5pm, factory hours would be cut short resulting in less
chocolates being produced.
Economical:
World economy relatively good at the moment, would support the launch of a new
chocolate bar
High consumer spending and low interest rates also encourage a new product
Confectionary market is growing, very high sales and still many uncovered segments
The interest rates can have an affect on Cadburys. If the interest rates were high then
Cadbury would not want to borrow as much money for expansion. Also if consumers
themselves were under pressure due to their loans they would again have less
disposable income to buy luxury items.
If the minimum wage was brought down, this would mean more money for Cadburys
but would also result in low sales from the consumers.
Social:
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Many people trying to eat healthy and cut down on confectionary goods and soft drinks
due to the current skinny is beautiful trend
Public opinion of Cadburys is high, no major concerns to stop consumers from buying
their products
Trend in snacking increase in people eating on the go (Vending machines)
Local residents with small businesses near Cadburys World would benefit from the
money that is being brought in by visitors.
More people are health conscious will read ingredient content
Technological:
Production is high due to high technology machines and factories enabling high quality
mass production
Medias such as the internet, television and the radio enable large amount of cheap
advertisement
Opportunities
Innovative uncaptured chocolate market in world ( such as sugar free chocolate
sector)
Increasing acceptance of Globalisation and better relationship with foreign
companies.
Internet is a good place to sell goods, even confectionary ones. Provides a new
consumer group with access to Cadbury and allows even larger sales due to a larger
overall consumer group
New markets. Significant opportunities exist to expand into the emerging markets
of China, and Russia, where populations are growing, consumer wealth is
increasing and demand for confectionery products is increasing.
Key to survival within the FMCG market is increasing efficiency and reducing
costs. Cadbury Fuel for Growth and cost efficiency programmers seek to bring cost
savings by:
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1. Moving production to low cost countries, where raw materials and labour is
cheaper.
2. Reduce internal costs - supply chain efficiency, global sourcing and
procurement, and wise investment in R&D.
Innovation is key driver. To respond to changes in consumer tastes and preferences
- healthier snacks with lower calories need to be developed. R&D and product
launches have led to sugar-free & center filled chewing gum varieties and Cadbury
premium indulgence treat. Low-fat, organic and natural confectionery demand
appears strong.
Threats
Worldwide - there is an increasingly demanding cost environment, particularly for
energy, transport, packaging and sugar. Global supply chain in low cost locations.
Competitive pressures from other branded suppliers (national and global).
Aggressive price and promotion activity by competitors - possible price wars in
developed markets.
Social changes - Rising obesity and consumers obsession with calories counting.
Nutrition and healthier lifestyles affecting demand for core Cadbury products.
Preference and availability of other substitutes ( sweets and deserts)
Increased international taxes on goods, especially beverages and confectionary
goods
References http://en.wikipedia.org/wiki/Cadbury
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http://www.cadbury.co.uk/
http://www.englishteastore.com/cadbury-history.html
http://www.businessteacher.org.uk/business-resources/swot-analysis-
database/cadbury-swot-analysis/ http://www.businessteacher.org.uk/business-resources/case-study-database/
http://www.businessteacher.org.uk/index.php?
s=CADBURY&select=Click+To+Choose+an+Essay...
http://www.businessteacher.org.uk/business-resources/case-study-database/
http://www.researchandmarkets.com/reports/1124695/
http://collaboration.cadbury.com/ourresponsibilities/employmentpractices/Pages/di
versityandopportunity.aspx
http://www.thestudentroom.co.uk/showthread.php?t=64830
http://www.managementparadise.com/forums/principles-management-p-o-
m/208708-pest-analysis-cadbury.html
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