Research and Markets: Cadbury Case Study: Retaining Leadership Position in the Confectionery Market

DUBLIN--(Business Wire)--
Research and Markets
(http://www.researchandmarkets.com/research/a380e6/cadbury_case_study) has
announced the addition of the "Cadbury Case Study: Retaining Leadership Position
in the Confectionery Market" company profile to their offering.

This case study on Cadbury forms part of a series of case studies, which
explores business practices across a variety of disciplines and business
sectors. It examines how the UK confectionery company, which has recently
received a bid from Kraft, has retained its leadership position in the market by
focusing on consumer trends and enhancing its non-chocolate business.

Key reasons to purchase this title

* Gain insight into the methods used by important industry players to give them
a competitive edge
* Identify specific areas for operational improvements
* Capitalize on the knowledge of experienced companies when entering a new niche
or market

Key Topics Covered:

CATALYST

SUMMARY

ANALYSIS

* European confectionery manufacturers are addressing key consumer trends to
encourage growth
* Whilst of substantial size, the confectionery market in Europe has seen low
growth
* Germany has the most launches in confectionery products, while health, value
and upscale claims are popular in new launches
* Cadbury is the leading chocolate maker in the UK and is addressing consumer
trends to enhance its position in the international confectionery market
* Cadbury's independent status has been threatened by the Kraft bid
* Cadbury recently spun off its carbonates arm to concentrate on confectionery
and has since expanded its chocolate focus to encourage growth
* The company has benefited from the downturn thanks to the perception of
confectionery as an affordable indulgence
* Cadbury has concentrated on enhancing its non-chocolate confectionery arms to
create a more rounded business
* The company has addressed ethical concerns by earning its Dairy Milk brand
Fairtrade status
* Cadbury has created memorable adverts in the UK over the past few years which
have successfully promoted its chocolate
* Cadbury is sponsoring the Olympic Games which has been criticized by some
observers
* Conclusion

APPENDIX

For more information visit
http://www.researchandmarkets.com/research/a380e6/cadbury_case_study

Source: Datamonitor

Research and Markets
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