ROYAL BUSINESS COLLEGE

TE PUKE CAMPUS
LEVEL -7
Mar 8087
Assignment ON

SUBMITTED BY
SUBMITTED TO

jatinder pal singh

Margie garcia
(BUSINESS TUTOR)

INTRODUCTION
Cadbury is really a very tasty product. Cadbury is famous among the whole world. Cadbury has produced
chocolates with different flavor all over the world. The company has a fame and name only because of their
products. Cadburys is a best known and global company which is located in many counties like the Us, New
Zealand and Canada etc. Cadbury is a business which has manufactured chocolate in a different ways for
example chocolate bars, cakes and ice cream etc. Cadburys aims are to improve the quality of their chocolate, to
Survive in the market, have loads of stores worldwide, to be an ongoing company. Cadbury is best known for its
confectionery products including the Dairy Milk chocolate, the Creme Egg, and the Roses selection box.
Cadburys was founded in Birmingham in 1824 by John Cadbury. In 1900 Cadbury started advertising outdoors
and in the press to attract more customers to try their products because some people like to try something new
however some people are afraid to try something new. In 1905 there first Cadbury logo was formed by William
Cadbury to make sure the customers knew what company made the products. In 1928 they begin to invest in
more advertising trying to make their products as big as they can. Kraft Foods currently own Cadbury since
2010. Cadbury is now operated in more than 50 countries worldwide. There headquarter is located in Uxbridge,
London, United Kingdom.
Cadbury also has some public issues regarding the palm oil. Actually the company uses palm oil in their
products means in the chocolates. But the palm oil is showed by the name vegetable fat on the packaging.
Actually the problem is that the palm oil can be get only by cutting down the trees. The company does not want
to leave the flavor of palm oil because by doing so the taste of the chocolates can be changed. The critics said
that adding palm oil and shrinking the bars were cost cutting moves, the Cadbury website said this was done
for a number of reasons.

1 Ans.
STRATEGIC PLANNING
For any organization, strategic planning is one of the most important tools. It basically includes mission of the
company or an organization, vision, goals and objectives etc.

M IS O N V IS O N G O A L S O B JE C T IV S
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Strategic planning is a really one of the most important planning on which basis an
organization stands. While beginning any organization we need to know the whole
planning to run the business. It is very relevant tool to run any organization or any
business. Basically strategic planning is a defined plan which is aimed at creating a
desired future whatever a company or any organization wants. It is actually a plan which
any company makes for the future of the organization. While planning we have to decide
the mission/purpose, vision, goals and objectives.
Mission Statement:

A mission statement is usually the basic need of strategic planning. A mission statement puts in clear
terms the goal of the organization and details general steps that it will take to reach that goal. The parts of an
organization should follow from its mission statement. A mission statement helps the types of customers that the
organization is seeking to serve and explain the type of performance necessary to get the job done. When we
begin any organization, firstly we should know the mission. Because without any mission we cant do anything.
Vision Statement
A vision statement tells the world that the organization wishes to be a part of and contribute to by being
successful. These are the steps that an organization takes will not follow in a strictly logical way from its vision
statement. Instead, a vision statement provides a general direction. A vision statement helps to shape an
organization.
As every company or organization makes strategic plan, Cadbury also has the strategic plan for the company. It
also includes the mission for the organization, goals, vision and objectives. Now I will explain the mission,
vision, goals and objectives of the Cadbury.

MISSION

By promoting new social housing of good quality which enhances the environment.
By managing housing stock and estates to the highest standard for all residents.
By encouraging resident to share in decision affecting their communities.
Says simply Cadbury means quality; this is our promise. Our reputation is built upon quality, our
commitment to continuous improvement will ensure that our promise.
VISIONWorking together to create brands people love. 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.
OBJECTIVES-

Performance
We are passionate about the winning. We compete in a very tough but fair way. We are hardworking and make
the most of our abilities. We are prepared to take risks and act with speed. So our main objective is to enhance
our performance.
Quality
We put quality and safety at all of our activities - our products, our people, our partnerships and
our performance. We want to improve the quality of our product and
Respect
We genuinely care for our business and our colleagues. We listen, understand and respond to the colleagues. We
are friendly and welcoming. We embrace new ideas and diverse customs and cultures etc.
Integrity
We always strive to do the right things. Honesty, openness and being straightforward characterize the way we do
our business.
Responsibility

We take accountability for our social, economical and environmental impacts. In this way we aim to make
our business, our partners and our communities better for the future.

2 Ans.
INTERNAL AND EXTERNAL ENVIRONMENT
SWOT ANALYSIS
Swot analysis is one of the most important tools for any successful business. To start any business, we need swot
analysis for the company or the organization. We can understand the meaning of swot analysis easily
As its name states, a SWOT analysis examines four elements:
S STRENGTH
W-WEAKNESS
O-OPPORTUNITIES
T-THREATS

Strengths Strength of any company is an internal attributes and resources that support a successful
outcome.

Weaknesses Weaknesses of any company are internal attributes resources that work against a
successful outcome.

Opportunities Opportunities are the external factors which the project can capitalize on or use to its
advantage.

Threats The threats of a company are external factors that could jeopardize the project.
Once the SWOT factors are identified, decision makers should be able to better ascertain if the project or goal is
worth pursuing and what is required to make it successful. Often expressed in a two-by-two matrix, the analysis
aims to help an organization match its resources to the competitive environment in which it operates.

There are two types of environment under swot analysis- external environment and internal environment. Now
firstly I will explain the external environment.
GENERAL EXTERNAL ENVIRONMENTPESTEL ANALYSISPESTEL is an important tool which is used for market and environmental analysis and to support strategic
decision making. PESTEL analysis basically includes Political, Economic, Social, and Technological, Legal,
and Environmental factors. Whenever we begin any organization or any company, pestel analysis plays a very
important role. Because in every business, we badly need of having political, economic, social, technological,
environmental and legal.

POLITICAL AND ECONOMIC-A change in government will cause a change in polices of the company or any
organization. If the interest rates go up it will mean that there is no capital expenditure and no new jobs will be
created which will therefore affect employment level. If inflation went up/down it would affect the cost of
materials and therefore their profit would increase/decrease accordingly the ups and downs. If pensions and
national insurance went up then Cadburys costs would go up. Its meaning that their profit would go down. On
the other side if taxation went up then it would increase the production costs meaning that their profit would go
down. If unemployment was high then people will have less money to spend on luxury goods like chocolate,
again their profit would decrease. If exchange rates changed it would affect the cost of exporting, so a change of
the euro would mean that it was better for exporting If the national income went down then the people would
have less money to spend on luxury items such as chocolate.
SOCIAL- If the population size will be decreased then there would be less people to buy their products. So by
happening this there will be therefore less profit. If people lifestyles will be changed e.g. more people wanting to
get fit and lose weight, then they will stop eating chocolate and spend their money on gym memberships and
diet food etc. This means that Cadburys profits will be decreased.
TECHNOLOGICAL - An increase in capital expenditure e.g. more up to date equipment would mean that the
goods where produced quicker and cheaper but would also result in job losses.
As we all know that all the organizations and the companies who opens new business or who are doing business
now they all need to have the stakeholders groups to communicate with them.
Stakeholders are the individuals who are affected by or can influence a company or product. These individuals
can be any like customers, clients, suppliers, investors and employees. Without the participation of the
stakeholders, it is hard for a company to survive, as companies and stakeholders are mutually interdependent.
Thus, stakeholders are important in helping a company to express its values, carry out its mission, develop
strategies, implement processes and improve relationships on a continuous basis.
Cadbury held the meetings with the stakeholders and it is very important. Because as there is a public issue
regarding palm oil related to the Cadburys it is very important for the Cadbury company to held the meetings
with the all communication channels So that they come to know about the problems which the company having
regarding palm oil and try to resolve the problem. We know that shareholders live away from the company so it
is the basic thing to let them know about the things which are happening in the company. This is a serious
problem and it can cause also to the Cadbury Company. So the Cadbury Company should have the main
objectives about which the company will have to work.
According to me Cadbury company should take some steps regarding the problem of having the palm oil.
Otherwise the sale of the Cadbury will be decrease. Because people dont like to cut down the trees. So
according to me the company

3Ans.
PUBLIC RELATION STRATEGIES:Public relations are the most important for a company who wants to open a new product. As we all know that
without public relations as it determines the relationship between the company and its stakeholders. Public
relations are important in creation of a lasting relationship between the business and the rest of its workers.
Public relations are an important concept that determines the overall success of business.
1. ENHANCE THE PERCEIVED VALUE OF COMPANY:-to enhance the perceived value of the
company will launch a campaign to get the public to create a word to describe the taste of Cadbury
products. The winner would be crowned. Celebrities will be invited to tweet descriptions of the taste of
Cadbury .Bloggers will offer their readers literary- themed competitions giving away bespoke books
containing a hiding place for a Dairy Milk bar.
2.

3.

4.

5.

INTERNET PUBLIC RELATIONS STRATEGY: - Stakeholders are the important part for the
growth of any business. In this case the company will use the internet to post company results to the
shareholders and any potential investors. It will also post newsletter to individual investors. Through
the internet, customer and other stakeholders will be able to communicate directly the company.
TRADITIONAL MEDIA PUBLIC RELATIONS STRATEGIES:- It is not all the stakeholders for
the company who are conversant with the use of the computers and everyone is connected to the
internet. Therefore the traditional medial public relations strategies remain particularly important for
the company. The launch of the product will be announced in all the mass Medias while the consequent
performance of the company will also be communicated through the same media. The performance of
the product will also be posted in the company magazine. The mass media will still remain important in
the overall advertising strategy for the company.
ON LINE SALES PROMOTION STRATEGY:-The Company will not only carry out off street sale
promotion and sampling as a pull strategy but it will also use internet promotion strategy. This will be
carried out with two aims. First it will be aimed at ensuring that there is increased awareness of
Company website to promote online sales growth and second it will be aimed at Promoting the sale of
the product. The company will offer special offer area reduced at a discount of 15 percent for every
purchase through the internet. The advertisement for this offer will be carried out in the mass media
and in the internet.
CHANNEL DISTRIBUTION: PUSH AND PULL:-The promotional strategies will be carried out in
collaboration with the distributors who will be the middlemen used in the distribution channel. The
company will use pull strategies to entice consumer to purchase its product. Instead of giving out free
sample the company will use discount strategies but it will also use off street sampling to help the
consumer to directly experience the product.
Rank

Public Relation Strategies For Cadbury

Traditional media Public Relations Strategy

Enhance The Perceived Value Of Company

Internet public relation strategies

On Line Sales Promotion Strategy

Channel Distribution: Push And Pull

We are living in era where news break around the world in seconds and citizen journalism is on the rise. An era
when the majority of the world's population has now plugged-in to a powerful online platform and where the
continuous stream of new content and opinions never cease. We are living through a time when one word - the

internet - stands as the most significant revolution in communication history. We give no. 1 rank to internet
public relation strategy because there are so many benefits of internet public relations for Cadbury Company.
Like:

Increased traffic to a website.

Enhanced brand awareness.

Position a company as an authoritative voice in their industry.

Provide an avenue for improved customer relations by allowing a company to directly engage with
individuals interested in their brand or product.

Provide a platform to communicate information and/or company insights to target audiences.

4 Ans.
COMMUNICATION CHANNELSCommunication channels can be splitted into two parts- message or content. For example, you may want to
communicate something about your emotional state. So for this let's say that you are angry. That time you can
communicate over a number of channels. You could also write a letter. You could either send email. You could
send a tape recording of your ranting about that why you are angry. These are all the different channels. Now
whats important is that different communication channels have different strengths and weaknesses. If, for
example, the CEO of a company wants to communicate there will be layoffs within the company, then she or he
could simply send an email to all staff. When we open any organization then it is very important to
communicate with the internal and external persons who are related with the organization in any way. So to
communicate with the staff and to communicate with the public means our customers, we have to use the
communication channels.
There are number of communication channels to communicate with the external and internal environment.
EmployeeTo communicate with the employees of the organization is very important. So there are several methods or we
can say that there are different ways to communicate with the employees of the company. The company uses to
send e-mails to the employees. The company also use the notices on the notices board. Sometime the company
held the meetings to confront the employees.
ShareholdersTo communicate with the shareholders the company does the annual meetings, check the annual reports and
sometime the company also held the conferences. By having the personals meetings with the shareholders
company can give the better performance in their work because it is better to have the personal meetings with
the shareholders of the company.

CustomersFor any organization it is the most important thing to communicate with the customers of the organization.
Because every person who opens an organization it is very important for him or her that to make the relations
with their customers. Customers are the need of any organization. So to communicate with the customers of the
company, they use to go to doors to doors to the public. Sometime they use advertisements for their products.
There are also some companies who use to do surveys by distributing surveys form to the different sort of the

people. The company send e-mails to the people. Some companies also use to print some magazines and
distribute to the public.

SuppliersIn every organization, it is very important to supply the products. So the suppliers are very important for every
organization. The company connect with the suppliers through the e-mails, phone calls and also through the
supply programs.
Prospective customersTo communicate with the prospective customers the company uses advertisements and banners also.

5 Ans.
PUBLIC RELATION CAMPAIGN STRATEGYWhile we open an organization we need to make the relations with the public. Because public relation is the
main thing which is important for every organization or company. Without making relations with the public not
a single business can be successful. So its important to have a public relations plan. This can be for general
public relations activities, media strategy and crisis communication. Often this phase can seem daunting, but
these resources will help you by taking you through development step-by-step. Public relation is basically a
practice of managing the information between the individual or an organization and public.
POTENTIAL BUDGET FOR PUBLIC RELATION CAMPAIGN STRATEGY AND ACTIVITY FOR
CADBURY
BUDGET CONTIGENCY PLANNING
Contingency budgeting is the process you use to create the financial component of your contingency plan.
Contingency is a process which is used in every organization. It is one of the most important tools which is used
for budgeting the finance of any company or any organization. Non-profits should always develop a
contingency budget, but in challenging economic times it is imperative. Contingency budgeting occurs during
the process of developing your annual budget. The purpose of a contingency plan and budget is to deal with
unexpected financial problems that arise suddenly. Contingency budgets are different from long-term financial
planning, such as the planning and saving you need for retirement. Contingency planning prepares for things
such as job loss, reduction in income, a sharp reduction in the value of your home, unforeseen home repair
expenses or unexpected medical expenses. When one of these situations arises, you'll be able to implement a
prepared contingency budget, altering your spending and saving to account for your family's new financial
picture.
Steps in Developing a Contingency Budget

Examine your mission.

Assemble an action team to create the best assumptions for each of your contingency budgets.
Review your budget assumptions monthly.
Look at every expense without exception.
Analyse critically your programs and services to determine which are essential to your core mission.
Look for alternative delivery systems and strategies for program delivery.
Measure your current revenues against revenue for the past two years.

For most marketing plans, a percentage of Sales or Profits is used to determine the budget allocation for
executing the plan. However this is more appropriate for products which are in existence, and usually, the
budget will be determined based on the years Sales or Profit targets.
For entry into a new market or for new product launches, as for the Cadbury Cream Egg Twisted, it is more
effective to determine a budget based on the Marketing Objectives to be achieved, and Marketing Tasks to be
carried out. This is a more rational method of setting the budget, based on the various Promotional activities
which are required to execute the launch.

Strategies
T.V Media

Budget

Expenses

0.2%
-0.8%
2.2%
-2.1%
6.7%

0.3%
-0.8%
2.1%
-2.1%
6.8%

-7.4%
-7.1%
-4.3%
-4.9%
3.3%

-7.3%
-7.0%
-4.3%
-4.8%
3.3%

Internet
Newspaper media
Local Newspaper
National Newspaper
Spanish language
Newspaper

5.6%
-11.7%
-11.7%
-11.3%
-13.3%

5.6%
-11.5%
-11.9%
-11.3%
-13.3%

Radio media
Local Radio
National Radio

-10.3%
-11.1%
-11.5%

-10.3%
-11.0%
-11.6%

Network T.V
Cable T.V
Spot T.V
Syndicate national

Consumer magazine
Sunday magazine
Local city magazine
Hindi language magazine

Magazines

ACCOUNT ABILITIES:The things which I am going to take in my account are the increase of sales, price, channels, customer
management, activities and websites etc.
Increasing SalesIn order to increase the sales of the Cadbury we need to give some advertisements on TV, radio etc.
PriceIf price of a thing or any product will be suitable than the people or the customers attracts towards the products.
As sometimes when we go to some shops we see the products there then firstly we all look at the price of the
things or the products, so it is very important to choose the correct and suitable price for the products. In the
confectionery market, the price of the products, and the amount of planning prior to purchase are both relatively
small. In the leisure industry generally, and specifically for a visit to Cadbury World, the commitment e.g.
admission price, travel costs and time to plan the visit are significant.

ChannelsCadbury used many channels regarding their company. They recommended the use of small vending
machines exclusive for Cadbury products that will be placed in different public area such as; school
canteens, airport, hospital, mall etc.
Customer management activitiesCustomers are very important factors for every organization. Customers are having a different to capture
and classify thats why the strong relationship to the customer is very important. Cadbury also use sites
like; Face book, Twitter, Multiply and Friends to get closer with their customer and collect feedback. They
are only recommending Cadbury to play more gimmicks with their existing online fan pages.
WebsiteBy using websites of an organization we can know better about the products and things about the
organization. Cadbury Worlds new website is built using the MOSS web builder system. This allows
content to be updated easily and provides simple data around number of visitors to the site, which pages
are the most popular, and what downloads are accessed the most. The website allows the visitor to select
the content they wish to view, is easy to navigate and gives the visitor the opportunity to actively
participate in the website content by uploading their pictures and stories of the Cadbury World experience
and also link to peer-to-peer sites including Face book and Bebo. Cadbury has available websites for
customers here. Customer can freely navigate in their website and get information about the Products.

STANDARDS FOR FINANCIAL MANAGEMENT AND PERFORMANCE

Customer targets:
It is essential to have a clear picture of the type of people that make up your core target market. Armed with this
information you can then select how to best reach and appeal to this market.

Competitor targets-

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Cadbury target competitor is Hershey, Nestle and Ferraris. And Cadbury sell affordable prices and put in
convenient position, develop a range of new products for everyone. Following Cadbury's research into the
Gifting market, the company analysed market research into the coffee bar and cafe markets. Cadbury's
then carried out its own research which confirmed that the caf concept would particularly attract ABC1
women aged 25-45. This research has been confirmed by experience.
Products FeaturesAs In order to reach the objectives of Cadbury, they are using different strategies and their main focus is on
products development, innovation, focus on existing products and packaging. As Cadbury wants to make more
new brands. Cadbury is a leading global confectionery company with an outstanding portfolio of chocolate, gum
and candy brands. Cadbury created few famous brands like Cadbury, Trident and Halls.
Flakes
Green & Blacks
Halls
Hollywood
Stimorol
Eclairs
Cadbury featured brands are:
Cadbury featured brand:
Bubbaloo
Cadbury Crme Egg
Cadbury Dairy Milk

6Ans.

Planning and monitoring your budget will help you identify wasteful expenditures, adapt quickly as your
financial situation changes, and achieve your financial goals. When you actually see the breakdown of your
expenses, you may be surprised by what you find; this process is essential to fully grasping how things can add
up. Creating a budget will decrease your stress levels because, with a budget, there are no surprises. Budgets
need to be regularly monitored to see if action needs to be taken. There are thus three main stages in budgeting:

11

Strategies
T.V
Network T.V
Cable T.V
Spot T.V
Syndicate national

Magazine
Consumer
magazine
Sunday magazine
Local magazine
Hindi language
magazine

Internet
Strategies
Newspaper
media
Local Newspaper
National
Newspaper
Hindi language
Newspaper

Radio media
Local Radio
National Radio
Outdoor

Budget

Expenses

Monitoring budget
Mostly Equality in budget
and expenses of TV
media .But there are some
fluctuations in cable TV.

-0.8%
2.2%
-2.1%
6.7%

-0.8%
2.1%
-2.1%
6.8%

-7.1%

-7.0%

-4.3%

-4.3%

-4.9%

-4.8%

3.3%

3.3%

5.6%
Budget

5.6%
Expenses

Balanced
Monitoring budget

-18%

-11.9%

-11%

-11.3%

Budget was not suitable.

Up and downs in loss and
profits.

-13.3%

-13.3%

-11.1%
-11.5%

-11.0%
-11.6%

-1.8%

-1.8%

Company gain profit.

consumer magazine
And local magazine save
-0.2% than their budget.

Almost Balance in budget

&expenses.
Balance
in
&expenses.

budget

OBJECTIVES WILL BE MONITORED

Corporate aims are the long term intention of business, where as corporate objective are the specific targets
required achieving the aims;

Survival

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Profit Maximization: - Profit maximization refers to the sales level where profits are highest. You might
assume that the higher the sales level, the higher the profits - but that is not always true.

Growth: - which includes, Cadbury selling new products/expanding overseas.

Diversification: - this is a spreading of business risks by reducing depends on one product.

References-

REFRENCES:www.google.co.nz
www.wickipedia.co
www.slideshare.com
www.ask.com
www.mindtools.com/commskll/cross-cultural-communication.htm
En.wikipedia.org/wiki/foreign_market_entry_modesen
http://www.hrps.org/blogpost/736528/HR-Management-Strategies
file:///C:/Users/Owner/Downloads/Aspirational%20Framework%20for
%20Strategic%20HR%20Annals%202014.pdf
http://www.ccl.org/leadership/pdf/programs/ldphr.pdf
http://www.atma.nu/Desktopdefault.aspx?panelid=120&tabid=228

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