Cadbury Is A Leading Global Confectionery Company Marketing Essay

Cadbury Is A Leading Global Confectionery Company Marketing Essay Introduction Cadbury is a leading global confectionery company with an outstanding portfolio of chocolate, gum and candy brands. The company employs around 50,000 people and has direct operations in over 60 countries, selling their products in almost every country around the world. The company creates brands people love, brands like Cadbury, Trident and Halls. The company heritage starts back in 1824 when John Cadbury opened a shop in Birmingham selling cocoa and chocolate. Since then Cadbury have expanded the business throughout the world by a program of organic and acquisition leg growth. On 7 May 2008, the separation of Cadbury confectionery and Americas Beverages business was completed creating Cadbury plc with a vision to be the world’s Biggest and Best confectionery company. Mission Statement â€Å"Cadbury means quality† this is the company promise. The company reputation is built upon quality; the company commitment to continuous improvement will ensure that the company promise is delivered. Cadbury has established itself as a company of fairness and integrity, which always attempts to operate as a socially responsible business. Value Performance Cadbury is passionate about winning. The company competes in a tough but fair way. The company is striving, hardworking and makes the most of the abilities. The company is prepared to take risks and act with speed. Quality Cadbury put quality and safety at the heart of all of the activities such as product, people, partnerships and performance. Respect Cadbury genuinely care for the business and the colleagues which like listen, understand and respond. The company is open, friendly and welcoming. The company embraces new ideas and diverse customs and cultures. Integrity Cadbury always strive to do the right thing. The company does the business with honesty; openness and being straight forward characterize the way. Responsibility Cadbury take accountability for the social, economic and environmenta l impact. In this way the company aims to make the business, partners and communities better for the future. Cadbury Business Principles are the code of conduct of the company and also take account of global and local cultural and legal standards. They confirm the company commitment to the highest standards of ethics and business conduct. The core purpose of the company is creating brands people love. The core purpose captures the spirit of what the company is trying to achieve as a business. Market Share By participant, the market is relatively fragmented, with the five largest confectionery companies accounting for around 40% of the market. There are a large number of companies which participate in the markets only a regional or local basis. Cadbury compete against multinational, regional and national companies. The graph shows that Cadbury is the second highest of the total confectionery in the market share. Halls is the largest brands in candy of Cadbury. Cadbury have number one and number two confectionery market position in 20 of the world’s 50 largest confectionery markets by retail sales value. Financial statement The graph shows the financial situation of Cadbury from 2006 to 2009. As we can see in the graph, the revenue is reached  ¿Ã‚ ¡5975 million is year 2009 which is slightly increase about 5% from year 2008. In operating income, year 2009 is the highest compare to previous year which is  ¿Ã‚ ¡507 million. Last but not least, year 2009 having 9% of the operating margin which is slightly increase from year 2008. As a conclusion, In year 2009, the performance is pretty well compare to the previous year due to there a keep increase since year 2006 to 2009.