marketing

This assignment comprises a 4,000 word individual report and represents 100% of the module grade.

Cadbury wishes to expand at home and internationally after a thorough review of its business context. Using appropriate models, theories and frameworks, your brief is to:

1. Analyse Cadbury’s current competitive position in the external environment and make recommendations about how the company’s competitive position should change. This is because the Board want to be sure it is taking advantage of current and future trends in the external environment.

2. Analyse Cadbury’s internal capabilities and culture and make recommendations about how the company needs to change. This is because the Board want to be certain that its internal capabilities and culture will support its future strategy.

3. Critically evaluate Cadbury’s current approach to corporate social responsibility and make recommendations about future changes it needs to make to its approach.

4. Analyse the overseas opportunities for Cadbury and recommend ONE country for the company to enter. You should make recommendations for an appropriate entry strategy and how you would measure its success. (N.B. You may NOT suggest your own country as a potential country to enter).

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