SITUATIONAL ANALYSIS REPORT

Situational Analysis Report

[Name of the Student]

Situational Analysis Report

Introduction

The aim of the paper is to highlight the overall market process of the world's prominent confectionary food manufacturing company, Cadbury. The paper discusses the overall marketing strategy of the company. It discusses how the Cadbury is focusing on its target market and what are the unique characteristics of the target market of the company. In addition to it, the paper highlights the marketing mix of the Cadbury products in order to discuss the special features of the Cadbury products in terms of high quality and low prices. Moreover, the paper discusses the perceptual map of the Cadbury products that extricates the perceptions of the customers regarding the image of the Cadbury products. Further, the paper discusses the market segmentation for the Cadbury products. It highlights how the company caters the unique characteristics of the geographic, demographic, psychographic as well as behavioral segments in order to retain the existing customers of the brand.

Discussion

Cadbury is basically confectionary company of the United Kingdom of Britannia owned by Mondelez International Inc. The company caters its international customers in more than 50 countries. Its core products are Cocoa Essence, Dairy, milk, Milk Chocolate, Cream Egg, Flake, Easter Eggs, Snow Bites, Cadbury Bliss marvelous Creations and so many other products. In order to cater its internationally diverged customers in a tight competitive market, the company has to focus on its quality and the marketing mix features. The current marketing mix of the $P's of the Cadbury extricates the following features.

Current product

Currently the company is catering its customers with numerous high quality products. The customers of the Cadbury feel good for having high quality chocolate at affordable prices. It is more attractive for the children as well as teen agers who can satisfy their chocolate carve by having high quality Cadbury in low prices. The core attributes of the Cadbury products are its highlight quality range of food as well its low affordable prices. The brand provides different promotions from to time related to the products as it gives Dairy milk products to the customers as complimentary product when they buy extensive range of Cadbury products. The target market of the Cadbury is consumers more specifically kids and teenagers. The most crucial target customers of the Cadbury are chocolate lover who really cares about the quality and taste of the chocolate. However, it should be noticed during the formulation of the market mix strategy that the customers of the Cadbury products do not want to explore the market for a long time. They just want their desired confectionary available at closest store.

In addition it should be noticed that the market is highly competitive and the substitutes are easily available in the market. Therefore, the brand need to ensure the availability of the product at customers' convenience otherwise the customer can easily switch to other brand for the time being. The Cadbury brand differentiate sits products from the products of the customers with its core competency of ...