Marketing Management Assignment Example | Topics and Well Written Essays - 4000 words

Marketing Management - Assignment Example Cadbury has been operating in India for over 60 years now. It started its operation by importing chocolates in 1948. Presently, the company boasts of a market share of above 70% which is the highest share of the brand across the globe. Cadbury’s billion Dollar brand ‘Dairy Milk’ is referred in India as the â€Å"gold standard† in terms of chocolates. Cadbury was also a pioneer in India for developing cocoa cultivation, since 1965. They have given a quality life to thousands of farmers through their continuous efforts to increase the production of cocoa. No wonder that a Cocoa tree in India is popular in the name of Cadbury tree (Cadbury, n.d.). It can be said that Cadbury is the synonym for chocolates in India and also the brand loyalty of Cadbury in India is quite high. Thus, based on these important criteria’s, India has been preferred for the launch of a new brand of Cadbury (Doddamani, 2011). Situation Analysis PESTLE Analysis Political Change in regulations and laws regarding international food labelling and trade are bound to affect Cadbury. Cadbury should be aware of the Food Safety Act and should take care in not violating it. Cadbury should also be cautious and ensure that none of its manufacturing plants are breaking laws related to production such as employing minors or paying less wage compared to the stated amount in the Wages Act (Mullerschon, n.d.). Economical The economy in India is a bit stable at this point, thus, launching a new chocolate bar would be supported (Mullerschon, n.d.). The stable economic condition has increased the per capita income which signifies that the disposable income of the populace of the country is higher at present. High rate in consumer spending and decrease in interest rates would help to encourage launching of a new brand (Mullerschon, n.d.). Increase in the population of middle income group would signify increasing demands. The cost of production in India would be low compared to other countries, thus, this would make market penetration easy for Cadbury. The market of chocolate in India is growing and there is immense scope to be exploited. The chocolate industry of India is a unique mix of attitudes, high consumption patterns, income levels, beliefs and spending. The country has high sales and many segments that are still uncovered (Doddamani, 2011). Social People nowadays have become quite health conscious and are trying to cut down on soft drinks, confectionaries and sweat meat because of high cholesterol and calorie. However, Cadbury has an edge over this as their products are becoming substitutes of sweet meat and confectionaries. Cadbury enjoys strong customer loyalty and their opinion is high regarding this company, thus, there is not any reason for the consumers to stop buying their products. The gift culture in India is growing, which will also enable to keep a sustained demand of Cadbury’s products (Mullerschon, n.d.). Technological Producti on is increasing because of machines with high technology and this enables the factories to produce in