International Marketing Plan Management

Question: Prepare a Marketing Plan for your organisation that will include: a-depth audit and critical evaluation of the companys current marketing activities; incorporating recommendations for improvement. acritical assessment of the potential impact on the company of emerging external business--environmental issues. Answer: Introduction In this assignment we have to make a marketing plan for an organization of a certain sector. Every organization has to make a marketing plan which helps them in following certain strategies and then the company will plan some strategies which will be the best for the organization then if the plan fits with the organization structure then only the higher authorities of the organization can implement the strategies which they have decided will be good for their organization. For this assignment the chosen sector is food sector. Among the food sector Cadbury is one of the best organizations as almost every people of different age love to have Cadburys. Background of the Organization Cadbury is one of the top company is food sector. This organization is situated in Birmingham, United Kingdom. In the year John Cadbury started a shop with cocoa and drinking chocolates, which he himself used to make but later he started commercial sale and for that he bought a building for opening his shop (Shankar, and Farley, Eds. 2012). Later he brought varieties in his products and along with that he also started making chocolates and it also become famous in his area and people started acknowledging his products. Cadburyis a Britishmultinational confectionarycompany and the second largest confectionery brand in the world afterWrigleys.It is headquartered inUxbridge, Greater London and operates in more than fifty countries worldwide. It is famous for itsDairy Milk chocolate, theCrme Egg,selection box, and many other confectionery products (Majaro, 2013). The main competitors of Cadbury are Mars, Nestle which is giving Cadbury a tough competition for the top position. They are also expanding them in the international market with their new products which is one of the major threats for Cadbury as a company (Douglas, and Craig, 2013). PESTLE Analysis Political- The political decisions which are taken on behalf of Cadbury can affect the company and the affect can be in a positive or negative way. If the government of the country increases the tax of the product then the sale of the product will decrease as consumers wont be buying the product. So, the government need to keep the tax rate under control so that customers buy more products. Economic- If the rate of interest increases then it will affect the company. As with the rate of interest it will not possible for the company to expand their company and for that the company had to borrow money. But if the interests rate is more then it will be not possible for the company to take the loan as when they will be paying back the interest then the company will have to pay more (Ennew, and Waite, 2013). Social- As now the trend is more is snacks as it is being preferred by the people so they are bringing new things in the market. Local vendors are trying to open their shops near the company as when the people will come to visit Cadbury world then the local vendors will also be benefitted. Now a days people are health conscious so whenever they buy anything they at first will give a look at the ingredients which are written on the packets to see that whether they are consuming any unhygienic thing or not (Murphy, and Prothero, 2013). Technological- If there is increase in the capital expenditure then there will be requirement of more equipment which will be required to produce number of goods. But along with that the company will also have to keep a notice that they make the products in much quicker and cheaper or else the employees will be losing their jobs. The research and the development team of the company is always keen on developing new products which will fulfill the consumers need and also will be in the competition (Cavusgil, and Cavusgil, 2012). Legal-The Company has to make sure that the workplace is safe for their employees and they are protected. Cadbury need to implement the idea of their expensive costs. Environmental- The Cadbury Company is built near the river side so that they then dispose all the waste in the river but now everyone is environmental friendly so now they are not allowed to do so and along with that the disposing of waste has also become expensive (Hamlin, and Mather, 2015). SWOT Analysis Strength- The most important strength of the company is their steady sustainability. Their income and sales are always increasing. As a company they have gained the trust the UK government which is acting in their favor. Weakness-As a Company they are in the top in UK market but they are weak in the US market. They are lacking in their delivery system. The costs of the chocolates are falling and it is creating a lot of problem for them as a company. Opportunities- Cadbury is expanding them in the international market and they have got a very good opportunity to grow in the Russia market. They are making products of low calories so that people who are health conscious can also consume chocolates. Threats- Cadbury is facing pricing problems with their competitors. When they are exporting their products to other countries then they have to pay the transportation costs which will be huge threat for the company (Paliwoda, and Thomas, 2013).. Recommendation As a company Cadbury is expanding and need to identify their requirements and according to that they have to relate their objective of their advertising which will help them to enlarge in the market. Cadbury is in the third position but they need to acquire the 1st position in the international market. The company has a large pressure regarding their profit maximization and for that they need to re-establish their monetary fitness Conclusion In a nutshell it can be said that as a company Cadbury is one of the top in the market. But they have to change their market plan after every few years according to the market. Cadbury needs to bring new innovations in their products which will attract their customers. Cadbury is competing with their competitors to be in the top positions like they are in their own country. References Paliwoda, S., and Thomas, M. (2013).International marketing. Routledge. Majaro, S. 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