Competitors analysis of Cadbury chocolate
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Known for its Diary Milk Bar, Cadbury is one of the most iconic confectionery brands in the world. Cadbury Diary Milk was launched in the United Kingdom in 1905 and has gone on to launch a number of products. However, all products in the Diary Milk line are still made solely with drain chocolate. Today, Cardbury is part of Mondelez Group, a leading company in the chocolate market. Cadbury Dairy Milk has become a megabrand, available in several different varieties worldwide. Despite its popularity, the brand faces strong and growing competition from many companies in North America and the rest of the world. Using a competitors analysis, this report assessed the top competitors of Cadbury, and their competitive advantage and used the information to identify the company's strengths and weaknesses relative to each competitor.
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Competitive Analysis of Cadbury Chocolate Case Study
Key Learning Outcomes
By the end of the case, students should be able to:
- Identify competitors in a given industry, their different marketing strategies, and how you can use this information as a point of comparison to identify a company's strengths and weaknesses relative to each competitor.
- Understand the external environment of an organization and how it affects its growth.
- Understand the concept of competitive analysis by applying it to a real company.
1.0 INTRODUCTION
Most industries are dominated by anything from one firm (monopoly), two firms (duopoly), four firms (oligopoly), or an absence of any one dominant player which means a fragmented industry. The chocolate industry is an oligopoly, dominated by 5 major companies – Mondelez (Cadburys), Hersheys, Mars, Ferraro, and Nestle. Between the 5 of them, they have a 61.8% market share globally. Boosted by changing consumer lifestyles, a number of small startup companies have recognized the growing trend of personal well-being and changing lifestyles faster than big companies, eating into the market shares of established brands like Cadburys. Between 2016 and 2017 alone, the top 20 companies experienced a fall in their market share after years of strong growth due to this trend.
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