Marketing essentials Essay Example | Topics and Well Written Essays - 3000 words

Marketing essentials - Essay Example It was originally named as Cadbury Schweppes Overseas Ltd (CSOL) after its merger with Schweppes. The mission of the organisation is to offer best quality products to its customers in order to enhance its market share and brand identity in the markets of the United Kingdom as well as globally (Cadbury, n.d.). Thus, in the year 2007, Cadbury undertook a vital strategic move and shifted from the sector of beverages towards confectionary, which not only augmented its corporate image and but its profit margin as well. It started developing various products such as ‘5 stars’, ‘Perk’, ‘Celebrations’, ‘Temptations’, ‘Diary Milks and Gems’. Along with this, it also has offered milk food beverage as well namely Bournvita. Thus, it can be affirmed that Cadbury is a renowned brand and in terms of financial aspect held annual revenue of ?5, 384 million in the year 2008 (Cadbury, n.d.). The major objective of this assignment is to p repare a marketing plan for Cadbury for the next one to three years. It also highlights the situation of the company and the market in the current scenario. The paper also focuses on the SWOT analysis and competitors’ analysis in order to evaluate the existing position of the organisation, Cadbury in the global market. Moreover, it also includes development of an innovative product idea for the organisation along with financial forecasts for the product for the future three years. Analysis of Company Situation Cadbury is a reputed organisation and it mainly operates in international confectionary market. It is the second leading supplier of chocolate and other sugar confectionaries in the market of the United Kingdom (Cadbury, n.d.). As the company is operating from many years so it has established an apparent market brand image that enhanced its position to a large extent among other leading competitors. Moreover, as the organisation is functioning in global markets, it incl udes high prospects of diversifying the booming products of one market to other emerging markets. This helps to augment the market share and uniqueness of the brand in the varied emerging markets all round the globe (Scribd, n.d.). Although Cadbury functions in more than 60 countries, the maximum turnover is originated from the markets of the United States, South Africa, Ireland and United Kingdom. Along with these, other promising markets namely India, Thailand and China also offer significant impact on the growth and development of the Cadbury brand. The other important factor, which enhanced the individuality of the brand among other apparent players in the market, is heavy concentration and investment over advanced technologies. This helped the organisation to offer various new products at an efficient cost, which enhanced the dependency and receptiveness of the customers (Scribd, n.d.). Thus, it facilitated in improvement of the financial situation of the organisation as well. In addition, the strong administration team with centralised hierarchical structure facilitates Cadbury in maintaining a uniform culture, which amplifies the

Customer Service Standard Setting Essay Example | Topics and Well Written Essays - 1250 words

Customer Service Standard Setting - Essay Example There have been many issues regarding the pipelines and other accessories that are used to transfer water throughout the city. The problem concerned is that the customer service centers have not been adequate enough to effectively fulfill the requirements of the general public. For this reason I am just not targeting any company instead I will target upon the entire water industry and propose a method that would enable them to make up better decisions using CBA(Cost Benefit Analysis) and the customer preference theory. An important and decisive factor that defines the end of a pipeline's functional life is the customer service standards that are in place. If customers are reluctant to accept any disturbances in water supply then the functional life of the pipeline is much shorter than that for a pipeline whose customers are ready to accept interruptions coupled with failures and the following repair of these failures. This methodology was based upon the procedure of Choice Modeling. Even as still a non-market technique, this technique is considered the state of the art in this area, and is a noteworthy improvement on approaches such as dependent valuation that are subject to context effects that is misrepresentation due to the way in which the questions are asked. Through the use of choice modeling and by questioning a statistically convincing number of customers and dealing with different subsets of this number with delicately varied choices, it is feasible to quantify customers' willingness to pay for various attributes. By classifying attributes valued by customers and their readiness to pay for them, the benefits side of the equation is complete. On the other side of this equation, of course, are costs. Also there is a need to develop an understanding of the social costs associated with water service provision. These comprise the cost of traffic disruption due to pipeline, repairs, failures or replacement (like road blocks occur when such construction or renovation takes place), and the loss to business just because of water service disturbances. These costs can be considerable depending on the conditions and should not be overlooked. Amusingly, these social costs amount high at both very rigid standards and very liberal ones, as social costs are accounted when pipes are often replaced to achieve the higher standard. In this methodology we need to consequently examine through various survey questions and focus groups about the attributes of disturbances of which the customers are most concerned. The questionnaire may include the SSI questions, and various other questions highlighting the attributes of water service. The detail of the results can be reported in the technical report. For the purposes of this report, the following can be stated as the method would show how the respondents coped up with the interruptions; the involved person generally could cope with short disturbances, and the components of such nuisances that are deemed to be important are: Time length of the interruption; Whether they are notified of the interruptions; What day the interruptions happened at what time and Finally, the number of interruptions per year This methodology should undergo identification of the interrupti