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Fundamentals of Business Strategy for Company Operating in the Confectionery Industry

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Product strategy is an essential business strategy as it deals with meeting the expectation of the customer's perceived needs. There are different strategies for products that are utilised to gain market share and revenues. Different brands are developed with similar product lines or new products lines that enhance the customer experience (Walden University, 2010). Cadbury Plc should follow the core strategy for the products that are aimed to offer customer satisfaction in meeting their demands. Innovative product strategies should be developed to offer new products that capture the market with its unique features and it is essential for the success of the business. The business strategies related to the customers are a long-run basis.

There are different strategies that are developed for customer relationship even though it increases the operational costs but the goodwill that is generated benefits the organisation for the long run. The customer service needs to be enhanced from the competitors that will gain more customers (Walden University, 2010). Cadbury Plc should adopt different strategic options for the products with the customer that will increase the level of satisfaction of the customers.

This will facilitate to gain more customers and increase sales and add benefit to the organisation in terms of return on investment. Cadbury Plc StrategyCadbury Plc in the confectionery industry is one of the major players in the international market. It operates in more than sixty countries through acquisition and mergers. The strategy of acquisitions and mergers had been successful for Cadbury Plc in order to operate internationally. Even though Cadbury Plc deals with Kraft Foods, it operates its beverage section independently in Australia (Cadbury Plc, 2009).

As Cadbury sustained to include new company and product names to its corporate family, it recognises the significance of successfully controlling all technical data internationally in order to manufacture, dispense and trade its products with the objectives of utilising the complete value of its intellectual possessions.    

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