Cadbury Schweppes Case Study Essay Outline

Page 1: The importance of ethics in business

Ethics concern an individual's moral judgements about right and wrong. Decisions taken within an organisation may be made by individuals or groups, but whoever makes them will be influenced by the culture of the company. The decision to behave ethically is a moral one; employees must decide what they think is the right course of action. This may involve rejecting the route that would lead to the biggest short-term profit.

Ethical behaviour and corporate social responsibility can bring significant benefits to a business. For example, they may:

  • attract customers to the firm's products, thereby boosting sales and profits
  • make employees want to stay with the business, reduce labour turnover and therefore increase productivity
  • attract more employees wanting to work for the business, reduce recruitment costs and enable the company to get the most talented employees
  • attract investors and keep the company's share price high, thereby protecting the business from takeover.

Unethical behaviour or a lack of corporate social responsibility, by comparison, may damage a firm's reputation and make it less appealing to stakeholders. Profits could fall as a result.

Along with good corporate governance, ethical behaviour is an integral part of everything that Cadbury Schweppes does. Treating stakeholders fairly is seen as an essential part of the company's success, as described here: 'A creative and well managed corporate and social responsibility programme is in the best interests of all our stakeholders - not just our consumers - but also our shareowners, employees, customers, suppliers and other business partners who work together with us. *'

Ensuring that employees understand the company's corporate values is achieved by the statement of 'Our Business Principles' which makes clear the behaviour it seeks from employees.

Cadbury Schweppes' good practice was recognised when it was voted one of the 'most admired companies for community and environmental responsibility' by Management Today magazine in 2003. It was also ranked second in the Food and Drink sector in the Business in the Community 'Per Cent Club' Index of corporate giving for 2003, with an investment in the community of around 3of its UK pre tax profits.

* Cadbury Schweppes Corporate and Social Responsibility Report 2002

Essay about Cadbury Beverages Case Analysis

912 WordsNov 4th, 20104 Pages

RUNNING HEAD: CADBURY BEVERAGES INC. CASE ANALYSIS

Cadbury Beverages Inc. Case Analysis
October 3, 2010

Cadbury Beverages, Inc. Case Analysis
Marketing executives at Cadbury Beverages, Inc. want to re-launch the following brands: Crush, Hires, and Sun-Drop soft drinks. However, Cadbury has seen several challenges arise in the eve of their next attempt to lead the market. Senior marketing executives decided to focus generally on the Crush brand of fruit flavored carbonated beverages. The key issues that were foreseen by Cadbury executives were the rejuvenation of the bottling network, figuring out brand equity, and develop new positioning. Lastly, there are numerous opportunities available for Crush to take advantage of that which…show more content…

That is why Cadbury should maximize its diet drinks market share (Kerin, 2007).
Buyer Behavior
US consumers drink more soft drinks than tap water. Most purchases in supermarkets are unplanned because people are sensitive to price promotions, in-store displays and all point- of- sales promotions. In a geographical sense, the national consumption per capita is 46.7 gallons with per capita consumption the highest in the East South Central states. It is the lowest in the Mountain states at 37.1 gallons. Higher consumption usually occurs during the summer months and is called seasonal consumption (Kerin & Peterson, 2007).
Brands and Products

There are more than 900 registered brand names in the US. The top 10 brands are marketed by the 3 leading US soft drinks companies which are Coca-Cola, PepsiCo and Dr. Pepper/7up. The cola flavor is the most popular of carbonated soft drinks in the US with 65.7% of the market share. The orange flavor comes in 3rd with only 3.9% of the market share. As far as market segments are concerned there are only two segments; the regular carbonated soft drink and the diet carbonated soft drink (Kerin & Peterson, 2007).
SWOT Analysis:

Strengths of this brand include: it is the 4th largest marketer, brand longevity, and it has a large/high awareness in big cities. Its’ weaknesses are: low market share, low market coverage, limited bottlers’ network, relatively low advertising

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