Abstract
Cadbury Schweppes is a global confectionery manufacturer and a soft drink producer in North America. The company is the number-one worldwide for confectionery products. The company is headed by Todd Stitzer, the Chief Executive Officer (CEO), and Sir John Sunderland, the Non-Executive chairman. In March 2008, Cadbury Schweppes has decided to split up its two business lines: soft drinks and confectionery. The confectionery business is organized into four market segments which are called regions. These four regions are BIMA (Britain, Ireland, Middle East and Africa); Europe; Americas; Asia and Pacific. Each region is focused on commercial operations within its geographical and product area. We will focus this paper on the Irish market, which is part of the BIMA region, and its development for the next three years. Cadbury is a chocolate confectionery supplier on the Irish market. We can characterize the Irish chocolate market in terms of products: boxed chocolates, chocolate countlines, chocolate straightlines, molded bars, novelties and others chocolates. The market is valued according to retail selling price (RSP) and includes any applicable taxes. Before we begin to consider new strategies of the company for the period 2008-2011, we need to look at the results of 2007.
