@article{article_579949, title={AN APPLICATION OF SWOT ANALYSIS AS A STRATEGIC PLANNING TOOL: A CASE OF CADBURY, INC. IN CONFECTIONERY INDUSTRY}, journal={Uluslararası İktisadi ve İdari İncelemeler Dergisi}, pages={153–164}, year={2019}, DOI={10.18092/ulikidince.579949}, author={Hıdıroğlu, Duygu}, keywords={Industry,SWOT,Internal,External,Analysis}, abstract={<p class="MsoNormalCxSpFirst" style="margin-bottom:6pt;text-align:justify;text-indent:14.2pt;line-height:normal;"> <span lang="en-us" style="font-size:9pt;" xml:lang="en-us">This paper provides
analysis on Cadbury, Inc and confectionery </span> <span lang="en-us" style="font-size:9pt;" xml:lang="en-us"> industry </span> <span lang="en-us" style="font-size:9pt;" xml:lang="en-us">. The paper analyzes the external </span> <span lang="en-us" style="font-size:9pt;" xml:lang="en-us">and internal </span> <span lang="en-us" style="font-size:9pt;" xml:lang="en-us">forces
affecting the company, the industry it operates and its </span> <span lang="en-us" style="font-size:9pt;" xml:lang="en-us">business level strategies </span> <span lang="en-us" style="font-size:9pt;" xml:lang="en-us">. </span> <span lang="en-us" style="font-size:9pt;" xml:lang="en-us"> Considering the situational features such
as opportunities and threats when designing the environmental analysis and making
realistic marketing plan is very crucial because a company will benefit from its
own strengths, eliminate its weaknesses, benefit from environmental opportunities
and protect itself from environmental threats. On
the simple basis of product quality and taste, Cadbury proves to be superior to
other commercially available chocolate even with the seeming similarities in
texture. </span> <b> <span style="font-size:10pt;"> </span> </b> </p> <p> <b> </b> </p> <b> </b> <p> </p> <p class="MsoNormalCxSpMiddle" style="margin-bottom:6pt;text-align:justify;text-indent:14.2pt;line-height:normal;"> <span lang="en-us" style="font-size:9pt;" xml:lang="en-us">This paper deals with two main
research flows: environmental analysis and situational factors which allows organizations
to compose an effective marketing plan. This study provides a framework that implement
a common consensus on these research flows by specifiying some important issues
for future research and by making effective strategy analysis in the confectionery
industry. </span> <b> <span style="font-size:10pt;"> </span> </b> </p> <p> <b> </b> </p> <b> </b>}, number={25}, publisher={Kenan ÇELİK}